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Household Paper Products - China - January 2014

“The household paper products market has experienced strong growth over the past five years, and in particular the facial tissue and kitchen towels segments. The growth momentum is expected to continue, supported by rising disposable income, rapid urbanization and the emerging middle class putting more emphasis on personal hygiene. In addition, external regulation from the Government and the expansion of modern trade channels also provide opportunities for growth, with market leaders embarking on capacity expansion in anticipation of rising demand.

Future business opportunities lie in new product innovation focusing on superior functional benefits and new product formats to invigorate growth. Personalized emotional elements help to shape more memorable brands, while new usage occasions and purposes open up the door for product trial and greater usage.

Learning from product innovation in both domestic and overseas household paper markets could help household paper companies to effectively identify gaps in the market and turn unmet needs into concrete business profits.”

– Jade Liu – Senior Research Analyst

In this report, we answer the key questions:

  • What is the current state of the household paper product market in China and what are the trends, and drivers and barriers to growth?
  • Who are the key companies in the industry and what are their strengths and areas of opportunities?
  • What are consumers’ behaviour and attitudes towards facial tissues, toilet paper and kitchen towels?
  • How can product innovation with superior features and types help to invigorate growth in the toilet paper segment?
  • Why are emotional benefits important in entrenching brand loyalty amid fierce market competition?
  • How do specialized functional benefits and new usage occasions/purposes for kitchen towels mark new opportunities for product trial and greater usage?

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Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Methodology
            • Abbreviations
            • Executive Summary

                • The market
                  • Market size and forecast
                      • Figure 1: Total China volume sales of household paper products, 2008-18
                      • Figure 2: Total China value sales of household paper products, 2008-18
                    • Market segmentation
                      • Figure 3: Breakdown of household paper products market, by segment, 2013
                    • Market drivers and barriers
                      • Companies and brands
                        • Market share
                            • Figure 4: Leading companies’ market shares in the China household paper products market, by value, 2010-12
                          • Innovation
                            • Marketing and advertising activities
                              • The consumer
                                • Usage purpose for different types of household paper
                                  • Figure 5: Usage purpose for different types of household paper products, November 2013
                                • Purchase consideration factors for toilet paper, facial tissues and kitchen towels
                                  • Figure 6: Purchase consideration factors for different types of household paper product, November 2013
                                • Attitudes towards toilet paper
                                    • Figure 7: Attitudes towards toilet paper, November 2013
                                  • Attitudes towards facial tissues
                                    • Figure 8: Attitudes towards facial tissues, November 2013
                                  • Attitudes towards kitchen paper towels
                                    • Figure 9: Attitudes towards kitchen paper towels, November 2013
                                  • Interest in different types of household paper products
                                    • Figure 10: Interest in different types of household paper products, November 2013
                                  • Key trends
                                    • Superior features and new product types invigorate growth in toilet paper
                                      • Emotional benefits entrench brand image in facial tissues
                                        • Encourage trial and greater usage in kitchen towels via functional benefits and new usage occasions
                                          • What we think
                                          • The Market

                                            • Key points
                                              • Market Size and Forecast
                                                • The household paper market experiences strong growth
                                                  • Figure 11: China Total volume and value sales of household paper products, 2008-13 (est)
                                                  • Figure 12: Top 8 retail markets for household paper consumption and their annual spending per capita, by country, 2011
                                                • Growth momentum is expected to be maintained at a similar pace
                                                  • Figure 13: Total China volume sales of household paper products, 2008-18
                                                  • Figure 14: Total China value sales of household paper products, 2008-18
                                                  • Figure 15: Leading companies’ current capacity and capacity expected to be reached by 2015, January 2014
                                                • Market drivers
                                                  • Government policies
                                                    • Market barriers
                                                      • Heavy reliance on imported paper pulp grants less price bargaining power to domestic suppliers
                                                        • Market segmentation
                                                          • Figure 16: Volume of the China household paper market, by segment, 2010-13
                                                          • Figure 17: Value of the China household paper market, by segment, 2010-13
                                                        • Toilet paper
                                                          • Figure 18: Example of tubeless toilet rolls (left) vs toilet rolls with tubes (right), Gold HongYe’s breeze, 2014
                                                        • Facial tissues
                                                            • Figure 19: Examples of soft-packed facial tissues, Kleenex (left), Vinda’s ultra strong series (middle) and C&S’s sun (right), 2014
                                                          • Kitchen towels
                                                            • Figure 20: Vinda (left), Shanghai Orient Champion’s Hygienix (middle) and Hengan’s Heartex (right), 2014
                                                        • Companies and Brands

