태국의 티슈 및 위생용품 시장

Tissue and hygiene in Thailand demonstrates sustained value expansion in 2025, achieving current value sales of THB56.4 billion, underpinned by the revival of social routines and rising consumer expenditure despite a gradual population decline. The landscape is characterised by a pronounced shift towards premiumisation, with consumers increasingly seeking higher-quality products that prioritise comfort, reliability, and visible added benefits, even in the context of moderating GDP growth and ong...

Euromonitor International's Tissue and Hygiene in Thailand 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

Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

Cellox'S Premium Launch Highlights the Premiumisation Trend

CHART 2 Cellox Launches Ultra-Soft 4-ply PremiumToilet Paper

Convenience Trend Demonstrated by Demand for Products That Simplify Daily Routines

CHART 3 Pocket Tissues Continue Growing in 7-Eleven Due to Impulse and Portability

CHART 4 Value Sales 2020-2030

CHART 5 Value Sales by Category 2025

What's Next?

Thai Consumers Likely to Embrace Premium Products for Comfort and Value

Ageing Population to Drive Rapid Gains in Adult Incontinence

CHART 6 Analyst Insight for Tissue and Hygiene

Retail E-Commerce Expected to Accelerate Value and the Frequency of Purchases

CHART 7 Forecast Value Sales 2020-2030

CHART 8 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Although the Top Three Players Remain Dominant, the Competition Heats up

CHART 9 Company Shares 2025

CHART 10 Brand Shares 2025

Channels

Hypermarkets Leads, Retaining Loyalty as Families Seek Bulk Value

Lazada and Shopee Drive E-Commerce Gains with Multi-Pack Promotions

CHART 11 Zilk Boosts Online Sales Through Shopee Mall Bundles Targeting Value-Seeking Thai Households

CHART 12 Retail Channels 2020-2025

Economic Context

CHART 13 Economic Context for Tissue and Hygiene

CHART 14 Real Gdp Growth 2020-2030

CHART 15 Inflation 2020-2030

Consumer Context

CHART 16 Consumer Context for Tissue and Hygiene

CHART 17 Population 2020-2030

CHART 18 Consumer Expenditure 2020-2030

CHART 19 Population by Generation 2025

Country Reports Disclaimer

MENSTRUAL CARE IN THAILAND

• Key Data Insights
• 2025 Developments
• Premiumisation Contributes to Solid Value Sales Increase
• Key Industry Trends
• CHART 20 Key Industry Trends for Menstrual Care
• Industry Performance
• CHART 21 Laurier Super Ultra Slim Towels
• Towels Maintains Dominance as Disposable Period Pants Surges
• Sofy Leverages Clean Wellness and Cooling Technology to Win Health-Conscious Users
• CHART 22 Sofy Cooling Fresh (Unicharm Thailand)
• CHART 23 Value Sales 2020-2030
• CHART 24 Volume Sales 2020-2030
• CHART 25 Value Sales by Category 2025
• What's Next?
• Premiumisation and Increasing Usage Frequency Set to Boost Growth Prospects
• Towels to Retain Dominance, While Disposable Period Pants Will See Dynamic Expansion
• Brands Expected to Leverage Clean Wellness and Digital Retail to Capture New Users
• CHART 26 Analyst Insight for Menstrual Care
• CHART 27 Forecast Value Sales 2020-2030
• CHART 28 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Unicharm Sustains Leadership through Premiumisation and Consumer Trust
• Increasing Competition for the Leaders From Emerging Players
• CHART 29 Company Shares 2025
• CHART 30 Brand Shares 2025
• Channels
• Retail Offline Maintains Its Dominance Due to Convenience and Wide Product Range
• Retail E-Commerce Platforms Attract Urban Consumers with Discreet Delivery and Bundle Deals
• CHART 31 Sofy Unicharm - TikTok Shop Flash Sale Campaign
• CHART 32 Retail Channels 2020-2025
• Economic Context
• CHART 33 Economic Context for Menstrual Care
• CHART 34 Real Gdp Growth 2020-2030
• CHART 35 Inflation 2020-2030
• Consumer Context
• CHART 36 Consumer Context for Menstrual Care
• CHART 37 Population 2020-2030
• CHART 38 Consumer Expenditure 2020-2030
• CHART 39 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN THAILAND

