싱가포르의 티슈 및 위생용품 시장

Singapore's tissue and hygiene market demonstrated resilience in 2025 with retail value expanding to SGD392 million, up 2% over the previous year. Growth was supported by an increase in consumer spending and population stability, combined with inflation settling at 0.9%. This created a favourable setting for premium innovation and discretionary upgrades. The emphasis on elevated comfort, eco-friendly materials, and digital convenience underpins ongoing value gains, while evolving shopper priorit...

Euromonitor International's Tissue and Hygiene in Singapore 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

Premiumisation Fuels Growth with Consumers Encouraged to Trade up

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

CHART 2 Kao'S 2025 Launch of Laurier Super Slimguard Demonstrates Rising Premium Demand

Beautex and Ntpm Accelerate Demand with Sustainable and Convenient Innovations

CHART 3 NTPM Advances Sustainable Tissue Production

Private Label Is Becoming More Sophisticated

CHART 4 Private label Offers More than Just Low Prices

CHART 5 Value Sales of Tissue and Hygiene 2020-2030

CHART 6 Value Sales of Tissue and Hygiene by Category 2025

What's Next?

Brands Invest in Ultra-Soft Designs as Comfort Sets New Benchmarks

Eco-Friendly Launches Gain Traction as Green Credentials Become the Norm

Digital Convenience and E-Commerce Reshape Shopper Habits and Competition

CHART 7 Forecast Value Sales of Tissue and Hygiene 2020-2030

CHART 8 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030

Competitive Landscape

Kimberly-Clark and Unicharm Sustain Lead as Emerging Brands Gain Ground

CHART 9 Analyst Insight for Tissue and Hygiene

Purpose-Led Brands Drive Momentum

CHART 10 Company Shares of Tissue and Hygiene 2025

CHART 11 Brand Shares of Tissue and Hygiene 2025

Channels

Supermarkets Retain Dominance as Shoppers Value Bulk and Choice

E-Commerce Accelerates with Digital Value Bundles and Privacy

Online Exclusives and Digital Services Reshape Brand Competition

CHART 12 Retail Channels for Tissue and Hygiene 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 SINGAPORE

• Key Data Insights
• 2025 Developments
• Demand Remains Stable but Value Sales Decline Due to Increased Price-Sensitivity
• Key Industry Trends
• CHART 20 Key Industry Trends for Menstrual Care
• Industry Performance
• CHART 21 Affordable Access to Menstrual Care: Jierou'S Value-Driven Promotions in Singapore (2025)
• Pantyliners and Towels Lead Sales as Disposable Period Pads Gain Relevance
• Enya'S Organic Cotton Range Reshapes Expectations for Ingredient Safety
• CHART 22 Enya'S Organic Menstrual Care Launch in Singapore (2025)
• CHART 23 Value Sales of Menstrual Care 2020-2030
• CHART 24 Volume Sales of Menstrual Care 2020-2030
• CHART 25 Value Sales of Menstrual Care by Category 2025
• What's Next?
• Affluent Consumers Drive Premium Innovation as Price Focus Persists
• CHART 26 Analyst Insight for Menstrual Care
• Sustainability-Led Shoppers Set to Fuel Eco-Friendly and Reusable Adoption
• CHART 27 Forecast Value Sales of Menstrual Care 2020-2030
• CHART 28 Forecast Value Sales of Menstrual Care by Category 2025-2030

Competitive Landscape

• Laurier Uses Innovation to Reinforce Its Leadership
• CHART 29 Company Shares of Menstrual Care 2025
• CHART 30 Brand Shares of Menstrual Care 2025
• Channels
• Supermarkets Retain Shopper Loyalty as E-Commerce Accelerates
• Digital Platforms Attract a Growing Audience with Convenience and Greater Choice
• CHART 31 Retail Channels for Menstrual Care 2020-2025
• Economic Context
• CHART 32 Economic Context for Menstrual Care
• CHART 33 Real Gdp Growth 2020-2030
• CHART 34 Inflation 2020-2030
• Consumer Context
• CHART 35 Consumer Context for Menstrual Care
• CHART 36 Population 2020-2030
• CHART 37 Consumer Expenditure 2020-2030
• CHART 38 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Premium Launches Elevate Parent Expectations
• Key Industry Trends
• CHART 39 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• CHART 40 Drypers Superdry Launch Exemplifies Singapore'S Shift toward Convenience in 2025
• Comfort Is Key to Adding Value
• CHART 41 Velvetbreeze Baby Diapers Launch in Singapore in 2025
• New and Established Players Deliver Premium and Eco Innovations
• CHART 42 Value Sales of Nappies/Diapers/Pants 2020-2030
• CHART 43 Volume Sales of Nappies/Diapers/Pants 2020-2030
• CHART 44 Value Sales of Nappies/Diapers/Pants by Category 2025
• What's Next?
• Milk Baby and Huggies Capture Growth by Elevating Digital Engagement
• CHART 45 Analyst Insight for Nappies/Diapers/Pants
• Demand for Premium and Eco-Friendly Options Set to Continue Growing
• CHART 46 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
• CHART 47 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030

