Tissue and hygiene in 2024: The big picture
The tissue and hygiene industry in the Philippines saw growth in current value and volume terms in 2024, driven by improved economic conditions and increased consumer mobility following the COVID-19 pandemic. This growth was evident across various segments, including retail and away-from-home (AFH) tissues, toilet paper, and adult incontinence products.
2024 key trends
Tissue and hygiene in the Philippines in 2024 reflected a dynamic landscape shaped by urbanisation, rising disposable incomes, and heightened awareness of hygiene post-pandemic. This confluence of factors spurred growth across several key segments.
Competitive landscape
Sanitary Care Products Asia Inc. (SCPA) continued to maintain its strong industry presence, particularly in the retail tissue segment, through brands like Sanicare, Femme, and Cheers.
Retail developments
Direct-to-consumer (DTC) models, primarily facilitated through e-commerce platforms or direct brand websites, have become increasingly prevalent, particularly for tissue and hygiene products. This distribution strategy enables brands to connect directly with consumers and offer personalised experiences.
What next for tissue and hygiene?
Looking ahead to 2025-2029, tissue and hygiene in the Philippines is expected to continue evolving and enjoying strong current value growth, driven by a combination of demographic shifts, changing consumer preferences, and competitive pressures. Menstrual care will see a gradual increase in the acceptance of modern products, contingent upon culturally sensitive education.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Philippines 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 Philippines, 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 Philippines 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 Philippines?
- Which are the leading brands in Tissue and Hygiene in Philippines?
- How are products distributed in Tissue and Hygiene in Philippines?
- 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 the Philippines
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 the Philippines
KEY DATA FINDINGS
Increased national spending on infrastructure boosts away-from-home tissue and hygiene growth in 2024
Growth in the demand for AFH adult incontinence products in line with ageing population
SCPA and Kimberly-Clark continue to serve their corporate clients with a wide range of quality AFH products
Tourism trends set to benefit sales of away-from-home tissue and hygiene in the coming years
Retail competition will improve away-from-home offerings in the future
Brands may expand their product offerings to boost share
Retail Adult Incontinence in the Philippines
KEY DATA FINDINGS
Higher disposable incomes and demographic changes boost growth in retail adult incontinence in 2024
JS Unitrade Merchandise Inc. continues to lead sales ahead of Essity
Inflation and rising product prices impact consumer purchasing patterns
Ongoing ageing of the Filipino population will be a key driver of growth over the forecast period
E-commerce expansion will lead to new brand emergence
Gender-specific and unisex products will cater to consumer preferences
Nappies/Diapers/Pants in the Philippines
KEY DATA FINDINGS
Category expansion thanks to urbanisation and rising incomes
Players are increasingly connecting with celebrity and influencer collaborations
Growing popularity of diaper pants boosts online sales
Continued positive performance, led by disposable pants, although sustainability will become a more important consideration
Distribution landscape will remain largely unchanged, but e-commerce will continue to gain traction, albeit from a low base
Problem-solving with new technologies is likely to increase in the coming years
Menstrual Care in the Philippines
KEY DATA FINDINGS
Menstrual care products affected by evolving consumer spending habits in 2024
Period underwear makes an entrance in the Philippines
Kotex Philippines benefits from marketing initiatives
Competition set to intensify in the years ahead amid ongoing growth for menstrual care
Product quality expectations will increase in tandem with prices
Opportunities for modern menstrual products to gain traction
Wipes in the Philippines
KEY DATA FINDINGS
Baby wipes continue to lead category sales in 2024
Category sees diversification with the emergence of adult and men's wipes
Lysol’s disinfecting wipes in a variety of fragrances have broad appeal
Baby wipes will remain popular amongst local consumers in the coming years
Promoting value through strategic bundling will become more prevalent in wipes
Differentiation will be driven by technology and new product development
Retail Tissue in the Philippines
KEY DATA FINDINGS
Toilet paper remains dominant through multifunctionality
Convenient options for on-the-go consumers boost growth in retail tissues in 2024
SCPA maintains its hold across multiple categories
Increase in disposable income and ongoing hygiene concerns will assure sustained growth for retail tissue
Affordability will increasingly inform purchasing decisions
Reinforced hygiene habits will lead to increased consumption in the years ahead
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
-
- 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
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-
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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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