China Household Paper Products Market Report
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Providing the most comprehensive and up-to-date information and analysis of the Household Paper Products market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
For the purposes of this report, Mintel defines household paper products as follows:
- Facial tissues: 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 and others: this includes kitchen towels, kitchen wipes, paper napkins/serviettes, and other household paper products.
Cotton buds and wipes, feminine hygiene products and skincare wipes are excluded.
What you need to know
The market value of household paper products in China surpassed RMB100 billion in 2017, driven by the broadened usage of facial tissues and product premiumisation. Looking forward, the market remains promising as consumers’ increasing disposable income and attention on health and wellbeing will see them continue to trade up high-quality household paper products. Kitchen paper, soft-packed facial tissues and moist wipes are key areas for growth in the next five years.
Expert analysis from a specialist in the field
Written by Alice Li, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
As a well-established category, the future development of the household paper market relies on the expansion of usage occasions and consumers’ willingness to trade up. For example, there’s potential to encourage more uses of kitchen paper in cooking and food preparation by capitalising on the healthy eating trend, such as absorbing excess calories from food, or innovate around packaging and sourcing to offer consumers convenience and added-value benefits.
Senior Research Analyst
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