Asia in Focus: Opportunities for Growth in Southeast Asia and India

By Anjali Jain, Euromonitor International Analyst, Bangalore
and Hilary Eng, Euromonitor International Analyst, Singapore

Asia-Pacific is currently the largest market for retail disposable hygiene products, supported by a sizable and yet not fully tapped consumer base, rising awareness and availability of products and increasing spending power.

Within Asia-Pacific, South East Asia (SEA) and India take up one-fifth of the retail hygiene market. SEA brought in $5 billion in retail sales in 2019, while India achieved $2 billion. Over the next five years, SEA and India are expected to see healthy growth in retail, at CAGRs of 8% and 16%, respectively.

In SEA, markets like Indonesia and Vietnam are seeing healthy gains in retail and are among the engines of the regional growth. Meanwhile, India also sees more households joining the ranks of the middle classes with more spending power, coupled with the efforts by the government and the industry to promote modern hygiene practices and products.

Baby diapers remains the largest category within disposable hygiene in the region, by value and volume, followed