Tissue and Hygiene in Malaysia

【About this report】：

 

This market report provides market trend and market growth analysis of the Tissue and Hygiene industry in Malaysia. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Tissue and Hygiene in Malaysia market research report includes:

§                        Analysis of key supply-side and demand trends

§                        Historic volumes and values, company and brand market shares

§                        Five year forecasts of market trends and market growth

§                        Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

§                        What is the market size of Tissue and Hygiene in Malaysia?

§                        What are the major brands in Malaysia?

§                        What are the most dynamic tissue and hygiene categories?

§                        What are the major markets for tissue products sales?

§                        What are the major markets for hygiene products sales?

Why buy this report?

§                        Gain competitive intelligence about market leaders

§                        Track key industry trends, opportunities and threats

§                        Inform your marketing, brand, strategy and market development, sales and supply functions

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Sample Analysis

EXECUTIVE SUMMARY

Economic recovery sustains growth in tissue and hygiene

Malaysia remained on its path towards economic recovery in 2010. Business picked up again and the increasingly longer working hours and hectic lifestyles of Malaysians led to a rise in demand for convenience products such as tissue. The government’s emphasis on maintaining good personal hygiene in the light of the H1N1 also boosted demand for products such as tissue and hygiene wipes. Tissue and hygiene manufacturers are becoming more competitive with each passing each day and these manufacturers will be forced to come up with new products developments and innovations in a bid to capture the interest of consumers over the forecast period.

Cotton prices hit record highs in 2010

The price of cotton hit record highs in October 2010, the highest for 140 years. A series of poor harvests coupled with the rising demand for cotton driven by the vibrant Chinese economy continued forcing the prices of cotton upwards. Cotton futures also exceeded the US$1 per pound mark for the first time since 1995, which prompted traders to take actual deliveries for settlement on their cotton future contracts. In light of this, it is perhaps unsurprising that the price of cotton products also rose rapidly during 2010. These increases in cost were partly absorbed by manufacturers and partly passed on to end consumers.

Multinationals continue to dominate tissue and hygiene during 2010

Kimberly-Clark (M) Sdn Bhd remained the leader in retail tissue and hygiene in Malaysia during 2010. Other notable multinationals in the top five included Kao (M) Sdn Bhd, Procter & Gamble (M) Sdn Bhd, SCA Hygiene (M) Sdn Bhd and Unicharm (M) Sdn Bhd. These four companies accounted for 50% of total value sales in retail tissue and hygiene during 2010. Domestic manufacturer Nibong Tebal Paper Mill Sdn Bhd managed to hold its own in tissue and hygiene against the multinationals with its strong brands and managed to rank in as one of the top players in tissue and hygiene.

Supermarkets/hypermarkets remained the leading distribution channel

Chained hypermarkets such as Tesco, Giant, Jusco and Carrefour remained the main distribution channels for retail tissue and hygiene in Malaysia. As well as stocking regular brands on their shelves, these major retailers also actively introduced new retail tissue and hygiene products under their respective private labels. Tesco alone launched over two hundred new products under its Tesco private label. Malaysian consumers are gradually beginning to accept that private label products offer more than acceptable quality in items such as tissue and cotton wool/buds/pads in spite of their lower retail price. Many of the consumers that switched over to private label tissue and hygiene during the dark days of the economic crisis in a bid to cut down on their spending opted to remain loyal to private label once their spending increased again.

Tissue and hygiene expected to continue growing

Retail tissue and hygiene is expected to continue its positive volume and value growth in Malaysia over the forecast period despite the soaring prices of paper and cotton around the world. The increasing urbanisation in Malaysia and the increasingly hectic lifestyles of Malaysians will continue to drive demand for convenience products such as retail tissue. In addition, manufacturers are expected to drive value growth by encouraging consumers to trade up with value added benefits in tissue and hygiene products such as environmentally friendly products, new scents and better absorbency.

