Tissue and Hygiene in Thailand - Research and Markets

With the exception of nappies/diapers, most retail tissue and hygiene categories recorded growth in volume terms in 2023, including key categories such as menstrual care and toilet paper. Sales of most products experience solid demand in 2023 due to being considered basic essentials. Sales also saw strong growth in current value terms in 2023 with this being driven in part by the high inflation rate in Thailand and the impact on average unit prices from rising production costs.

The Tissue and Hygiene in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, 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 2028 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.

TISSUE AND HYGIENE IN THAILAND

EXECUTIVE SUMMARY

Tissue and hygiene in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

MENSTRUAL CARE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Soaring popularity of pant-type products and the rise of convenient distribution channels
Price controls place a cap on value growth with manufacturers focused on consolidating their position in the market
Reusable alternatives gaining ground as more consumers focus on reducing the environmental footprint

PROSPECTS AND OPPORTUNITIES

A Glimpse into Comfort-Centric Solutions
The Rise of Eco-Friendly Menstrual Care in Thailand
Tampons likely to remain a niche area of the market

CATEGORY DATA

Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 21 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028

NAPPIES/DIAPERS/PANTS IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Declining birth rates put pressure on sales but disposable pants continue to flourish as consumers look for convenience and value
Government measures to control prices on essential goods in 2023 prevents significant price hikes in the category
Unicharm and DSG retain their stronghold with value and comfort important to consumers

PROSPECTS AND OPPORTUNITIES

Incentives and initiatives to boost the birth rate and to make nappies/diapers/pants more accessible should positively influence demand
The tension between controlled pricing and innovation likely to persist
Disposable pants set to remain the key growth driver

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028

RETAIL ADULT INCONTINENCE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Thailand's ageing population remains the key driver of demand for retail adult incontinence in 2023
Low Prices, odour control, and comfort inform purchasing decisions in 2023
Price controls limit value growth while light adult incontinence products remain the most dynamic

PROSPECTS AND OPPORTUNITIES

The Ascendance of the Adult Incontinence Market in Thailand
New product development and innovation could help add further fuel to the growth of retail adult incontinence
Increasing use of organic and natural materials as consumers focus on comfort

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028

WIPES IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Sales of wipes rocket as consumers look for convenient solutions to staying fresh and clean in 2023
The Evolution of Wipe Selling Points
Baby wipes proving popular as a cheaper alternative to facial cleansing wipes

PROSPECTS AND OPPORTUNITIES

Wipes could find new sales opportunities in rural and upcountry areas
Manufacturers need to address environmental concerns
Competition set to heat up as demand grows

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2018-2023
Table 39 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 40 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 41 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 42 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028

RETAIL TISSUE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers in Thailand becoming increasingly familiar with the benefits of retail tissue over traditional alternatives
The Niche Presence of Chinese Tissue Brands Amidst Quality Concerns in Thailand's Online Market
Toilet paper remains the key category but demand across retail tissue continues to grow in 2023

PROSPECTS AND OPPORTUNITIES

Bright outlook for retail tissue despite anticipated increase in unit prices
Organic products could find a growing audience among more affluent consumers
Sustainability concerns offer growth potential for recycled retail tissue

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2018-2023
Table 45 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 46 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 47 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 48 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028

AWAY-FROM-HOME TISSUE AND HYGIENE IN THAILANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Increase in inbound and domestic tourism provides a boost sales through the horeca channel
Thailand's ageing population boosting demand for AFH adult incontinence
Bulk purchasing behaviour noted in AFH adult incontinence

PROSPECTS AND OPPORTUNITIES

Ageing population likely to fuel dynamic growth in AFH adult incontinence
Tourism and a resurgent street food scene set to be key growth drivers for AFH tissue
Manufacturers likely to make a strategic shift to using recycled/recyclable materials in their AFH tissue products

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028

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Table of Contents

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