Select Country Report
Tissue and Hygiene Growth Is Fuelled by Affordability
In 2025, the Philippines tissue and hygiene market demonstrated healthy value growth, accompanied by ongoing shifts in distribution channels and heightened competitive dynamics. Retail value sales increased by 6% to PHP55.2 billion, outpacing inflation, with growth underpinned by affordability-driven purchases, demographic expansion, and the further development of e-commerce. Nappies/diapers/pants remained the largest category by value, while the adult incontinence category registered the fastest expansion. E-commerce activity, particularly through live selling on platforms such as Shopee, Lazada, and TikTok Shop, continue to shape brand interaction and buying patterns. Local brands and private label have reinforced their market positions via value-oriented pack sizes and intensive promotional strategies, resulting in a gradual loss of market share for traditional retail outlets.
USD 2,750
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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 Growth Is Fuelled by Affordability
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Tissue and Hygiene Growth Is Fuelled by Affordability
Pampers Expands Visibilty through Livestreams
Chart 2 Caress Hy-Pants Promotes Convenience with Active Lifestyle Campaigns in 2025
Retail Adult Incontinence Sees Dynamic Growth
New Entrants Drive Wipes Growth
Chart 3 Punaas Baby Wipes Cater to Pricesensitive Consumers
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
E-Commerce Platforms Drive Live Selling and Omnichannel Strategies
Chart 6 Analyst Insight for Tissue and Hygiene
Retail Adult Incontinence Expected to See the Strongest Growth, Supported by a Rising Ageing Population
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Js Unitrade Merchandise Inc Grows Share by Leveraging Eq’S Value and Trust
Popular Brands Benefit From Consumer Trust, Value-Driven Propositions, and Strong Distribution
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Retain Shopper Loyalty
Shopee, Lazada, and Tiktok Shop Transform Digital Engagement
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 the Philippines
Key Data Insights
Tourism Recovery Drives Local Suppliers to Expand Hotel Contracts
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Tourism Recovery Drives Local Suppliers to Expand Hotel Contracts
Bulk Tissue Leads Institutional Sales as Affordability Pressures Intensify
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Local Suppliers Boost Hotel Supply as Tourism Accelerates
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Horeca Procurement Shapes Institutional Tissue Demand as Tourism Rebounds
Chart 24 Retail Channels 2020-2025
Chart 25 Economic Context for Away-From-Home Tissue and Hygiene
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 29 Population 2020-2030
Chart 30 Consumer Expenditure 2020-2030
Chart 31 Population by Generation 2025
Retail Adult Incontinence in the Philippines
Key Data Insights
So Sure Pads Leverage Affordability to Drive Growth and Improve Access
Chart 32 Key Industry Trends for Retail Adult Incontinence
So Sure Pads Leverage Affordability to Drive Growth and Improve Access
Chart 33 So Sure Pads Launched Affordable Bladder Leakage Pads With Shopee 11.11 Promotions
Pants Shows Strongest Growth in 2025
Chart 34 Caress Hy Pants Promotes Convenience With Active Lifestyle Campaigns
Chart 35 Value Sales 2020-2030
Chart 36 Volume Sales 2020-2030
Chart 37 Value Sales by Category 2025
E-Commerce Platforms Empower Challenger Brands to Reach Ageing Consumers
Chart 38 Analyst Insight for Retail Adult Incontinence
Active Older Consumers Spur Demand for Discretion and Comfort
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Forecast Value Sales by Category 2025-2030
Caress Strengthens Supermarket Presence as Challenger Brands Grow Online
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Supermarkets Maintains Leading Channel Place as E-Commerce and Pharmacies Gain Ground
Chart 43 Retail Channels 2020-2025
Chart 44 Economic Context for Retail Adult Incontinence
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Consumer Context for Retail Adult Incontinence
Chart 48 Population 2020-2030
Chart 49 Consumer Expenditure 2020-2030
Chart 50 Population by Generation 2025
Nappies/Diapers/Pants in the Philippines
Key Data Insights
Disposable Pants Prove More Popular Than Nappies/Diapers, Amid Declining Birth Rate
Chart 51 Key Industry Trends for Nappies/Diapers/Pants
Disposable Pants Prove More Popular Than Nappies/Diapers, Amid Declining Birth Rate
Health and Wellness Trends Boost Innovation
Pampers and Eq Tap E-Commerce for Growth
Chart 52 Pampers Promotes Diaper Bundles Through TikTok Live
Chart 53 Value Sales 2020-2030
Chart 54 Volume Sales 2020-2030
Chart 55 Value Sales by Category 2025
Value and Innovation Propel Long-Term Growth in Nappies/Diapers/Pants
Chart 56 MamyPoko Launches Mosquito repellent “Bye Bye Lamok” Diapers
Disposable Pants Attract Time-Pressed Families, While E-Commerce Provides Convenience
Chart 57 Analyst Insight for Nappies/Diapers/Pants
Chart 58 Forecast Value Sales 2020-2030
Chart 59 Forecast Value Sales by Category 2025-2030
Eq Expands Share through Innovation and Affordability as Pampers Holds Premium Ground
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Supermarkets Sustain Dominance as Local Grocers and Online Stores Gain Ground
