Wipes in Thailand

March 2025
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Wipes in Thailand recorded robust growth in both volume and value terms in 2024, following a similarly strong performance in 2023. Value sales of wipes rose at the same pace as volume sales in 2024, reflecting the products’ sustained popularity. Baby wipes remained the largest segment within wipes, showing current value growth that outpaced the overall category. General purpose wipes, however, achieved the fastest growth rate, reflecting the expanding usage occasions and consumer interest in ver

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Overview:

Understand the latest market trends and future growth opportunities for the Wipes 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.

If you're in the Wipes 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.

The Wipes in Thailand report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Wipes in Thailand?
  • Which are the leading brands in Wipes in Thailand?
  • How are products distributed in Wipes in Thailand?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Wipes in Thailand - Category analysis

KEY DATA FINDINGS

Steady expansion for wipes in Thailand in 2024
Unicharm maintains overall leadership as Lison Vision rises fastest
Shifting distribution channels
Ongoing focus on hygiene and convenience
Evolving role of modern trade
Innovation and future competition
Table 1 Retail Sales of Wipes by Category: Value 2019-2024
Table 2 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 3 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 4 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 5 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029

Tissue and Hygiene in Thailand - Industry Overview

Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
Table 7 Birth Rates 2019-2024
Table 8 Infant Population 2019-2024
Table 9 Female Population by Age 2019-2024
Table 10 Total Population by Age 2019-2024
Table 11 Households 2019-2024
Table 12 Forecast Infant Population 2024-2029
Table 13 Forecast Female Population by Age 2024-2029
Table 14 Forecast Total Population by Age 2024-2029
Table 15 Forecast Households 2024-2029
Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 1 Research Sources
Download table of contents
The following categories and subcategories are included:

Wipes

      • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
      • Wipes and Refills (Dry Electro-Static)
        • Cleaning Solution
        • Refill Wipes/Pads
      • Starter Kits/Trigger Device
      • All Purpose Cleaning Wipes
      • Furniture Polish Wipes
      • Toilet Care Wipes
      • Window/Glass Wipes
      • Other Impregnated Wipes
    • Starter Kits/Sweepers/Sticks (Excluding Wipes)
    • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • General Purpose Wipes
    • Intimate Wipes
    • Baby Wipes
      • Facial Cleansing Wipes
      • Deodorant Wipes
    • Moist Toilet Wipes

Wipes

This is the aggregation of personal wipes and household cleaning wipes

See all of our definitions
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  • Track key industry trends, opportunities and threats
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This report originates from Passport, our Wipes research and analysis database.

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