                                                          • Key points
                                                            • Brand share
                                                                • Figure 21: Leading companies’ market share in China’s household paper products market, by value, 2010 -12
                                                              • Innovation
                                                                • High yielding paper part of the premiumization trend
                                                                    • Figure 22: Kleenex kitchen towel (left)/Kleenex viva dishwashing towel (middle)/Vinda Ultra Strong series (right)
                                                                  • Resource management and pollution-control production techniques drive sustainable growth
                                                                    • Alternative raw materials form unique selling point
                                                                      • Marketing and Advertising Activities
                                                                        • Expanding brand awareness and increasing brand loyalty
                                                                            • Figure 23: Vinda’s tissue-made wedding gown, January 2014
                                                                          • Companies
                                                                            • Hengan International Group Company Limited
                                                                              • Figure 24: Hengan Household paper product lines, November 2013
                                                                            • Asia Pulp & Paper Group (Gold HongYe Paper Group)
                                                                              • Vinda International Holdings Limited
                                                                                • Figure 25: Breakdown of Vinda’s sales by value (left) and volume (right), by product type, 2012
                                                                              • C&S Paper Co., Ltd.
                                                                                • Figure 26: Brand positioning of C&S’s products, January 2014
                                                                              • Shanghai Orient Champion Group
                                                                                  • Figure 27: Free Forest non-virgin wood fibre toilet tissue, September 2010
                                                                                • Kimberly-Clark Corporation
                                                                                  • Yuen Foong Yu Paper Mfg. Co., Ltd.
                                                                                      • Figure 28: Mayflower and Delight brands under Yuen Foong Yu, January 2014
                                                                                    • Ningxia Zijinhua Paper Co., Ltd.
                                                                                      • Figure 29: Plantation-pulp-paper integration program, January 2014
                                                                                  • The Consumer – Usage Purposes for Different Types of Household Paper Products

                                                                                    • Key points
                                                                                      • Toilet paper
                                                                                        • Dry toilet paper has more usage dimensions than dry toilet sheets - extending to personal grooming and household wiping
                                                                                          • Moist toilet paper an emerging category that can leverage additional functional benefits
                                                                                              • Figure 30: Usage purposes for different types of household paper product – toilet paper, November 2013
                                                                                              • Figure 31: Usage purposes for different types of household paper product – toilet paper, November 2013 (continued)
                                                                                            • Multi-functioning benefits in dry toilet paper appeal most to younger aged females (20-39) with the highest education
                                                                                                • Figure 32: Usage purposes for different types of household paper product – dry toilet paper/tissue, by demographics, November 2013
                                                                                              • Moist toilet paper perceived as a high-end family product
                                                                                                  • Figure 33: Usage purposes for different types of household paper product – moist toilet paper, by demographics, November 2013
                                                                                                • Facial tissues
                                                                                                  • Facial tissues as a substitute to toilet paper for body wiping
                                                                                                    • Figure 34: Usage purposes for different types of household paper product – facial tissues, November 2013
                                                                                                    • Figure 35: Usage purposes for different types of household paper product – facial tissues, November 2013 (continued)
                                                                                                  • Females use facial tissues for body wiping to meet unfulfilled needs in toilet paper
                                                                                                    • Figure 36: Usage purposes for different types of household paper product – facial tissues, by demographics, November 2013
                                                                                                  • Kitchen towels
                                                                                                    • Kitchen towels need high absorbency for wet surface wiping - napkins need a finer texture for mouth wiping
                                                                                                        • Figure 37: Usage purposes for different types of household paper product – kitchen towels and paper napkins, November 2013
                                                                                                        • Figure 38: Usage purposes for different types of household paper product – kitchen towels and paper napkins, November 2013 (continued)
                                                                                                      • Kitchen towels for wet surface wiping are more appealing to richer households
                                                                                                          • Figure 39: Usage purposes for different types of household paper product – kitchen towel, by demographics, November 2013
                                                                                                      • The Consumer – Purchase Consideration Factors for Household Paper Products

