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Country Report

Retail Tissue in

Retail Tissue in China

Jun 2020

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PRE-COVID-19 PERFORMANCE

Retail tissue benefits from increasing demand in lower tier cities and rural areas

Retail tissue saw steady volume growth in 2019, driven by urbanisation and increasing product awareness, particularly in lower tier cities and rural areas. With higher purchasing power, Chinese consumers, especially those from rural areas, were more conscious of hygiene, which not only raised product awareness but also increased usage frequency and the volumes purchased by consumers already familiar with retail tissue products.

Boxed facial tissues grows dynamically, while paper towels sees expansion constrained by price and habit

Boxed facial tissues was the most dynamic category in both volume and value terms in 2019. The category’s rapid expansion was driven by rising product awareness, which encouraged consumers to purchase boxed facial tissues when, previously, they would have used toilet paper across the full range of potential retail tissue usage occasions.

Hengan leads, while C&S Paper and Fujian Duoduoyun see strong growth

Hengan Fujian Holding Co Ltd remained the leading player in retail tissue in 2019. The company continued to invest strongly in distribution development at the end of the review period, including working to build its presence in e-commerce and promoting its Amoeba operational model, focused on micro-organisations and direct connections with consumers.

2020 AND BEYOND

COVID-19 impact

With forecasts revised in light of the impact of COVID-19, retail tissue is now expected to see sales grow by 6% in 2019 constant value terms in 2020. This compares with a forecast rise of 5% in 2019 constant value terms in the 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail tissue

Home seclusion in order to prevent the spread of COVID-19 had a slightly positive effect on sales across most retail tissue categories in the early part of 2020. As consumers spent more time at home rather than in away-from-home environments such as workplaces, cafés, and restaurants, they required greater volumes of toilet paper for domestic use.

Recovery and opportunities

While retail tissue sales were boosted by home seclusion in 2020, COVID-19 is expected to have a limited impact on the development of the category over the forecast period as a whole. However, the enduring increase in consumer hygiene-awareness is set to provide a more fertile environment for products with anti-viral and anti-bacterial properties, such as Hygienix’s anti-bacterial boxed tissue.

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Retail Tissue Market Sample Report Retail Tissue Market Sample Data

Overview

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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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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retail Tissue industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue in China 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 Retail Tissue in China?
What are the major brands in China?
What is the performance of pocket handkerchiefs vs boxed facial tissues?
What are the key new product launches in the tissues market?

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

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Retail Tissue in China - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail tissue benefits from increasing demand in lower tier cities and rural areas

Boxed facial tissues grows dynamically, while paper towels sees expansion constrained by price and habit

Hengan leads, while C&S Paper and Fujian Duoduoyun see strong growth

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 1 Retail Sales of Tissue by Category: Value 2014-2019
Table 2 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 4 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 5 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Tissue and Hygiene in China - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Growth underpinned by urbanisation and consumer awareness, but categories at different stages of development

Expansion of smaller local players leads to increasing fragmentation, while e-commerce expands

COVID-19 set to have a limited long-term impact

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 7 Birth Rates 2014-2019
Table 8 Infant Population 2014-2019
Table 9 Female Population by Age 2014-2019
Table 10 Total Population by Age 2014-2019
Table 11 Households 2014-2019
Table 12 Forecast Infant Population 2019-2024
Table 13 Forecast Female Population by Age 2019-2024
Table 14 Forecast Total Population by Age 2019-2024
Table 15 Forecast Households 2019-2024

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

Megatrends

Country Report

Retail Tissue in China

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Executive Summary

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PRE-COVID-19 PERFORMANCE

Retail tissue benefits from increasing demand in lower tier cities and rural areas

Boxed facial tissues grows dynamically, while paper towels sees expansion constrained by price and habit

Hengan leads, while C&S Paper and Fujian Duoduoyun see strong growth

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Retail Tissue in China - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail tissue benefits from increasing demand in lower tier cities and rural areas

Boxed facial tissues grows dynamically, while paper towels sees expansion constrained by price and habit

Hengan leads, while C&S Paper and Fujian Duoduoyun see strong growth

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Tissue and Hygiene in China - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Growth underpinned by urbanisation and consumer awareness, but categories at different stages of development

Expansion of smaller local players leads to increasing fragmentation, while e-commerce expands

COVID-19 set to have a limited long-term impact

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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