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Country Report

Tissue and Hygiene in

Tissue and Hygiene in China

Jun 2020

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Executive Summary

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COVID-19 impact on tissue and hygiene

Retail hygiene categories are remaining relatively unaffected by COVID-19. The essential status of sanitary protection, nappies/diapers/pants, and adult incontinence provides some protection against the negative impact of efforts to control the spread of the disease, though retail adult incontinence has, in fact, seen a slight boost in sales as a result of the closure of nursing homes.

COVID-19 country impact

As of 10 May 2020, China has seen around 4,600 deaths due to COVID-19 and 83,000 cases. There was a strict lockdown in Hubei province from 23 January to 8 April, while other provinces imposed different social distancing policies and partial lockdowns.

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

The Chinese tissue and hygiene market registered healthy value growth in 2019 in both the retail and away-from-home segments. Growth was underpinned by ongoing urbanisation, which led to changing lifestyles and rising purchasing power, and increasing consumer awareness of personal hygiene.

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

Retail tissue and hygiene remained relatively fragmented in 2019, with the top 40 players jointly responsible for less than 50% of total market value. Moreover, the market became increasingly fragmented at the end of the review period partly as a result of the rise of a number of local brands riding the rapid expansion of e-commerce.

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

COVID-19 is having a variable effect on tissue and hygiene across categories. Considered essential items, sanitary protection and nappies/diapers/pants products have seen a limited impact, while retail tissue has seen 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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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

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 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in China

HEADLINES

PRE-COVID-19 PERFORMANCE

Innovation targets upmarket trend in demand

Pantyliners sees notable decline

Hengan loses share as multinational rivals perform well

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 Retail Sales of Towels by Type of Use: % Value 2014-2019
Table 23 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 24 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 25 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 26 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in China

HEADLINES

PRE-COVID-19 PERFORMANCE

Potential for growth despite falling number of newborns

E-commerce continues to gain share

Most leading brands struggle, though some premium labels buck trend

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 27 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 28 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 30 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 32 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in China

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population drives growth

E-commerce gaining ground, supported by consumer anonymity

Elderjoy brand retains lead, while smaller players gain ground

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 33 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 34 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 36 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 37 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 38 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in China

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes and general purpose wipes see strong growth in 2019

Moist toilet wipes successful in generating repeat purchases in higher tier cities

Hengan retains lead, but rivals expand in baby wipes

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 39 Retail Sales of Wipes by Category: Value 2014-2019
Table 40 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 41 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 42 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 43 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 44 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in China

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 45 Retail Sales of Tissue by Category: Value 2014-2019
Table 46 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 48 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 49 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 50 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in China

HEADLINES

PRE-COVID-19 PERFORMANCE

Changing consumer expectations spur AFH tissue growth, while AFH adult incontinence benefits from ageing population

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

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

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 52 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 53 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 54 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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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

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

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tissue and Hygiene in China

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

Sanitary Protection in China

HEADLINES

PRE-COVID-19 PERFORMANCE

Innovation targets upmarket trend in demand

Pantyliners sees notable decline

Hengan loses share as multinational rivals perform well

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in China

HEADLINES

PRE-COVID-19 PERFORMANCE

Potential for growth despite falling number of newborns

E-commerce continues to gain share

Most leading brands struggle, though some premium labels buck trend

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in China

HEADLINES

PRE-COVID-19 PERFORMANCE

Ageing population drives growth

E-commerce gaining ground, supported by consumer anonymity

Elderjoy brand retains lead, while smaller players gain ground

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in China

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes and general purpose wipes see strong growth in 2019

Moist toilet wipes successful in generating repeat purchases in higher tier cities

Hengan retains lead, but rivals expand in baby wipes

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in China

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