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Country Report

Tissue and Hygiene in

Tissue and Hygiene in China

Mar 2019

US$2,650

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Executive Summary

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Consumers’ rising hygiene awareness fuels strong value growth in 2018

Strong current value growth continued in tissue and hygiene in China in 2018, fuelled by local consumers’ rising hygiene awareness and the pursuit of safe and healthy products. For instance, consumers prefer unbleached paper products for extra product safety; meanwhile, adults often prefer baby wipes for their personal use, taking into consideration the assumed higher quality standard for babies’ delicate skin.

Robust online sales of tissue and hygiene products in 2018

In spite of already buoyant growth, online sales of tissue and hygiene products continued to see robust value growth in 2018, with more manufacturers focusing on online-exclusive brands and products to reap more profits. For instance, Botare, well-known for its tissue products, only distributes via its flagship stores in the leading online shopping platforms, such as JD.

Hengan Fujian Holding continues to lead a stable competitive environment

Tissue and hygiene is comparatively stable in terms of the competitive landscape, with the top three companies maintaining their leading positions in value terms in 2018, represented by Hengan Fujian Holding, Procter & Gamble (Guangzhou) and Shanghai Uni-Charm. Hengan Fujian, apart from its enriched product portfolio and upgraded product mix, made efforts to strengthen its already strong nationwide distribution network in 2018, to make its products more easily accessible to local consumers.

Hypermarkets and supermarkets together still dominate, yet face mounting pressure

Thanks to their rapid penetration, hypermarkets and supermarkets together still dominated the distribution of retail tissue and hygiene products in China in value terms in 2018, as consumers have formed the habit of purchasing such products during their weekly shopping trips in these modern grocery retailers. This is due to convenience, competitive pricing and the rich product choice available, which gradually eroded the share of traditional grocery retailers in the review period.

Stable growth momentum is expected in the forecast period

Stable forecast current value growth is expected for tissue and hygiene in China from 2018 to 2023, as a result of two opposite trends in the demographic structure. On the one hand, the rapidly greying population will underpin growth, whilst on the other hand, the number of new births is not expected to be as high as previously anticipated (despite the two-child policy), which will dampen the outlook.

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Tissue and Hygiene Sample Report Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in China for free:

The Tissue and Hygiene 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 Tissue and Hygiene in China?
What are the major brands in China?
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

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

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Tissue and Hygiene in China

EXECUTIVE SUMMARY

Consumers’ rising hygiene awareness fuels strong value growth in 2018

Robust online sales of tissue and hygiene products in 2018

Hengan Fujian Holding continues to lead a stable competitive environment

Hypermarkets and supermarkets together still dominate, yet face mounting pressure

Stable growth momentum is expected in the forecast period

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in China

HEADLINES

PROSPECTS

Improved public infrastructure drives sales in AFH tissue

The continued growth of AFH hygiene

The average unit price increases in AFH tissue and hygiene

COMPETITIVE LANDSCAPE

Hengan Fujian Holding continues to lead AFH tissue and hygiene

AFH tissue and hygiene is fragmented, with low concentration

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 27 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in China

HEADLINES

PROSPECTS

The two-child policy underpins steady growth, yet it falls short of expectations

Disposable pants records the most dynamic value growth, from a smaller base

Buoyant e-commerce boosts sales

COMPETITIVE LANDSCAPE

Multinational players take the absolute lead in the category

Competition from domestic brands

Increasingly fierce competition leads to price cuts

CATEGORY DATA

Table 29 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 32 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 33 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in China

HEADLINES

PROSPECTS

Double-digit growth due to low penetration and the greying population

Strong growth is expected to continue

Moderate/heavy adult incontinence dominates

COMPETITIVE LANDSCAPE

Hengan Fujian Holding leads

Large domestic manufacturers outshine international players

The mushrooming of small domestic players

CATEGORY DATA

Table 35 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 36 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 38 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 39 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 40 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in China

