Tissue and hygiene in 2024: The big picture
Tissue and hygiene saw growth in China in current value terms in 2024, with increases for both retail and AFH tissue and hygiene. Retail tissue and hygiene saw only a low increase, driven by a mix of economic headwinds, shifting consumer preferences, and category-specific dynamics.
2024 key trends
Toilet paper remained the leading category within tissue and hygiene in China in terms of value sales in 2024, and it continued to increase. Toilet paper is characterised by its lower price point relative to other retail tissue categories, and is therefore used for multiple purposes.
Competitive landscape
Hengan Fujian Holding Co Ltd was the leading company in retail tissue and hygiene in China in 2024. The company produces the Elderjoy, Anerle, Q MO, Space 7, Anle, Hearttex, Zhu Pai, and Pino brands, which between them have a presence in retail adult incontinence, menstrual care, nappies/diapers/pants, wipes, and retail tissue.
Retail developments
Supermarkets remained the leading distribution channel within retail tissue and hygiene in China in 2024, although it maintained its declining trend. The decline in this traditional retail format was significantly influenced by the convenience of e-commerce, particularly in lower-tier cities, where consumers are increasingly drawn to the ease of online shopping.
What next for tissue and hygiene?
Tissue and hygiene is expected to maintain its growth trend in current value terms in the forecast period, with increases for both retail and AFH tissue and hygiene. Retail tissue and hygiene is set to see only a slow growth rate, as ongoing economic uncertainties drive heightened price sensitivity amongst consumers; however, the trend favouring premium products, and falling raw materials prices, are likely to help manufacturers maintain their margins.
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Overview:
Understand the latest market trends and future growth opportunities for the 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the 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 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 Tissue and Hygiene in China?
- Which are the leading brands in Tissue and Hygiene in China?
- How are products distributed in 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in China
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in China
KEY DATA FINDINGS
Recovery of hospitality drives growth, but AFH tissue products remain a discretionary expense
AFH adult incontinence maintains dynamic growth
Economic uncertainty and changing consumer behaviour to shape future demand
Brands and manufacturers launch AFH-specific incontinence products
Retail Adult Incontinence in China
KEY DATA FINDINGS
Retail adult incontinence decelerates as consumers look for cheaper alternatives
More and more local brands launch light adult incontinence products
Retail adult incontinence remains highly fragmented
Dynamic growth as knowledge increases and embarrassment lessens
Diverse product innovations in retail adult incontinence, based on different usage scenarios and functionality
Comfort makes pull-up and open-tape formats increasingly popular in China
Nappies/Diapers/Pants in China
KEY DATA FINDINGS
Declining birth rate and economic slowdown drive decline for nappies/diapers/pants
Domestic brands continue to outperform
Retail e-commerce is still the key distribution channel for nappies/diapers/pants
Disposable pants expected to be the main growth driver in nappies/diapers/pants
Weakening of seasonality of sales in nappies/diapers/pants
Further diversification in nappies/diaper/pants based on different usage scenarios and functionality
Menstrual Care in China
KEY DATA FINDINGS
Slim/thin/ultra-thin towels are still the main driver of growth for menstrual care
Menstrual care remains a fragmented category
Pant-format towels continue to see rapid growth thanks to further penetration and expansion into more usage scenarios
Slim/thin/ultra-thin towels without wings set to continue to drive growth
Improving product quality will be a key strategy for menstrual care brands
Private label menstrual care products emerge to provide consumers with cost-effectiveness
Wipes in China
KEY DATA FINDINGS
General purpose wipes maintains growth thanks to the growth of pure water wipes
Moist toilet wipes maintains strong growth due to hygiene and comfort
Hengan Fujian Holding maintains its lead, while Henan Yixiang rises rapidly
Falling birth rate will continue to drive decline for baby wipes
Share of retail e-commerce likely to continue to rise
Pocket-sized wipes to become more popular thanks to increasing activities outside the home
Retail Tissue in China
KEY DATA FINDINGS
Resilient growth despite economic challenges
Shifting competitive dynamics: From price wars to strategic mergers
The changing face of distribution: E-commerce and convenience stores on the rise
Innovation and premiumisation: The future of retail tissue products
Private label and instant retail: The new battleground for share
Technological advances set to reshape consumer preferences
The following categories and subcategories are included:
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
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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