말레이시아의 티슈 및 위생용품 시장

Tissue and hygiene in Malaysia witnessed moderate value growth of 5% in 2025 and outpaced inflation to reach MYR3,175 million. Robust consumer expenditure and the implementation of financial aid via the Sumbangan Asas Rahmah (SARA) government initiative is driving growth. Malaysia's rising population and ageing demographic is expanding the consumer base and need for tissue and hygiene products. The retail landscape plays a pivotal role in driving growth, where leading brands maintain dominance...

Euromonitor International's Tissue and Hygiene in Malaysia 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

Vinda Malaysia and Unicharm Intensify Value Promotions to Win Cost-Conscious Buyers

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

CHART 2 Vinda Malaysia Sdn Bhd uses promotion to deliver value for money

Bottom-Pull Tissues Deliver Convenience for Consumers

Kimberly-Clark Leverages E-Commerce and Seasonal Deals to Reshape Buying Habits

CHART 3 Bottom-pull packs are increasingly used to save space by hanging on the wall

CHART 4 Value Sales 2020-2030

CHART 5 Value Sales by Category 2025

What's Next?

Premiumisation to Gain Traction as Population Growth Drives Volume

Ageing Demographic to Drive Retail Adult Incontinence Growth

New Launches to Expand Usage Occasions

CHART 6 Forecast Value Sales 2020-2030

CHART 7 Forecast Value Sales by Category 2025-2030

Competitive Landscape

High Degree of Concentration Is Shaped by Distribution Strategies

Tissue and Hygiene Sees a Raft of Launches in 2025

CHART 8 Analyst Insight for Tissue and Hygiene

CHART 9 Company Shares 2025

CHART 10 Brand Shares 2025

Channels

Grocery Retailers Sustain Dominance as E-Commerce Accelerates Value Growth

Lazada, Shopee, and Tiktok Support Growth of Retail E-Commerce

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 MALAYSIA

• Key Data Insights
• 2025 Developments
• Innovations and Monthly Financial Aid Drive Strong Growth in Menstrual Care
• Key Industry Trends
• CHART 19 Key Industry Trends for Menstrual Care
• Industry Performance
• CHART 20 Female consumers increasingly demand premium and higher quality menstrual care
• Premiumisation Focuses on Needs of More Affluent Young Women
• CHART 21 Sophisticated consumers targeted with premium lines
• Kotex Overnight Panties Reshape Consumer Habits with Rapid Growth and Convenience
• CHART 22 Value Sales 2020-2030
• CHART 23 Volume Sales 2020-2030
• CHART 24 Value Sales by Category 2025
• What's Next?
• Rising Incomes and Female Employment Shape Demand for Quality Products
• Towels Maintain Dominance as Disposable Period Pants Drive Incremental Growth
• Government Aid and E-Commerce Promotions Stimulate Frequent and Bulk Purchasing
• CHART 25 Forecast Value Sales 2020-2030
• CHART 26 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Kimberly-Clark and Vinda Malaysia Sustain Dominance with Innovation and Shelf Presence
• CHART 27 Analyst Insight for Menstrual Care
• CHART 28 Company Shares 2025
• CHART 29 Brand Shares 2025
• Channels
• Convenience Stores Expand Presence to Meet Urban Lifestyle Needs
• Retail E-Commerce Accelerates as Digital Habits Take Hold
• CHART 30 Retail Channels 2020-2025
• Economic Context
• CHART 31 Economic Context for Menstrual Care
• CHART 32 Real Gdp Growth 2020-2030
• CHART 33 Inflation 2020-2030
• Consumer Context
• CHART 34 Consumer Context for Menstrual Care
• CHART 35 Population 2020-2030
• CHART 36 Consumer Expenditure 2020-2030
• CHART 37 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Premiumisation Trend Gains Ground as Smaller Families Prioritise Quality
• Key Industry Trends
• CHART 38 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• CHART 39 Kao (M) Sdn Bhd introduces premium diapers in October 2025
• Disposable Pants Outperform as Innovation and Consumer Preferences Reshape Demand
• Kimberly-Clark and Iconic Medicare Attract Premium Buyers with Chemical-Free and Eco-Friendly Launches
• CHART 40 Kimberly-Clark (M) Sdn Bhd incorporates bamboo fibre into Nappies/Diapers/Pants
• CHART 41 Value Sales 2020-2030
• CHART 42 Volume Sales 2020-2030
• CHART 43 Value Sales by Category 2025
• What's Next?
• Dual-Income Parents Shift to Premium Disposable Pants as Birth Rates Slow
• Digital-Savvy Families Drive Demand for Innovative and Health-Focused Launches
• CHART 44 Forecast Value Sales 2020-2030
• CHART 45 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Dsg and Vinda Malaysia Consolidate Leadership as Smaller Brands Lose Ground
• CHART 46 Analyst Insight for Nappies/Diapers/Pants
• CHART 47 Company Shares 2025
• CHART 48 Brand Shares 2025
• Channels
• Retail E-Commerce Gains Prominence as Brands Drive Digital Sales
• Bulk-Buying Boosts Online Loyalty with Official Stores and Exclusive Deals
• CHART 49 Retail Channels 2020-2025
• Economic Context
• CHART 50 Economic Context for Nappies/Diapers/Pants
• CHART 51 Real Gdp Growth 2020-2030
• CHART 52 Inflation 2020-2030
• Consumer Context
• CHART 53 Consumer Context for Nappies/Diapers/Pants