 

 

 

【Table of Contents】：

 

Tissue and Hygiene in Malaysia - Industry Overview

EXECUTIVE SUMMARY

Economic recovery sustains growth in tissue and hygiene

Cotton prices hit record highs in 2010

Multinationals continue to dominate tissue and hygiene during 2010

Supermarkets/hypermarkets remained the leading distribution channel

Tissue and hygiene expected to continue growing

KEY TRENDS AND DEVELOPMENTS

Manufacturers hit by rising raw material prices

Private label growth remains strong, even in the post-recession environment

Money-saving multipacks and free gifts remained key to attracting interest

Manufacturers show creative packaging innovations

Manufacturers take advantage of the rise of social networking websites

MARKET INDICATORS

·                 Table 1 Birth Rates 2005-2010

·                 Table 2 Infant Population 2005-2010

·                 Table 3 Female Population by Age 2005-2010

·                 Table 4 Total Population by Age 2005-2010

·                 Table 5 Households 2005-2010

·                 Table 6 Forecast Infant Population 2010-2015

·                 Table 7 Forecast Female Population by Age 2010-2015

·                 Table 8 Forecast Total Population by Age 2010-2015

·                 Table 9 Forecast Households 2010-2015

MARKET DATA

·                 Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2005-2010

·                 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010

·                 Table 12 Tissue and Hygiene Retail Company Shares 2006-2010

·                 Table 13 Tissue and Hygiene Retail Brand Shares 2007-2010

·                 Table 14 Penetration of Private Label by Category 2005-2010

·                 Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010

·                 Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis 2010

·                 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2010-2015

·                 Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2010-2015

DEFINITIONS

·                 Summary 1 Research Sources

Tissue and Hygiene in Malaysia - Company Profiles

DSG (M) Sdn Bhd in Tissue and Hygiene (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

·                 Summary 3 DSG (M) Sdn Bhd: Production Statistics 2010

COMPETITIVE POSITIONING

·                 Summary 4 DSG (M) Sdn Bhd: Competitive Position 2010

Halex Woolton (M) Sdn Bhd in Tissue and Hygiene (Malaysia)

STRATEGIC DIRECTION

·                 Summary 5 Halex Woolton (M) Sdn Bhd: Key Facts

COMPANY BACKGROUND

PRODUCTION

PRIVATE LABEL

·                 Summary 6 Halex-Woolton (M) Sdn Bhd: Private Label Portfolio

Hanacorp (M) Sdn Bhd in Tissue and Hygiene (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

·                 Summary 8 Hanacorp (M) Sdn Bhd: Competitive Position 2010

Nibong Tebal Paper Mill Sdn Bhd in Tissue and Hygiene (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

·                 Summary 11 Nibong Tebal Paper Mill Sdn Bhd: Production Statistics 2010

COMPETITIVE POSITIONING

·                 Summary 12 Nibong Tebal Paper Mill Sdn Bhd: Competitive Position 2010

Tips Industries Sdn Bhd in Tissue and Hygiene (Malaysia)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

·                 Summary 14 Tips Industries Sdn Bhd: Competitive Position 2010

Away-From-Home Tissue and Hygiene in Malaysia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

·                 Multinational player Kimberly-Clark and local manufacturer Nibong Tebal Paper Mill dominated away-from-home tissue and hygiene in Malaysia during 2010. The success of these two companies in retail tissue and hygiene and the brand loyalty established in retail sales had a positive effect on their sales in away-from-home tissue and hygiene as well. Their well-established brands, strong distribution channels and advantages in terms of size and scale were the main reasons for the success of Kimberly-Clark and Nibong Tebal Paper Mill in away-from-home tissue and hygiene during 2010.

PROSPECTS

·                 Away-from-home tissue and hygiene is expected to increase in constant value at a CAGR of 1% over the forecast period. Horeca will remain the largest contributor to this growth. As the global economy recovers and Tourism Malaysia continues with its so far very effective marketing campaigns, tourist arrivals will continue increasing over the forecast period as Malaysia remained one of the top global tourist destinations. Demand for away-from-home tissue products such as boxed facial tissues and toilet paper will rise in line with the performance of horeca.