                                                                                                        • Key points
                                                                                                          • Brand value
                                                                                                            • Toilet paper
                                                                                                              • Consumers demand quality, chemical-free toilet paper that offers good value
                                                                                                                  • Figure 40: Purchase consideration factors for toilet paper, November 2013
                                                                                                                • Older group (40-49) are more attracted towards thicker paper
                                                                                                                  • Figure 41: Thickness or quality of paper as a purchase consideration for toilet paper, by demographics, November 2013
                                                                                                                • Facial tissues
                                                                                                                  • Exceptional texture with chemical-free paper are sought from facial tissues
                                                                                                                      • Figure 42: Purchase consideration factors for facial tissues, November 2013
                                                                                                                    • Texture is an important selection criteria among single females
                                                                                                                      • Figure 43: Texture as a purchase consideration for facial tissues, by demographics, November 2013
                                                                                                                    • Kitchen towels
                                                                                                                      • Value-driven offerings with thick paper fulfil the needs of kitchen towel users
                                                                                                                          • Figure 44: Purchase consideration factors for kitchen towels, November 2013
                                                                                                                        • Good value and high quality products help to convince the most discerning older aged, high income females and households
                                                                                                                            • Figure 45: Thickness or quality of paper and good value for money as purchase consideration factors for kitchen paper towels, by demographics, November 2013
                                                                                                                        • The Consumer – Attitudes towards Toilet Paper

                                                                                                                          • Key points
                                                                                                                            • Stocking up habit paves the way for jumbo-sized, multiple-pack formats
                                                                                                                              • Portable toilet paper an untapped need to address
                                                                                                                                • Consumers are willing to pay a price premium for quality toilet paper
                                                                                                                                  • Tubeless toilet roll an emerging trend
                                                                                                                                    • Bundle-packed household paper a potential selling format to increase brand loyalty
                                                                                                                                      • Thicker toilet paper represents good value
                                                                                                                                        • Low brand loyalty…
                                                                                                                                          • … well-known brands still have a lot of credibility over private-label
                                                                                                                                              • Figure 46: Attitudes towards toilet paper, November 2013
                                                                                                                                            • Females are more interested in new product formats
                                                                                                                                              • 40-49-year-old consumers more willing to pay a price premium
                                                                                                                                                • Opportunity for tubeless toilet rolls in tier three cities
                                                                                                                                                    • Figure 47: Attitudes towards toilet paper, by demographics, November 2013
                                                                                                                                                • The Consumer – Attitudes towards Facial Tissues

