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Tissue and Hygiene in Myanmar

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    Report

  • 44 Pages
  • March 2025
  • Region: Myanmar
  • Euromonitor International
  • ID: 4764636
Inflationary pressures, a lingering consequence of the 2021 coup in Myanmar, continued to shape economic conditions in 2024. The Asian Development Bank forecasted inflation at approximately 20.7%, with the Myanmar Kyat experiencing sharp depreciation against major currencies such as the US dollar. This currency instability made imports more expensive, fuelling inflation and leading to price increases across multiple categories, including tissue and hygiene.

The Tissue and Hygiene in Myanmar 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

EXECUTIVE SUMMARY
  • Tissue and hygiene in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for tissue and hygiene?
  • CHART 1 Tissue and Hygiene: Convenience Store
  • CHART 2 Tissue and Hygiene: Supermarket
  • CHART 3 Tissue and Hygiene: Small local grocer
  • CHART 4 Tissue and Hygiene: Small local grocer
MARKET DATA
  • Table 1 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
  • Table 2 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 3 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
  • Table 4 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
  • Table 5 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
  • Table 6 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
  • Table 7 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
  • Table 8 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
  • Table 9 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
MENSTRUAL CARE
  • Key Data Findings
  • 2024 Developments
  • Rising awareness, distribution expansion, and affordability drive growth
  • Unicharm dominates the competitive landscape, while Pyo May gains traction through digital engagement
  • Traditional retail remains the primary distribution channel, while convenience stores and e-commerce expand
  • Prospects and Opportunities
  • Marketing and distribution expansion to support sustained market growth
  • E-commerce growth remains sluggish due to social stigma
  • Innovations in absorbency technology to enhance product performance
  • Category Data
  • Table 10 Retail Sales of Menstrual Care by Category: Value 2019-2024
  • Table 11 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
  • Table 12 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
  • Table 13 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
  • Table 14 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
  • Table 15 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS
  • Growth driven by rising hygiene awareness and distribution expansion
  • Unicharm maintains leadership, while Lebay gains momentum in the premium segment
  • Baby and child specialist retailers lead distribution, while pharmacies expand into regional markets
  • Slower growth anticipated as rising prices impact affordability
  • Social media and e-commerce to drive purchasing decisions
  • Product innovation focused on comfort and flexibility
  • Table 16 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
  • Table 17 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
  • Table 18 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
  • Table 19 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
  • Table 20 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
  • Table 21 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE
  • Growth driven by an ageing population and increasing consumer awareness
  • Unicharm retains leadership, while Certainty gains market share through innovation
  • Pharmacies dominate distribution, while supermarkets experience slow expansion
  • Expanding consumer base to drive long-term market growth
  • E-commerce remains a minor channel, with limited potential for rapid expansion
  • Innovation focused on ease of use and convenience
  • Table 22 Sales of Retail Adult Incontinence by Category: Value 2019-2024
  • Table 23 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
  • Table 24 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
  • Table 25 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
  • Table 26 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
  • Table 27 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES
  • Rising demand for functional wipes and antibacterial variants among urban consumers
  • Market fragmentation and the emergence of mid-range and budget brands
  • Traditional trade dominates sales, while convenience stores and e-commerce expand
  • Price sensitivity in rural areas expected to impact sales growth
  • E-commerce expansion to introduce greater product variety
  • Innovation in formulation and ingredient preferences to shape future trends
  • Table 28 Retail Sales of Wipes by Category: Value 2019-2024
  • Table 29 Retail Sales of Wipes by Category: % Value Growth 2019-2024
  • Table 30 NBO Company Shares of Retail Wipes: % Value 2020-2024
  • Table 31 LBN Brand Shares of Retail Wipes: % Value 2021-2024
  • Table 32 Forecast Retail Sales of Wipes by Category: Value 2024-2029
  • Table 33 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE
  • Rising production costs drive price increases while facial tissues dominate demand
  • Special Manufacturing Co leads, while Smile brand gains market share through affordability
  • Traditional trade leads sales, while convenience stores and e-commerce expand their reach
  • Steady demand for tissue products in urban households despite economic pressures
  • Convenience stores and mini-marts to play a larger role in distribution
  • Innovation in sustainable tissue production to gain momentum
  • Table 34 Retail Sales of Tissue by Category: Value 2019-2024
  • Table 35 Retail Sales of Tissue by Category: % Value Growth 2019-2024
  • Table 36 NBO Company Shares of Retail Tissue: % Value 2020-2024
  • Table 37 LBN Brand Shares of Retail Tissue: % Value 2021-2024
  • Table 38 Forecast Retail Sales of Tissue by Category: Value 2024-2029
  • Table 39 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE
  • Growth in away-from-home tissue driven by tourism recovery and expanding foodservice sector
  • Price-sensitive consumers prioritise affordability over product innovation
  • Product innovation focuses on quality improvement in away-from-home tissue
  • Expansion of away-from-home tissue usage in foodservice and commercial establishments
  • Expansion of distribution channels, including B2B and e-commerce
  • Sustainability trends drive demand for eco-friendly away-from-home tissue products
  • Table 40 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
  • Table 41 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 42 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
  • Table 43 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
  • Table 44 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
  • Table 45 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029