CATEGORY DATA

·                 Table 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2005-2010

·                 Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010

·                 Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010

·                 Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis 2010

·                 Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value 2010-2015

·                 Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2010-2015

Cotton Wool/Buds/Pads in Malaysia - Category Analysis

HEADLINES

TRENDS

·                 As a result of unfavourable weather conditions in major cotton exporting nations such as Greece, Turkey, Pakistan and China, cotton prices around the world soared to record highs in 2010. As of October 2010, cotton futures rose to a record USD151.23 a pound in the US. Similar rises were recorded on China’s Zhengzhou exchange. As a result, value growth was marginally higher in 2010 than in 2009.

COMPETITIVE LANDSCAPE

·                 Wang-Zheng Corp continued to dominate cotton wool/buds/pads in 2010 with a value share of 23% through its brands Carina and Carefeel. The brands, especially Carina are well established and also well distributed in the market. Pan-mate from Pan Million Industries Sdn Bhd was the second most popular brand, with a value share of 16% in 2010. Pan-mate registered a one percentage point decrease in value share in 2010 as a result of the rise of private label cotton wool/buds/pads. However, the strong standing of the Carina brand in Malaysia helped Wang-Zheng Corp maintain its share in 2010.

PROSPECTS

·                 Private label is gaining strength in cotton wool/buds/pads. The majority of Malaysian consumers maintain a certain degree of indifference to the quality of cotton wool/buds/pads. The rise in the price of cotton to record highs in 2010 further boosted demand for private label cotton wool/buds/pads in Malaysia. That said, there are many premium cotton wool/buds/pads which are double layered, spun lace and are generally lint free. Some others include superior ability to exfoliate and cleanse. However, these products remained a small proportion of overall cotton wool/buds/pads available in Malaysia and remain popular only among higher income consumers.

CATEGORY DATA

·                 Table 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2005-2010

·                 Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2005-2010

·                 Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2007-2010

·                 Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2006-2010

·                 Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2007-2010

·                 Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2010-2015

·                 Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2010-2015

Incontinence in Malaysia - Category Analysis

HEADLINES

TRENDS

·                 In common with many other nations, Malaysia is facing the problem of an ageing population. In urban areas, incontinence products remain popular among those from middle and upper income families as unit prices remain high for incontinence products despite the availability of value-for-money lines by leading brands such as Tena. The product knowledge of incontinence is fairly high in Malaysia and quite a high number of elderly people with incontinence problems depend on such products for everyday convenience.

COMPETITIVE LANDSCAPE

·                 SCA Hygiene and Everbeauty Corp shared leading position in incontinence products in Malaysia during 2010 as each company accounted for a value share of 34%. SCA Hygiene’s brands include Tena, Tena Value and Control Plus, all of which are among the most trusted brands of incontinence products in Malaysia. These brands are widely available in all major hypermarkets and department stores across the country.

PROSPECTS

·                 Over the forecast period, growth will be strong for incontinence products as a result of the ageing population. The shares of private label will increase as private label products enjoy a distinct price advantage over branded products. Incontinence remains a sensitive and embarrassing topic for many suffers and the government is expected to take steps to educate consumers about incontinence and the importance of maintaining personal hygiene as the proportion of elderly Malaysians increases.

CATEGORY DATA

·                 Table 32 Retail Sales of Incontinence by Category: Value 2005-2010

·                 Table 33 Retail Sales of Incontinence by Category: % Value Growth 2005-2010

·                 Table 34 Incontinence Retail Company Shares 2006-2010

·                 Table 35 Incontinence Retail Brand Shares 2007-2010

·                 Table 36 Forecast Retail Sales of Incontinence by Category: Value 2010-2015

·                 Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2010-2015

Nappies/Diapers/Pants in Malaysia - Category Analysis

HEADLINES

TRENDS

·                 The declining birth rate continued to be a problem for manufacturers of nappies/diapers/pants in Malaysia. Malaysians are increasingly deferring marriage and having babies later in life due to the increasing work and educational commitments of Malaysian women. The economic recovery and pick up in business activity is also placing more pressure on Malaysian women in terms of greater workloads and additional stress, which is serving to deter many Malaysian women from having babies. In addition to all of this, the penetration of nappies/diapers/pants remained low in Malaysia, especially in rural areas where parents generally opt to use reusable cloth nappies due to financial constraints. There is therefore ample opportunity for manufacturers of nappies/diapers/pants to raise product awareness and encourage more Malaysian parents to switch from traditional reusable cloth nappies to diapers/nappies/pants.

