Tissue and Hygiene in Asia Pacific

May 2024

The tissue and hygiene market experienced a setback in 2022, when COVID-19 cases surged in China, but was back on a positive growth path again in 2023. While low birth rates in some of the bigger markets are negatively affecting categories like nappies/diapers, increasing awareness of menstrual care and incontinence products, as well as ageing populations for the latter, are helping drive growth in the regional market, which is expected to continue over the forecast period.

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Key Findings

Nappies/diapers struggling in some country markets

Nappies/diapers are increasingly the victim of the low birth rates in certain countries in the region, including China, Japan and South Korea. This is naturally restricting the consumer base for these products in these countries, thereby hitting sales of nappies/diapers. On the other hand, ageing populations are a boon for products like adult incontinence.

New product segment created in Japan

There was a newly generated segment within retail tissue in Japan – tissue products to wipe off the remaining water after washing one’s face. Two of the major tissue and hygiene players joined this space in 2023, indicating there is more that players in retail tissue can do to generate new demand and expand their sales.

Convenience stores expanding in Indonesia

E-commerce accounts for more than a quarter of retail value sales in Asia Pacific and is closing the gap on supermarkets, the leading channel. E-commerce marketplaces Shopee, Tokopedia, Lazada and Blibli have been helping push this channel’s share growth in Indonesia, the region’s most dynamic country market. However, convenience stores have also been gaining share in recent years thanks to the rapid expansion of convenience store chains within the country.

Despite recent high inflation, quality still matters

Although some consumers, particularly those on low incomes, were still carefully watching their spending at the end of the review period, the forecast period is expected to see a continuation of shoppers looking for convenience, effectiveness and even added value in their tissue and hygiene products across the region.

Scope
Key findings
Toilet paper the biggest category in Asia Pacific tissue and hygiene
Asia Pacific expected to outperform the global averages over the forecast period
Solid if unspectacular growth expected in China and Japan in the coming years
Low birth rates negatively impacting nappies/diapers sales in some countries
Retail adult incontinence seeing dynamic growth in Indonesia
Nappies/diapers/pants in decline over 2018-2023…
…but other retail hygiene categories continue growing
Supermarkets the biggest distribution channel
E-commerce accounts for more than a quarter of retail value sales
Consolidated competitive landscapes in many countries in Asia Pacific
Japanese player Unicharm continues to lead Asia Pacific tissue and hygiene
Chinese top 10 players tend to only operate in their domestic market
Mamypoko moves up into third place in the brand rankings in 2023
Positive growth expected throughout the forecast period
Indonesia will see the most dynamic growth in the coming years
China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Pakistan: Market Context
Pakistan: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape

Tissue and Hygiene

This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.

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