Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Sri Lanka grew steadily in 2024 despite inflationary pressures and macroeconomic challenges. Sales of tissue and hygiene products increased both in value terms and volume terms, supported by innovation, urban consumer demand, and the recovery of institutional and away-from-home channels.
2024 key trends
Toilet paper and paper hand towels remained the largest product categories within tissue and hygiene in 2024, supported by strict hygiene regulations and increased institutional demand across the hospitality and healthcare sectors. Meanwhile, retail adult incontinence emerged as the most dynamic category, driven by greater awareness, ageing demographics and improved product accessibility.
Competitive landscape
Pee Bee Management Services Ltd was the leading company within tissue and hygiene in 2024, with over half of total value share. Its flagship brand, FLORA, remained dominant across retail tissue, wipes and away-from-home tissue, supported by strong retail partnerships, CSR-driven branding and product diversification.
Retail developments
Supermarkets remained the leading distribution channel for tissue and hygiene in 2024, benefiting from wide product assortments, established supply chains and promotional visibility. These outlets dominated sales of value packs and bulk-sized products, especially in urban areas where in-store engagement remained strong.
What next for tissue and hygiene?
Value sales of tissue and hygiene are set to continue to rise over the forecast period. Growth will be driven by rising awareness of hygiene, ageing demographics and the continued expansion of Sri Lanka’s healthcare and tourism sectors.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Sri Lanka 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 Sri Lanka, 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 Sri Lanka 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 Sri Lanka?
- Which are the leading brands in Tissue and Hygiene in Sri Lanka?
- How are products distributed in Tissue and Hygiene in Sri Lanka?
- 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 Sri Lanka
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Key Data Findings
2024 Developments
Economic stabilisation supports renewed demand for branded products
EVA maintains leadership as premium and niche players expand presence
Retail and digital channels evolve to support wider access
Prospects and Opportunities
Steady growth forecast as awareness and affordability improve
E-commerce set to play a growing role in urban markets
Innovation will support category diversification and value growth
Category Data
Key Data Findings
2024 Developments
Urbanisation and evolving lifestyles support steady category growth
Brand innovation and positioning remain key to leadership
Modern trade and digital platforms support expanded reach
Prospects and Opportunities
Sustained growth driven by modern lifestyles and rising incomes
E-commerce expansion to enhance access and brand engagement
Product innovation to support differentiation and long-term growth
Category Data
Key Data Findings
2024 Developments
Economic challenges drive value-seeking behaviour
Inclusive targeting helps Marvel sustain market leadership
Omnichannel retail strengthens access and reach
Prospects and Opportunities
Rising demand driven by shifting demographics and inclusivity
E-commerce to enhance convenience and privacy for urban consumers
Product innovation to support dignity, sustainability and growth
Category Data
Key Data Findings
2024 Developments
Core categories remain resilient despite economic pressures
Established leaders retain share while niche players expand
Expanded pharmacy presence and digital retail drive accessibility
Prospects and Opportunities
Stable demand outlook supported by hygiene consciousness and core usage
Digital channels to broaden reach and improve category visibility
Innovation in sustainability and functionality to support differentiation
Category Data
Key Data Findings
2024 Developments
Tourism rebound and economic stability boost tissue consumption
Market leader sustains dominance as challengers focus on value and format
Modern trade leads while pharmacies and e-commerce gain momentum
Prospects and Opportunities
Steady growth expected as hygiene and tourism trends persist
Channel diversification and institutional partnerships to shape distribution
Innovation in format, sustainability and branding to drive growth
Category Data
Key Data Findings
2024 Developments
Away-from-home tissue sees strong rebound as B2B demand returns
Away-from-home adult incontinence expands through healthcare and inclusive workplace use
Innovation drives premiumisation and environmental positioning
Prospects and Opportunities
Urbanisation and infrastructure development to support expansion
Institutional partnerships and digital procurement to reshape distribution
Smart solutions and sustainability to define future innovation
Category Data
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
-
- 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
-
- 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
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
- Paper Towels
-
- Napkins
- Tablecloths
-
- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
-
- 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
-
- Disposable Pants
-
- 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
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
-
-
- AFH Napkins
- Retail Napkins
-
- AFH Tablecloths
- Retail Tablecloths
-
-
-
- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
-
-
- AFH Paper Towels
- Retail Paper Towels
-
- 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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