Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Household Paper Products - China - July 2016

“The two main reasons hindering consumers from using niche paper products such as moist toilet paper and kitchen wipes are low relevance and substitutable alternatives, indicating that companies need to prioritise market education if they plan to grow in these subdivided markets.”

– Yujing Li, Senior Research Analyst

This report looks at the following areas:

  • What is the next step for moist wipes in China?
  • Opportunities for driving more usage of kitchen paper products
  • How can moist toilet paper better engage with consumers?

This Report provides analysis on the behaviour of household paper product consumers. It illustrates which purposes drive consumers to use moist wipes and what reasons encourage consumers to use kitchen paper products. In the meantime, Chinese consumers’ attitudes towards household paper products and their reasons for not using paper products from niche segments are also investigated in this Report.

For the purposes of this Report, Mintel defines household paper products as follows:

  • Facial tissue: this includes soft-packed and boxed facial tissues, paper handkerchiefs and moist wipes;
  • Toilet paper: this includes dry toilet paper, dry toilet sheets and moist toilet paper;
  • Kitchen paper: this includes kitchen towels, kitchen wipes, paper napkins and serviettes.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products/ themes covered in this Report
          • Figure 1: Definition of Low/Mid/High MHI groups, by city tier
      • Executive Summary

          • The market
            • Figure 2: Best- and worst-case forecast of China retail volume sales of household paper products, 2011-21
            • Figure 3: Best- and worst-case forecast of China retail value sales of household paper products, 2011-21
          • Companies and brands
            • Figure 4: Value share of leading companies, 2013-15
          • The consumer
            • Moist toilet paper gains the strongest growth but still low in penetration
              • Figure 5: Usage of different household paper products, March 2016
            • Using alternatives and low relevance are the top barriers
              • Figure 6: Usage barriers of selected paper products, March 2016
            • To remove skin oil is the key purpose of using moist wipes
              • Figure 7: Purposes for using moist wipes, March 2016
            • Multi-usage potential for kitchen paper
              • Figure 8: How people might use kitchen paper products, March 2016
            • Moist paper products are perceived better
              • Figure 9: Comparison between dry and moist paper products, March 2016
            • Switching behaviour is common in household paper market
              • Figure 10: Consumer attitudes towards brand loyalty, by consumers attitudes towards brand difference, March 2016
            • Threats coming from adjacent category
              • Figure 11: Consumer attitudes towards using paper products designed for babies, by age, March 2016
            • What we think
            • Issues and Insights

              • What is the next step for moist wipes in China?
                • The facts
                  • The implications
                      • Figure 12: Double-sided cleaning wipes launched by Natura Cosméticos, Chile, 2016
                      • Figure 13: Lip wipe launched by Lush, Canada, 2015
                      • Figure 14: Flavoured wipe launched by Woolworth, South Africa, 2014
                    • Opportunities for driving more usage of kitchen paper products
                      • The facts
                        • The implications
                            • Figure 15: Examples of kitchen paper products with superior cleaning power, Poland and UK, 2015
                            • Figure 16: Examples of calorie-lowering kitchen roll, South Korea and Singapore, 2013-15
                          • How can moist toilet paper better engage with consumers?
                            • The facts
                              • The implications
                                  • Figure 17: Examples of moist toilet paper products with attractive features, Portugal and Germany, 2016
                              • The Market – What You Need to Know

                                • The growth of the household paper market is slowing down
                                  • Premiumisation and niche segments drive future market growth
                                    • Still room for growth
                                      • Facial tissue is estimated to surpass toilet paper in the coming years
                                      • Market Size and Forecast

                                        • The slowdown in the growth of the market
                                          • Figure 18: Retail market size of household paper products in China, 2011-16
                                        • The market is forecast to grow at a CAGR of 4.3%
                                          • Figure 19: Best- and worst-case forecast of China retail value sales of household paper products, 2011-21
                                          • Figure 20: Best- and worst-case forecast of China retail volume sales of household paper products, 2011-21
                                      • Market Drivers and Challenges

                                        • Still room for growth
                                          • Figure 21: Per capita spending on household paper products, by country, 2010-15
                                        • Increasing consumer interest in niche household paper products
                                          • Cooking and cleaning habits can further drive segment growth
                                            • Still need wider market education
                                              • Oversupply of household paper products
                                                • Competition from adjacent category
                                                • Market Segmentation

