PROSPECTS AND OPPORTUNITIES
Rising demand for multifunctional baby wipes will inform innovation
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 expansion will support further growth for wipes
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.
Wipes faces growing competition from innovative 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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Overview:
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.
The Wipes in Malaysia 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 Wipes in Malaysia?
- Which are the leading brands in Wipes in Malaysia?
- How are products distributed in Wipes in Malaysia?
- 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Malaysia - Category analysis
KEY DATA FINDINGS
Rising hygiene awareness prompts increased consumer spending on wipes products
Leading brand Pureen attracts through affordability
Retail sales remain dominated by store-based channels, with e-commerce rising rapidly
Rising demand for multifunctional baby wipes will inform innovation
E-commerce expansion will support further growth for wipes
Wipes faces growing competition from innovative tissue products
Tissue and Hygiene in Malaysia - Industry Overview
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
The following categories and subcategories are included:
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
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy 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 Wipes research and analysis database.
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