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China Household Paper Products Market Report

Everything you need to make the right decisions

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.

Mintel has the answers you’re looking for

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. Alice Li
Senior Research Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
          • Sub-group definitions
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of market value of household paper products, China, 2013-23
              • Companies and brands
                • Figure 2: Market share of leading household paper companies, China, 2016 and 2017
              • The consumer
                • Penetration and usage highest for toilet paper and facial tissues
                  • Figure 3: Household paper products usage, July 2018
                • Softness and strength are most important for paper products that contact skin
                  • Figure 4: Most important purchase factors of household paper products, by product type, July 2018
                • Kitchen paper is most likely to be used for cleaning purposes
                  • Figure 5: Purposes for using kitchen paper, July 2018
                • Moist wipes are used for both personal care and household cleaning
                  • Figure 6: Purposes for using moist wipes, by occasion, July 2018
                • Moist toilet paper provides better moisturising and antibacterial effects than dry toilet paper
                  • Figure 7: Attitudes towards moist toilet paper, July 2018
                • The environmental benefits of bamboo tissue are more acknowledged than antibacterial properties
                  • Figure 8: Attitudes towards bamboo tissue, July 2018
                • What we think
                • Issues and Insights

                  • Driving usage of kitchen paper in cooking/preparing food
                    • The facts
                      • The implications
                        • Figure 9: Examples of kitchen paper that absorbs calories from foods/helps preserve food for longer in the fridge, Costa Rica and Ecuador, 2018
                      • Moist wipes can be further segmented
                        • The facts
                          • The implications
                            • Explore alternative paper sources
                              • The facts
                                • The implications
                                  • Figure 10: Examples of household paper made from bamboo and sugar cane pulp, Denmark and Russia, 2017
                                  • Figure 11: Examples of facial tissues that ease running nose, Poland and Denmark, 2018
                              • The Market – What You Need to Know

                                • Growth recovered due to trading up
                                  • Facial tissues became the biggest segment since 2016
                                    • Tightening environmental regulations eliminate small players
                                    • Market Size and Forecast

                                      • Growth picked up, driven by premiumisation
                                        • Figure 12: Market value and annual growth of household paper products, China, 2014-17
                                        • Figure 13: Best- and worst-case forecast of market value of household paper products, China, 2013-23
                                    • Market Segmentation

                                      • Facial tissues have become the biggest segment
                                        • Figure 14: Market value of household paper products, by segment, China, 2015-17
                                    • Market Drivers

                                      • Elimination of obsolete capacity will lead to market consolidation
                                        • E-commerce has enriched product offerings
                                          • Household disposable income is increasing and overall consumer confidence remains high
                                            • Evolving needs for cleanliness and health drive pursuit of quality products
                                            • Key Players – What You Need to Know

                                              • The market continues to become concentrated
                                                • Mini-size and bamboo tissue are focus of NPD
                                                  • Environmentally-friendly claims get more attention
                                                  • Market Share

                                                    • Premium products drive growth in sales and market share
                                                      • Figure 15: Market share of leading household paper companies, China, 2016 and 2017
                                                  • Competitive Strategies

                                                    • Collaboration with popular IP as a means of consumer engagement
                                                      • Figure 16: Examples of household paper in cooperation with IP, China, 2017
                                                    • Exploring opportunities for on-the-go usage
                                                      • Figure 17: Examples of mini size household paper products, China, 2017-18
                                                    • Keeping up with the bamboo tissue trend
                                                      • Figure 18: Example of May Flower patented nPulp, China, 2018
                                                    • Stepping up efforts in the online market
                                                      • Figure 19: Example of Hearttex x Three Squirrels online exclusive handkerchief tissue, China, 2018
                                                  • Who’s Innovating?

                                                    • Toilet tissue back to drive NPD in household paper
                                                      • Figure 20: New household paper launches, by sub-category, China, 2015-18 (till August)
                                                    • Facial tissue launches focus on new packaging/new variety
                                                      • Figure 21: Launch type of new household paper launches, by sub-category, China, 2017
                                                    • Free-from and environmental claims are rising …
                                                      • Figure 22: Top claims of new household paper launches, China, 2015-18 (till August)
                                                    • …but China market pays more attention to safety and cleaning efficacy
                                                      • Figure 23: Top claims of new household paper launches, China, South Korea, Japan, US and UK, 2017
                                                    • Noteworthy innovations
                                                      • No more fluffy residues
                                                        • Figure 24: Tempo Washing Machine Resistant Tissue, Australia, 2018
                                                      • Probiotics toilet paper could disperse the flushable wipes controversy
                                                        • Figure 25: Enviroplus Bioactive Toilet Paper, Australia, 2017
                                                      • New paper sources to promote sustainability
                                                        • Figure 26: Examples of household paper products containing milk and sawmill waste, Italy and Germany, 2017-18
                                                      • Innovative on-the-go packaging
                                                        • Figure 27: Examples of household paper products with on-the-go packaging, Italy and US, 2017-18
                                                      • Dual-sided wipes with unique benefits
                                                        • Figure 28: Examples of dual-sided wipes, global, 2017
                                                    • The Consumer – What You Need to Know

