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Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
China’s tissue and hygiene landscape in 2025 is shaped by stable growth, intense price competition, and rapid digitalisation, positioning it as both a challenging and opportunity-rich environment for brands able to adapt to shifting consumer expectations. While the value increase to CNY336,688 million represents a deceleration compared to previous years, the industry remains attractive due to solid volume expansion, persistent hygiene consciousness, and rising household expenditure, even as the population begins to contract. Competitive intensity is heightened by the proliferation of cost-competitive domestic names, digital-native brands, and agile private label offerings, compelling established players to invest in operational efficiency, targeted innovation, and real-time engagement to defend and grow their presence. Success will depend on brands’ ability to deliver value through pricing, convenience, and compliance with stringent new regulatory standards, while leveraging e-commerce platforms and data-driven product development to capture evolving demand, particularly among ageing and value-seeking demographics.
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Overview:
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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in China?
- Which are the leading brands in Tissue and Hygiene in China?
- How are products distributed in Tissue and Hygiene in China?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in China
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Chart 2 Botare Exemplifies Affordable Hygiene via Digital, Value-Driven Success.
Retail Tissue Maintains Its Lead, with Vinda Redefining Daily Usability
Chart 3 Vinda’s Half-Sheet Design: Smart Simplification
Acceleration of E-Commerce and Digital Retail
Chart 4 E-commerce Launch Makes Domyway Hygiene Brand an Instant Hit
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Retail E-Commerce Platforms to Extend Their Reach as Usage Penetration Climbs
Chart 7 Analyst Insight for Tissue and Hygiene
Retail Tissue Expected to Sustain Its Lead, but Nappies/Diapers/Pants Will Face Challenges
Adult Incontinence to Accelerate as Regulatory Changes Drive Consolidation
Chart 8 Forecast Value Sales 2020-2030
Chart 9 Forecast Value Sales by Category 2025-2030
Vinda and Hengan Respond to Digital Disruption with Brand Resilience
Freemore and Taotaoyangmian Capture Share through Digital Agility
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Supermarkets Loses Ground as Online Channels Attract Value Seekers
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Menstrual Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Menstrual Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in China
Key Data Insights
Solid but Slowing Growth as Post-Pandemic Rebound Ends
Chart 20 Key Industry Trends Away-from-Home
Solid but Slowing Growth as Post-Pandemic Rebound Ends
Chart 21 Public Hospitals Expand Free Tissue Provision
Shopping Centres Deploy Smart Dispensers to Reduce Waste and Cut Costs
Chart 22 Smart Hygiene Tech Drives Efficiency and Reduces Tissue Waste in Public Afh Setting
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
An Increasing Number of Public Venues Will Deploy Intelligent Dispensers to Cut Waste and Costs
Adoption of Paper Towels to Accelerate and Be a Core Driver of Long-Term Growth
Free Tissue Provision to Boost Sales of Away-From-Home Hygiene
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Wholesalers and Facility Suppliers Strengthen B2b Supply with Digital Solutions
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-from-Home
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-from-Home
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in China
Key Data Insights
Demand for Affordability Drives Innovation and Higher Volume Than Value Growth
Chart 35 Key Industry Trends for Retail Adult Incontinence
Demand for Affordability Drives Innovation and Higher Volume Than Value Growth
Chart 36 Coco Incontinence Offers Budget Friendly Line to Capture Cost Conscious Consumers
Coco Unlocks New Demand with Light Incontinence Innovation for Younger Users
Chart 37 Coco Launched New Light Incontinence Product: Cranberry Healthcare-Grade Absorbent Pads
Retail E-Commerce and Livestreaming Drive Revenue for Hengan and Boost Confidence in Discreet Shopping
Chart 38 E-commerce Drives Hengan's Growth in Adult Incontinence
Chart 39 Value Sales 2020-2030
Chart 40 Volume Sales 2020-2030
Chart 41 Value Sales by Category 2025
Demographic Changes and Rising Penetration Expected to Drive Robust Growth
Major Players to Target Younger Women and Postpartum Mothers with Discreet Innovations
Chart 42 Analyst Insight for Retail Adult Incontinence
Dual-Channel Strategies Will Reshape the Competition as Digital and Professional Touchpoints Expand
Chart 43 Forecast Value Sales 2020-2030
Chart 44 Forecast Value Sales by Category 2025-2030
Essity and Coco Healthcare Drive Gains through E-Commerce and Innovation
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
E-Commerce Leverages Livestreaming to Capture New Users
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Retail Adult Incontinence
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Retail Adult Incontinence
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Nappies/Diapers/Pants in China
Key Data Insights
Sales Fall as the Number of Births Declines
Chart 55 Key Industry Trends for Nappies/Diapers/Pants
Sales Fall as the Number of Births Declines
Nappies/Diapers Remains the Largest Category, While Disposable Pants Shows More Resilience
Premiumisation, Clean Wellness and Affordability Reshape Consumer Choices
Chart 56 Pampers 2025: Use High-Tech Diapers Capture Premium Market.