• Key Data Insights
• 2025 Developments
• Solid Value Growth as Premiumisation Continues to Advance
• Key Industry Trends
• CHART 40 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• CHART 41 MamyPoko Super Premium Organic Gains Traction as Thai Parents Favour Gentler, Premium Products.
• CHART 42 Thai Parents Choose Greener, Gentler Options
• Leading Brands Drive a Shift to Disposable Pants and Higher Value
• Mamypoko Tape Organic Attracts Eco-Conscious Parents with Cleaner Materials
• CHART 43 Value Sales 2020-2030
• CHART 44 Volume Sales 2020-2030
• CHART 45 Value Sales by Category 2025
• What's Next?
• Parents Likely to Prioritise Softness and Eco-Features, Driving Value
• CHART 46 Analyst Insight for Nappies/Diapers/Pants
• Digital-First Strategies Set to Deepen Shopper Loyalty and Boost Premium Launches
• Sustainability to Move From Niche to Mainstream among Urban Families
• CHART 47 Forecast Value Sales 2020-2030
• CHART 48 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Unicharm Continues to Dominate but Sees a Declining Share Due to Rising Competition
• CHART 49 Company Shares 2025
• CHART 50 Brand Shares 2025
• Channels
• Hypermarkets Continues to Dominate Due to Convenience and a Wide Product Range
• Shopee Mall and Tiktok Shop Accelerate Digital Sales Growth
• CHART 51 MamyPoko Pants Extra Dry Skin Drives Sales Through E-Commerce Promotions
• CHART 52 Retail Channels 2020-2025
• Economic Context
• CHART 53 Economic Context for Nappies/Diapers/Pants
• CHART 54 Real Gdp Growth 2020-2030
• CHART 55 Inflation 2020-2030
• Consumer Context
• CHART 56 Consumer Context for Nappies/Diapers/Pants
• CHART 57 Population 2020-2030
• CHART 58 Consumer Expenditure 2020-2030
• CHART 59 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN THAILAND

• Key Data Insights
• 2025 Developments
• Strong Growth Due to Expansion of the Consumer Base and Improved Accessibility
• Key Industry Trends
• CHART 60 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• Light Incontinence Pants Leads Growth, and Premiumisation Advances
• CHART 61 Consumers Trade Up to Premium Pants
• Certainty Fuels Premiumisation through E-Commerce and Convenience
• CHART 62 Sales of Certainty Adult Pants Grow as Consumers Choose Quick-Change Pants Format
• CHART 63 Value Sales 2020-2030
• CHART 64 Volume Sales 2020-2030
• CHART 65 Value Sales by Category 2025
• What's Next?
• Users of Incontinence Products to Prioritise Comfort and Innovation
• Light Solutions to Outpace Heavier Formats as Active Lifestyles Persist
• CHART 66 Analyst Insight for Retail Adult Incontinence
• Digital Platforms Will Drive Bulk Buying and Personalisation for Users and Caregivers
• CHART 67 Forecast Value Sales 2020-2030
• CHART 68 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Dsg International Maintains Its Dominance Due to Established Relationships
• Fu Berg Industrial and Private Label Focus on Value-Driven Pricing
• CHART 69 Company Shares 2025
• CHART 70 Brand Shares 2025
• Channels
• Users and Caregivers Choose Hypermarkets for Wide Assortment and Bulk Savings
• Lazmall and Shopee Mall Drive Online Growth with Bundled Offers
• CHART 71 Certainty Adult Pants Sees Strong Growth Through LazMall and Shopee Bulk-Buy Promotions
• CHART 72 Retail Channels 2020-2025
• Economic Context
• CHART 73 Economic Context for Retail Adult Incontinence
• CHART 74 Real Gdp Growth 2020-2030
• CHART 75 Inflation 2020-2030
• Consumer Context
• CHART 76 Consumer Context for Retail Adult Incontinence
• CHART 77 Population 2020-2030
• CHART 78 Consumer Expenditure 2020-2030
• CHART 79 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN THAILAND

