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Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Tissue and hygiene in Thailand demonstrates sustained value expansion in 2025, achieving current value sales of THB56.4 billion, underpinned by the revival of social routines and rising consumer expenditure despite a gradual population decline. The landscape is characterised by a pronounced shift towards premiumisation, with consumers increasingly seeking higher-quality products that prioritise comfort, reliability, and visible added benefits, even in the context of moderating GDP growth and ongoing price sensitivity. Brands able to deliver innovation in product design, capitalise on the growing importance of retail e-commerce for bulky stock-up purchases, and execute targeted promotions across modern grocery retailers and digital channels are well-positioned to capture both volume and value gains. With retail tissue maintaining its position as the highest contributor and adult incontinence products seeing rapid growth due to demographic shifts, the environment remains attractive for brands that adapt to evolving shopper habits and strengthen engagement through differentiated offerings, strategic pricing, and omnichannel distribution.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Tissue and Hygiene in Thailand?
- How are products distributed in Tissue and Hygiene in Thailand?
- 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 Thailand
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Cellox’S Premium Launch Highlights the Premiumisation Trend
Chart 2 Cellox Launches Ultra-Soft 4-ply PremiumToilet Paper
Convenience Trend Demonstrated by Demand for Products That Simplify Daily Routines
Chart 3 Pocket Tissues Continue Growing in 7-Eleven Due to Impulse and Portability
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Thai Consumers Likely to Embrace Premium Products for Comfort and Value
Ageing Population to Drive Rapid Gains in Adult Incontinence
Chart 6 Analyst Insight for Tissue and Hygiene
Retail E-Commerce Expected to Accelerate Value and the Frequency of Purchases
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Although the Top Three Players Remain Dominant, the Competition Heats up
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Hypermarkets Leads, Retaining Loyalty as Families Seek Bulk Value
Lazada and Shopee Drive E-Commerce Gains with Multi-Pack Promotions
Chart 11 Zilk Boosts Online Sales Through Shopee Mall Bundles Targeting Value-Seeking Thai Households
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Thailand
Key Data Insights
Growth Driven by Rise in Tourism, Rising Incomes and Low Inflation
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Growth Driven by Rise in Tourism, Rising Incomes and Low Inflation
Jumbo Roll Expansion Outpaces Other Tissue Formats Amid Value Focus
Chart 21 Thai AFH Tissue Brands Introduce Bulk-Value Jumbo Rolls to Help Horeca Manage Rising Costs
Kimberly-Clark Sets New Standard with Eco-Certified Tissue for Hospitality
Chart 22 Kimberly-Clark Unveils CE CFP Eco Certification
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Tourism-Driven Demand and Rising Incomes Will Contribute to Growth
Away-From-Home Tissue Will Continue to Dominate Despite Higher Rise for Hygiene
Bulk Procurement and Stable Pricing to Reshape Supplier Relationships
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Hospitality Operators Raise Tissue Procurement as Tourism Climbs
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Thailand
Key Data Insights
Strong Growth Due to Expansion of the Consumer Base and Improved Accessibility
Chart 35 Key Industry Trends for Retail Adult Incontinence
Strong Growth Due to Expansion of the Consumer Base and Improved Accessibility
Light Incontinence Pants Leads Growth, and Premiumisation Advances
Chart 36 Consumers Trade Up to Premium Pants
Certainty Fuels Premiumisation through E-Commerce and Convenience
Chart 37 Sales of Certainty Adult Pants Grow as Consumers Choose Quick-Change Pants Format
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
Users of Incontinence Products to Prioritise Comfort and Innovation
Light Solutions to Outpace Heavier Formats as Active Lifestyles Persist
Chart 41 Analyst Insight for Retail Adult Incontinence
Digital Platforms Will Drive Bulk Buying and Personalisation for Users and Caregivers
Chart 42 Forecast Value Sales 2020-2030
Chart 43 Forecast Value Sales by Category 2025-2030
Dsg International Maintains Its Dominance Due to Established Relationships
Fu Berg Industrial and Private Label Focus on Value-Driven Pricing
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
Users and Caregivers Choose Hypermarkets for Wide Assortment and Bulk Savings
Lazmall and Shopee Mall Drive Online Growth with Bundled Offers
Chart 46 Certainty Adult Pants Sees Strong Growth Through LazMall and Shopee Bulk-Buy Promotions
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Retail Adult Incontinence
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Retail Adult Incontinence
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Nappies/Diapers/Pants in Thailand
Key Data Insights
Solid Value Growth as Premiumisation Continues to Advance
Chart 55 Key Industry Trends for Nappies/Diapers/Pants
Solid Value Growth as Premiumisation Continues to Advance
Chart 56 MamyPoko Super Premium Organic Gains Traction as Thai Parents Favour Gentler, Premium Products.