                                                  • Facial tissue to surpass toilet paper in the coming years
                                                    • Figure 22: Retail market value of household paper products, by segments, 2011-16
                                                    • Figure 23: Best- and worst-case forecast of China retail value sales of toilet paper, 2011-21
                                                  • Steady growth of facial tissue segment
                                                    • Figure 24: Best- and worst-case forecast of China retail value sales of facial tissue, 2011-21
                                                  • Strongest growth in kitchen paper
                                                    • Figure 25: Best- and worst-case forecast of China retail value sales of kitchen paper, 2011-21
                                                • Key Players – What You Need to Know

                                                  • Market consolidation taking place
                                                    • APP and Vinda continue gaining market with different strategies
                                                      • Innovation highlights
                                                      • Market Share

                                                        • Competition between national enterprises and regional manufacturers
                                                          • Figure 26: Value share of leading companies, 2013-15
                                                        • Regulations from the Government help to improve industry efficiency
                                                        • Competitive Strategies

                                                          • APP adjusts its product structure to better target the mass market
                                                            • Figure 27: APP’s sales volume, by brand, 2013-15
                                                          • Vinda aims at high-end consumers
                                                            • Manufacturers are embracing e-commerce to drive sales
                                                              • Unique brand positioning to differentiate from others
                                                                • Figure 28: Kitchen paper products with different selling points, China, 2014-16
                                                            • Who’s Innovating?

                                                              • Fewer new entries, more packaging innovations
                                                                • Figure 29: Share of newly launched household paper products, by launch type, China, 2013-15
                                                              • Packaging innovations
                                                                • Easier-to-tear pack design
                                                                  • Figure 30: Household paper products with a new open design
                                                                • Flexible sizes
                                                                  • Figure 31: Household paper products with flexible sizes
                                                                • Leveraging green packaging to establish an eco-friendly image
                                                                  • Figure 32: Household paper products with green packaging
                                                                • Ingredient innovations
                                                                  • Unbleached natural pulp is used to deliver a safety image
                                                                    • Figure 33: New household paper product launch with ‘no additives/preservatives’ claim, China, 2013-15
                                                                    • Figure 34: Household paper products made with unbleached natural pulp
                                                                  • Moist products feature botanical ingredients
                                                                    • Figure 35: Household paper products with botanical ingredients
                                                                  • Moist wipes can leverage TCM ingredients to fill in the gap
                                                                    • Figure 36: ‘Anti-bacterial’ claim in new moist wipe launches, by country, 2015
                                                                    • Figure 37: Household paper products with TCM ingredient
                                                                  • Fragrance innovations: focusing on more scent choice
                                                                    • Figure 38: New household paper product launch with ‘fragrance free’ claim, China, 2013-15
                                                                    • Figure 39: Household paper products with different fragrance
                                                                  • Functional innovations
                                                                    • Additional function of facial tissue
                                                                      • Figure 40: Facial tissues which can be used as a face towel
                                                                    • Water activated paper towel is set to shake-up the kitchen paper segment
                                                                      • Figure 41: Water activated paper towel launched by P&G
                                                                  • The Consumer – What You Need to Know

                                                                    • Consumers’ wide usage behaviour drives market growth
                                                                      • Using alternatives and low relevance are the main usage barriers
                                                                        • Consumers are most likely to use moist wipes to remove skin oil
                                                                          • Consumers use kitchen paper products for multiple purposes
                                                                            • Moist paper products are better perceived by consumers
                                                                              • Challenge from adjacent category
                                                                              • Usage of Paper Products

                                                                                • Wider usage drives market growth
                                                                                  • Figure 42: Usage of different household paper products, March 2016
                                                                                  • Figure 43: Penetration of moist toilet paper and moist wipes, by age and household income, January 2014 and March 2016
                                                                                • Moist toilet paper still has a long way to go
                                                                                  • Figure 44: Usage of toilet paper, March 2016
                                                                                • Moist wipe has yet to be developed
                                                                                  • Figure 45: Usage of facial tissue, March 2016
                                                                                  • Figure 46: Usage of moist wipes, by demographic. March 2016
                                                                                  • Figure 47: Usage of handkerchief among female consumers, by age, March 2016
                                                                                • More opportunities exist in kitchen paper sector
                                                                                  • Figure 48: Usage of kitchen paper, March 2016
                                                                              • Usage Barrier

