필리핀의 티슈 및 위생용품 시장

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 fastes...

Euromonitor International's Tissue and Hygiene in Philippines report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Tissue and Hygiene market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Tissue and Hygiene Growth Is Fuelled by Affordability

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

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

What's Next?

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

Competitive Landscape

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

Channels

Supermarkets Retain Shopper Loyalty

Shopee, Lazada, and Tiktok Shop Transform Digital Engagement

CHART 11 Retail Channels 2020-2025

Economic Context

CHART 12 Economic Context for Tissue and Hygiene

CHART 13 Real Gdp Growth 2020-2030

CHART 14 Inflation 2020-2030

Consumer Context

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

Country Reports Disclaimer

MENSTRUAL CARE IN THE PHILIPPINES

• Key Data Insights
• 2025 Developments
• Charmee and Sisters Drive Value with Convenience and Affordability
• Key Industry Trends
• CHART 19 Key Industry Trends for Menstrual Care
• Industry Performance
• CHART 20 Charmee Launches First Black Menstrual Pants
• Disposable Period Pants Shows the Best Performance
• Modess and Kotex Expand Wellness with Hypoallergenic Launches
• CHART 21 Modess Launches Hypoallergenic Pads
• CHART 22 Value Sales 2020-2030
• CHART 23 Volume Sales 2020-2030
• CHART 24 Value Sales by Category 2025
• What's Next?
• Digital Channels and Premium Upgrades Reshape Purchasing Behaviour
• CHART 25 Analyst Insight for Menstrual Care
• Towels Will Remain the Largest Category, as Comfort and Quality Expectations Rise
• CHART 26 Forecast Value Sales 2020-2030
• CHART 27 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Modess, Whisper, and Charmee Retain Top Three Positions
• CHART 28 Brand Shares 2025
• Channels
• Offline Retail Remains the Leading Distribution Channel, Despite Rise of E-Commerce
• Lazada and Shopee Accelerate Bulk Buying through Online Sales Events
• CHART 29 Retail Channels 2020-2025
• Economic Context
• CHART 30 Economic Context for Menstrual Care
• CHART 31 Real Gdp Growth 2020-2030
• CHART 32 Inflation 2020-2030
• Consumer Context
• CHART 33 Consumer Context for Menstrual Care
• CHART 34 Population 2020-2030
• CHART 35 Consumer Expenditure 2020-2030
• CHART 36 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN THE PHILIPPINES

• Key Data Insights
• 2025 Developments
• Disposable Pants Prove More Popular Than Nappies/Diapers, Amid Declining Birth Rate
• Key Industry Trends
• CHART 37 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• Health and Wellness Trends Boost Innovation
• Pampers and Eq Tap E-Commerce for Growth
• CHART 38 Pampers Promotes Diaper Bundles Through TikTok Live
• CHART 39 Value Sales 2020-2030
• CHART 40 Volume Sales 2020-2030
• CHART 41 Value Sales by Category 2025
• What's Next?
• Value and Innovation Propel Long-Term Growth in Nappies/Diapers/Pants
• CHART 42 MamyPoko Launches Mosquito repellent "Bye Bye Lamok" Diapers
• Disposable Pants Attract Time-Pressed Families, While E-Commerce Provides Convenience
• CHART 43 Analyst Insight for Nappies/Diapers/Pants
• CHART 44 Forecast Value Sales 2020-2030
• CHART 45 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Eq Expands Share through Innovation and Affordability as Pampers Holds Premium Ground
• CHART 46 Company Shares 2025
• CHART 47 Brand Shares 2025
• Channels
• Supermarkets Sustain Dominance as Local Grocers and Online Stores Gain Ground
• CHART 48 Retail Channels 2020-2025
• Economic Context
• CHART 49 Economic Context for Nappies/Diapers/Pants
• CHART 50 Real Gdp Growth 2020-2030
• CHART 51 Inflation 2020-2030
• Consumer Context
• CHART 52 Consumer Context for Nappies/Diapers/Pants
• CHART 53 Population 2020-2030
• CHART 54 Consumer Expenditure 2020-2030
• CHART 55 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN THE PHILIPPINES

• Key Data Insights
• 2025 Developments
• So Sure Pads Leverage Affordability to Drive Growth and Improve Access
• Key Industry Trends
• CHART 56 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• CHART 57 So Sure Pads Launched Affordable Bladder Leakage Pads With Shopee 11.11 Promotions
• Pants Shows Strongest Growth in 2025
• CHART 58 Caress Hy Pants Promotes Convenience With Active Lifestyle Campaigns
• CHART 59 Value Sales 2020-2030
• CHART 60 Volume Sales 2020-2030
• CHART 61 Value Sales by Category 2025
• What's Next?
• E-Commerce Platforms Empower Challenger Brands to Reach Ageing Consumers
• CHART 62 Analyst Insight for Retail Adult Incontinence
• Active Older Consumers Spur Demand for Discretion and Comfort
• CHART 63 Forecast Value Sales 2020-2030
• CHART 64 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Caress Strengthens Supermarket Presence as Challenger Brands Grow Online
• CHART 65 Company Shares 2025
• CHART 66 Brand Shares 2025
• Channels
• Supermarkets Maintains Leading Channel Place as E-Commerce and Pharmacies Gain Ground
• CHART 67 Retail Channels 2020-2025
• Economic Context
• CHART 68 Economic Context for Retail Adult Incontinence
• CHART 69 Real Gdp Growth 2020-2030
• CHART 70 Inflation 2020-2030
• Consumer Context
• CHART 71 Consumer Context for Retail Adult Incontinence
• CHART 72 Population 2020-2030
• CHART 73 Consumer Expenditure 2020-2030
• CHART 74 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN THE PHILIPPINES