Chart 57 Thai Parents Choose Greener, Gentler Options
Leading Brands Drive a Shift to Disposable Pants and Higher Value
Mamypoko Tape Organic Attracts Eco-Conscious Parents with Cleaner Materials
Chart 58 Value Sales 2020-2030
Chart 59 Volume Sales 2020-2030
Chart 60 Value Sales by Category 2025
Parents Likely to Prioritise Softness and Eco-Features, Driving Value
Chart 61 Analyst Insight for Nappies/Diapers/Pants
Digital-First Strategies Set to Deepen Shopper Loyalty and Boost Premium Launches
Sustainability to Move From Niche to Mainstream among Urban Families
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Unicharm Continues to Dominate but Sees a Declining Share Due to Rising Competition
Chart 64 Company Shares 2025
Chart 65 Brand Shares 2025
Hypermarkets Continues to Dominate Due to Convenience and a Wide Product Range
Shopee Mall and Tiktok Shop Accelerate Digital Sales Growth
Chart 66 MamyPoko Pants Extra Dry Skin Drives Sales Through E-Commerce Promotions
Chart 67 Retail Channels 2020-2025
Chart 68 Economic Context for Nappies/Diapers/Pants
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Nappies/Diapers/Pants
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Menstrual Care in Thailand
Key Data Insights
Premiumisation Contributes to Solid Value Sales Increase
Chart 75 Key Industry Trends for Menstrual Care
Premiumisation Contributes to Solid Value Sales Increase
Chart 76 Laurier Super Ultra Slim Towels
Towels Maintains Dominance as Disposable Period Pants Surges
Sofy Leverages Clean Wellness and Cooling Technology to Win Health-Conscious Users
Chart 77 Sofy Cooling Fresh (Unicharm Thailand)
Chart 78 Value Sales 2020-2030
Chart 79 Volume Sales 2020-2030
Chart 80 Value Sales by Category 2025
Premiumisation and Increasing Usage Frequency Set to Boost Growth Prospects
Towels to Retain Dominance, While Disposable Period Pants Will See Dynamic Expansion
Brands Expected to Leverage Clean Wellness and Digital Retail to Capture New Users
Chart 81 Analyst Insight for Menstrual Care
Chart 82 Forecast Value Sales 2020-2030
Chart 83 Forecast Value Sales by Category 2025-2030
Unicharm Sustains Leadership through Premiumisation and Consumer Trust
Increasing Competition for the Leaders From Emerging Players
Chart 84 Company Shares 2025
Chart 85 Brand Shares 2025
Retail Offline Maintains Its Dominance Due to Convenience and Wide Product Range
Retail E-Commerce Platforms Attract Urban Consumers with Discreet Delivery and Bundle Deals
Chart 86 Sofy Unicharm - TikTok Shop Flash Sale Campaign
Chart 87 Retail Channels 2020-2025
Chart 88 Economic Context for Menstrual Care
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Menstrual Care
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Wipes in Thailand
Key Data Insights
Continued Growth as Brands Use Flash Sales to Drive Volumes
Chart 95 Key Industry Trends for Wipes
Continued Growth as Brands Use Flash Sales to Drive Volumes
D-Nee and Pigeon Win Parents with Premium Innovations
Chart 96 Growing Popularity of Pigeon Extra Soft
Consumers Increasingly Search for Sustainable Products Both Online and Offline
Chart 97 D-nee Baby Wipes Organic Newborn
Chart 98 Value Sales 2020-2030
Chart 99 Value Sales by Category 2025
Urban Parents Likely to Shift to Premium, Eco-Friendly Wipes as Incomes Rise
Shopee and Lazada Set to Drive Premiumisation and Family-Size Innovations Online
Chart 100 Analyst Insight for Wipes
Eco-Positioned Wipes and Transparent Claims Will Win Trust among Young Families
Chart 101 Forecast Value Sales 2020-2030
Chart 102 Forecast Value Sales by Category 2025-2030
Lison Vision Draws Closer to the Leader with Competitive Pricing and Wide Distribution Reach
Chart 103 Company Shares 2025
Chart 104 Brand Shares 2025
Hypermarkets and Convenience Stores Benefit From Wide Assortment and Dense Outlet Networks
E-Commerce Bundles and Premium Launches Shape Consumer Preferences
Chart 105 Kodomo and MamyPoko Baby Wipes Gain Momentum
Chart 106 Retail Channels 2020-2025
Chart 107 Economic Context for Wipes
Chart 108 Real Gdp Growth 2020-2030
Chart 109 Inflation 2020-2030
Chart 110 Consumer Context for Wipes
Chart 111 Population 2020-2030
Chart 112 Consumer Expenditure 2020-2030
Chart 113 Population by Generation 2025
Retail Tissue in Thailand
Key Data Insights
Growth Driven by Tourism, Hygiene Awareness, and Rising Incomes, Despite Challenges
Chart 114 Key Industry Trends for Retail Tissue
Growth Driven by Tourism, Hygiene Awareness, and Rising Incomes, Despite Challenges
Kimberly-Clark Sets New Standard with Carbon Footprint Certification
Chart 115 Kimberly Clark Lauded for Sustainable Efforts
Lotus’S Drives Volume Gains with Large-Pack Launches
Chart 116 Lotus’s Launches Value Megapack Toilet Paper
Chart 117 Value Sales 2020-2030
Chart 118 Volume Sales 2020-2030
Chart 119 Value Sales by Category 2025
Rise in Tourism and Higher Disposable Incomes Set to Sustain Volume and Value Growth
Toilet Paper Will Dominate, and Some Consumers Likely to Trade up
Chart 120 Analyst Insight for Retail Tissue
Manufacturers to Drive Eco-Innovation Amid Cost Pressures
Chart 121 Forecast Value Sales 2020-2030
Chart 122 Forecast Value Sales by Category 2025-2030
Berli Jucker Cellox Capitalises on Affordability to Gain Ground
Chart 123 Company Shares 2025
Chart 124 Brand Shares 2025
Grocery Retailers Anchor Household Spending on Retail Tissue through Routine Trips
Retail E-Commerce Leverages Price Transparency and Bulk-Buy Discounts to Attract Urban Shoppers
Chart 125 Retail Channels 2020-2025
Chart 126 Economic Context for Retail Tissue
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Retail Tissue
Chart 130 Population 2020-2030
Chart 131 Consumer Expenditure 2020-2030
Chart 132 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)
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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
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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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