                                                                                                                                                  • Key points
                                                                                                                                                    • Stocking up behaviour encourages purchase of facial tissue with extra volume
                                                                                                                                                      • High quality facial tissues worth premium price
                                                                                                                                                        • Portable varieties of moist tissues gain interest
                                                                                                                                                          • Facial tissues with hand wiping features mark a new business opportunity
                                                                                                                                                            • Soft-pack facial tissues are seen as a more economical choice
                                                                                                                                                              • Make-up removing moist facial wipes offer new product innovation
                                                                                                                                                                • Low brand loyalty in facial tissues reflects the importance of strengthening brand equity
                                                                                                                                                                  • Figure 48: Attitudes towards facial tissues, November 2013
                                                                                                                                                                • Females are more open to new portable varieties and like to stock up
                                                                                                                                                                  • Premium hand wiping features in facial tissues appeal to 40-49-year-olds
                                                                                                                                                                    • Soft-packed more widely accepted by females and Shanghai residents
                                                                                                                                                                      • Expand product distribution online to capture internet savvy shoppers in Shanghai
                                                                                                                                                                        • Younger aged male users have higher brand loyalty
                                                                                                                                                                            • Figure 49: Attitudes towards facial tissues, by demographics, November 2013
                                                                                                                                                                        • The Consumer – Attitudes towards Kitchen Paper Towels

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Drivers to usage
                                                                                                                                                                              • Hygiene and convenience driving the switch from dishcloths to kitchen towels
                                                                                                                                                                                • Kitchen towel needs to be positioned as a daily necessity to increase usage frequency
                                                                                                                                                                                  • Hand drying an additional property to serve consumers
                                                                                                                                                                                    • Consumers desire kitchen towels with different usage purposes
                                                                                                                                                                                      • Water saving an additional benefit to boost trial
                                                                                                                                                                                        • Brand value plays a role but brand loyalty is still low
                                                                                                                                                                                          • Figure 50: Attitudes towards kitchen paper towels, November 2013
                                                                                                                                                                                        • Target females with ‘convenience’ and introduce kitchen towels with task-specific properties
                                                                                                                                                                                          • 30-49-year-old group appreciates convenience and hygiene properties
                                                                                                                                                                                            • Older aged groups and high income families are main users of kitchen towels
                                                                                                                                                                                                • Figure 51: attitudes towards kitchen paper towels, by demographics, November 2013
                                                                                                                                                                                              • Barriers to trial
                                                                                                                                                                                                • Promoting durability and water and grease absorbency
                                                                                                                                                                                                  • Value for money products could trigger trial
                                                                                                                                                                                                    • Figure 52: Attitudes towards kitchen paper towels, November 2013
                                                                                                                                                                                                • The Consumer – Interest in Different Types of Household Paper Products

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Toilet paper
                                                                                                                                                                                                      • Consumers show great interest in toilet paper with superior features
                                                                                                                                                                                                        • Toilet paper with aromatic scent adds extra appeal
                                                                                                                                                                                                          • Figure 53: Interest in different types of household paper products – toilet paper, November 2013
                                                                                                                                                                                                          • Figure 54: Interest in different types of household paper products – toilet paper, by demographics, November 2013
                                                                                                                                                                                                        • Facial tissues
                                                                                                                                                                                                          • Emotionally-driven product innovations gain popularity
                                                                                                                                                                                                            • Men is an untapped segment to explore
                                                                                                                                                                                                              • Special occasion pack designs spur sales
                                                                                                                                                                                                                • Figure 55: Interest in different types of household paper products – facial tissues, November 2013
                                                                                                                                                                                                                • Figure 56: Interest in different types of household paper products, facial tissues, by demographics, November 2013
                                                                                                                                                                                                              • Kitchen towels
                                                                                                                                                                                                                • Kitchen towels with added functional benefits attract the greatest interest
                                                                                                                                                                                                                  • Durable features in kitchen towels a trend to catch
                                                                                                                                                                                                                    • Microwavable kitchen towels create additional usage occasions
                                                                                                                                                                                                                        • Figure 57: Interest in different types of household paper products – kitchen towels, November 2013
                                                                                                                                                                                                                        • Figure 58: Interest in different types of household paper products – kitchen paper towels, by demographics, November 2013
                                                                                                                                                                                                                    • Key Issue 1 – Superior Features and New product Types to Invigorate Growth in Toilet Paper

