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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Hong Kong, China

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

In 2020, retail tissue saw much higher volume sales growth because of home seclusion, paper towels especially benefiting on account of increased hand washing and home cooking occasions, while boxed facial tissues were in greater demand owing to much higher adherence to personal hygiene, more frequent home cleaning and to make face masks in the absence of regular face masks. There was also a brief period of stockpiling and no discounting (implying higher unit prices) for retail tissue, especially toilet paper, in February and March, but this only had a minimal impact on the whole year’s performance.

COVID-19 country impact

While Hong Kong initially reacted effectively to COVID-19 and was one of the first places to relax restrictions to allow restaurant dining and hospitality to resume, new restrictions were implemented at the end of July – when the number of cases peaked at a 7-day average of around 130 a day. In January 2021, the government announced another extension of social distancing measures that were initially scheduled to be eased on 20 January 2021.

Company response

As consumer preferences regarding product attributes remained rather constant regardless of COVID-19 and home seclusion, key players worked well in promoting and further strengthening the core features deemed by Hong Kongers to be most necessary. Therefore, hygiene products were emphasised for their softness/body shape fitting, hypoallergenic, absorbance, breathability and leakage-proof elements.

Retailing shift

Within health and beauty specialist retailers, the drugstores/parapharmacies channel continued to be significantly affected by the arrival of much fewer tourists in 2020, particularly those from mainland China. While social unrest in Hong Kong had blighted the channel’s performance in 2019, travel restrictions arising from the pandemic did the damage in 2020.

What next for tissue and hygiene?

Premiumisation is highly likely to remain important in the forecast period despite the economy contracting strongly in 2020 owing to COVID-19. Premiumisation in tissue and hygiene will take multiple forms.

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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 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

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: 2018-2025

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 Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Emphasis turns to antibacterial properties in 2020, while Whisper is active in marketing

Key brands push promotion for premium pants

Top value sales ranking taken by Procter & Gamble

RECOVERY AND OPPORTUNITIES

Tampons need to overcome local attitudes, while reusable products could appeal to eco-conscious consumers

Discretion and convenience provided by smaller, lighter packaging

Essential status of sanitary protection products ensures steady demand

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 Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Pandemic shifts marketing online, while disposable pants make gains

Falling birth rate continues to undermine sales, but Japanese products perform well

Parents willing to spend more on high-quality international brands

RECOVERY AND OPPORTUNITIES

Rising sophistication to continue for nappies/diapers and especially pants

Greater breathability now a key competitive element

Quest for greater comfort to continue

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 Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Health crisis keeps sales shifting away from drugstores/parapharmacies

Tena’s education strategy designed to keep consumers loyal to its product family

Innovation and premiumisation driven by absorbency

RECOVERY AND OPPORTUNITIES

Further robust gains expected of category, with e-commerce to play greater role

Diaper core products have potential for further growth

Higher-end Japanese brands challenge for share

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 Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Rapid acceleration in general purpose wipes growth mitigates losses for other wipes

Wider offering is a win-win for brands and consumers

Summer’s Eve innovates in intimate wipes

RECOVERY AND OPPORTUNITIES

Sales to be boosted by a population now more health-vigilant

Consumers’ fear of harmful chemicals in wipes shaping NPD and marketing

Johnson & Johnson capable of creating new demand

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 Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Most retail tissue categories post accelerated growth as COVID-19 keeps consumers at home and prompts greater hygiene standards

Sight and scent are key elements in the purchasing decision

Vinda leads retail tissue sales

RECOVERY AND OPPORTUNITIES

Premiumisation and soft-pack trend to strengthen

Antibacterial positioning now essential for consumers’ peace of mind

Virjoy and Zenses demonstrate path to growth in 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 Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Demand for AFH erodes sharply as measures to curb COVID-19 hit horeca

Drop in demand for wipers mitigated by hospitals/healthcare channel

Wipers sales already performing well in hospitals/healthcare pre-pandemic

RECOVERY AND OPPORTUNITIES

Volume sales of AFH tissue set to return to pre-pandemic levels in 2022

Healthy ongoing rise in AFH adult incontinence sales predicted

Availability of AFH napkins in horeca to become more limited

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 2015-2020
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 Hong Kong, 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 Hong Kong, 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 Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Emphasis turns to antibacterial properties in 2020, while Whisper is active in marketing

Key brands push promotion for premium pants

Top value sales ranking taken by Procter & Gamble

RECOVERY AND OPPORTUNITIES

Tampons need to overcome local attitudes, while reusable products could appeal to eco-conscious consumers

Discretion and convenience provided by smaller, lighter packaging

Essential status of sanitary protection products ensures steady demand

CATEGORY DATA

Nappies/Diapers/Pants in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Pandemic shifts marketing online, while disposable pants make gains

Falling birth rate continues to undermine sales, but Japanese products perform well

Parents willing to spend more on high-quality international brands

RECOVERY AND OPPORTUNITIES

Rising sophistication to continue for nappies/diapers and especially pants

Greater breathability now a key competitive element

Quest for greater comfort to continue

CATEGORY DATA

Retail Adult Incontinence in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Health crisis keeps sales shifting away from drugstores/parapharmacies

Tena’s education strategy designed to keep consumers loyal to its product family

Innovation and premiumisation driven by absorbency

RECOVERY AND OPPORTUNITIES

Further robust gains expected of category, with e-commerce to play greater role

Diaper core products have potential for further growth

Higher-end Japanese brands challenge for share

CATEGORY DATA

Wipes in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Rapid acceleration in general purpose wipes growth mitigates losses for other wipes

Wider offering is a win-win for brands and consumers

Summer’s Eve innovates in intimate wipes

RECOVERY AND OPPORTUNITIES

Sales to be boosted by a population now more health-vigilant

Consumers’ fear of harmful chemicals in wipes shaping NPD and marketing

Johnson & Johnson capable of creating new demand

CATEGORY DATA

Retail Tissue in Hong Kong, China

KEY DATA FINDINGS

2020 IMPACT

Most retail tissue categories post accelerated growth as COVID-19 keeps consumers at home and prompts greater hygiene standards

Sight and scent are key elements in the purchasing decision

Vinda leads retail tissue sales