In 2022, although affected by the sporadic yet frequent emergence of COVID-19 cases across nearly all parts of China, retail tissue and hygiene value sales maintained their growth momentum, as these products are necessities, thus were not much affected by the pandemic and economic downturn. Mature categories such as retail tissue and sanitary protection maintained stable growth, given their high penetration rates and stable demand.
In 2022, the rise in consumers’ hygiene consciousness and the pursuit of upgraded functions, as well as a higher level of comfort, accelerated the premiumisation trend in both tissue and hygiene categories. The premiumisation trend reflected in the pursuit of convenience, superior quality, and diversification in terms of product variety.
In 2022, brands and manufacturers in both tissue and hygiene suffered from the substantial growth in manufacturing and operating costs brought about by the increasing price of raw materials and the logistics difficulties caused by lockdowns in major cities due to China’s zero-COVID policy. As a result, the level of concentration in retail tissue increased, due to the squeeze on small and local players, which found it difficult to continue with their cost-effective pricing strategies.
In 2022, as offline channels were hit by the frequent emergence of COVID-19 outbreaks and the corresponding lockdowns in most cities, the trend of shifting towards e-commerce continued, thus maintaining its growth momentum in both retail tissue and retail hygiene. The competition between e-commerce platforms was also fierce, with many new channels emerging.
With a relatively high penetration rate, the overall current value growth momentum for retail tissue and hygiene in the forecast period is expected to be quite slow and stable. The majority of growth will be driven by emerging categories such as personal wipes and adult incontinence products.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
This report originates from Passport, our Tissue and Hygiene research and analysis database.
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