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Urbanisation Drives Convenience Trend with Growth in Bulk Hygiene Purchases
Tissue and hygiene in Taiwan demonstrated resilience in 2025, in the face of the declining population, driven by rising household incomes, a readiness to pay for enhanced product features, and digital integration across retail channels. With retail sales climbing 5% to TWD46,877 million, the environment remains highly attractive due to strong consumer loyalty, premiumisation, and the expansion of e-commerce, which contributes over a quarter of total value sales. Leading companies benefit from brand familiarity, customer loyalty, and operational efficiency, while the competitive landscape rewards continuous innovation, particularly in health, convenience, and sustainability.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
- Which are the leading brands in Tissue and Hygiene in Taiwan?
- How are products distributed in Tissue and Hygiene in Taiwan?
- 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 Taiwan
Urbanisation Drives Convenience Trend with Growth in Bulk Hygiene Purchases
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Urbanisation Drives Convenience Trend with Growth in Bulk Hygiene Purchases
Chart 2 Familymart's "Faminow" Omnichannel Integration
Terra Wins New Parents by Championing Bamboo-Based Baby Care
Knh Delivers Premium Lines Targeting Skin Health and Eco-Concerns
Chart 3 Knh Has Pivoted Its 2025 Strategy toward "Clinical-Grade" Hygiene
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Premium Positioning Boosts Value as Households Trade up
Retail Adult Incontinence Accelerates in Line with Needs of Ageing Population
Modern Retail and Eco Claims Reshape Competitive Strategies
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Chart 8 Analyst Insight for Tissue and Hygiene
Yuen Foong Yu Paper Enterprise Closes Gap as Brand Loyalty Keeps Rivals Strong
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets and Hypermarkets Attract Bulk Buyers with Value and Range
E-Commerce and Bulk Packs Drive Channel Transformation for Hygiene
Online Platforms Win Urban Shoppers with Convenience and Choice
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real GDP Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Taiwan
Key Data Insights
Premium Tissue Suppliers Leverage Post-Pandemic Recovery to Drive Value Gains
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Premium Tissue Suppliers Leverage Post-Pandemic Recovery to Drive Value Gains
Chart 20 Afh Suppliers Moving Towards Premium/Eco-Friendly Markets
Hotels and Commercial Operators Accelerate Shift to Premium and Sustainable Hygiene
Chart 21 Dandelion Advanced Green Series:Taiwan's Premier Sustainable Tissue Line
Cheng Loong Drives Eco-Innovation as Esg Targets Reshape Purchasing Priorities
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Hospitality and Tourism Drive Sustained Gains in Tissue Demand
Sustainable Procurement and Automation Reshape Tissue Purchasing Priorities
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Return-To-Office and Travel Patterns Boost B2b and Horeca Sales
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Inflation 2020-2030
Chart 29 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 30 Population 2020-2030
Chart 31 Consumer Expenditure 2020-2030
Chart 32 Population by Generation 2025
Retail Adult Incontinence in Taiwan
Key Data Insights
Supermarkets and E-Commerce Broaden Access among Younger and Active Users
Chart 33 Key Industry Trends for Retail Adult Incontinence
Supermarkets and E-Commerce Broaden Access among Younger and Active Users
Kang Na Hsiung’S Clean Wellness Innovations Set New Standards for Dignity and Skin Health
Chart 34 Kang Na Hsiung (Knh) Nano-Silver Bacteriostasis:
Kang Na Hsiung Advances Wellness Solutions with Nano-Silver Technology
Chart 35 Anan Premium Diaper: a Heavy-Duty, Tab-Style Brief
Chart 36 Value Sales 2020-2030
Chart 37 Volume Sales 2020-2030
Chart 38 Value Sales by Category 2025
Ageing Households Drive Demand for Advanced Care Solutions
Light Solutions Expand Appeal as Younger Users Adopt Adult Incontinence
Innovation in Product Design Boosts Value and Acceptance
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Forecast Value Sales by Category 2025-2030
Chart 41 Analyst Insight for Retail Adult Incontinence
United Charm Co Ltd Gains Momentum as Vinda Taiwan Ltd Cedes Ground
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Supermarkets and Warehouse Clubs Attract Value-Focused Shoppers with Bulk Deals
E-Commerce Gains Ground as Convenience and Range Drive Adoption
Chart 44 Retail Channels 2020-2025
Chart 45 Economic Context for Retail Adult Incontinence
Chart 46 Real GDP Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Retail Adult Incontinence
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025
Nappies/Diapers/Pants in Taiwan
Key Data Insights
Premiumisation Drives Value Growth Even as Birth Rates Fall
Chart 52 Key Industry Trends for Nappies/Diapers/Pants
Premiumisation Drives Value Growth Even as Birth Rates Fall
Chart 53 Essity's Tena Proskin Series
Momo Leverages Regular Delivery Service to Lock in Parents
Sustainability Initiative Transforms Waste into New Resources
Chart 54 Yi Chun Cultural and Creative Corporation's Industrial-Scale Recycling Initiative
Chart 55 Value Sales 2020-2030
Chart 56 Volume Sales 2020-2030
Chart 57 Value Sales by Category 2025
Premium and Sustainable Launches Drive Value as Parents Shift Online
