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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Hong Kong, China

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

The outbreak of COVID-19 in Hong Kong will drive sales in some areas of the tissue and hygiene market in 2020, while other product types will be negatively affected by the pandemic. Among the categories that will experience a boost to sales in 2020 are retail tissue and personal wipes, due to increasing hygiene awareness and the desire for improved levels of cleanliness, but also the fact that most of the local population has been spending more time at home, at least in the first half of the year.

COVID-19 country impact

As of 6 May 2020, Hong Kong had seen four deaths due to COVID-19 and 1,000 cases. Cross-border movement between Hong Kong and mainland China was restricted from late-January onwards, with a virtual border shutdown from late-March onwards.

Premiumisation permeates all areas of tissue and hygiene

Premiumisation became increasingly visible in tissue and hygiene in Hong Kong in 2019. Not only did consumers shift to more premium brands, but players were generally launching more items in their premium product lines.

Rising importance of e-commerce platforms

Supermarkets and health and beauty specialist retailers remained the major distribution channels for tissue and hygiene in 2019. However, the distribution share held by internet retailing continued to increase in 2019.

Tissue and hygiene expected to continue recording positive growth over the forecast period

COVID-19 will skew tissue and hygiene growth figures in 2020, for example with retail tissue gaining from the pandemic, as people spend more time at home, and AFH tissue seeing a sharp decline, for pretty much the same reason. However, most growth rates are expected to return to more normal levels from 2021, with the overall forecast period CAGR at 2019 constant prices expected to be positive, and very few categories seeing negative growth rates over 2019-2024.

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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 Hong Kong, 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 Hong Kong, 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 Hong Kong, China for free:

The Tissue and Hygiene in Hong Kong, 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 Hong Kong, China?
What are the major brands in Hong Kong, 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 Hong Kong, China

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Premiumisation permeates all areas of tissue and hygiene

Rising importance of e-commerce platforms

Tissue and hygiene expected to continue recording positive growth over the forecast period

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 Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Ultra-thin towels continue to perform strongly, although Always Infinity moves the debate on from thickness

Growing demand for smaller packaging

Procter & Gamble leads, backed by active product innovation

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 Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising consumer cautiousness about chemical and material composition

Better balance between softness and being leakage-proof

Kao steps up its internet retailing presence, as Kimberly-Clark looks to enhance customer loyalty

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 Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Extra healthcare attributes as premiumisation tools

Convenience fuels the rapid growth of diaper core as an extra add-on

Essity’s Tena integrates its products into consumers’ unhindered lifestyles

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 Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Greater variety of speciality wipes

Consumers look for fewer chemicals in their personal wipes

Johnson & Johnson Consumer leads, with Peppa Pig wipes providing a boost to sales

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

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 Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium embossed toilet paper becoming more common

Players highlighting antibacterial properties in their paper towel product promotions

Oulu being a disruptor with its bamboo-based tissue products

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 Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Gradual reduction and premiumisation of AFH napkins usage in foodservice outlets

Huge potential for speciality healthcare wipers

AFH adult incontinence continues to see strong growth

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue

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 Hong Kong, China

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Premiumisation permeates all areas of tissue and hygiene

Rising importance of e-commerce platforms

Tissue and hygiene expected to continue recording positive growth over the forecast period

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 Hong Kong, China

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Premiumisation permeates all areas of tissue and hygiene

Rising importance of e-commerce platforms

Tissue and hygiene expected to continue recording positive growth over the forecast period

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Ultra-thin towels continue to perform strongly, although Always Infinity moves the debate on from thickness

Growing demand for smaller packaging

Procter & Gamble leads, backed by active product innovation

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising consumer cautiousness about chemical and material composition

Better balance between softness and being leakage-proof

Kao steps up its internet retailing presence, as Kimberly-Clark looks to enhance customer loyalty

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Extra healthcare attributes as premiumisation tools

Convenience fuels the rapid growth of diaper core as an extra add-on

Essity’s Tena integrates its products into consumers’ unhindered lifestyles

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Greater variety of speciality wipes

Consumers look for fewer chemicals in their personal wipes

Johnson & Johnson Consumer leads, with Peppa Pig wipes providing a boost to sales

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Hong Kong, China

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium embossed toilet paper becoming more common

Players highlighting antibacterial properties in their paper towel product promotions

Oulu being a disruptor with its bamboo-based tissue products