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Toilet paper sees moderate growth
                                                                                                                                                                                                                          • Mundane image as a personal hygiene solution and the presence of high quality facial tissues limits growth
                                                                                                                                                                                                                            • Figure 59: Value and volume sales of toilet paper in China, 2010-13
                                                                                                                                                                                                                          • Stagnation in product innovation resulting from limited product launches
                                                                                                                                                                                                                            • Advanced product features are key differentiators
                                                                                                                                                                                                                              • Sporadic launches of products with added features
                                                                                                                                                                                                                                • Figure 60: Top claims of newly launched toilet paper in China, 2010-2013
                                                                                                                                                                                                                              • Environmentally friendly concept will emerge with greater importance
                                                                                                                                                                                                                                • Figure 61: Purchase consideration factors for toilet paper, November 2013
                                                                                                                                                                                                                                • Figure 62: Examples of eco-friendly toilet paper in the domestic (left), 2010, and overseas market (right), 2013
                                                                                                                                                                                                                              • Introduce new functions and product formats to reinvigorate the segment
                                                                                                                                                                                                                                • Superior functional benefit with a hint of an emotional touch
                                                                                                                                                                                                                                  • Figure 63: Interest in different types of household paper products – toilet paper, November 2013
                                                                                                                                                                                                                                  • Figure 64: Examples of specialized toilet paper from overseas markets, 2013
                                                                                                                                                                                                                                • Moist toilet paper a new format to complement dry toilet paper
                                                                                                                                                                                                                                  • Figure 65: Attitudes towards toilet paper, November 2013
                                                                                                                                                                                                                                  • Figure 66: Interest in different types of household paper products – toilet paper, November 2013
                                                                                                                                                                                                                                  • Figure 67: Example of moist toilet paper from domestic market (left), 2012 and overseas markets (middle, right), 2013
                                                                                                                                                                                                                                • What does it mean?
                                                                                                                                                                                                                                • Key Issue 2 – Emotional Benefits Entrench Brand Image in Facial Tissues

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Facial tissues adopt more mass market prices
                                                                                                                                                                                                                                      • Severe competition inhibits price rises in recent years
                                                                                                                                                                                                                                        • Figure 68: Value and volume sales of facial tissues in China, 2010-13
                                                                                                                                                                                                                                      • The perception of premium products has been changed over time
                                                                                                                                                                                                                                        • A new wave of product launches starts to focus on natural, suitable for baby and eco-friendly
                                                                                                                                                                                                                                          • Figure 69: Facial Tissue new product claims, 2010-2013
                                                                                                                                                                                                                                        • Emotional aspects help brands to establish more solid bonding with consumers
                                                                                                                                                                                                                                          • Brands can leverage consumers’ pursuit for uniqueness and individuality
                                                                                                                                                                                                                                            • Figure 70: Interest in household paper products - facial tissues, November 2013
                                                                                                                                                                                                                                          • Pack designs by gender and special occasions gain wide interest
                                                                                                                                                                                                                                            • Figure 71: Interest in household paper products - facial tissues, November 2013
                                                                                                                                                                                                                                            • Figure 72: Examples of facial tissues with pack designs for men from overseas markets, 2012
                                                                                                                                                                                                                                            • Figure 73: Examples of facial tissues with packs designed for special occasions from overseas markets, 2012-13
                                                                                                                                                                                                                                          • What does it mean?
                                                                                                                                                                                                                                          • Key Issue 3 – Encourage Trial and Greater Usage in Kitchen Towels via Functional Benefits and New Usage Occasions