                                                      • Dry toilet paper and facial tissue reach eight in 10 respondents
                                                        • About half of respondents think softness is the most important purchase factor of toilet paper and facial tissue
                                                          • 47% of users use kitchen paper to dry/drain food
                                                            • 64% of users use moist wipe to wipe hands when going out
                                                              • One third of respondents think using moist toilet paper improves quality of life
                                                                • Over 60% of respondents have used bamboo tissue
                                                                • Product Usage

                                                                  • Toilet paper and facial tissue are universal paper product staples
                                                                      • Figure 29: Household paper products usage, July 2018
                                                                    • Usage of kitchen paper falls among young consumers
                                                                      • Figure 30: Household paper products usage – Using now, by age, July 2018
                                                                    • Younger women use a wider range of paper products, while men show an opposite trend
                                                                      • Figure 31: Number of household paper products currently using, by age and gender, July 2018
                                                                  • Purchase Factors

                                                                    • Soft and strong lead consideration when purchasing household paper products
                                                                        • Figure 32: Most important purchase factors of household paper products, by product type, July 2018
                                                                        • Figure 33: Tesco Luxury Soft Coconut Oil Toilet Tissue, UK, 2017
                                                                      • Moist toilet paper may win by infused with lotion and fragrance
                                                                        • Figure 34: Most important purchase factors of toilet paper, by usage of moist toilet paper, July 2018
                                                                      • Men pay more attention to fragrance
                                                                        • Figure 35: Most important purchase factors of household paper products – fragrance, by category and gender, July 2018
                                                                    • Kitchen Paper Usage

                                                                      • Cleaning usage most common
                                                                        • Figure 36: Purposes for using kitchen paper, July 2018
                                                                      • Women have more uses of kitchen paper, especially in cooking tasks
                                                                        • Figure 37: Purposes for using kitchen paper, by gender, July 2018
                                                                    • Moist Wipe Usage

                                                                      • Multiple purposes drive usage
                                                                        • Figure 38: Purposes for using moist wipe, by occasion, July 2018
                                                                      • More needs for on-the-go personal care in the lower price tier
                                                                        • Figure 39: Purposes for using moist wipes – when going out, by monthly household income, July 2018
                                                                    • Attitudes towards Moist Toilet Paper

                                                                      • Moist toilet paper is considered as moisturising and antibacterial
                                                                        • Figure 40: Attitudes towards moist toilet paper, July 2018
                                                                      • Concerns over skin irritation and price will hinder usage
                                                                        • Figure 41: Attitudes towards moist toilet paper, by usage of moist toilet paper, July 2018
                                                                      • Lower-tier city consumers may welcome on-the-go moist toilet paper
                                                                        • Figure 42: Attitudes towards moist toilet paper, by city tier, July 2018
                                                                    • Usage of and Attitudes towards Bamboo Tissue

                                                                      • Bamboo tissue is widely known and used
                                                                        • Figure 43: Usage and awareness of bamboo tissue, July 2018
                                                                        • Figure 44: Usage and awareness of bamboo tissue, by demographics, July 2018
                                                                      • Environmental benefits are acknowledged over safety and efficacy
                                                                        • Figure 45: Attitudes towards bamboo tissue, July 2018
                                                                      • Interest is high, but more consumer education is needed
                                                                        • Figure 46: Attitudes towards bamboo tissue, by usage of bamboo tissue, July 2018
                                                                    • Meet the Mintropolitans

                                                                      • Mintropolitans use a great range of household paper products
                                                                        • Figure 47: Household paper products usage – Using now, by consumer classification, July 2018
                                                                      • Mintropolitans pay attention to pulp when buying household paper products
                                                                        • Figure 48: Most important purchase factors of household paper products – pulp, by category and consumer classification, July 2018
                                                                      • Using moist toilet paper improves life quality
                                                                        • Figure 49: Attitudes towards moist toilet paper, by consumer classification, July 2018
                                                                    • Appendix – Market Size and Forecast

                                                                        • Figure 50: Market value of household paper products, China, 2013-23
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Fan chart forecast
                                                                          • Abbreviations