Companies Appeal to Consumers with Transparency and Clean Product Formulations
Chart 57 Babycare: Full Transparency, Proven Performance.
Chart 58 Value Sales 2020-2030
Chart 59 Volume Sales 2020-2030
Chart 60 Value Sales by Category 2025
Local Brands to Drive Value Focus While Premiumisation Will Widen the Price Gap
Disposable Pants Expected to Continue to Gain Share as Traditional Nappies/Diapers Loses Ground
Chart 61 Analyst Insight for Nappies/Diapers/Pants
Eco-Friendly Innovations and Digital Engagement Anticipated to Reshape Choices
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Forecast Value Sales by Category 2025-2030
Babycare Leverages Value and Transparency to Grow, but the Two Leaders Prevail
Value-Focused Brands Such as Yiying Demonstrate Importance of Affordability
Chart 64 Affordability Drives Growth for Value Conscious Brands Like YiYing
Chart 65 Company Shares 2025
Chart 66 Brand Shares 2025
Social Commerce Platforms Important as Livestreaming Reshapes Sales
Speciality Stores Remain Relevant by Building Trust
Chart 67 Retail Channels 2020-2025
Chart 68 Economic Context for Nappies/Diapers/Pants
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Nappies/Diapers/Pants
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Menstrual Care in China
Key Data Insights
Consumers Trade up for Convenience and Comfort, with Period Pants Performing Well
Chart 75 Key Industry Trends for Menstrual Care
Consumers Trade up for Convenience and Comfort, with Period Pants Performing Well
Nice Princess Contributes to Growth in Towels through Functional Innovation
Chart 76 Nice Princess Offers Antibacterial and Breathable Cotton-Gauze Protection
Convenience Exemplified by Kit From Mianmian De Yang
Chart 77 Brand's "All-In-One Cycle Kit" Embodies Menstrual Care Convenience
E-Commerce Leaders Win Trust and Accelerate the Digital Shift
Chart 78 Value Sales 2020-2030
Chart 79 Volume Sales 2020-2030
Chart 80 Value Sales by Category 2025
Quality, Health, and Creating Trust Will Be Important Moving Forward
Chart 81 Analyst Insight for Menstrual Care
Towels Will Maintain Its Dominance, but Disposable Period Pants Set to See the Most Dynamism
Omnichannel Integration and E-Commerce Partnerships to Redefine Competitive Advantage
Chart 82 Forecast Value Sales 2020-2030
Chart 83 Forecast Value Sales by Category 2025-2030
Dominance of Incumbents Eroded as Quality Concerns Hit the Leading Brands
Pressure From Domestic Players Offering Innovation and Digital Marketing
Chart 84 Company Shares 2025
Chart 85 Brand Shares 2025
Supermarkets and Hypermarkets Struggle to Defend Their Shares
Retail E-Commerce Takes the Lead as Fast Delivery Services Reshape Consumer Loyalty
Chart 86 Retail Channels 2020-2025
Chart 87 Economic Context for Menstrual Care
Chart 88 Real Gdp Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Menstrual Care
Chart 91 Population 2020-2030
Chart 92 Consumer Expenditure 2020-2030
Chart 93 Population by Generation 2025
Wipes in China
Key Data Insights
Price Wars Intensify as E-Commerce Discounts Reshape Buying Habits
Chart 94 Key Industry Trends for Wipes
