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Premium Brands Drive Value as Consumers Trade up for Quality
Tissue and hygiene in Hong Kong, China demonstrated resilient growth in 2025, outperforming many neighbouring markets with a 4% rise in retail sales value to HKD4.5 billion, anchored by a stable population and robust consumer spending. This environment is particularly attractive due to a pronounced consumer shift towards premium and specialised products, ongoing innovation in sustainable materials and packaging, and a rapidly ageing demographic that fuels demand for adult incontinence and skin-friendly solutions.
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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
Premium Brands Drive Value as Consumers Trade up for Quality
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Premium Brands Drive Value as Consumers Trade up for Quality
Retail Adult Incontinence Sees Dynamic Growth
Chart 2 MoliCare's Premium Elastic Adult Diapers
Brands Leverage E-Commerce and Eco-Credentials to Expand Reach
Chart 3 PureBamboo's 100% Bamboo Pulp Tissue
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Eco and Digital Innovations to Shift Consumer Loyalty and Value
Toilet Paper and Facial Tissues to Maintain Lead as Adult Care Accelerates
Sustainability and "Smart Hygiene" to Ttransform Buying Patterns
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Guangdong Zhongshun Paper Industry Group Closes the Gap with Leading Players
Chart 8 Analyst Insight for Tissue and Hygiene
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Supermarkets Reinforce Dominance as E-Commerce Steadies
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Hong Kong, China
Key Data Insights
Premium Suppliers Raise Standards as Hotels and Offices Drive Value Growth
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Premium Suppliers Raise Standards as Hotels and Offices Drive Value Growth
Brands Drive Premium and Eco-Conscious Innovation
Chart 20 Botare's Medical Grade Paper Facial Tissue
Population Ageing and Urban Recovery Reshape Demand and Expectations
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Hotels and Offices to Prioritise Quality to Drive Premium Value
Leading Tissue Brands to Win by Innovating for Performance and Sustainability
Bundled Hygiene Solutions and Eco-Certifications to Shape Procurement
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Supermarkets and Health and Beauty Specialists Drive In-Person Demand
E-Commerce Expands Online Range to Capture Incremental Growth
Chart 25 Retail Channels 2020-2025
Chart 26 Economic Context for Away-From-Home Tissue and Hygiene
Chart 27 Real Gdp Growth 2020-2030
Chart 28 Inflation 2020-2030
Chart 29 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 30 Population 2020-2030
Chart 31 Consumer Expenditure 2020-2030
Chart 32 Population by Generation 2025
Retail Adult Incontinence in Hong Kong, China
Key Data Insights
Brands Drive Value Growth through Premiumisation
Chart 33 Key Industry Trends for Retail Adult Incontinence
Brands Drive Value Growth through Premiumisation
Chart 34 Aidapt Releases New Premium Unisex Adult Nappies
Light Incontinence Pads Accelerate as Users Seek Comfort and Discretion
Digital Channels and Sustainable Launches Redefine Shopper Expectations
Chart 35 Silverella Launches ESG-Driven Incontinence Underwear
Chart 36 Value Sales 2020-2030
Chart 37 Volume Sales 2020-2030
Chart 38 Value Sales by Category 2025
Active Seniors to Drive Demand for Discreet Incontinence Care Products, Pushing Premiumisation
Global Brands to Expand as Premiumisation Reshapes Competition
E-Commerce to Accelerate as Caregivers Seek Convenience and Choice
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Forecast Value Sales by Category 2025-2030
Essity Ab Consolidates Leadership as Rivals Maintain Stable Positions
Chart 41 Analyst Insight for Retail Adult Incontinence
Chart 42 Company Shares 2025
Chart 43 Brand Shares 2025
Supermarkets and Health and Beauty Retailers Sustain Leadership
Online Channels Attract Budget-Conscious Shoppers with Bulk Deals and Promotions
Chart 44 Retail Channels 2020-2025
Chart 45 Economic Context for Retail Adult Incontinence
Chart 46 Real Gdp Growth 2020-2030
Chart 47 Inflation 2020-2030
Chart 48 Consumer Context for Retail Adult Incontinence
Chart 49 Population 2020-2030
Chart 50 Consumer Expenditure 2020-2030
Chart 51 Population by Generation 2025
Nappies/Diapers/Pants in Hong Kong, China
Key Data Insights
Premium Brands Leverage E-Commerce to Drive Value Growth
Chart 52 Key Industry Trends for Tissue and Hygiene
Premium Brands Leverage E-Commerce to Drive Value Growth
Chart 53 International Premium Brands on PNS and HKTVmall Shop
Diaper Pants Expansion Accelerates Growth
Mycodigestible Nappies Targets Rising Eco-Conscious Demand
Chart 54 Value Sales 2020-2030
Chart 55 Volume Sales 2020-2030
Chart 56 Value Sales by Category 2025
Parents to Prioritise Premium Features as Value Rises Despite Low Birth Rate
Eco-Positioned Brands to Expand as Sustainability Gains Traction among Parents