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Kitchen towels are still in a nascent phase but with high growth potential
                                                                                                                                                                                                                                                • The segment has the lowest market share
                                                                                                                                                                                                                                                  • Figure 74: Breakdown of value and volume sales of household paper products, by segment, 2013 (est)
                                                                                                                                                                                                                                                • Moderate penetration underlines the need for better pricing and product features
                                                                                                                                                                                                                                                  • Figure 75: Usage purposes for kitchen towels and paper napkins/serviettes, November 2013
                                                                                                                                                                                                                                                • Robust annual growth makes it a highly attractive category
                                                                                                                                                                                                                                                  • Figure 76: Value and volume sales of kitchen towels, 2010-13
                                                                                                                                                                                                                                                • New functional benefits, usage occasions and purposes open up the door for trials and greater usage
                                                                                                                                                                                                                                                  • Unique brand identity is undermined by homogeneous product claims
                                                                                                                                                                                                                                                    • Figure 77: Kitchen towels product claims focusing on grease and water absorbing features, 2014
                                                                                                                                                                                                                                                  • Advanced functional benefits with antibacterial features and extra durability address untapped needs
                                                                                                                                                                                                                                                    • Figure 78: Interest in household paper products – kitchen towels – functional benefits, November 2013
                                                                                                                                                                                                                                                    • Figure 79: Examples of kitchen towels from overseas markets with additional functional benefits, 2013
                                                                                                                                                                                                                                                  • Additional usage occasions/purposes expand frequency of use
                                                                                                                                                                                                                                                    • Figure 80: Interest in household paper products - kitchen towels – usage purposes, November 2013
                                                                                                                                                                                                                                                    • Figure 81: Examples of kitchen towels from overseas markets with additional usage purposes, 2012 (left), 2013 (right)
                                                                                                                                                                                                                                                  • Special occasion packaging designs for napkins/serviettes gain attraction
                                                                                                                                                                                                                                                    • Figure 82: Interest in napkins/serviettes, November 2013
                                                                                                                                                                                                                                                    • Figure 83: Examples of seasonal festival napkins from overseas markets, 2013
                                                                                                                                                                                                                                                  • What does it mean?
                                                                                                                                                                                                                                                  • Appendix – Usage Purpose for Different Types of Household Paper in the Last 3 Months

                                                                                                                                                                                                                                                      • Figure 84: Usage purpose for different types of household paper, November 2013
                                                                                                                                                                                                                                                      • Figure 85: Usage purpose for different types of household paper, November 2013
                                                                                                                                                                                                                                                      • Figure 86: Most popular usage purpose for different types of household paper – Toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 87: Next most popular usage purpose for different types of household paper – Toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 88: Most popular usage purpose for different types of household paper – Facial tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 89: Next most popular usage purpose for different types of household paper – Facial tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 90: Most popular usage purpose for different types of household paper – Kitchen paper towel, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 91: Next most popular usage purpose for different types of household paper – Kitchen paper towel, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 92: Most popular usage purpose for different types of household paper – Dry toilet paper/tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 93: Next most popular usage purpose for different types of household paper – Dry toilet paper/tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 94: Most popular usage purpose for different types of household paper – Dry toilet sheet, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 95: Next most popular usage purpose for different types of household paper – Dry toilet sheet, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 96: Most popular usage purpose for different types of household paper – Moist toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 97: Next most popular usage purpose for different types of household paper – Moist toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 98: Most popular usage purpose for different types of household paper – Facial tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 99: Next most popular usage purpose for different types of household paper – Facial tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 100: Most popular usage purpose for different types of household paper – Handkerchief, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 101: Next most popular usage purpose for different types of household paper – Handkerchief, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 102: Most popular usage purpose for different types of household paper – Moist tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 103: Next most popular usage purpose for different types of household paper – Moist tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 104: Most popular usage purpose for different types of household paper – Kitchen paper towel, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 105: Next most popular usage purpose for different types of household paper – Kitchen paper towel, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 106: Most popular usage purpose for different types of household paper – Paper napkin/serviettes, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 107: Next most popular usage purpose for different types of household paper – Paper napkin/serviettes, by demographics, November 2013
                                                                                                                                                                                                                                                  • Appendix – Purchase Consideration Factors for Toilet Paper

                                                                                                                                                                                                                                                      • Figure 108: Purchase consideration factors for toilet paper, November 2013
                                                                                                                                                                                                                                                      • Figure 109: Most popular purchase consideration factors for toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 110: Next most popular purchase consideration factors for toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 111: Other purchase consideration factors for toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                  • Appendix – Purchase Consideration Factors for Facial Tissue