Competitive Landscape

• Mamypoko and Huggies Use Innovation and Digital Reach to Defend Share
• Milk Makes a Splash with Certified Clean and Safe Nappies/Diapers
• CHART 48 Company Shares of Nappies/Diapers/Pants 2025
• CHART 49 Brand Shares of Nappies/Diapers/Pants 2025
• Channels
• Supermarkets Maintain Lead as E-Commerce Reshapes Sales Dynamics
• Shopee and Lazada Accelerate Digital-First Brand Expansion
• CHART 50 Retail Channels for Nappies/Diapers/Pants 2020-2025
• Economic Context
• CHART 51 Economic Context for Nappies/Diapers/Pants
• CHART 52 Real Gdp Growth 2020-2030
• CHART 53 Inflation 2020-2030
• Consumer Context
• CHART 54 Consumer Context for Nappies/Diapers/Pants
• CHART 55 Population 2020-2030
• CHART 56 Consumer Expenditure 2020-2030
• CHART 57 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Brands Innovate to Deliver Premiumisation and Convenience
• Key Industry Trends
• CHART 58 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• CHART 59 Dksh and Deva Industries Launch Anytime Adult Diapers in Singapore Elevating Premium Care Solutions
• Dr P and Aire Respond to Demand for Tailored, Premium Solutions
• CHART 60 Dr. P Premium Adult Diapers: Elevating Comfort, Protection, and Convenience
• Tranquility Sets New Standards for Sustainable Manufacturing and Waste Reduction
• CHART 61 Value Sales of Retail Adult Incontinence 2020-2030
• CHART 62 Volume Sales of Retail Adult Incontinence 2020-2030
• CHART 63 Value Sales of Retail Adult Incontinence by Category 2025
• What's Next?
• Aire and Healthcare Partners Helping to Destigmatise Adoption and Boost Demand
• Tena and Lifree Lead as Moderate/Heavy Solutions Remain Largest by Volume
• Smart Diaper Pilots and Greener Solutions Shape Premium Opportunity
• CHART 64 Forecast Value Sales of Retail Adult Incontinence 2020-2030
• CHART 65 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030

Competitive Landscape

• Tena Retains a Strong Lead Despite Private Label Gaining Ground
• CHART 66 Analyst Insight for Retail Adult Incontinence
• Rethinking Incontinence: Aire Taps into Cultural Shifts
• CHART 67 Company Shares of Retail Adult Incontinence 2025
• CHART 68 Brand Shares of Retail Adult Incontinence 2025
• Channels
• Health and Beauty Specialists and E-Commerce Drive Sales
• Audelacare and Bw Generation Drive Recurring Sales with Automated Delivery and Bulk Discounts
• CHART 69 Retail Channels for Retail Adult Incontinence 2020-2025
• Economic Context
• CHART 70 Economic Context for Retail Adult Incontinence
• CHART 71 Real Gdp Growth 2020-2030
• CHART 72 Inflation 2020-2030
• Consumer Context
• CHART 73 Consumer Context for Retail Adult Incontinence
• CHART 74 Population 2020-2030
• CHART 75 Consumer Expenditure 2020-2030
• CHART 76 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Singaporeans Show a Healthy Appetite for Premium Wipes
• Key Industry Trends
• CHART 77 Key Industry Trends for Wipes
• Industry Performance
• Brands Expand Their Eco and Convenience-Led Wipes Portfolios
• CHART 78 Zappy Taps into Clean Wellness Trend
• Nufresh and Pigeon Target Wellness and Convenience to Win Shoppers
• CHART 79 Value Sales of Wipes 2020-2030
• CHART 80 Value Sales of Wipes by Category 2025
• What's Next?
• Brands Respond to Wellness and Digital Shifts with Targeted Innovations
• Optimising Online Strategies to Capture Value-Driven Shoppers
• Premiumisation and Polarisation Set to Be a Growing Feature of the Market
• CHART 81 Forecast Value Sales of Wipes 2020-2030
• CHART 82 Forecast Value Sales of Wipes by Category 2025-2030