• Key Data Insights
• 2025 Developments
• Continued Growth as Brands Use Flash Sales to Drive Volumes
• Key Industry Trends
• CHART 80 Key Industry Trends for Wipes
• Industry Performance
• D-Nee and Pigeon Win Parents with Premium Innovations
• CHART 81 Growing Popularity of Pigeon Extra Soft
• Consumers Increasingly Search for Sustainable Products Both Online and Offline
• CHART 82 D-nee Baby Wipes Organic Newborn
• CHART 83 Value Sales 2020-2030
• CHART 84 Value Sales by Category 2025
• What's Next?
• 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
• CHART 85 Analyst Insight for Wipes
• Eco-Positioned Wipes and Transparent Claims Will Win Trust among Young Families
• CHART 86 Forecast Value Sales 2020-2030
• CHART 87 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Lison Vision Draws Closer to the Leader with Competitive Pricing and Wide Distribution Reach
• CHART 88 Company Shares 2025
• CHART 89 Brand Shares 2025
• Channels
• Hypermarkets and Convenience Stores Benefit From Wide Assortment and Dense Outlet Networks
• E-Commerce Bundles and Premium Launches Shape Consumer Preferences
• CHART 90 Kodomo and MamyPoko Baby Wipes Gain Momentum
• CHART 91 Retail Channels 2020-2025
• Economic Context
• CHART 92 Economic Context for Wipes
• CHART 93 Real Gdp Growth 2020-2030
• CHART 94 Inflation 2020-2030
• Consumer Context
• CHART 95 Consumer Context for Wipes
• CHART 96 Population 2020-2030
• CHART 97 Consumer Expenditure 2020-2030
• CHART 98 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN THAILAND

• Key Data Insights
• 2025 Developments
• Growth Driven by Tourism, Hygiene Awareness, and Rising Incomes, Despite Challenges
• Key Industry Trends
• CHART 99 Key Industry Trends for Retail Tissue
• Industry Performance
• Kimberly-Clark Sets New Standard with Carbon Footprint Certification
• CHART 100 Kimberly Clark Lauded for Sustainable Efforts
• Lotus'S Drives Volume Gains with Large-Pack Launches
• CHART 101 Lotus's Launches Value Megapack Toilet Paper
• CHART 102 Value Sales 2020-2030
• CHART 103 Volume Sales 2020-2030
• CHART 104 Value Sales by Category 2025
• What's Next?
• Rise in Tourism and Higher Disposable Incomes Set to Sustain Volume and Value Growth
• Toilet Paper Will Dominate, and Some Consumers Likely to Trade up
• CHART 105 Analyst Insight for Retail Tissue
• Manufacturers to Drive Eco-Innovation Amid Cost Pressures
• CHART 106 Forecast Value Sales 2020-2030
• CHART 107 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Berli Jucker Cellox Capitalises on Affordability to Gain Ground
• CHART 108 Company Shares 2025
• CHART 109 Brand Shares 2025
• Channels
• Grocery Retailers Anchor Household Spending on Retail Tissue through Routine Trips
• Retail E-Commerce Leverages Price Transparency and Bulk-Buy Discounts to Attract Urban Shoppers
• CHART 110 Retail Channels 2020-2025
• Economic Context
• CHART 111 Economic Context for Retail Tissue
• CHART 112 Real Gdp Growth 2020-2030
• CHART 113 Inflation 2020-2030
• Consumer Context
• CHART 114 Consumer Context for Retail Tissue
• CHART 115 Population 2020-2030
• CHART 116 Consumer Expenditure 2020-2030
• CHART 117 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN THAILAND

• Key Data Insights
• 2025 Developments
• Growth Driven by Rise in Tourism, Rising Incomes and Low Inflation
• Key Industry Trends
• CHART 118 Key Industry Trends for Away-From-Home Tissue and Hygiene
• Industry Performance
• Jumbo Roll Expansion Outpaces Other Tissue Formats Amid Value Focus
• CHART 119 Thai AFH Tissue Brands Introduce Bulk-Value Jumbo Rolls to Help Horeca Manage Rising Costs
• Kimberly-Clark Sets New Standard with Eco-Certified Tissue for Hospitality
• CHART 120 Kimberly-Clark Unveils CE CFP Eco Certification
• CHART 121 Value Sales 2020-2030
• CHART 122 Value Sales by Category 2025
• What's Next?
• Tourism-Driven Demand and Rising Incomes Will Contribute to Growth
• Away-From-Home Tissue Will Continue to Dominate Despite Higher Rise for Hygiene
• Bulk Procurement and Stable Pricing to Reshape Supplier Relationships
• CHART 123 Forecast Value Sales 2020-2030
• CHART 124 Forecast Value Sales by Category 2025-2030
• Channels
• Hospitality Operators Raise Tissue Procurement as Tourism Climbs
• CHART 125 Retail Channels 2020-2025
• Economic Context
• CHART 126 Economic Context for Away-From-Home Tissue and Hygiene
• CHART 127 Real Gdp Growth 2020-2030
• CHART 128 Inflation 2020-2030
• Consumer Context
• CHART 129 Consumer Context for Away-From-Home Tissue and Hygiene
• CHART 130 Population 2020-2030
• CHART 131 Consumer Expenditure 2020-2030
• CHART 132 Population by Generation 2025
• Country Reports Disclaimer