Chart 62 Retail Channels 2020-2025
Chart 63 Economic Context for Nappies/Diapers/Pants
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Nappies/Diapers/Pants
Chart 67 Population 2020-2030
Chart 68 Consumer Expenditure 2020-2030
Chart 69 Population by Generation 2025
Menstrual Care in the Philippines
Key Data Insights
Charmee and Sisters Drive Value with Convenience and Affordability
Chart 70 Key Industry Trends for Menstrual Care
Charmee and Sisters Drive Value with Convenience and Affordability
Chart 71 Charmee Launches First Black Menstrual Pants
Disposable Period Pants Shows the Best Performance
Modess and Kotex Expand Wellness with Hypoallergenic Launches
Chart 72 Modess Launches Hypoallergenic Pads
Chart 73 Value Sales 2020-2030
Chart 74 Volume Sales 2020-2030
Chart 75 Value Sales by Category 2025
Digital Channels and Premium Upgrades Reshape Purchasing Behaviour
Chart 76 Analyst Insight for Menstrual Care
Towels Will Remain the Largest Category, as Comfort and Quality Expectations Rise
Chart 77 Forecast Value Sales 2020-2030
Chart 78 Forecast Value Sales by Category 2025-2030
Modess, Whisper, and Charmee Retain Top Three Positions
Chart 79 Brand Shares 2025
Offline Retail Remains the Leading Distribution Channel, Despite Rise of E-Commerce
Lazada and Shopee Accelerate Bulk Buying through Online Sales Events
Chart 80 Retail Channels 2020-2025
Chart 81 Economic Context for Menstrual Care
Chart 82 Real Gdp Growth 2020-2030
Chart 83 Inflation 2020-2030
Chart 84 Consumer Context for Menstrual Care
Chart 85 Population 2020-2030
Chart 86 Consumer Expenditure 2020-2030
Chart 87 Population by Generation 2025
Wipes in the Philippines
Key Data Insights
Wipes Sales Gain Ground Amid Expanding Value Options
Chart 88 Key Industry Trends for Wipes
Wipes Sales Gain Ground Amid Expanding Value Options
Chart 89 Punaas Baby Wipes Caters to Pricesensitive Consumers
Giggles Rethinks Portability with Mini Packs
Chart 90 Giggles Launched Alcohol Wipes 3 in 1 Mini Travel Packs
Brands Tap Online Platforms for Growth
Chart 91 Value Sales 2020-2030
Chart 92 Value Sales by Category 2025
Ongoing Sales Will Be Supported by Affordable Options and Value Formats
Sales of Baby Wipes Will Continue to Be Supported by Online Sales—Especially via Tiktok Shop
Fda Scrutiny Expected to Spur New Opportunities for Wipes
Chart 93 Analyst Insight for Wipes
Chart 94 Forecast Value Sales 2020-2030
Chart 95 Forecast Value Sales by Category 2025-2030
Giggles and Pigeon Brands Sustain Leadership through Strong Recognition and Continuous Innovation
New Affordability Wave Hits Sanicare's Digital Channels
Chart 96 Company Shares 2025
Chart 97 Brand Shares 2025
Convenience Chains and E-Commerce Disrupt Traditional Sales Patterns
Tiktok Shop Propels E-Commerce Gains
Chart 98 Retail Channels 2020-2025
Chart 99 Economic Context for Wipes
Chart 100 Real Gdp Growth 2020-2030
Chart 101 Inflation 2020-2030
Chart 102 Consumer Context for Wipes
Chart 103 Population 2020-2030
Chart 104 Consumer Expenditure 2020-2030
Chart 105 Population by Generation 2025
Retail Tissue in the Philippines
Key Data Insights
Tisyu Responds to Value Demand with Innovative Multipurpose Formats
Chart 106 Key Industry Trends for Retail Tissue
Tisyu Responds to Value Demand with Innovative Multipurpose Formats
Chart 107 Tisyu Launches Mega-Pull and Compact Facial Tissue Formats in April 2025
Toilet Paper Leads through Value Promotions and Family-Sized Offerings
Chart 108 Value Sales 2020-2030
Chart 109 Volume Sales 2020-2030
Chart 110 Value Sales by Category 2025
Ongoing Sales Will Be Driven by Brands Offering Different Packaging to Suit Different Needs, Whilst Balancing Price and Quality
Chart 111 Analyst Insight for Retail Tissue
Bundled Formats Set the Stage for Pack Innovation
Chart 112 Forecast Value Sales 2020-2030
Chart 113 Forecast Value Sales by Category 2025-2030
Sanitary Care Products Asia Defends Leadership Thanks to Success of Its Flagship Brands
Chart 114 Company Shares 2025
Chart 115 Brand Shares 2025
Small Local Grocers Win Shoppers From Supermarkets as Purchasing Habits Shift
E-Commerce Gains Ground, with Online Sales Driven by Younger Consumers and Those Seeking Bulk Purchases
Chart 116 Retail Channels 2020-2025
Chart 117 Economic Context for Retail Tissue
Chart 118 Real Gdp Growth 2020-2030
Chart 119 Inflation 2020-2030
Chart 120 Consumer Context for Retail Tissue
Chart 121 Population 2020-2030
Chart 122 Consumer Expenditure 2020-2030
Chart 123 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
-
-
- AFH Adult Incontinence
-
- AFH Boxed Facial Tissues
-
- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
-
-
-
-
-
- Liners
- Light Pads
- Other Light Adult Incontinence
-
- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
-
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Disposable Period Pants
- 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)
-
-
- 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
-
-
-
- AFH Adult Incontinence
-
-
- Liners
- Light Pads
- Other Light Adult Incontinence
-
- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
-
- Rx/Reimbursement adult incontinence
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Disposable Period Pants
- 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
-
-
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
Share:
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Tissue and Hygiene research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!