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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Hong Kong, China

Mar 2019

US$2,650

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Executive Summary

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Consumers trade up as incomes rise

Retail tissue and hygiene continued to see steady gains in current value terms in 2018 with Hong Kong’s economy thriving. As disposable incomes rise consumers are increasingly looking for premium and added-value products such as those with antibacterial properties, organic ingredients and ingredients that care for the skin and this has helped to drive value growth.

Ageing population drives growth of adult incontinence

One area to benefit from Hong Kong’s rapidly ageing society is adult incontinence, through both the retail and away-from-home channels. The government has taken steps to increase awareness of this issue and to remove the stigma associated with it, while leading brands such as Tena have also used marketing to improve acceptance among a younger audience, especially working women.

International brands dominate while private label struggles

Kimberly-Clark (HK) Ltd, Procter & Gamble HK Ltd and Essity AB continued to dominate tissue and hygiene in Hong Kong. These players benefit from their strong positions in the largest categories, with brands that consumers trust and which they often perceive to be of a higher quality than local alternatives.

Supermarkets and health and beauty specialist retailers dominate distribution

Supermarkets and health and beauty specialist retailers continued to account for most sales of retail tissue and hygiene in 2018. Supermarkets offer convenience with these stores being located across the island and enabling consumers to purchase products such as nappies/diapers/pants and toilet paper as part of their weekly shop.

Premiumisation set to continue

With slow population growth and a low birth rate retail tissue and hygiene is likely to see slower retail volume growth over the forecast period when compared to the review period. These products have largely all reached maturity and therefore rely on population growth to drive volume sales.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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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

Consumers trade up as incomes rise

Ageing population drives growth of adult incontinence

International brands dominate while private label struggles

Supermarkets and health and beauty specialist retailers dominate distribution

Premiumisation set to continue

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Hong Kong, China

HEADLINES

PROSPECTS

AFH wipers on the rise

Ageing population supports demand for AFH adult incontinence

Environmental concerns set to constrain growth of AFH paper towels

COMPETITIVE LANDSCAPE

Kimberly-Clark leads AFH tissue and hygiene in Hong Kong

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 27 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Hong Kong, China

HEADLINES

PROSPECTS

As families get smaller spending on children increases

Consumers look for added value

Disposable pants set for strong growth

COMPETITIVE LANDSCAPE

Top three international brands dominate sales

Japanese brands see strong gains

Procter & Gamble recognises importance of consumer relationships

CATEGORY DATA

Table 29 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 32 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 33 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Hong Kong, China

HEADLINES

PROSPECTS

Light adult incontinence sees growing demand

Increased awareness and ageing population points to bright future for the category

Added features introduced as a way to differentiate from the competition

COMPETITIVE LANDSCAPE

Tena retains strong lead

Regional players see growing presence

Private label benefits from low prices and wide availability

CATEGORY DATA

Table 35 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 36 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 38 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 39 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 40 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Hong Kong, China

HEADLINES

PROSPECTS

Increased focus on premium toilet paper

Added-value benefits prove popular

Consumers seek performance over value when it comes to paper towels

COMPETITIVE LANDSCAPE

Essity leads with popular Vinda and Tempo brands

Private label declines as economy improves

Recycled products struggle to get a foothold

CATEGORY DATA

Table 41 Retail Sales of Tissue by Category: Value 2013-2018
Table 42 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 44 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 45 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 46 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Hong Kong, China

HEADLINES

PROSPECTS

Sanitary protection with claims of greater comfort or organic ingredients wins favour

Slim/thin/ultra-thin towels sees strong growth

Tampons sees new innovations but limited distribution remains a barrier to growth

COMPETITIVE LANDSCAPE

Kotex leads with wide range of options and strong distribution

Procter & Gamble closes gap on Kimberly-Clark

Niche brands gain interest

CATEGORY DATA

Table 47 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 48 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 49 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 50 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Hong Kong, China

HEADLINES

PROSPECTS

Baby wipes featuring natural ingredients receive growing interest

Consumers look for added value in facial cleansing wipes

Pack size and closures influence purchasing decisions

COMPETITIVE LANDSCAPE

Johnson & Johnson retains healthy lead

Private label retains strong position in wipes despite growing competition

Premiumisation seen as disposable income improves

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Hong Kong, China

New Report Guarantee

Executive Summary

New Report Guarantee

Consumers trade up as incomes rise

Ageing population drives growth of adult incontinence

International brands dominate while private label struggles

Supermarkets and health and beauty specialist retailers dominate distribution

Premiumisation set to continue

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

Consumers trade up as incomes rise

Ageing population drives growth of adult incontinence

International brands dominate while private label struggles

Supermarkets and health and beauty specialist retailers dominate distribution

Premiumisation set to continue

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Hong Kong, China

HEADLINES

PROSPECTS

AFH wipers on the rise

Ageing population supports demand for AFH adult incontinence

Environmental concerns set to constrain growth of AFH paper towels

COMPETITIVE LANDSCAPE

Kimberly-Clark leads AFH tissue and hygiene in Hong Kong

CATEGORY DATA

Nappies/Diapers/Pants in Hong Kong, China

HEADLINES

PROSPECTS

As families get smaller spending on children increases

Consumers look for added value

Disposable pants set for strong growth

COMPETITIVE LANDSCAPE

Top three international brands dominate sales

Japanese brands see strong gains

Procter & Gamble recognises importance of consumer relationships

CATEGORY DATA

Retail Adult Incontinence in Hong Kong, China

HEADLINES

PROSPECTS

Light adult incontinence sees growing demand

Increased awareness and ageing population points to bright future for the category

Added features introduced as a way to differentiate from the competition

COMPETITIVE LANDSCAPE

Tena retains strong lead

Regional players see growing presence

Private label benefits from low prices and wide availability

CATEGORY DATA

Retail Tissue in Hong Kong, China

HEADLINES

PROSPECTS

Increased focus on premium toilet paper

Added-value benefits prove popular

Consumers seek performance over value when it comes to paper towels

COMPETITIVE LANDSCAPE

Essity leads with popular Vinda and Tempo brands

Private label declines as economy improves

Recycled products struggle to get a foothold

CATEGORY DATA

Sanitary Protection in Hong Kong, China

HEADLINES

PROSPECTS

Sanitary protection with claims of greater comfort or organic ingredients wins favour

Slim/thin/ultra-thin towels sees strong growth

Tampons sees new innovations but limited distribution remains a barrier to growth

COMPETITIVE LANDSCAPE

Kotex leads with wide range of options and strong distribution

Procter & Gamble closes gap on Kimberly-Clark

Niche brands gain interest

CATEGORY DATA