                                                                                • Using alternatives and low relevance are the primary barriers
                                                                                  • Figure 49: Usage barriers of selected paper products, March 2016
                                                                                • Having little understanding leads to defection from moist toilet paper
                                                                                  • Figure 50: Usage barriers of moist toilet paper, by non-users and lapsed users, March 2016
                                                                                • Moist wipes are perceived as “not environmentally friendly” and “not clean enough”
                                                                                  • Figure 51: Usage barriers of moist wipes, by non-users and lapsed users, March 2016
                                                                                • Rising awareness of the benefits of using kitchen roll
                                                                                  • Figure 52: Usage barriers of kitchen roll, by non-users and lapsed users, March 2016
                                                                                • Cost is a key to win back kitchen wipe users
                                                                                  • Figure 53: Usage barriers of kitchen wipes, by non-users and lapsed users, March 2016
                                                                              • Purposes for Using Moist Wipes

                                                                                • More functional benefits expected from moist wipes
                                                                                  • Figure 54: Purposes for using moist wipes, March 2016
                                                                                • Cooling benefits to target 20-29s
                                                                                  • Figure 55: Purposes for using moist wipes, by age, March 2016
                                                                                • Consumers in North region tend to use moist wipes to remove dust
                                                                                  • Figure 56: Purposes for using moist wipes, by region, March 2016
                                                                              • Opportunity for Kitchen Paper Products

                                                                                • Multi-usage behaviour
                                                                                  • Figure 57: Repertoire analysis of how people might use kitchen paper products, March 2016
                                                                                • Consumers are cautious about using kitchen paper
                                                                                  • Figure 58: How people might use kitchen paper products, March 2016
                                                                                  • Figure 59: Kitchen paper products that provide “food contact approved” certifications, UK and Germany, 2016
                                                                                • More interest in using kitchen paper to deal with tough grease
                                                                                  • Figure 60: Kitchen wipes with plant extracts as ingredients, Korea and Japan, 2014-16
                                                                              • Comparison between Dry and Moist Paper Products

                                                                                • Price is the key
                                                                                  • Figure 61: Comparison between dry and moist paper products, March 2016
                                                                                • Adults change their minds after becoming parents
                                                                                  • Figure 62: Consumers who agree that moist paper products are better, by whether have child(ren) at home, March 2016
                                                                              • General Attitudes towards Household Paper Products

                                                                                • Consumers perceive different product quality from brands
                                                                                  • Figure 63: Consumer attitudes towards brands of household paper products, by monthly household income and whether have child(ren) at home, March 2016
                                                                                • But switching is still common
                                                                                  • Figure 64: Consumer attitudes towards brand loyalty, by consumers attitudes towards brands of household paper products, March 2016
                                                                                • Opportunities to enlarge consumer base
                                                                                  • Figure 65: Consumer attitudes towards using and recommending products, by age and household income, March 2016
                                                                                • 30% of consumers claim they have used paper products designed for babies
                                                                                  • Moist wipe is more appealing
                                                                                    • Figure 66: Consumer attitudes towards product usage, by usage frequency of household paper products, March 2016
                                                                                • Meet the Mintropolitans

                                                                                  • Earlier adopters
                                                                                    • Figure 67: Consumers who claim to use selected paper products more than once a month, by consumer classification, March 2016
                                                                                  • Mintropolitans are sophisticated users
                                                                                    • Figure 68: Opportunity for kitchen paper products, by consumer classification, March 2016
                                                                                  • More ethical concerns
                                                                                  • Appendix – Market Size and Forecast

                                                                                      • Figure 69: China household paper market, value and volume, 2011-21
                                                                                  • Appendix – Methodology and Definitions

                                                                                    • Methodology
                                                                                      • Fan chart forecast
                                                                                        • Abbreviations

                                                                                        Companies Covered

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

                                                                                        Household Paper Products - China - July 2016

                                                                                        £3,273.18 (Excl.Tax)