2024 saw notable shifts in Thailand’s tissue and hygiene industry, reflecting broader consumer preferences for sustainability, premiumisation and convenience. As the global emphasis on eco-friendly and recycled goods gathers momentum, Thai consumers are increasingly seeking products that align with these values, from sustainably sourced raw materials to items packaged with minimal environmental impact.
Thailand’s tissue and hygiene market is thriving under multiple forces. Shoppers are gravitating towards new formulations and formats, particularly in categories such as facial tissue and toilet tissue, where they expect products to be soft yet durable, with eco-friendly attributes.
Tissue and hygiene sector in Thailand features intense competition among local and international companies of varying sizes. Berli Jucker Cellox is key domestic player, leveraging its strong local reputation for quality.
In 2024, significant changes in distribution are evident as modern trade channels, particularly hypermarkets, remain central to tissue and hygiene purchases in Thailand. Hypermarkets leads the retail landscape by offering broad product assortments that cater to diverse consumer budgets and preferences.
Forecasts suggest a stable increase in current value sales across tissue and hygiene in the coming years, underpinned by expanding disposable incomes, increasing levels of urbanisation, and sustained awareness of hygienic practices. Domestic brands may continue to garner interest, particularly among mid-priced segments, due to their capacity to tailor products specifically to local tastes and conditions.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Tissue and Hygiene industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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