ASEAN: Market for Sanitary Towels, Tampons, Napkins and Diapers 2025

Market Size for Sanitary Towels, Tampons, Napkins and Diapers in ASEAN

After three years of decline, the ASEAN sanitary towel and diaper market increased by 3% to $X in 2021. The total consumption indicated a buoyant expansion from 2012 to 2021: its value increased at an average annual rate of +7.6% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, consumption attained the peak level of $X. From 2018 to 2021, the growth of the market remained at a lower figure.

Production of Sanitary Towels, Tampons, Napkins and Diapers in ASEAN

In value terms, sanitary towel and diaper production reduced to $X in 2021 estimated in export price. The total production indicated a strong expansion from 2012 to 2021: its value increased at an average annual rate of +6.4% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production decreased by +0.3% against 2019 indices. The growth pace was the most rapid in 2014 when the production volume increased by 38% against the previous year. Over the period under review, production reached the peak level at $X in 2017; however, from 2018 to 2021, production failed to regain momentum.

Exports of Sanitary Towels, Tampons, Napkins and Diapers

Exports in ASEAN

In 2021, shipments abroad of sanitary towels, tampons, napkins and diapers was finally on the rise to reach X tons for the first time since 2018, thus ending a two-year declining trend. The total export volume increased at an average annual rate of +3.0% from 2012 to 2021; the trend pattern remained relatively stable, with somewhat noticeable fluctuations being recorded in certain years. The pace of growth appeared the most rapid in 2014 when exports increased by 16%. Over the period under review, the exports attained the peak figure at X tons in 2018; however, from 2019 to 2021, the exports remained at a lower figure.

In value terms, sanitary towel and diaper exports totaled $X in 2021. Over the period under review, exports showed a relatively flat trend pattern. The most prominent rate of growth was recorded in 2014 when exports increased by 12% against the previous year. Over the period under review, the exports reached the maximum at $X in 2018; however, from 2019 to 2021, the exports failed to regain momentum.

Exports by Country

In 2021, Thailand (X tons), distantly followed by Malaysia (X tons), Indonesia (X tons), Singapore (X tons), Vietnam (X tons) and the Philippines (X tons) represented the major exporters of sanitary towels, tampons, napkins and diapers, together creating 99.9% of total exports.

From 2012 to 2021, the most notable rate of growth in terms of shipments, amongst the main exporting countries, was attained by the Philippines (with a CAGR of +51.5%), while the other leaders experienced more modest paces of growth.

In value terms, Thailand ($X) remains the largest sanitary towel and diaper supplier in ASEAN, comprising 38% of total exports. The second position in the ranking was taken by Malaysia ($X), with an 18% share of total exports. It was followed by Indonesia, with a 16% share.

From 2012 to 2021, the average annual rate of growth in terms of value in Thailand amounted to -2.0%. The remaining exporting countries recorded the following average annual rates of exports growth: Malaysia (+6.1% per year) and Indonesia (+6.6% per year).

Export Prices by Country

The export price in ASEAN stood at $X per ton in 2021, remaining stable against the previous year. Overall, the export price showed a noticeable descent. The most prominent rate of growth was recorded in 2018 when the export price increased by 1.8% against the previous year. The level of export peaked at $X per ton in 2012; however, from 2013 to 2021, the export prices remained at a lower figure.

Average prices varied somewhat amongst the major exporting countries. In 2021, major exporting countries recorded the following prices: in Vietnam ($X per ton) and Thailand ($X per ton), while Indonesia ($X per ton) and Malaysia ($X per ton) were amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by the Philippines (+3.7%), while the other leaders experienced a decline in the export price figures.

Imports of Sanitary Towels, Tampons, Napkins and Diapers

Imports in ASEAN

In 2021, purchases abroad of sanitary towels, tampons, napkins and diapers increased by 12% to X tons, rising for the fifth year in a row after two years of decline. Overall, imports enjoyed prominent growth. The growth pace was the most rapid in 2017 with an increase of 126%. The volume of import peaked in 2021 and is likely to see steady growth in the near future.

In value terms, sanitary towel and diaper imports rose sharply to $X in 2021. Over the period under review, imports posted a buoyant expansion. The most prominent rate of growth was recorded in 2017 when imports increased by 76% against the previous year. Over the period under review, imports hit record highs in 2021 and are likely to see gradual growth in the immediate term.

Imports by Country

The Philippines was the key importer of sanitary towels, tampons, napkins and diapers in ASEAN, with the volume of imports amounting to X tons, which was near 41% of total imports in 2021. Malaysia (X tons) took the second position in the ranking, followed by Vietnam (X tons), Singapore (X tons), Thailand (X tons), Cambodia (X tons) and Myanmar (X tons). All these countries together took near 53% share of total imports.

Imports into the Philippines increased at an average annual rate of +4.7% from 2012 to 2021. At the same time, Myanmar (+35.9%), Cambodia (+34.5%), Vietnam (+28.6%), Malaysia (+9.7%) and Singapore (+5.1%) displayed positive paces of growth. Moreover, Myanmar emerged as the fastest-growing importer imported in ASEAN, with a CAGR of +35.9% from 2012-2021. By contrast, Thailand (-1.1%) illustrated a downward trend over the same period. While the share of the Philippines (+41 p.p.), Vietnam (+9.3 p.p.), Cambodia (+4.4 p.p.) and Myanmar (+3.9 p.p.) increased significantly in terms of the total imports from 2012-2021, the share of Malaysia (-4.2 p.p.), Singapore (-6.2 p.p.) and Thailand (-14 p.p.) displayed negative dynamics.

In value terms, the largest sanitary towel and diaper importing markets in ASEAN were the Philippines ($X), Vietnam ($X) and Malaysia ($X), with a combined 66% share of total imports. These countries were followed by Singapore, Thailand, Cambodia and Myanmar, which together accounted for a further 24%.

Cambodia, with a CAGR of +50.2%, recorded the highest rates of growth with regard to the value of imports, in terms of the main importing countries over the period under review, while purchases for the other leaders experienced more modest paces of growth.

Import Prices by Country

The import price in ASEAN stood at $X per ton in 2021, remaining relatively unchanged against the previous year. Over the period under review, the import price recorded a noticeable descent. The pace of growth appeared the most rapid in 2018 an increase of 9.7%. The level of import peaked at $X per ton in 2012; however, from 2013 to 2021, import prices remained at a lower figure.

There were significant differences in the average prices amongst the major importing countries. In 2021, amid the top importers, the country with the highest price was Vietnam ($X per ton), while Myanmar ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Cambodia (+11.6%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform