马来西亚纸巾及卫生用品市场

由于通货膨胀的影响开始消退且价格趋于稳定，2024 年马来西亚零售纸巾销售额与前一年相比略有放缓。从2024年12月开始的公务员薪资增加13%以上，预计将透过提高购买力来刺激当地消费支出，但其影响要到2025年或更晚才会显现出来。从人口结构来看，人口老化趋势明显，65岁以上老人数量大幅增加。

本报告研究了马来西亚的纸巾和卫生用品市场，为国家层面的市场规模和形态提供了全面的指导。我们提供 2020 年至 2024 年的最新零售资料，以便您确定将推动成长的产业。它确定主要企业、主要品牌，并对影响市场的主要因素（新产品开发、分销和定价问题等）进行策略分析。到 2029 年的预测将显示市场将如何变化。

目录

目录及表格

执行摘要

市场指标

市场资料

免责声明

资讯来源

马来西亚的月经护理

关键资料发现

2024 年的发展

• 实惠的价格推动标准毛巾的成长
• 金佰利和高洁丝保持整体领先
• 实体零售引领分销，电子商务快速成长

前景与机会

• 生活水准提高和卫生意识增强推动品类成长
• 促销活动持续促进销售，电子商务以优惠价格吸引顾客
• 点字的女性卫生用品包装有助于视障消费者，加速了天然和有机女性卫生用品的流行趋势

分类资料

马来西亚纸尿裤/尿裤/内裤

关键资料发现

2024 年的发展

• 2024 年，一次性内裤将成为成长动力
• 年轻的父母重视价格实惠的优质产品
• 实体零售仍然重要，但电子商务正在成长

前景与机会

• 出生率下降和出生率减缓一次性尿布和尿裤的增长
• 线上销售宣传活动可协助您透过优惠的定价策略实现成长
• 新尿布强调舒适性和优质材料

分类资料

马来西亚成人失禁零售商

关键资料发现

2024 年的发展

• 马来西亚人口老化将推动经济成长
• 维达遍布
• 电子商务持续成长，但 2024 年商店型零售商将引领销售

前景与机会

• 人口老化为成长和发展创造机会
• 年轻消费者推动电子商务成长，但老年消费者仍忠于实体店面购物
• 提供新产品满足日益增长的老年人口的需求

分类资料

马来西亚擦拭巾

关键资料发现

2024 年的发展

• 卫生意识增强推动消费者在擦拭巾上的支出
• 知名品牌Pureen 以实惠的价格吸引顾客
• 零售仍以实体店通路为主，电子商务成长迅速

前景与机会

• 多功能婴儿湿纸巾需求不断增长擦拭巾创新
• 电子商务的扩张将支持擦拭巾的进一步成长
• 擦拭巾面临来自创新纸巾产品的日益激烈的竞争

分类资料

马来西亚零售纸巾

关键资料发现

2024 年的发展

• 稳定的需求将推动 2024 年马来西亚零售纸巾市场成长
• 消费者想要优质的卫生纸​​产品
• 实体店分销超过电商销售，但电商通路在成长方面胜出

前景与机会

• 品牌间价格竞争激烈导致价值成长放缓
• 预测期内，电子商务将有助于维持整体零售纸巾销售
• 近期的成功发布增加了增加创新投资的可能性

分类资料

在马来西亚外出时使用的纸巾和卫生用品

关键资料发现

2024 年的发展

• 经济復苏将推动 2024 年品类成长
• 人口老化推动对 AFH 卫生产品的需求
• 投资创新以满足马来西亚快速成长的老龄化人口

前景与机会

• 旅游业和餐饮业的进一步成长将支撑对 AFH 纸巾和卫生用品的需求
• 餐饮业是 AFH 纸巾类别的主要销售管道，食品配送服务推动了成长
• 抗病毒吊挂趋势有望成长，但金佰利仍处于领先地位

分类资料

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