                                                                                                                                                                                                                                                      • Figure 112: Purchase consideration factors for facial tissue, November 2013
                                                                                                                                                                                                                                                      • Figure 113: Most popular purchase consideration factors for facial tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 114: Next most popular purchase consideration factors for facial tissue, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 115: Other purchase consideration factors for facial tissue, by demographics, November 2013
                                                                                                                                                                                                                                                  • Appendix – Purchase Consideration Factors for Kitchen Paper Towels

                                                                                                                                                                                                                                                      • Figure 116: Purchase consideration factors for kitchen paper towel, November 2013
                                                                                                                                                                                                                                                      • Figure 117: Most popular purchase consideration factors for kitchen paper towel, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 118: Next most popular purchase consideration factors for kitchen paper towel, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 119: Other purchase consideration factors for kitchen paper towel, by demographics, November 2013
                                                                                                                                                                                                                                                  • Appendix – Attitudes towards Toilet Paper

                                                                                                                                                                                                                                                      • Figure 120: Attitudes towards toilet paper, November 2013
                                                                                                                                                                                                                                                      • Figure 121: Most popular attitudes towards toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 122: Next most popular attitudes towards toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                  • Appendix – Attitudes towards Facial Tissues

                                                                                                                                                                                                                                                      • Figure 123: Attitudes towards facial tissues, November 2013
                                                                                                                                                                                                                                                      • Figure 124: Most popular attitudes towards facial tissues, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 125: Next most popular attitudes towards facial tissues, by demographics, November 2013
                                                                                                                                                                                                                                                  • Appendix – Attitudes towards Kitchen Paper Towels

                                                                                                                                                                                                                                                      • Figure 126: Attitudes towards kitchen paper towels, November 2013
                                                                                                                                                                                                                                                      • Figure 127: Most popular attitudes towards kitchen paper towels, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 128: Next most popular attitudes towards kitchen paper towels, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 129: Other attitudes towards kitchen paper towels, by demographics, November 2013
                                                                                                                                                                                                                                                  • Appendix – Area of Interest in Different Types of Household Paper Products

                                                                                                                                                                                                                                                      • Figure 130: Area of interest in different types of household paper products, November 2013
                                                                                                                                                                                                                                                      • Figure 131: Area of interest in different types of household paper products – Toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 132: Area of interest in different types of household paper products – Facial tissues, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 133: Area of interest in different types of household paper products – Kitchen paper towels, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 134: Area of interest in different types of household paper products – Extra soft toilet paper enriched with lotion, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 135: Area of interest in different types of household paper products – Toilet paper that neutralizes odors, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 136: Area of interest in different types of household paper products – Scented toilet paper, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 137: Area of interest in different types of household paper products – Toilet paper with colorful prints, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 138: Area of interest in different types of household paper products – Scented facial tissues, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 139: Area of interest in different types of household paper products – Facial tissue with package design fitting with room décor, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 140: Area of interest in different types of household paper products – Facial tissue with packs designed especially for men*, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 141: Area of interest in different types of household paper products – Facial tissue with packs designed especially for special occasions, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 142: Area of interest in different types of household paper products – Facial tissue with limited-edition prints on package designs, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 143: Area of interest in different types of household paper products – Kitchen paper towels with disinfectant/antibacterial properties, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 144: Area of interest in different types of household paper products – Kitchen towel that can be re-used more than once, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 145: Area of interest in different types of household paper products – Moistened kitchen towels that can be heated in the microwave, by demographics, November 2013
                                                                                                                                                                                                                                                      • Figure 146: Area of interest in different types of household paper products – Napkin paper with a wider range of colorful prints, by demographics, November 2013

                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                  Household Paper Products - China - January 2014

                                                                                                                                                                                                                                                  £3,195.84 (Excl.Tax)