E-Commerce and Omnichannel Strategies to Reshape Consumer Access and Loyalty
Chart 57 Forecast Value Sales 2020-2030
Chart 58 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Kimberly-Clark Sustain Dominance as Brand Loyalty Endures
Chart 59 Analyst Insight for Tissue and Hygiene
Chart 60 Company Shares 2025
Chart 61 Brand Shares 2025
Supermarkets and Health and Beauty Specialists Consolidate Leadership
Health and Beauty Specialists Win Share as E-Commerce Stabilises
Chart 62 Retail Channels 2020-2025
Chart 63 Economic Context for Nappies/Diapers/Pants
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Nappies/Diapers/Pants
Chart 67 Population 2020-2030
Chart 68 Consumer Expenditure 2020-2030
Chart 69 Population by Generation 2025
Menstrual Care in Hong Kong, China
Key Data Insights
Brands Drive Value with Innovation in Overnight Pants and Premium Pads
Chart 70 Key Industry Trends for Menstrual Care
Brands Drive Value with Innovation in Overnight Pants and Premium Pads
Chart 71 Kiri Period Underwear
Towels Retain Dominance as Period Pants Rapidly Gain Share
Eco-Friendly Brands Expand Reach through Digital and Workplace Partnerships
Chart 72 Kotex Overnight Pants in Hong Kong
Chart 73 Value Sales 2020-2030
Chart 74 Volume Sales 2020-2030
Chart 75 Value Sales by Category 2025
Cost-Conscious Shoppers and Policy Partnerships Reshape Product Innovation
Towels Retain Lead as Period Pants Outpace All Formats
Chart 76 Forecast Value Sales 2020-2030
Chart 77 Forecast Value Sales by Category 2025-2030
Kotex and Johnson and Johnson Reinforce Share in Key Formats
Chart 78 Analyst Insight for Menstrual Care
Chart 79 Company Shares 2025
Chart 80 Brand Shares 2025
Supermarkets and Health and Beauty Specialists Anchor In-Person Sales
Online Platforms Expand Product Access but Face Growth Limits
Chart 81 Retail Channels 2020-2025
Chart 82 Economic Context for Menstrual Care
Chart 83 Real Gdp Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Menstrual Care
Chart 86 Population 2020-2030
Chart 87 Consumer Expenditure 2020-2030
Chart 88 Population by Generation 2025
Wipes in Hong Kong, China
Key Data Insights
Brands Drive Multipurpose and Localised Demand
Chart 89 Key Industry Trends for Wipes
Brands Drive Multipurpose and Localised Demand
Chart 90 Magiclean Green Tea Cleaning Wipes
Sustainability-Focused Launches Gain Traction among Health-Conscious Consumers
Chart 91 Zionburg's biodegradeable wet wipes
Tourism Rebound and Ageing Population Boost Hygiene-Driven Product Expansion
Chart 92 Value Sales 2020-2030
Chart 93 Value Sales by Category 2025
Premium and Sustainable Formats to Attract Quality-Conscious Urban Shoppers
Biodegradable and Low-Waste Solutions to Drive Channel and Product Innovation
Chart 94 Forecast Value Sales 2020-2030
Chart 95 Forecast Value Sales by Category 2025-2030
Johnson & Johnson Maintains Lead as Innovation Slows and Shares Stabilise
Chart 96 Company Shares 2025
Chart 97 Brand Shares 2025
Supermarkets and Health and Beauty Specialists Shape In-Store Dominance
Online Product Expansion and Infrastructure Lift E-Commerce’S Profile
Chart 98 Retail Channels 2020-2025
Chart 99 Economic Context for Wipes
Chart 100 Real Gdp Growth 2020-2030
Chart 101 Inflation 2020-2030
Chart 102 Consumer Context for Wipes
Chart 103 Population 2020-2030
Chart 104 Consumer Expenditure 2020-2030
Chart 105 Population by Generation 2025
Retail Tissue in Hong Kong, China
Key Data Insights
Tempo and Vinda Drive Premium Tissue Sales as Consumers Trade up
Chart 106 Key Industry Trends for Retail Tissue
Tempo and Vinda Drive Premium Tissue Sales as Consumers Trade up
Toilet Paper and Paper Towels Highlight Evolving Preferences Towards Quality and Functionality
Chart 107 Pulppy Premium launches a premium 4-ply bathroom tissue
Premiumisation and Sustainability Shape Demand
Chart 108 PureBamboo Hong Kong releases 100% bamboo pulp tissue product.
Chart 109 Value Sales 2020-2030
Chart 110 Volume Sales 2020-2030
Chart 111 Value Sales by Category 2025
Premium Tissue Brands Justify Higher Prices through Added Value
Toilet Paper to Sustain Leadership While Paper Towels Accelerate Growth
Eco-Focused Innovation and Channel Shift Reshape Tissue Competition
Chart 112 Forecast Value Sales 2020-2030
Chart 113 Forecast Value Sales by Category 2025-2030
Market Concentration Fractures as Leading Players Lose Share and Are Overtaken
Chart 114 Analyst Insight for Retail Tissue
Chart 115 Company Shares 2025
Chart 116 Brand Shares 2025
Supermarkets and Health and Beauty Specialists Sustain Channel Leadership through In-Person Preferences
Expanded Online Product Choice and Digital Infrastructure Drive Channel Shifts
Chart 117 Retail Channels 2020-2025
Chart 118 Economic Context for Retail Tissue
Chart 119 Real Gdp Growth 2020-2030
Chart 120 Inflation 2020-2030
Chart 121 Consumer Context for Retail Tissue
Chart 122 Population 2020-2030
Chart 123 Consumer Expenditure 2020-2030
Chart 124 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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-
- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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