Vietnam and Indonesia Drive SE Asia's Hygiene Surge
By Jotham Lim
6 min read
Executive Summary#
Southeast Asia's online disposable hygiene products market is accelerating at a pace that demands attention from brands pursuing international expansion. The region reached CN¥ 3.6 billion in January-July 2025, surging +34.4% year-on-year (YoY), with Vietnam posting an explosive +70.2% growth rate that nearly closes the gap with regional leader Indonesia at CN¥ 865 million. Platform dynamics are concentrating around Shopee, which commands CN¥ 2.9 billion (+51.1%) while Lazada contracts -7.0%. Chinese brand MAKUKU's 13.0% market share in Indonesian baby diapers demonstrates that social-media-driven strategies can successfully challenge established Japanese and American incumbents.
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Vietnam Emerges as the Region's Growth Leader#
Vietnam's online disposable hygiene market has become Southeast Asia's most dynamic growth story. At CN¥ 858 million and +70.2% YoY growth in January-July 2025, Vietnam nearly matches Indonesia's CN¥ 865 million volume while growing at more than twice the rate. The Philippines (+35.0%), Malaysia (+37.3%), and Singapore (+24.7%) also demonstrate double-digit expansion, confirming that the growth opportunity extends across the entire region.
Indonesia retains its position as the largest market by a narrow margin, but Vietnam's trajectory suggests the two could reach parity within the next 12-18 months. Thailand's comparatively modest +5.6% growth reflects higher market maturity and the impact of its aging population on baby diaper demand. However, Thailand leads the region in adult diaper sales at CN¥ 173 million, directly correlated with its 16.0% elderly population share, the highest in Southeast Asia.
The regional infrastructure supporting this growth has matured substantially. The number of overseas warehouses in Southeast Asia reached 136 in 2022, up +91.6% from 71 in 2021, with total warehouse area exceeding 1 million square feet. This fulfillment buildout reduces delivery times from weeks to days, a critical factor for disposable hygiene products where purchase decisions are driven by immediate need.
Vietnam leads Southeast Asia growth at +70.2% YoY while Indonesia maintains largest market volume at CN¥ 865 million
Shopee Consolidates Platform Dominance#
The platform landscape in Southeast Asia's hygiene market has shifted decisively in Shopee's favor. Shopee commands CN¥ 2.9 billion in sales with +51.1% growth, while Lazada's CN¥ 685 million represents a -7.0% YoY contraction. In Indonesia, Shopee captures 87% of online disposable hygiene product sales, making it the essential platform for market access.
Shopee's monthly Indonesian sales consistently range from CN¥ 90-130 million in 2025, up significantly from the CN¥ 52-83 million range in 2024. Lazada's trajectory has declined from CN¥ 20-24 million monthly in mid-2024 to CN¥ 13-19 million in 2025, suggesting a structural rather than cyclical shift. For brands entering Southeast Asian markets, this data reinforces the imperative to prioritize Shopee investment while maintaining Lazada as a secondary channel.
Shopee's dominance reflects its alignment with how Southeast Asian consumers shop for everyday consumables. The platform's gamification features, aggressive promotional calendar, and integrated payment solutions create strong engagement for high-frequency purchase categories like diapers and sanitary pads. Mobile-first shopping behavior and social commerce features further reinforce Shopee's advantage in a region where smartphone-based transactions lead the market.
Shopee commands CN¥ 2.9 billion with +51.1% growth while Lazada contracts -7.0% YoY
MAKUKU Proves the Chinese Brand Playbook Works#
Chinese brand MAKUKU's performance in Indonesia's baby diaper market demonstrates that social-media-driven brand internationalization strategies work. MAKUKU achieved nearly CN¥ 90 million in sales with +32.6% growth, capturing 13.0% market share in a market historically dominated by Japanese brands MamyPoko (18.0%) and Merries (16.5%) and American-backed Sweety (16.6%).
MAKUKU's success rests on two strategic pillars. First, a diversified product matrix segments offerings across Comfort Fit (46.3% of brand sales), Dry Care (35.3%), and Slim Care (17.9%), targeting different consumer groups based on product needs and price preferences. Second, a localized social media strategy with official accounts across TikTok, Instagram, and YouTube drives brand influence and sales conversion through content marketing tailored to Indonesian consumers.
