馬來西亞紙巾及衛生用品市場

由於通貨膨脹的影響開始消退且價格趨於穩定，2024 年馬來西亞零售紙巾銷售額與前一年相比略有放緩。從2024年12月開始的公務員薪資增加13%以上，預計將透過提高購買力來刺激當地消費支出，但其影響要到2025年或更晚才會顯現出來。從人口結構來看，人口老化趨勢明顯，65歲以上老人數量大幅增加。

本報告研究了馬來西亞的紙巾和衛生用品市場，為國家層面的市場規模和形態提供了全面的指導。我們提供 2020 年至 2024 年的最新零售資料，以便您確定將推動成長的產業。它確定主要企業、主要品牌，並對影響市場的主要因素（新產品開發、分銷和定價問題等）進行策略分析。到 2029 年的預測將顯示市場將如何變化。

目錄

目錄及表格

執行摘要

市場指標

市場資料

免責聲明

資訊來源

馬來西亞的月經護理

關鍵資料發現

2024 年的發展

• 實惠的價格推動標準毛巾的成長
• 金佰利和高潔絲保持整體領先
• 實體零售引領分銷，電子商務快速成長

前景與機會

• 生活水準提高和衛生意識增強推動品類成長
• 促銷活動持續促進銷售，電子商務以優惠價格吸引顧客
• 點字的女性衛生用品包裝有助於視障消費者，加速了天然和有機女性衛生用品的流行趨勢

分類資料

馬來西亞紙尿褲/尿褲/內褲

關鍵資料發現

2024 年的發展

• 2024 年，一次性內褲將成為成長動力
• 年輕的父母重視價格實惠的優質產品
• 實體零售仍然重要，但電子商務正在成長

前景與機會

• 出生率下降和出生率減緩一次性尿布和尿褲的成長
• 線上銷售宣傳活動可協助您透過優惠的定價策略實現成長
• 新尿布強調舒適性和優質材料

分類資料

馬來西亞成人失禁零售商

關鍵資料發現

2024 年的發展

• 馬來西亞人口老化將推動經濟成長
• 維達遍布
• 電子商務持續成長，但 2024 年商店型零售商將引領銷售

前景與機會

• 人口老化為成長和發展創造機會
• 年輕消費者推動電子商務成長，但老年消費者仍忠於實體店面購物
• 提供新產品滿足日益成長的老年人口的需求

分類資料

馬來西亞擦拭巾

關鍵資料發現

2024 年的發展

• 衛生意識增強推動消費者在擦拭巾上的支出
• 知名品牌Pureen 以實惠的價格吸引顧客
• 零售仍以實體店通路為主，電子商務成長迅速

前景與機會

• 多功能嬰兒濕紙巾需求不斷成長擦拭巾創新
• 電子商務的擴張將支持擦拭巾的進一步成長
• 擦拭巾面臨來自創新紙巾產品的日益激烈的競爭

分類資料

馬來西亞零售紙巾

關鍵資料發現

2024 年的發展

• 穩定的需求將推動 2024 年馬來西亞零售紙巾市場成長
• 消費者想要優質的衛生紙​​產品
• 實體店分銷超過電商銷售，但電商通路在成長方面勝出

前景與機會

• 品牌間價格競爭激烈導致價值成長放緩
• 預測期內，電子商務將有助於維持整體零售紙巾銷售
• 近期的成功發布增加了增加創新投資的可能性

分類資料

在馬來西亞外出時使用的紙巾和衛生用品

關鍵資料發現

2024 年的發展

• 經濟復甦將推動 2024 年品類成長
• 人口老化推動對 AFH 衛生產品的需求
• 投資創新以滿足馬來西亞快速成長的老齡化人口

前景與機會

• 旅遊業和餐飲業的進一步成長將支撐對 AFH 紙巾和衛生用品的需求
• 餐飲業是 AFH 紙巾類別的主要銷售管道，食品配送服務推動了成長
• 抗病毒吊掛趨勢有望成長，但金佰利仍處於領先地位

分類資料

Retail tissue sales in Malaysia 2024 slowed slightly compared to the previous year, as the effect of inflation has begun to subside, and prices have stabilised. A civil servant salary increase of more than 13%, that began in December 2024, is likely to boost local consumer spending by improving purchasing power; however, the impact will only become evident from 2025 onwards. In demographic terms, population ageing has continued, with those aged 65 years comprising a significant and growing propo...

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 2020-2024, 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 2029 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.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Tissue and hygiene in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• What next for tissue and hygiene?

MARKET INDICATORS

• Table 1 Birth Rates 2019-2024
• Table 2 Infant Population 2019-2024
• Table 3 Female Population by Age 2019-2024
• Table 4 Total Population by Age 2019-2024
• Table 5 Households 2019-2024
• Table 6 Forecast Infant Population 2024-2029
• Table 7 Forecast Female Population by Age 2024-2029
• Table 8 Forecast Total Population by Age 2024-2029
• Table 9 Forecast Households 2024-2029

MARKET DATA

• Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
• Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
• Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
• Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
• Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
• Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
• Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
• Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
• Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MENSTRUAL CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Affordability contributes to growth in standard towels
• Kimberly-Clark and Kotex maintain overall leadership
• Store-based retail leads distribution, while e-commerce rises rapidly

PROSPECTS AND OPPORTUNITIES

• Improved living standards and hygiene awareness to aid category growth
• E-commerce offers attract through favourable prices as promotions continue to push sales
• Sanitary pad packaging with Braille labels serves visually impaired consumers, while natural and organic trends accelerate within menstrual care

CATEGORY DATA

• Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
• Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
• Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
• Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
• Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
• Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
• Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029

NAPPIES/DIAPERS/PANTS IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth supported by shift to disposable pants in 2024
• Young parents value affordable products of good quality
• Store-based retail remains key, with e-commerce expanding

PROSPECTS AND OPPORTUNITIES

• Declining birth rates and fertility rates to stall growth for nappies/diapers/pants
• Online sales campaigns to aid growth through favourable pricing strategies
• New diapers launches emphasise superior comfort and premium materials

CATEGORY DATA

• Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
• Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
• Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
• Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
• Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
• Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029

RETAIL ADULT INCONTINENCE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Malaysia's ageing population supports growth
• Vinda secures leading position through extensive
• Though e-commerce continues to rise, store-based retailers lead sales in 2024

PROSPECTS AND OPPORTUNITIES

• Opportunities for growth and development supported by growing older generation
• E-commerce growth to be driven by younger spenders, while elderly consumers will remain loyal store-based shoppers
• New product offerings cater to expanding elderly demographic

CATEGORY DATA

• Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
• Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
• Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
• Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
• Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
• Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029

WIPES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Rising hygiene awareness prompts increased consumer spending on wipes products
• Leading brand Pureen attracts through affordability
• Retail sales remain dominated by store-based channels, with e-commerce rising rapidly

PROSPECTS AND OPPORTUNITIES

• Rising demand for multifunctional baby wipes will inform innovation
• E-commerce expansion will support further growth for wipes
• Wipes faces growing competition from innovative tissue products

CATEGORY DATA

• Table 38 Retail Sales of Wipes by Category: Value 2019-2024
• Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
• Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
• Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
• Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
• Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029

RETAIL TISSUE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Steady demand aids growth for retail tissue in Malaysia in 2024
• Consumers seek premium tissue products
• Store-based distribution trumps e-commerce sales, though e-commerce channel wins in terms of growth

PROSPECTS AND OPPORTUNITIES

• Strong price competition among brands to lead to slowed value growth
• E-commerce will help to sustain overall sales for retail tissue during forecast period
• Success of recent launches likely to prompt increased investment in innovation

CATEGORY DATA

• Table 44 Retail Sales of Tissue by Category: Value 2019-2024
• Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
• Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
• Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
• Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029

AWAY-FROM-HOME TISSUE AND HYGIENE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Economic recovery boosts category growth in 2024
• Ageing population drives demand in AFH hygiene
• Investment in innovation caters to Malaysia's rapidly expanding elderly demographic

PROSPECTS AND OPPORTUNITIES

• Further growth in tourism and foodservice sectors will support demand for AFH tissue and hygiene products
• Horeca as leading channel in AFH tissue categories, with growth spurred by food delivery services
• Viral bottom-pull hanging tissue trend likely to expand, while Kimberley-Clark will remain on top

CATEGORY DATA

• Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
• Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
• Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
• Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
• Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
• Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
• Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029