Wipes is projected to see further growth throughout the forecast period, with baby wipes remaining a common household product even for people without children. The affordability and widespread availability of baby wipes, combined with the lack of strong brand loyalty for non-baby usage, has made the product the go-to item for everything from wiping surfaces to removing makeup on the go.
E-commerce is likely to bolster category growth over the longer term, as an increasing volume of products is shipped directly from China, offering decent quality at cheaper prices. This trend encompasses facial tissue and toilet paper, as well as other tissue products.
Competition is emerging from gentle facial tissue products that are formulated to replace hand and mouth wipes for babies. Vinda Malaysia launched Drypers soft lotion tissue in October 2024, aimed primarily at parents of young children but also suitable for adults.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Malaysia 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.
If you're in the Wipes industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsThis report originates from Passport, our Wipes research and analysis database.
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