Tissue and hygiene in 2024: The big picture
Tissue and hygiene in Hong Kong demonstrated a steady performance in 2024, bolstered by improved international visitor inflows. However, local consumers have been facing tighter budgets amid rising living costs, prompting a shift towards volume and value discounts.
Key trends
The overall industry recorded robust growth in 2024, fuelled by a resurgence of international tourists and steady demand driven by essential needs. Toilet paper remained the largest category, driven by its essential daily use for locals via retail and tourists in the away-from-home channel.
Competitive landscape
In 2024, the leading players in tissue and hygiene remained consistent with the previous year, with Kimberly-Clark (HK) Ltd maintaining its overall lead, gaining marginal share and recording solid growth. Essity AB continued to lead retail tissue with its Tempo and Vinda brands, followed by Kimberly-Clark and APP (HK) Ltd.
Retail developments
In 2024, supermarkets remained the most prevalent channel for tissue and hygiene in Hong Kong, primarily due to a capacity to offer long-term volume discounts on many categories. The ability to maintain large inventories and provide additional exclusive value discounts for members has allowed supermarkets to retain dominant value share.
What next for tissue and hygiene?
The forecast period suggests robust growth for tissue and hygiene in Hong Kong, driven by visa-free entries for various countries and a significant influx of mainland Chinese tourists, who comprised 76% share of visitor arrivals over the last year of the review period. With reduced visa restrictions in 2024, demand for travel, both internationally and to mainland China, will continue to rise, as affordability in these regions attracts more consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Hong Kong, 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 Hong Kong, 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 Hong Kong, 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 Hong Kong, China?
- Which are the leading brands in Tissue and Hygiene in Hong Kong, China?
- How are products distributed in Tissue and Hygiene in Hong Kong, 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 Hong Kong, China
Tissue and hygiene in 2024: The big picture
Key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Hong Kong, China
KEY DATA FINDINGS
Steady growth for away-from-home tissue maintained by international tourism
Stable performance of AFH adult incontinence supported by ageing population
Cross-border care options present challenge to local healthcare facilities
Mainland Chinese tourists to continue driving channel growth
Incentives to relocate care of ageing population to Greater Bay Area
Potential challenges to future growth of away-from-home tissue
Retail Adult Incontinence in Hong Kong, China
KEY DATA FINDINGS
Ageing population drives growth of retail adult incontinence
Tena eases transition by offering modern solutions
Retail offline continues to dominate distribution
Increasing competition for brands likely over the forecast period
Elevated polarisation between incontinence products
Advanced product innovation likely to emerge in the long term
Nappies/Diapers/Pants in Hong Kong, China
KEY DATA FINDINGS
Nappies/diapers/pants records single-digit growth through the dynamic disposable pants
Procter & Gamble retains slim lead in nappies/diapers/pants
Retail e-commerce still appeals as consumers seek value-for-money purchases
Declining birth rate may be supplemented by influx of government talent schemes
Retail e-commerce set to see competition from offline channels
Natural positioning of nappies/diapers likely to rise over the forecast period
Menstrual Care in Hong Kong, China
KEY DATA FINDINGS
Consumers seek cost-effective menstrual care solutions amid rising living costs
Kimberly-Clark retains slim leadership of menstrual care
Supermarkets remains most popular channel for menstrual care purchases
Influx of immigrants to the city will help fuel future growth
Retail e-commerce likely to return to stable growth over the forecast period
Consumers to explore niche sustainable alternatives
Wipes in Hong Kong, China
KEY DATA FINDINGS
Positioning of pure water wipes as category growth driver
Intensified competition for leaders from smaller players
Supermarkets strengthens dominance as distribution channel for wipes
Ageing population could emerge as forecast period growth driver
Convenience stores to gain share from retail e-commerce over forecast period
Rise of shrinking packaging sizes
Retail Tissue in Hong Kong, China
KEY DATA FINDINGS
Price-sensitive consumers influence purchases of retail tissue in 2024
Competitive landscape remains consolidated but smaller players make gains
Supermarkets retains position as dominant distribution channel through increased volume and value discounts
Brands may need to justify higher costs to foster further sales growth
Warehouse clubs of neighbouring Chinese cities pose potential threat
Sustainability remains a key focus for future product innovation
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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-
-
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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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-
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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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-
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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
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- 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
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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-
-
-
-
- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
-
-
-
- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
-
-
- 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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