COMPETITIVE LANDSCAPE

·                 Multinational player SCA Hygiene (M) Sdn Bhd continued to lead nappies/diapers/pants in Malaysia during 2010. SCA Hygiene’s well distributed, highly popular and well-established brand Drypers Wee Wee Dry was also the leading brand during 2010 with a value share of 24%. Mamy Poko from Unicharm (M) Sdn Bhd is the second most popular brand of nappies/diapers/pants and held a value share of 20% during 2010. In third place was DSG (M) Sdn Bhd’s Petpet with 11% values share, and the company’s Fitti brand came in fourth with 8% value shares.

PROSPECTS

·                 Nappies/diapers/pants is set to post modest constant value growth over the forecast period. Growth will be driven by the strong performance of disposable pants. Disposable pants are expected to grow in popularity among Malaysian parents as it can be hard to change the nappies of active babies that like to move around and for the sake of convenience, Malaysian parents are turning to disposable pants as a simple and easy alternative.

CATEGORY DATA

·                 Table 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2005-2010

·                 Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2005-2010

·                 Table 40 Nappies/Diapers/Pants Retail Company Shares 2006-2010

·                 Table 41 Nappies/Diapers/Pants Retail Brand Shares 2007-2010

·                 Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2010-2015

·                 Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2010-2015

Retail Tissue in Malaysia - Category Analysis

HEADLINES

TRENDS

·                 Retail tissue in Malaysia recorded healthy growth during 2010, albeit at a slower pace in comparison to 2009. Malaysia is still a net importer of the pulp needed to manufacture paper products. As a result, the massive earthquake which struck Chile during February 2010 and industrial action by dock workers in Finland compromised pulp exports from two countries which together account for 12% of the world’s pulp production, which distorted prices on the world market. That said, retail tissue remained strong overall in Malaysia during 2010 due to the increasing standard of living. Malaysians are eating out more than ever, fuelling sales of pocket handkerchiefs, while products such as boxed facial tissues are ever more present in homes and offices.

COMPETITIVE LANDSCAPE

·                 Nibong Tebal Paper Mill remained the leader in retail tissue in Malaysia during 2010 with a value share of 45%. In second place was Kimberly-Clark with a value share of 31%. The main reason for the positive performance of these two companies was the popularity of their brands among Malaysians as brand awareness is extremely high in retail tissue and quality is the main consideration among consumers when purchasing retail tissue.

PROSPECTS

·                 A sharp rise in tourist arrivals into Malaysia over the forecast period is highly probable due to Tourism Malaysia’s ongoing efforts to boost inbound arrivals into the country. During the period between January and May 2010, for example, inbound tourist arrivals increased by 4% in terms of number of arrivals in comparison to the same period during 2009, with growth in tourist arrivals from India, the UAE and Iran the highest. Tourism Malaysia will be looking at further marketing activities in countries such as China and Australia in a bid to attract even more tourists during the forecast period. The rise in tourist arrivals will contribute to higher value sales for products such as boxed facial tissues, pocket handkerchiefs, napkins and toilet paper.