Price Wars Intensify as E-Commerce Discounts Reshape Buying Habits
Chart 95 Tempo Wet Wipes Hit CNY7.78 Amid Price Wars
Personal Wipes Dominates, with Babycare Driving Innovation in Clean Wellness
Chart 96 Babycare "Newborn-Soft" Wet Wipes
Brands Leverage Convenience to Attract Busy Consumers
Chart 97 Freshness On-The-Go: Yeshe's Jacket Wipes
Chart 98 Value Sales 2020-2030
Chart 99 Value Sales by Category 2025
Greater Focus on Health, Premiumisation, and Rising Incomes to Fuel Value Growth
Chart 100 Analyst Insight for Wipes
The Changing Face of Distribution in Wipes
Brands to Reformulate for Flushability as New Standards Reshape the Competition
Chart 101 Forecast Value Sales 2020-2030
Chart 102 Forecast Value Sales by Category 2025-2030
Henan Yixiang Hygiene Technology Surges by Capturing Emerging Demand
Chart 103 Company Shares 2025
Chart 104 Brand Shares 2025
Supermarkets Maintains Its Lead Due to Convenience, Immediacy, and Attractive Prices
Retail E-Commerce Outpaces Offline Channels as Shoppers Chase Value
Chart 105 Retail Channels 2020-2025
Chart 106 Economic Context for Wipes
Chart 107 Real Gdp Growth 2020-2030
Chart 108 Inflation 2020-2030
Chart 109 Consumer Context for Wipes
Chart 110 Population 2020-2030
Chart 111 Consumer Expenditure 2020-2030
Chart 112 Population by Generation 2025
Retail Tissue in China
Key Data Insights
Vinda Drives Premium Tissue Innovation to Offset Price Competition
Chart 113 Key Industry Trends for Retail Tissue
Vinda Drives Premium Tissue Innovation to Offset Price Competition
Chart 114 Vinda Upgrades Hanging Tissue with E-Tad Technology to Drive Premium Growth in 2025
Paper Towels Outperforms as Household Routines and Technology Evolve
Convenience Formats Reshape Everyday Tissue Use and Brand Strategy
Chart 115 Vinda Launched Chiikawa Ip Collaboration Split-Open Pocket Handkerchief
Chart 116 Value Sales 2020-2030
Chart 117 Volume Sales 2020-2030
Chart 118 Value Sales by Category 2025
Brands Expected to Accelerate Function-Led Innovation to Capture Value Growth
Chart 119 Analyst Insight for Retail Tissue
Paper Towels to Extend Usage Scenarios to Drive Fastest Volume Gains
Retail E-Commerce and Instant Delivery Reshape Supply Chains and Brand Strategies
Chart 120 Forecast Value Sales 2020-2030
Chart 121 Forecast Value Sales by Category 2025-2030
Hengan and Vinda Strengthen Premium Focus as Cost Pressures Ease
Challenge for Brands Relying on Price-Led Strategies
Chart 122 Company Shares 2025
Chart 123 Brand Shares 2025
Offline Retail Continues to Dominate, but Loses Share to Retail E-Commerce
Instant E-Commerce Platforms Reshape Top-Up Shopping for Tissue Essentials
Retail E-Commerce Expected to Continue to Impact the Distribution Landscape
Chart 124 Retail Channels 2020-2025
Chart 125 Economic Context for Retail Tissue
Chart 126 Real Gdp Growth 2020-2030
Chart 127 Inflation 2020-2030
Chart 128 Consumer Context for Retail Tissue
Chart 129 Population 2020-2030
Chart 130 Consumer Expenditure 2020-2030
Chart 131 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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