Competitive Landscape

• Nivea Visage, Biore and Pigeon Defend Leadership through Premium Innovation
• CHART 83 Launch of Pigeon Aqua Baby Wipes Illustrates Convenience Trend
• Local Upstarts Like Zappy Steal Market Thunder
• CHART 84 Company Shares of Wipes 2025
• CHART 85 Brand Shares of Wipes 2025
• Channels
• Supermarkets Strengthen Their Position as Shoppers Seek Convenience and Value
• Retail E-Commerce Captures Share as Shoppers Embrace Digital Convenience
• Habit, Digital Engagement and Bulk Buying Reshape Retail Dynamics
• CHART 86 Retail Channels for Wipes 2020-2025
• Economic Context
• CHART 87 Economic Context for Wipes
• CHART 88 Real Gdp Growth 2020-2030
• CHART 89 Inflation 2020-2030
• Consumer Context
• CHART 90 Consumer Context for Wipes
• CHART 91 Population 2020-2030
• CHART 92 Consumer Expenditure 2020-2030
• CHART 93 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Search for Convenience and Sustainability Drives Innovation
• Key Industry Trends
• CHART 94 Key Industry Trends for Retail Tissue
• Industry Performance
• CHART 95 Beautex Launches Hanging Kitchen Towels to Drive Convenience in Singapore'S Retail Tissue Market
• Toilet Paper Remains Essential While Paper Towels Meet Demand for Convenience
• Sustainability Credentials Win over Online Shoppers Seeking Quality and Eco Benefits
• CHART 96 NTPM's Sustainability Commitment
• CHART 97 Value Sales of Retail Tissue 2020-2030
• CHART 98 Volume Sales of Retail Tissue 2020-2030
• CHART 99 Value Sales of Retail Tissue by Category 2025
• What's Next?
• Kleenex and Green Soul Boost Loyalty by Fusing Comfort and Eco Claims
• Fairprice and Lazada Drive Digital-First Habits with Bulk Deals and Subscriptions
• CHART 100 Forecast Value Sales of Retail Tissue 2020-2030
• CHART 101 Forecast Value Sales of Retail Tissue by Category 2025-2030

Competitive Landscape

• Fairprice and Kleenex Defend Their Leadership with Competitive Pricing and Trust
• Innovation Pause Creates Open Field for Brand Builders
• CHART 102 Company Shares of Retail Tissue 2025
• CHART 103 Brand Shares of Retail Tissue 2025
• Channels
• Supermarkets Retain Shopper Loyalty as E-Commerce Continues to Accelerate
• Lazada and Fairprice Boost Online Sales with Bundles and Sustainability Claims
• CHART 104 Retail Channels for Retail Tissue 2020-2025
• Economic Context
• CHART 105 Economic Context for Retail Tissue
• CHART 106 Real Gdp Growth 2020-2030
• CHART 107 Inflation 2020-2030
• Consumer Context
• CHART 108 Consumer Context for Retail Tissue
• CHART 109 Population 2020-2030
• CHART 110 Consumer Expenditure 2020-2030
• CHART 111 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN SINGAPORE

• Key Data Insights
• 2025 Developments
• Focus Falls on Premiumisation and Smart Technology
• Key Industry Trends
• CHART 112 Key Industry Trends Away-from-Home
• Industry Performance
• CHART 113 Sustainability Trend in Singapore'S Afh Tissue Market Driven by Kimberly-Clark'S Initiatives
• Kleenex and Kimberly-Clark Drive Sustainable Innovation
• Smartfit Launch Accelerates Adoption of Iot-Enabled Hygiene Solutions
• CHART 114 Kimberly-Clark'S Onvation Smartfit Launch Showcases Smart Hygiene Innovation in 2025
• CHART 115 Value Sales of Away-from-Home 2020-2030
• CHART 116 Value Sales of Away-from-Home by Category 2025
• What's Next?
• Smart Adult Diaper Trials Transform Patient Care and Operational Models
• Hotels Boost Premium Tissue Demand as Tourism Returns to Pre-Pandemic Levels
• CHART 117 Forecast Value Sales of Away-from-Home 2020-2030
• CHART 118 Forecast Value Sales of Away-from-Home by Category 2025-2030
• Channels
• Local Spending in Hospitality Sustains Horeca Leadership
• CHART 119 Retail Channels for Away-from-Home 2020-2025
• Economic Context
• CHART 120 Economic Context for Away-from-Home
• CHART 121 Real Gdp Growth 2020-2030
• CHART 122 Inflation 2020-2030
• Consumer Context
• CHART 123 Consumer Context for Away-from-Home
• CHART 124 Population 2020-2030
• CHART 125 Consumer Expenditure 2020-2030
• CHART 126 Population by Generation 2025
• Country Reports Disclaimer