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Tissue and Hygiene in Singapore

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The outbreak of COVID-19 in 2020 led the Singapore government to implement a lockdown from April 2020. Ever since then, the country has undergone a series of relaxing and tightening of restrictions to curb the spread of the virus. The pandemic also affected consumers' behaviour. It was widely observed that shortly after the announcement of the Circuit Breaker measures in 2020, consumers in Singapore went into stockpiling mode and bought huge amounts of necessities such as toilet paper.

Euromonitor International's ‘ Tissue and Hygiene in Singapore report’ offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, 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 2026 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.
Product Code: DPPSG

TABLE OF CONTENTS

EXECUTIVE SUMMARY

Tissue and hygiene in 2021: The big picture 2021 key trends Competitive landscape Retailing developments What next for tissue and hygiene? CHART 1: Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026 CHART 2: Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1: Birth Rates 2016-2021 Table 2: Infant Population 2016-2021 Table 3: Female Population by Age 2016-2021 Table 4: Total Population by Age 2016-2021 Table 5: Households 2016-2021 Table 6: Forecast Infant Population 2021-2026 Table 7: Forecast Female Population by Age 2021-2026 Table 8: Forecast Total Population by Age 2021-2026 Table 9: Forecast Households 2021-2026

MARKET DATA

Table 10: Retail Sales of Tissue and Hygiene by Category: Value 2016-2021 Table 11: Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 12: NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021 Table 13: LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021 Table 14: Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021 Table 15: Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021 Table 16: Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021 Table 17: Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026 Table 18: Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1: Research Sources

SANITARY PROTECTION IN SINGAPORE

KEY DATA FINDINGS

2021 DEVELOPMENTS

Digital native brands seek an offline channel and presence through partnerships with local distributors Herbal products are passe, with brands opting for silver ions and cooling top layer Several independent retailers seek to cross-sell multiple sanitary protection products to a single consumer

PROSPECTS AND OPPORTUNITIES

Marketing strategies can highlight the presence of sustainable and unbleached cotton in the manufacturing process Despite the drive towards premiumisation, a 'good-enough' product is still attractive to consumers Preference amongst adolescents for sanitary reusables could pose a threat to established consumer brands

CATEGORY DATA

Table 19: Retail Sales of Sanitary Protection by Category: Value 2016-2021 Table 20: Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021 Table 21: Retail Sales of Tampons by Application Format: % Value 2016-2021 Table 22: NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021 Table 23: LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021 Table 24: Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026 Table 25: Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

NAPPIES/DIAPERS/PANTS IN SINGAPORE

KEY DATA FINDINGS

2021 DEVELOPMENTS

Growth in sales as consumers are unable to purchase nappies/diapers from neighbouring Malaysia Reliance on e-commerce due to price differences, causing niche brands to gain traction amongst parents Difficulty quantifying absorbency leads brands to differentiate through proprietary materials and cotton quality

PROSPECTS AND OPPORTUNITIES

Amidst consumer demand, there is a gap in the existing market for 'good-enough' nappy/diaper options Adoption of cloth nappies/diapers will stagnate as infants and toddlers go to childcare centres Players could seek to experiment with loyalty programmes and partnerships with e-commerce marketplaces

CATEGORY DATA

Table 26: Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021 Table 27: Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021 Table 28: NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021 Table 29: LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021 Table 30: Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026 Table 31: Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026

RETAIL ADULT INCONTINENCE IN SINGAPORE

KEY DATA FINDINGS

2021 DEVELOPMENTS

A shift towards e-commerce proves fortuitous for smaller players as it highlights existing price differences Recurring movement restrictions, coupled with the vulnerability of older generations, translates into stockpiling behaviour Value propositions of light incontinence products are drastically different from expectations from moderate/heavy offerings

PROSPECTS AND OPPORTUNITIES

Growing demand for low-cost alternatives from consumers due to their current absence from the category Marketing collateral could pivot towards targeting key decision-makers, including caregivers and children of senior citizens Despite increasing global innovation, new product developments are a relatively uncommon sight

CATEGORY DATA

Table 32: Sales of Retail Adult Incontinence by Category: Value 2016-2021 Table 33: Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021 Table 34: NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021 Table 35: LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021 Table 36: Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026 Table 37: Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

WIPES IN SINGAPORE

KEY DATA FINDINGS

2021 DEVELOPMENTS

Due to large formats, baby wipes are an affordable and convenient alternative to general purpose wipes Wipes are often the first stop for brands seeking to diversify their existing product offerings With similar product claims and positioning, country of origin holds sway in purchasing decisions

PROSPECTS AND OPPORTUNITIES

Value sales will increase in the forecast period, but polyester shortage likely to continue Increasing adoption of alternatives such as muslin may pose a threat to facial cleansing wipes

CATEGORY DATA

Table 38: Retail Sales of Wipes by Category: Value 2016-2021 Table 39: Retail Sales of Wipes by Category: % Value Growth 2016-2021 Table 40: NBO Company Shares of Retail Wipes: % Value 2017-2021 Table 41: LBN Brand Shares of Retail Wipes: % Value 2018-2021 Table 42: Forecast Retail Sales of Wipes by Category: Value 2021-2026 Table 43: Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

RETAIL TISSUE IN SINGAPORE

KEY DATA FINDINGS

2021 DEVELOPMENTS

Cautious reopening boosts sales Increased shopping on e-commerce platforms Consumers become more price-conscious

PROSPECTS AND OPPORTUNITIES

Good hygiene practices will boost demand Private label lines set to gain traction

CATEGORY DATA

Table 44: Retail Sales of Tissue by Category: Value 2016-2021 Table 45: Retail Sales of Tissue by Category: % Value Growth 2016-2021 Table 46: NBO Company Shares of Retail Tissue: % Value 2017-2021 Table 47: LBN Brand Shares of Retail Tissue: % Value 2018-2021 Table 48: Forecast Retail Sales of Tissue by Category: Value 2021-2026 Table 49: Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

AWAY-FROM-HOME TISSUE AND HYGIENE IN SINGAPORE

KEY DATA FINDINGS

2021 DEVELOPMENTS

Slight increase in demand Hybrid working affects sales growth Tourism reignites demand

PROSPECTS AND OPPORTUNITIES

Ageing population will increase demand for AFH hygiene products Increasing usage of bidets at public toilets

CATEGORY DATA

Table 50: Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021 Table 51: Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 52: Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021 Table 53: Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021 Table 54: Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021 Table 55: Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026 Table 56: Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026