HEADLINES

PROSPECTS

Sustained volume growth in retail tissue is underpinned by solid demand

The average unit price rises in response to higher costs and premiumisation

The robust growth of internet retailing impacts the retail landscape

COMPETITIVE LANDSCAPE

Hengan Fujian Holding consolidates its lead in retail tissue

Pure online players leverage cooperation with Lee & Man’s industrial clusters park

The launch of unbleached products to boost profits

CATEGORY DATA

Table 41 Retail Sales of Tissue by Category: Value 2013-2018
Table 42 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 44 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 45 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 46 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in China

HEADLINES

PROSPECTS

The premiumisation trend pushes up unit prices

Online sales demonstrate robust momentum

Explosive growth is witnessed for tampons

COMPETITIVE LANDSCAPE

Hengan Fujian Holding maintains its lead

Domestic manufacturers lead the competition

Japanese producers also remain strong

CATEGORY DATA

Table 47 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 48 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 49 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 50 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in China

HEADLINES

PROSPECTS

Home care wipes and floor cleaning systems sees robust growth

Improved hygiene awareness boosts sales of personal wipes

Moist toilet wipes records the highest current value growth

COMPETITIVE LANDSCAPE

Hengan Fujian Holding continues to lead wipes

Shenzhen PurCotton Technology is a new entrant in baby wipes

Connecting with consumers

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in China

New Report Guarantee

Executive Summary

New Report Guarantee

Consumers’ rising hygiene awareness fuels strong value growth in 2018

Robust online sales of tissue and hygiene products in 2018

Hengan Fujian Holding continues to lead a stable competitive environment

Hypermarkets and supermarkets together still dominate, yet face mounting pressure

Stable growth momentum is expected in the forecast period

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in China

EXECUTIVE SUMMARY

Consumers’ rising hygiene awareness fuels strong value growth in 2018

Robust online sales of tissue and hygiene products in 2018

Hengan Fujian Holding continues to lead a stable competitive environment

Hypermarkets and supermarkets together still dominate, yet face mounting pressure

Stable growth momentum is expected in the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in China

HEADLINES

PROSPECTS

Improved public infrastructure drives sales in AFH tissue

The continued growth of AFH hygiene

The average unit price increases in AFH tissue and hygiene

COMPETITIVE LANDSCAPE

Hengan Fujian Holding continues to lead AFH tissue and hygiene

AFH tissue and hygiene is fragmented, with low concentration

CATEGORY DATA

Nappies/Diapers/Pants in China

HEADLINES

PROSPECTS

The two-child policy underpins steady growth, yet it falls short of expectations

Disposable pants records the most dynamic value growth, from a smaller base

Buoyant e-commerce boosts sales

COMPETITIVE LANDSCAPE

Multinational players take the absolute lead in the category

Competition from domestic brands

Increasingly fierce competition leads to price cuts

CATEGORY DATA

Retail Adult Incontinence in China

HEADLINES

PROSPECTS

Double-digit growth due to low penetration and the greying population

Strong growth is expected to continue

Moderate/heavy adult incontinence dominates

COMPETITIVE LANDSCAPE

Hengan Fujian Holding leads

Large domestic manufacturers outshine international players

The mushrooming of small domestic players

CATEGORY DATA

Retail Tissue in China

HEADLINES

PROSPECTS

Sustained volume growth in retail tissue is underpinned by solid demand

The average unit price rises in response to higher costs and premiumisation

The robust growth of internet retailing impacts the retail landscape

COMPETITIVE LANDSCAPE

Hengan Fujian Holding consolidates its lead in retail tissue

Pure online players leverage cooperation with Lee & Man’s industrial clusters park

The launch of unbleached products to boost profits

CATEGORY DATA

Sanitary Protection in China

HEADLINES

PROSPECTS

The premiumisation trend pushes up unit prices

Online sales demonstrate robust momentum

Explosive growth is witnessed for tampons

COMPETITIVE LANDSCAPE

Hengan Fujian Holding maintains its lead

Domestic manufacturers lead the competition

Japanese producers also remain strong