Parents Migrate to Disposable Pants for Convenience and Added Features
Online and Bulk Buying Reshape Spending as Population Ages and Shrinks
Chart 58 Forecast Value Sales 2020-2030
Chart 59 Forecast Value Sales by Category 2025-2030
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Procter & Gamble Taiwan and United Charm Co Ltd Reinforce Leadership as Trust Shapes Value
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Bulk-Buying Outlets Drive Shopper Loyalty through Discounts and Convenience
Online Sales Accelerate as Parents Seek Deals and Home Delivery
Warehouse Clubs and Digital Platforms Strengthen Position with Bundled Offers
Chart 63 Retail Channels 2020-2025
Chart 64 Economic Context for Nappies/Diapers/Pants
Chart 65 Real GDP Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Nappies/Diapers/Pants
Chart 68 Population 2020-2030
Chart 69 Consumer Expenditure 2020-2030
Chart 70 Population by Generation 2025
Menstrual Care in Taiwan
Key Data Insights
Premiumisation Trend Drive Value Performance as Users Trade up
Chart 71 Key Industry Trends for Menstrual Care
Premiumisation Trend Drive Value Performance as Users Trade up
Chart 72 Sofy Antibacterial Extra Long Pads
Clean Wellness Claims to Win over Discerning Shoppers
Chart 73 Kang Na Hsiung’S Organic Cotton/Bamboo Fiber Pad Line
Government Policy Boosts Eco-Friendly Options and Access for Youth
Chart 74 Value Sales 2020-2030
Chart 75 Volume Sales 2020-2030
Chart 76 Value Sales by Category 2025
Tampon Brands Accelerate Growth as Social Change Meets New Demand
Social-Media Education and E-Commerce Widen Product Access for Young Users
Innovators Will Capture Value as Sustainability and Wellness Reshape Consumer Choice
Chart 77 Forecast Value Sales 2020-2030
Chart 78 Forecast Value Sales by Category 2025-2030
Chart 79 Analyst Insight for Menstrual Care
Major Players Leverage Brand Loyalty to Defend Share
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Supermarkets and Health and Beauty Specialists Maintain Broad Reach
Retail E-Commerce Accelerates as Digital Convenience Wins Share
Chart 82 Retail Channels 2020-2025
Chart 83 Economic Context for Menstrual Care
Chart 84 Real GDP Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Menstrual Care
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Wipes in Taiwan
Key Data Insights
Kirkland and Costco Reshape Buying Habits with Value-Focused Bulk Wipes
Chart 90 Key Industry Trends for Wipes
Kirkland and Costco Reshape Buying Habits with Value-Focused Bulk Wipes
Chart 91 Kirkland Signature Wipes in Taiwan: Price to Weight Ratio
Amcor & Fedrigoni Drive Uptake of Recycle-Ready Sustainable Packaging
Chart 92 Sustainable packaging from Amcor & Fedrigoni
7-Eleven’S Lifestyle Collaborations and Travel Packs Raise the Bar on Convenience
Chart 93 Value Sales 2020-2030
Chart 94 Value Sales by Category 2025
Multi-Purpose Wipes and E-Commerce Reshape Household Routines
Format Innovation and Multi-Functionality Drives Value Gains
Chart 95 Forecast Value Sales 2020-2030
Chart 96 Forecast Value Sales by Category 2025-2030
Chart 97 Analyst Insight for Wipes
Kang Na Hsiung and Farcent Preserve Lead as Brand Trust Sustains Value
Chart 98 Company Shares 2025
Chart 99 Brand Shares 2025
E-Commerce Players Capture Largest Share of Sales with Discounts for Bulk Packs
On-The-Go Wipes Enable Convenience Retailers to Stand Out
Chart 100 Retail Channels 2020-2025
Chart 101 Economic Context for Wipes
Chart 102 Real GDP Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Wipes
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Retail Tissue in Taiwan
Key Data Insights
Premium Tissue Drives Value Growth Alongside Multi-Channel Strategies
Chart 108 Key Industry Trends for Retail Tissue
Premium Tissue Drives Value Growth Alongside Multi-Channel Strategies
Chart 109 Yuen Foong Yu Premium Tissue Launches
Retail E-Commerce and Bulk Packs Reshape Shopper Behaviour
Chart 110 Club and Online Multi-Pack Tissue Offers
Chart 111 Value Sales 2020-2030
Chart 112 Volume Sales 2020-2030
Chart 113 Value Sales by Category 2025
Supermarkets and E-Commerce to Drive Premiumisation and Bulk Buying
Brands Combine Premium Comfort with Credible Eco-Credentials to Capture Value
Chart 114 Forecast Value Sales 2020-2030
Chart 115 Forecast Value Sales by Category 2025-2030
Chart 116 Analyst Insight for Retail Tissue
Yuen Foong Yu Paper Enterprise Co Ltd Extends Lead as Rivals Lose Ground
Chart 117 Company Shares 2025
Chart 118 Brand Shares 2025
Warehouse Clubs and E-Commerce Reshape Shopping with Bulk Deals and Convenience
E-Commerce Platforms Win Shoppers with Bulk Packs and Home Delivery
Chart 119 Retail Channels 2020-2025
Chart 120 Economic Context for Retail Tissue
Chart 121 Real GDP Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Retail Tissue
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement 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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- Disposable Period Pants
- 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)
-
-
- 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
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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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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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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.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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