Tissue and Hygiene in China

March 2022
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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

EXECUTIVE SUMMARY

Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026 Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1 Birth Rates 2016-2021 Table 2 Infant Population 2016-2021 Table 3 Female Population by Age 2016-2021 Table 4 Total Population by Age 2016-2021 Table 5 Households 2016-2021 Table 6 Forecast Infant Population 2021-2026 Table 7 Forecast Female Population by Age 2021-2026 Table 8 Forecast Total Population by Age 2021-2026 Table 9 Forecast Households 2021-2026

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021 Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021 Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021 Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021 Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026 Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in China

KEY DATA FINDINGS

2021 DEVELOPMENTS

Growth driven mainly by slim/thin/ultra-thin towels, while pant-format towel emerges
Consumer awareness further contributes to the decline of pantyliners
Premium lines contribute significantly to companies’ overall value growth

PROSPECTS AND OPPORTUNITIES

Slowdown in sanitary protection growth potential as the category matures
Premiumisation trend reflected in consumers’ emphasis on comfort and safety in sanitary protection
Tampons likely to face growth obstacles and consumer education remains difficult

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021 Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021 Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021 Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021 Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021 Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026 Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

Nappies/Diapers/Pants in China

KEY DATA FINDINGS

2021 DEVELOPMENTS

While three-child policy sparks public discussions, volume sales decline slightly in 2021
Pampers still leads, but some local brands are enjoying strong growth momentum
New products incorporate new technology and materials

PROSPECTS AND OPPORTUNITIES

Continued decline in the birth rate indicates a pessimistic outlook, although there will be opportunities in disposable pants
Rising per capita consumption also offers some hope in nappies/diapers
Premiumisation prevails with an emphasis on product appearance, safety and quality

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021 Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021 Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021 Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021 Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026 Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026

Retail Adult Incontinence in China

KEY DATA FINDINGS

2021 DEVELOPMENTS

Continued strong growth in 2021
Coco still leads in adult incontinence, while Elderjoy ranks second
Kimberly-Clark targets female adult incontinence consumers with the launch of its Poise brand in China

PROSPECTS AND OPPORTUNITIES

Further consumer education required to promote category growth
China's demographic shift should drive category growth during the forecast period
E-commerce will remain a critical channel, with offline retailing often carrying limited product variety

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2016-2021 Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021 Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021 Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021 Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026 Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

Wipes in China

KEY DATA FINDINGS

2021 DEVELOPMENTS

Growth of wipes slows as a result of normalising demand
Improved consumer awareness sustains continued growth of moist toilet wipes
Hengan Fujian maintains the lead, but loses sales and share in 2021

PROSPECTS AND OPPORTUNITIES

Natural ingredients gaining traction in new product developments
Female consumers appear to be a key growth driver for moist toilet wipes

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2016-2021 Table 39 Retail Sales of Wipes by Category: % Value Growth 2016-2021 Table 40 NBO Company Shares of Retail Wipes: % Value 2017-2021 Table 41 LBN Brand Shares of Retail Wipes: % Value 2018-2021 Table 42 Forecast Retail Sales of Wipes by Category: Value 2021-2026 Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

Retail Tissue in China

KEY DATA FINDINGS

2021 DEVELOPMENTS

Demand normalises in toilet paper and boxed facial tissues
Usage expansion boosts continued robust growth of paper towels
Hengan Fujian maintains lead but registers notable decline

PROSPECTS AND OPPORTUNITIES

Health, safety and eco-friendliness remain pivotal for brands to gain traction
Pocket handkerchiefs to struggle due to competition from wipes and increasing tissue supply in AFH channels

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2016-2021 Table 45 Retail Sales of Tissue by Category: % Value Growth 2016-2021 Table 46 NBO Company Shares of Retail Tissue: % Value 2017-2021 Table 47 LBN Brand Shares of Retail Tissue: % Value 2018-2021 Table 48 Forecast Retail Sales of Tissue by Category: Value 2021-2026 Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

Away-From-Home Tissue and Hygiene in China

KEY DATA FINDINGS

2021 DEVELOPMENTS

Easing of pandemic restrictions rejuvenates away-from-home tissue
AFH adult incontinence continues to record double-digit volume growth

PROSPECTS AND OPPORTUNITIES

Sustainability playing a bigger role
AFH adult incontinence to benefit from the expansion of the nursing home industry

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021 Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021 Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021 Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021 Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026 Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
          • AFH Wipers through Business/Industry
          • AFH Wipers through Horeca
          • AFH Wipers through Hospitals/Healthcare
          • AFH Wipers through Public
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • 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)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • AFH Adult Incontinence
          • Retail Light Adult Incontinence
          • Retail Moderate/Heavy Adult Incontinence
        • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

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.

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

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