MAKUKU's Comfort Fit series leads at 46.3% of brand sales, anchoring a diversified product matrix
Vietnam's Premium Shift Signals Market Maturation#
Vietnam's baby diaper market shows a distinct premiumization trend that differentiates it from the rest of the region. The CN¥ 200+ price segment nearly doubled its share from 2.9% to 5.6% between January-July 2024 and the same period in 2025, while mid-range segments (CN¥ 60-120) collectively lost ground. The core CN¥ 40-60 band remains stable at approximately 31% share, confirming it as the market's anchor price tier.
Huggies dominates Vietnam at 21.7% market share with +59.1% growth, supported by premium pricing at CN¥ 93.8 ASP. The standout performer is newcomer Gooby, which achieved +1,681.2% growth to capture 7.3% share at a premium CN¥ 116.2 price point. Premium newcomers Bebeboo (CN¥ 148.0) and Kitin Natural (CN¥ 103.8) further confirm that Vietnamese consumers increasingly seek quality differentiation.
Vietnam baby diaper demand shifts toward premium: segments above CN¥ 120 gain share while mid-range contracts
Market Entry Priorities#
For brands evaluating Southeast Asian expansion, the data supports a clear strategic framework:
- Indonesia first for scale. At CN¥ 865 million with 87% Shopee concentration, Indonesia offers the largest addressable market through a single-platform entry strategy. MAKUKU's success demonstrates that social-media-driven go-to-market approaches can break into an incumbent-dominated market.
- Vietnam for premium positioning. The +70.2% growth rate and premiumization trend create favorable conditions for brands entering at higher price points. Raw material differentiation, including organic wood pulp and rice extract for skin care, has emerged as the primary competitive lever.
- Thailand for adult diapers. With 16.0% elderly population share and CN¥ 173 million in adult diaper sales, Thailand represents a specialized entry point for brands focused on aging-population products.
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About the Data#
This analysis draws on Moojing Market Intelligence's proprietary e-commerce transaction data, covering major Southeast Asian marketplaces across six countries: Indonesia, Vietnam, Philippines, Thailand, Malaysia, and Singapore. Transaction data is analysed at SKU level. Year-on-year comparisons use consistent category definitions across disposable hygiene product segments (baby diapers, sanitary pads, adult diapers). The January-July 2025 data period reflects the most recent complete monthly data available. For methodology details, see the full whitepaper.
This content adheres to Moojing's editorial standards .
Frequently Asked Questions
The region reached CN¥ 3.6 billion in January–July 2025, up +34.4% year on year, and the growth is broad rather than concentrated. Vietnam is the standout at CN¥ 858 million and +70.2%, growing at more than twice Indonesia's rate while nearly matching its CN¥ 865 million in absolute size — on current trajectories the two reach parity within 12-18 months. The Philippines (+35.0%), Malaysia (+37.3%) and Singapore (+24.7%) all post double-digit expansion. Thailand is the exception at +5.6%, reflecting a more mature market and an ageing population.
Demographics. Its +5.6% growth is the region's slowest, but Thailand leads Southeast Asia in adult diaper sales at CN¥ 173 million — directly tied to a 16.0% elderly population share, the highest in the region. That inverts the entry logic: Thailand is a poor market to enter with an infant proposition and a good one to enter with an ageing-population product. It is the clearest case in the region of one category rewarding two entirely different product strategies depending on which end of the age curve a brand builds for.
Substantially. Overseas warehouses in Southeast Asia reached 136 in 2022, up +91.6% from 71 in 2021, with total warehouse area passing 1 million square feet. That buildout compresses delivery from weeks to days, which matters more in disposable hygiene than in most categories because the purchase is driven by immediate need — a nappy or a pad ordered on a two-week lead time is not a substitute for one bought locally. The fulfilment constraint that historically kept cross-border entrants out of high-frequency consumables has largely lifted.
A market moving up while keeping its anchor. The above-CN¥ 200 price segment nearly doubled its share from 2.9% to 5.6% between the same periods of 2024 and 2025, while mid-range bands collectively gave up ground and the core CN¥ 40-60 band held steady at roughly 31%. So this is not a broad trade-up — it is a barbell forming, with the value anchor intact and a genuine premium tier appearing above it. The competitive evidence points the same way: the fastest-growing newcomer entered at a premium price point rather than undercutting, and raw-material differentiation such as organic wood pulp and rice extract has become the main lever.
