Table of Content

Tissue and Hygiene in the Philippines
Euromonitor International
March 2025

List Of Contents And Tables

TISSUE AND HYGIENE IN THE PHILIPPINES
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 THE PHILIPPINES
KEY DATA FINDINGS
2024 DEVELOPMENTS
Menstrual care products affected by evolving consumer spending habits in 2024
Period underwear makes an entrance in the Philippines
Kotex Philippines benefits from marketing initiatives
PROSPECTS AND OPPORTUNITIES
Competition set to intensify in the years ahead amid ongoing growth for menstrual care
Product quality expectations will increase in tandem with prices
Opportunities for modern menstrual products to gain traction
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 THE PHILIPPINES
KEY DATA FINDINGS
2024 DEVELOPMENTS
Category expansion thanks to urbanisation and rising incomes
Players are increasingly connecting with celebrity and influencer collaborations
Growing popularity of diaper pants boosts online sales
PROSPECTS AND OPPORTUNITIES
Continued positive performance, led by disposable pants, although sustainability will become a more important consideration
Distribution landscape will remain largely unchanged, but e-commerce will continue to gain traction, albeit from a low base
Problem-solving with new technologies is likely to increase in the coming years
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 THE PHILIPPINES
KEY DATA FINDINGS
2024 DEVELOPMENTS
Higher disposable incomes and demographic changes boost growth in retail adult incontinence in 2024
JS Unitrade Merchandise Inc. continues to lead sales ahead of Essity
Inflation and rising product prices impact consumer purchasing patterns
PROSPECTS AND OPPORTUNITIES
Ongoing ageing of the Filipino population will be a key driver of growth over the forecast period
E-commerce expansion will lead to new brand emergence
Gender-specific and unisex products will cater to consumer preferences
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 THE PHILIPPINES
KEY DATA FINDINGS
2024 DEVELOPMENTS
Baby wipes continue to lead category sales in 2024
Category sees diversification with the emergence of adult and men’s wipes
Lysol’s disinfecting wipes in a variety of fragrances have broad appeal
PROSPECTS AND OPPORTUNITIES
Baby wipes will remain popular amongst local consumers in the coming years
Promoting value through strategic bundling will become more prevalent in wipes
Differentiation will be driven by technology and new product development
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 THE PHILIPPINES
KEY DATA FINDINGS
2024 DEVELOPMENTS
Toilet paper remains dominant through multifunctionality
Convenient options for on-the-go consumers boost growth in retail tissues in 2024
SCPA maintains its hold across multiple categories
PROSPECTS AND OPPORTUNITIES
Increase in disposable income and ongoing hygiene concerns will assure sustained growth for retail tissue
Affordability will increasingly inform purchasing decisions
Reinforced hygiene habits will lead to increased consumption in the years ahead
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 THE PHILIPPINES
KEY DATA FINDINGS
2024 DEVELOPMENTS
Increased national spending on infrastructure boosts away-from-home tissue and hygiene growth in 2024
Growth in the demand for AFH adult incontinence products in line with ageing population
SCPA and Kimberly-Clark continue to serve their corporate clients with a wide range of quality AFH products
PROSPECTS AND OPPORTUNITIES
Tourism trends set to benefit sales of away-from-home tissue and hygiene in the coming years
Retail competition will improve away-from-home offerings in the future
Brands may expand their product offerings to boost share
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