Away-from-home tissue and hygiene saw notable growth in 2025, underpinned by a combination of post-pandemic recovery and significant technological innovation in public hygiene management. The value of away-from-home tissue and hygiene reached CNY42.2 billion in 2025, representing a 5% increase over the previous year. While this growth is robust, it follows several years of even stronger expansion, including an 8% value rise in 2023 and 7% in 2024, reflecting a gradual normalisation after the exc
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home 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.
If you're in the Away-From-Home 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 Away-From-Home 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 Away-From-Home Tissue and Hygiene in China?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in China?
- How are products distributed in Away-From-Home 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 Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in China - Category analysis
Key Data Insights
Solid but Slowing Growth as Post-Pandemic Rebound Ends
Solid but Slowing Growth as Post-Pandemic Rebound Ends
Shopping Centres Deploy Smart Dispensers to Reduce Waste and Cut Costs
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
Wholesalers and Facility Suppliers Strengthen B2b Supply with Digital Solutions
Tissue and Hygiene in China - Industry Overview
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Key Data Insights
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Retail Tissue Maintains Its Lead, with Vinda Redefining Daily Usability
Acceleration of E-Commerce and Digital Retail
Retail E-Commerce Platforms to Extend Their Reach as Usage Penetration Climbs
Retail Tissue Expected to Sustain Its Lead, but Nappies/Diapers/Pants Will Face Challenges
Adult Incontinence to Accelerate as Regulatory Changes Drive Consolidation
Vinda and Hengan Respond to Digital Disruption with Brand Resilience
Freemore and Taotaoyangmian Capture Share through Digital Agility
Supermarkets Loses Ground as Online Channels Attract Value Seekers
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home 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
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
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This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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