• CHART 54 Population 2020-2030
• CHART 55 Consumer Expenditure 2020-2030
• CHART 56 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Certainty and Tena Use Price Promotions to Boost Bulk Purchases
• Key Industry Trends
• CHART 57 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• CHART 58 Discounted price is key for consumers when bulk-buying retail adult incontinence
• Certainty and Tena Expand Xxl Sizes to Meet Diverse Needs
• CHART 59 Players are improving product functionality and usage experience through technology innovation
• Hapicura Leverages Japanese Technology to Drive Premiumisation and Brand Awareness
• CHART 60 Value Sales 2020-2030
• CHART 61 Volume Sales 2020-2030
• CHART 62 Value Sales by Category 2025
• What's Next?
• Younger Adults Drive Bulk Online Purchases for Elderly Care
• Millennials Normalise Incontinence Pants Adoption to Meet Elderly Needs
• Product Innovation and E-Commerce Reshapes Purchasing Behaviour
• CHART 63 Forecast Value Sales 2020-2030
• CHART 64 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Vinda and Dsg Leverage Retail and E-Commerce to Restrict Challenger Growth
• CHART 65 Analyst Insight for Retail Adult Incontinence
• CHART 66 Company Shares 2025
• CHART 67 Brand Shares 2025
• Channels
• Hypermarkets and Online Platforms Drive Bulk Buying with Deals
• Lazada and Shopee Attract Bulk Buyers with Aggressive Promotions
• CHART 68 Retail Channels 2020-2025
• Economic Context
• CHART 69 Economic Context for Retail Adult Incontinence
• CHART 70 Real Gdp Growth 2020-2030
• CHART 71 Inflation 2020-2030
• Consumer Context
• CHART 72 Consumer Context for Retail Adult Incontinence
• CHART 73 Population 2020-2030
• CHART 74 Consumer Expenditure 2020-2030
• CHART 75 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Affordability Is Principal Driver as Price Is Key to Purchasing Decisions
• Key Industry Trends
• CHART 110 Key Industry Trends for Wipes
• Industry Performance
• CHART 111 Affordable brands elevate price competition among existing brands
• Players Respond to Need for Convenience and Value-Driven Demand
• Retail E-Commerce Plays Key Role in Wipes Category
• CHART 112 Personal wipes are widely accessible in physical stores and retail ecommerce
• CHART 113 Value Sales 2020-2030
• CHART 114 Value Sales by Category 2025
• What's Next?
• Chinese Imported Wipes Reshape Pricing and Product Standards
• Premiumisation Trend to Gain Traction as Parents Prioritise Quality and Safety
• Multifunctionality Drives New Competitive Advantages
• CHART 115 Forecast Value Sales 2020-2030
• CHART 116 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Summit Co (M) Sdn Bhd Maintains Dominance by Targeting Price-Sensitive Shoppers
• CHART 117 Analyst Insight for Wipes
• CHART 118 Company Shares 2025
• CHART 119 Brand Shares 2025
• Channels
• Health and Beauty Specialists Win Parent Loyalty with Expert Advice
• Imported Brands Boost E-Commerce Growth with Low Prices
• CHART 120 Retail Channels 2020-2025
• Economic Context
• CHART 121 Economic Context for Wipes
• CHART 122 Real Gdp Growth 2020-2030
• CHART 123 Inflation 2020-2030
• Consumer Context
• CHART 124 Consumer Context for Wipes
• CHART 125 Population 2020-2030
• CHART 126 Consumer Expenditure 2020-2030
• CHART 127 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Consumers Shift to Bulk E-Commerce Purchases for Lower Prices
• Key Industry Trends
• CHART 76 Key Industry Trends for Retail Tissue
• Industry Performance
• CHART 77 Consumers trade down to affordable retail tissue in order to save living cost
• Boxed Facial Tissue Leads as Busy Lifestyles Drive Usage
• Econveil'S Bamboo Launch Attracts Health-Conscious Urban Buyers
• CHART 78 Bamboo tissue is gained traction due to raising health concern about chemical content
• CHART 79 Value Sales 2020-2030
• CHART 80 Volume Sales 2020-2030
• CHART 81 Value Sales by Category 2025
• What's Next?
• Shoppers Stock up on Retail Tissue Essentials as Cash Aid Drives Volume
• Toilet Paper Holds Top Spot as Facial Tissues Gain Traction
• Price Promotions and Innovation Reshape Shopper Loyalty and Value
• CHART 82 Forecast Value Sales 2020-2030
• CHART 83 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Nibong Tebal Paper Mill Retains Lead as Consumers Respond to Promotions
• CHART 84 Analyst Insight for Retail Tissue
• CHART 85 Company Shares 2025
• CHART 86 Brand Shares 2025
• Channels
• Price Promotions in Hypermarkets and E-Commerce Drive Brand Switching
• E-Commerce Accelerates as Consumers Prioritise Price and Convenience
• Hypermarkets and E-Commerce Shape Loyalty through Price and Access
• CHART 87 Retail Channels 2020-2025
• Economic Context
• CHART 88 Economic Context for Retail Tissue
• CHART 89 Real Gdp Growth 2020-2030
• CHART 90 Inflation 2020-2030
• Consumer Context
• CHART 91 Consumer Context for Retail Tissue
• CHART 92 Population 2020-2030
• CHART 93 Consumer Expenditure 2020-2030
• CHART 94 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN MALAYSIA

