Competitive Landscape
Lison Vision Draws Closer to the Leader with Competitive Pricing and Wide Distribution Reach
Wipes in Thailand remains highly concentrated, with the top three manufacturers, Unicharm Thailand Co Ltd, Lison Vision Co Ltd, and Moong Pattana International Plc, collectively accounting for a 62% retail value share in 2025. Despite a falling value share for Unicharm to reach 26% in 2025, it maintained its lead, although Lision Vision and Moong Pattana both saw share growth to reach 23% and 14% respectvely, drawing closer to the leader.
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 Wipes 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.
If you're in the Wipes 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 Wipes 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 Wipes in Thailand?
- Which are the leading brands in Wipes in Thailand?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Thailand - Category analysis
Key Data Insights
Continued Growth as Brands Use Flash Sales to Drive Volumes
Continued Growth as Brands Use Flash Sales to Drive Volumes
D-Nee and Pigeon Win Parents with Premium Innovations
Consumers Increasingly Search for Sustainable Products Both Online and Offline
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
Eco-Positioned Wipes and Transparent Claims Will Win Trust among Young Families
Lison Vision Draws Closer to the Leader with Competitive Pricing and Wide Distribution Reach
Hypermarkets and Convenience Stores Benefit From Wide Assortment and Dense Outlet Networks
E-Commerce Bundles and Premium Launches Shape Consumer Preferences
Tissue and Hygiene in Thailand - Industry Overview
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Key Data Insights
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Cellox’S Premium Launch Highlights the Premiumisation Trend
Convenience Trend Demonstrated by Demand for Products That Simplify Daily Routines
Thai Consumers Likely to Embrace Premium Products for Comfort and Value
Ageing Population to Drive Rapid Gains in Adult Incontinence
Retail E-Commerce Expected to Accelerate Value and the Frequency of Purchases
Although the Top Three Players Remain Dominant, the Competition Heats up
Hypermarkets Leads, Retaining Loyalty as Families Seek Bulk Value
Lazada and Shopee Drive E-Commerce Gains with Multi-Pack Promotions
Country Reports Disclaimer
The following categories and subcategories are included:
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
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.
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!