Tissue and hygiene in 2024: The big picture
Tissue and hygiene maintained positive value sales in Singapore in 2024, at slightly lower rates of growth than seen in 2023, albeit still at a healthy level. This slight decline in value can be attributed to lowering levels of inflation, which have stabilised again after two years of elevations.
2024 key trends
Sustainability has become a mainstream concern within the tissue and hygiene landscape in Singapore, with growing pressure from consumers, businesses, and policymakers, for more environmentally responsible solutions. The government’s Green Plan 2030, and broader Environmental, Social and Governance (ESG) commitments across industries, are reinforcing a market shift toward sustainable practices in product sourcing, packaging, and end-of-life disposal.
Competitive landscape
Kimberly-Clark (S) Pte Ltd retailed the number one company position in tissue and hygiene in Singapore in 2024. The company owns various major brands in the industry, including Huggies and Kleenex, which are considered premium and are popular choices amongst Singaporean consumers.
Retail developments
Singapore’s tissue and hygiene retail landscape is characterised by a hybrid purchasing model, where consumers increasingly blend in-store and online channels to meet their needs. While traditional brick-and-mortar outlets such as supermarkets (e.
What next for tissue and hygiene?
Tissue and hygiene will maintain positive value sales over the forecast period, at a steady rate of growth. The tissue and hygiene market in Singapore is increasingly influenced by the trend of holistic wellbeing, where consumers view hygiene as part of a broader self-care and wellness routine.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Singapore report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in Singapore?
- Which are the leading brands in Tissue and Hygiene in Singapore?
- How are products distributed in Tissue and Hygiene in Singapore?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Singapore
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Singapore
KEY DATA FINDINGS
Consumers’ out-of-home lifestyles boost sales of away-from-home tissue and hygiene
Recovery in tourism boosts tissue demand in hospitality and services
Government assistance for elder healthcare keeps AFH hygiene prices low
High-value service sectors will drive premiumisation trends
Efficiency and optimisation of use will be ongoing trends
Ageing population will continue to drive demand for AFH hygiene products
Retail Adult Incontinence in Singapore
KEY DATA FINDINGS
Continuous growth due to the increasing senior population and demand for functionality
Growing opportunities for subscription services
Sustainability is a growing trend in retail adult incontinence
Country’s ageing population will support baseline demand, with opportunities for products for men and younger consumers
Government initiative to offer nursing homes could hamper retail sales growth
Unfavourable economic situations could turn more consumers towards private label and direct-to-consumer services
Nappies/Diapers/Pants in Singapore
KEY DATA FINDINGS
Auspicious Year of the Dragon drives baby boom, with sales also supported by premiumisation trends
Eco-conscious parents seek sustainable solutions for their babies
Multiple shopping options available for parents in Singapore
Sales will remain supported by baseline demand and premiumisation trends
Eco trends will drive new product developments
Retail e-commerce, omnichannel strategies, and cross-border trade will remain relevant
Menstrual Care in Singapore
KEY DATA FINDINGS
Consumers opt for comfort and a sense of security in menstrual care
Growing attention to eco-conscious products continues
Cooling scents remain popular due to the hot climate in the country
Premiumisation trends will become stronger in line with improving economy
Rising eco-awareness will continue to influence product developments
Reusable menstrual care set to become increasingly in demand
Wipes in Singapore
KEY DATA FINDINGS
Functionality serves as a differentiator in the mature category of wipes
Sustainably-minded consumers opt for green alternatives
Skincare trends influence developments in skin-kind wipes
Premiumisation trends will support value growth over the forecast period
Polarisation also expected, as brands meet different consumer budgetary needs
Singapore’s ageing population could help to support demand for wipes
Retail Tissue in Singapore
KEY DATA FINDINGS
Consumers seek convenience and functional retail tissue options
Sustainability trends also influence retail tissue
Online shopping continues to grow in significance
Enhanced products justify price increases
Private label will also remain popular in a polarised trend
Compact packaging and multifunctionality will be ongoing trends
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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-
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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