CATEGORY DATA

·                 Table 44 Retail Tissue Sales by Category: Value 2005-2010

·                 Table 45 Retail Tissue Sales by Category: % Value Growth 2005-2010

·                 Table 46 Retail Tissue Company Shares 2006-2010

·                 Table 47 Retail Tissue Brand Shares 2007-2010

·                 Table 48 Forecast Retail Tissue Sales by Category: Value 2010-2015

·                 Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2010-2015

Sanitary Protection in Malaysia - Category Analysis

HEADLINES

TRENDS

·                 Towels without wings continued recording negative levels of growth in 2010. Standard towels without wings declined in value by 1% during 2010, while ultra-thin towels without wings declined by 6% in value and by 5% in volume. This negative growth was mainly the result of consumers switching to towels with wings as these products are easier to use and tend to remain in place more than towels without wings.

COMPETITIVE LANDSCAPE

·                 Multinationals such as Kimberly-Clark (M) Sdn Bhd, Kao (M) Sdn Bhd, Procter & Gamble (M) Sdn Bhd and Unicharm (M) Sdn Bhd continued to lead sanitary protection in Malaysia during 2010. These multinational players undertook a wide range of advertising and promotional campaigns in a bid to increase their value shares. These manufacturers also launched new products during 2010.

PROSPECTS

·                 Sanitary protection is expected to increase in constant value at a CAGR of 2% over the forecast period. Retail value growth will be driven predominantly by ultra-thin towels with wings, while ultra-thin towels without wings is expected to be the worst performing category in sanitary protection over the forecast period.

CATEGORY DATA

·                 Table 50 Sanitary Towels by Type of Use: % value analysis 2005-2010

·                 Table 51 Retail Sales of Sanitary Protection by Category: Value 2005-2010

·                 Table 52 Retail Sales of Sanitary Protection by Category: % Value Growth 2005-2010

·                 Table 53 Retail Sales of Tampons by Application Format: % Value Analysis 2005-2010

·                 Table 54 Sanitary Protection Retail Company Shares 2006-2010

·                 Table 55 Sanitary Protection Retail Brand Shares 2007-2010

·                 Table 56 Forecast Retail Sales of Sanitary Protection by Category: Value 2010-2015

·                 Table 57 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2010-2015

Wipes in Malaysia - Category Analysis

HEADLINES

TRENDS

·                 After the influenza A H1N1 pandemic and the more recent New Delhi Metallo-Beta-Lactamase (NDM-1) scare, Malaysians on the whole have become more hygiene conscious than before. These events are combining with the government’s efforts in educating the Malaysian population about the importance of constantly maintaining hygiene and keeping clean to lead increasing numbers of Malaysian consumers to carry pack of personal wipes around with them.

COMPETITIVE LANDSCAPE

·                 Kao (M) Sdn Bhd continued to dominate wipes in Malaysia during 2010 with its dry electro-static wipes accounting for 89% of dry electro-static wipes in 2010. Kao’s Magiclean brand is synonymous with starter kits/sweeps/sticks and dry electro-static wipes and is extremely well distributed, highly established and very popular in Malaysia.

PROSPECTS

·                 Wipes is expected to increase in constant value at a CAGR of 2% over the forecast period. Growth in wipes will largely be driven by personal wipes, which will see higher sales in comparison with home care wipes and floor cleaning systems. The slowdown in growth in wipes which is predicted for the forecast period will be due to a slowdown in the largest subcategory, baby wipes. Retail value growth of baby wipes is expected to slow down due to Malaysians getting married later because of work commitments and also having fewer babies. Currently, baby wipes are manufactured with beneficial ingredients such as Aloe Vera extract and vitamin E, which help protect babies’ skin. Baby wipes brands such as Huggies Baby Wipes are hypoallergenic and can also be used for general purpose around the house.

CATEGORY DATA

·                 Table 58 Retail Sales of Wipes by Category: Value 2005-2010

·                 Table 59 Retail Sales of Wipes by Category: % Value Growth 2005-2010

·                 Table 60 Wipes Retail Company Shares 2006-2010

·                 Table 61 Wipes Retail Brand Shares 2007-2010

·                 Table 62 Forecast Retail Sales of Wipes by Category: Value 2010-2015

·                 Table 63 Forecast Retail Sales of Wipes by Category: % Value Growth 2010-2015