Competitive Landscape
Hengan and Vinda Strengthen Premium Focus as Cost Pressures Ease
Retail tissue in China remains fragmented, with no single company holding a significant share, and the largest player, Hengan Fujian Holding Co Ltd (Hearttex), accounting for only 10% of retail value sales in 2025. The competitive environment has seen little movement towards greater concentration over the past five years, as the top five manufacturers together represented only 31% of retail value sales in 2025, which was similar to the share in 2020.
Challenge for Brands Relying on Price-Led Strategies
Second-tier brands, particularly those that relied on price-led strategies and e-commerce promotions, such as Botare, experienced narrowing advantages as cost pressures eased and leading players reinforced their positions through product differentiation. In this environment, white label and deeply downtraded brands intensified the competition in the most price-sensitive channels but have not directly challenged the positions of the top players.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue 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 Retail Tissue 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 Retail Tissue 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 Retail Tissue in China?
- Which are the leading brands in Retail Tissue in China?
- How are products distributed in Retail Tissue 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 Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in China - Category analysis
Key Data Insights
Vinda Drives Premium Tissue Innovation to Offset Price Competition
Vinda Drives Premium Tissue Innovation to Offset Price Competition
Paper Towels Outperforms as Household Routines and Technology Evolve
Convenience Formats Reshape Everyday Tissue Use and Brand Strategy
Brands Expected to Accelerate Function-Led Innovation to Capture Value Growth
Paper Towels to Extend Usage Scenarios to Drive Fastest Volume Gains
Retail E-Commerce and Instant Delivery Reshape Supply Chains and Brand Strategies
Hengan and Vinda Strengthen Premium Focus as Cost Pressures Ease
Challenge for Brands Relying on Price-Led Strategies
Offline Retail Continues to Dominate, but Loses Share to Retail E-Commerce
Instant E-Commerce Platforms Reshape Top-Up Shopping for Tissue Essentials
Retail E-Commerce Expected to Continue to Impact the Distribution Landscape
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:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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 report originates from Passport, our Retail Tissue research and analysis database.
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