• Key Data Insights
• 2025 Developments
• Rising Demand and Cost-Driven Procurement Expands Tissue Usage
• Key Industry Trends
• CHART 95 Key Industry Trends for Away-From-Home Tissue and Hygiene
• Industry Performance
• CHART 96 OEM tissues gain traction as costeffective solution
• Confirm Nice Sdn Bhd Delivers Tailored Tissue Supplies as Tourism Boosts Business Demand
• CHART 97 Many small OEM companies located in cities supply away-from-home tissues
• CHART 98 Value Sales 2020-2030
• CHART 99 Value Sales by Category 2025
• What's Next?
• Hospitality Industry Is Set to Expand Tissue Usage
• Hotels and Restaurants Drive Demand for Tissue While Oem Supply Expands Options
• CHART 100 Forecast Value Sales 2020-2030
• CHART 101 Forecast Value Sales by Category 2025-2030
• Channels
• Oem Suppliers Maintain Traditional B2b Relationships as Businesses Favour Personalisation
• Lazada and Shopee Enable Small Traders with Affordable Tissue Delivery
• CHART 102 Retail Channels 2020-2025
• Economic Context
• CHART 103 Economic Context for Away-From-Home Tissue and Hygiene
• CHART 104 Real Gdp Growth 2020-2030
• CHART 105 Inflation 2020-2030
• Consumer Context
• CHART 106 Consumer Context for Away-From-Home Tissue and Hygiene
• CHART 107 Population 2020-2030
• CHART 108 Consumer Expenditure 2020-2030
• CHART 109 Population by Generation 2025
• Country Reports Disclaimer