• Key Data Insights
• 2025 Developments
• Wipes Sales Gain Ground Amid Expanding Value Options
• Key Industry Trends
• CHART 75 Key Industry Trends for Wipes
• Industry Performance
• CHART 76 Punaas Baby Wipes Caters to Pricesensitive Consumers
• Giggles Rethinks Portability with Mini Packs
• CHART 77 Giggles Launched Alcohol Wipes 3 in 1 Mini Travel Packs
• Brands Tap Online Platforms for Growth
• CHART 78 Value Sales 2020-2030
• CHART 79 Value Sales by Category 2025
• What's Next?
• 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 80 Analyst Insight for Wipes
• CHART 81 Forecast Value Sales 2020-2030
• CHART 82 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Giggles and Pigeon Brands Sustain Leadership through Strong Recognition and Continuous Innovation
• New Affordability Wave Hits Sanicare's Digital Channels
• CHART 83 Company Shares 2025
• CHART 84 Brand Shares 2025
• Channels
• Convenience Chains and E-Commerce Disrupt Traditional Sales Patterns
• Tiktok Shop Propels E-Commerce Gains
• CHART 85 Retail Channels 2020-2025
• Economic Context
• CHART 86 Economic Context for Wipes
• CHART 87 Real Gdp Growth 2020-2030
• CHART 88 Inflation 2020-2030
• Consumer Context
• CHART 89 Consumer Context for Wipes
• CHART 90 Population 2020-2030
• CHART 91 Consumer Expenditure 2020-2030
• CHART 92 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN THE PHILIPPINES

• Key Data Insights
• 2025 Developments
• Tisyu Responds to Value Demand with Innovative Multipurpose Formats
• Key Industry Trends
• CHART 93 Key Industry Trends for Retail Tissue
• Industry Performance
• CHART 94 Tisyu Launches Mega-Pull and Compact Facial Tissue Formats in April 2025
• Toilet Paper Leads through Value Promotions and Family-Sized Offerings
• CHART 95 Value Sales 2020-2030
• CHART 96 Volume Sales 2020-2030
• CHART 97 Value Sales by Category 2025
• What's Next?
• Ongoing Sales Will Be Driven by Brands Offering Different Packaging to Suit Different Needs, Whilst Balancing Price and Quality
• CHART 98 Analyst Insight for Retail Tissue
• Bundled Formats Set the Stage for Pack Innovation
• CHART 99 Forecast Value Sales 2020-2030
• CHART 100 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Sanitary Care Products Asia Defends Leadership Thanks to Success of Its Flagship Brands
• CHART 101 Company Shares 2025
• CHART 102 Brand Shares 2025
• Channels
• 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 103 Retail Channels 2020-2025
• Economic Context
• CHART 104 Economic Context for Retail Tissue
• CHART 105 Real Gdp Growth 2020-2030
• CHART 106 Inflation 2020-2030
• Consumer Context
• CHART 107 Consumer Context for Retail Tissue
• CHART 108 Population 2020-2030
• CHART 109 Consumer Expenditure 2020-2030
• CHART 110 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN THE PHILIPPINES

• Key Data Insights
• 2025 Developments
• Tourism Recovery Drives Local Suppliers to Expand Hotel Contracts
• Key Industry Trends
• CHART 111 Key Industry Trends for Away-From-Home Tissue and Hygiene
• Industry Performance
• Bulk Tissue Leads Institutional Sales as Affordability Pressures Intensify
• CHART 112 Value Sales 2020-2030
• CHART 113 Value Sales by Category 2025
• What's Next?
• Local Suppliers Boost Hotel Supply as Tourism Accelerates
• CHART 114 Forecast Value Sales 2020-2030
• CHART 115 Forecast Value Sales by Category 2025-2030
• Channels
• Horeca Procurement Shapes Institutional Tissue Demand as Tourism Rebounds
• CHART 116 Retail Channels 2020-2025
• Economic Context
• CHART 117 Economic Context for Away-From-Home Tissue and Hygiene
• CHART 118 Real Gdp Growth 2020-2030
• CHART 119 Inflation 2020-2030
• Consumer Context
• CHART 120 Consumer Context for Away-From-Home Tissue and Hygiene
• CHART 121 Population 2020-2030
• CHART 122 Consumer Expenditure 2020-2030
• CHART 123 Population by Generation 2025
• Country Reports Disclaimer