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Country Report

Tissue and Hygiene in

Tissue and Hygiene in China

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

Retail hygiene categories remained relatively unaffected by COVID-19 in 2020. The essential status of sanitary protection, nappies/diapers/pants, and adult incontinence provided some protection against the negative impact of efforts to control the spread of the disease, although retail adult incontinence witnessed a slight boost in sales as a result of the closure of nursing homes.

COVID-19 country impact

There was a strict lockdown in Hubei province in China from 23 January to 8 April, while other provinces imposed different social distancing policies and partial lockdowns. Movement in and out of the worst-hit provinces was banned until 4 February, with 14 days quarantine required for those moving between provinces.

Company response

Retail tissue and hygiene remained relatively fragmented in 2020, with the top 40 players jointly responsible for less than half of total market value sales. For retail tissue, the category is dominated by the top four players.

Retailing shift

Led by supermarkets, store-based modern grocery retailing continued to account for the largest proportion of retail tissue and hygiene value sales in 2020, though its share continued to fall. The primary reason for the fall in modern grocery retailing’s share was the continued rapid expansion of e-commerce, which the pandemic boosted further.

What next for tissue and hygiene?

The onset of the global pandemic has had a variable effect on tissue and hygiene across categories. Considered essential items, sanitary protection and nappies/diapers/pants products experienced limited impact, while retail tissue saw sales bolstered by increased domestic usage due to lockdown and the closure of away-from-home channels.

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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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2017-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in China

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has little impact on overall annual sales of sanitary protection after an initial period of panic buying and stockpiling

Ongoing decline for pantyliners due to competition from mini-towels

Shanghai Uni-Charm Co Ltd extends lead

RECOVERY AND OPPORTUNITIES

Public discussion raises awareness of sanitary protection

Growth in this mature category

New product development embraces innovation and premiumisation

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in China

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has little impact on sales of nappies/diapers/pants in 2020

Pampers retains lead while local brands grow in popularity

Pampers and Goo.N launch new products

RECOVERY AND OPPORTUNITIES

Steady growth predicted due to the essential nature of these products

Despite a reduction in the consumer base, category still to reach maturity with new product development focusing on material innovation and extending usage

Growth in e-commerce and other HTH non-grocery retailers

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in China

KEY DATA FINDINGS

2020 IMPACT

Slowdown in sales of retail adult incontinence in 2020

Strong growth momentum for Hangzhou Coco Healthcare Products

New product launches of lightweight and discreet products

RECOVERY AND OPPORTUNITIES

Category growth supported by the ageing population and greater product awareness since the pandemic

Outlook positive for e-commerce as it provides buyers with anonymity

Ongoing march of domestic players with low cost products over the forecast period

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in China

KEY DATA FINDINGS

2020 IMPACT

Strong boost for wipes with antibacterial properties as consumers seek to safeguard themselves and their homes from the virus

Baby wipes popular for their gentle, natural and mild positioning while their adult appeal compensates for the decline in the baby population

Growth spike for general purpose wipes and continued growth for moist toilet wipes, thanks to high demand and new product launches

RECOVERY AND OPPORTUNITIES

Enduring hygiene awareness sustains the category over the forecast period

Fears over COVID-19 and general rise in hygiene consciousness stimulate forecast period sales

Growing role for small packs of wipes as consumers resume outdoor activities, backed by launches of the leading players

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in China

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and lockdown boost demand for retail tissue for domestic use, with sales taking off via e-commerce

Slowdown for pocket handkerchiefs due to competition from antibacterial wipes

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

RECOVERY AND OPPORTUNITIES

Good recovery for retail tissue with enduring health awareness boosting products with antibacterial properties

Paper towels benefits from interesting new product developments, the growth of e-commerce and wider at-home usage

Despite anticipated slow return to normality, e-commerce on growth path for retail tissue

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in China

KEY DATA FINDINGS

2020 IMPACT

Downturn for away-from-home tissue due to the onset of COVID-19

Away-from-home hygiene less affected by COVID-19

Kimberly-Clark benefits from high-quality image, but market sees a turn towards smaller players

RECOVERY AND OPPORTUNITIES

Away-from-home tissue and hygiene rebounds in 2021

Strong potential for AFH adult incontinence due to ageing population

Retail experiences affect expectations in the away-from-home segment

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 58 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in China

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

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

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in China

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has little impact on overall annual sales of sanitary protection after an initial period of panic buying and stockpiling

Ongoing decline for pantyliners due to competition from mini-towels

Shanghai Uni-Charm Co Ltd extends lead

RECOVERY AND OPPORTUNITIES

Public discussion raises awareness of sanitary protection

Growth in this mature category

New product development embraces innovation and premiumisation

CATEGORY DATA

Nappies/Diapers/Pants in China

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has little impact on sales of nappies/diapers/pants in 2020

Pampers retains lead while local brands grow in popularity

Pampers and Goo.N launch new products

RECOVERY AND OPPORTUNITIES

Steady growth predicted due to the essential nature of these products

Despite a reduction in the consumer base, category still to reach maturity with new product development focusing on material innovation and extending usage

Growth in e-commerce and other HTH non-grocery retailers

CATEGORY DATA

Retail Adult Incontinence in China

KEY DATA FINDINGS

2020 IMPACT

Slowdown in sales of retail adult incontinence in 2020

Strong growth momentum for Hangzhou Coco Healthcare Products

New product launches of lightweight and discreet products

RECOVERY AND OPPORTUNITIES

Category growth supported by the ageing population and greater product awareness since the pandemic

Outlook positive for e-commerce as it provides buyers with anonymity

Ongoing march of domestic players with low cost products over the forecast period

CATEGORY DATA

Wipes in China

KEY DATA FINDINGS

2020 IMPACT

Strong boost for wipes with antibacterial properties as consumers seek to safeguard themselves and their homes from the virus

Baby wipes popular for their gentle, natural and mild positioning while their adult appeal compensates for the decline in the baby population

Growth spike for general purpose wipes and continued growth for moist toilet wipes, thanks to high demand and new product launches

RECOVERY AND OPPORTUNITIES

Enduring hygiene awareness sustains the category over the forecast period

Fears over COVID-19 and general rise in hygiene consciousness stimulate forecast period sales

Growing role for small packs of wipes as consumers resume outdoor activities, backed by launches of the leading players

CATEGORY DATA

Retail Tissue in China

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and lockdown boost demand for retail tissue for domestic use, with sales taking off via e-commerce

Slowdown for pocket handkerchiefs due to competition from antibacterial wipes

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