マレーシアのティッシュと衛生用品市場

2024年のマレーシアの小売ティッシュの売上は、インフレの影響が落ち着き始め、物価が安定したため、前年に比べ若干鈍化しました。2024年12月に始まった公務員給与の13％以上の引き上げは、購買力を向上させることで現地の個人消費を押し上げるとみられていますが、その影響が顕在化するのは2025年以降です。人口動態の面では、人口の高齢化が進み、65歳人口が大幅に増加しています。

当レポートでは、マレーシアのティッシュと衛生用品市場について調査し、国レベルの市場規模と形状に関する包括的なガイドを提供しています。2020年から2024年までの最新の小売販売データを提供しており、成長を牽引するセクターを特定することができます。主要企業、主要ブランドを特定し、市場に影響を与える主な要因（新製品開発、流通、価格問題など）の戦略的分析を提供しています。2029年までの予測では、市場がどのように変化するかを示しています。

目次

目次と表のリスト

エグゼクティブサマリー

市場指標

市場データ

免責事項

情報源

マレーシアの月経ケア

主なデータ結果

2024年の発展

• 手頃な価格が標準タオルの成長に貢献
• Kimberly-ClarkとKotexが総合首位を維持
• 店舗型小売が流通をリードし、eコマースが急速に増加

展望と機会

• 生活水準と衛生意識の向上がカテゴリーの成長を促進
• プロモーションが売上を押し上げ続ける中、eコマースのオファーは有利な価格で顧客を引き付けている
• 点字ラベル付きの生理用品パッケージは視覚障害のある消費者に役立ち、生理用品では自然派やオーガニックの動向が加速

カテゴリーデータ

マレーシアのおむつ/おむつ/パンツ

主なデータ結果

2024年の発展

• 2024年に使い捨てパンツへの移行が成長を後押し
• 若い親は手頃な価格で良質な製品を重視している
• 店舗型小売業は依然として重要であり、eコマースは拡大している

展望と機会

• 出生率と出生率の低下により、紙おむつ・おむつパンツの成長が鈍化
• 有利な価格戦略を通じて成長を支援するオンライン販売キャンペーン
• 新しいおむつは優れた快適性と高級素材を強調

カテゴリーデータ

マレーシアの成人用失禁用品小売業

主なデータ結果

2024年の発展

• マレーシアの高齢化が成長を支える
• Vindaは広範囲にわたる
• eコマースは引き続き増加しているが、2024年には店舗型小売業者が売上をリード

展望と機会

• 高齢化が進む中で成長と開発の機会が生まれる
• eコマースの成長は若い消費者別牽引されるが、高齢の消費者は店舗での買い物に忠実であり続ける
• 拡大する高齢者層のニーズに応える新製品提供

カテゴリーデータ

マレーシアのワイプ

主なデータ結果

2024年の発展

• 衛生意識の高まりにより、ワイプ製品への消費者支出が増加
• 大手ブランドPureenは手頃な価格で顧客を魅了
• 小売販売は依然として店舗ベースのチャネルが主流であり、eコマースが急速に増加

展望と機会

• 多機能ベビーワイプの需要の高まりがイノベーションを促進
• eコマースの拡大はワイプのさらなる成長を支える
• ワイプは革新的なティッシュ製品との競合激化に直面している

カテゴリーデータ

マレーシアの小売ティッシュ

主なデータ結果

2024年の発展

• 安定した需要が2024年のマレーシアの小売ティッシュの成長を後押し
• 消費者は高級ティッシュ製品を求めている
• 店舗ベースの流通はeコマースの売上を上回るが、成長の点ではeコマースチャネルが勝っている

展望と機会

• ブランド間の激しい価格競合により価値成長が鈍化する
• eコマースは予測期間中に小売ティッシュの全体的な売上を維持するのに役立つ
• 最近の発売の成功により、イノベーションへの投資が増加する可能性が高まっている

カテゴリーデータ

マレーシアにおける外出時のティッシュと衛生用品

主なデータ結果

2024年の発展

• 経済回復により2024年にカテゴリーの成長が促進される
• 高齢化がAFH衛生の需要を牽引
• イノベーションへの投資はマレーシアの急速に拡大する高齢者人口に対応

展望と機会

• 観光業と食品サービス業のさらなる成長がAFHのティッシュと衛生用品の需要を支える
• HorecaはAFHティッシュカテゴリーの主要チャネルであり、食品配達サービス別成長が促進
• ウイルス対策用ボトムプル吊り下げティッシュのトレンドは拡大する見込みだが、Kimberley-Clarkはトップを維持

カテゴリーデータ

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