Table of Contents
Introduction
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- Definition
- Report structure
- Methodology
- Abbreviations
Executive Summary
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- The market
- Market size and forecast
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- 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
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- Figure 3: Breakdown of household paper products market, by segment, 2013
- Market drivers and barriers
- Companies and brands
- Market share
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- 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
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- Figure 5: Usage purpose for different types of household paper products, November 2013
- Purchase consideration factors for toilet paper, facial tissues and kitchen towels
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- Figure 6: Purchase consideration factors for different types of household paper product, November 2013
- Attitudes towards toilet paper
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- Figure 7: Attitudes towards toilet paper, November 2013
- Attitudes towards facial tissues
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- Figure 8: Attitudes towards facial tissues, November 2013
- Attitudes towards kitchen paper towels
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- Figure 9: Attitudes towards kitchen paper towels, November 2013
- Interest in different types of household paper products
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- 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
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- Key points
- Market Size and Forecast
- The household paper market experiences strong growth
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- Figure 11: China Total volume and value sales of household paper products, 2008-13 (est)
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- 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
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- 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
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- 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
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- Figure 18: Example of tubeless toilet rolls (left) vs toilet rolls with tubes (right), Gold HongYe’s breeze, 2014
- Facial tissues
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- 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
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- Figure 20: Vinda (left), Shanghai Orient Champion’s Hygienix (middle) and Hengan’s Heartex (right), 2014
Companies and Brands
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- Key points
- Brand share
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- 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
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- 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
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- Figure 23: Vinda’s tissue-made wedding gown, January 2014
- Companies
- Hengan International Group Company Limited
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- Figure 24: Hengan Household paper product lines, November 2013
- Asia Pulp & Paper Group (Gold HongYe Paper Group)
- Vinda International Holdings Limited
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- Figure 25: Breakdown of Vinda’s sales by value (left) and volume (right), by product type, 2012
- C&S Paper Co., Ltd.
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- Figure 26: Brand positioning of C&S’s products, January 2014
- Shanghai Orient Champion Group
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- Figure 27: Free Forest non-virgin wood fibre toilet tissue, September 2010
- Kimberly-Clark Corporation
- Yuen Foong Yu Paper Mfg. Co., Ltd.
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- Figure 28: Mayflower and Delight brands under Yuen Foong Yu, January 2014
- Ningxia Zijinhua Paper Co., Ltd.
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- Figure 29: Plantation-pulp-paper integration program, January 2014
The Consumer – Usage Purposes for Different Types of Household Paper Products
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- 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
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- Figure 30: Usage purposes for different types of household paper product – toilet paper, November 2013
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- 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
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- 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
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- 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
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- Figure 34: Usage purposes for different types of household paper product – facial tissues, November 2013
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- 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
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- 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
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- Figure 37: Usage purposes for different types of household paper product – kitchen towels and paper napkins, November 2013
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- 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
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- 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
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- Key points
- Brand value
- Toilet paper
- Consumers demand quality, chemical-free toilet paper that offers good value
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- Figure 40: Purchase consideration factors for toilet paper, November 2013
- Older group (40-49) are more attracted towards thicker paper
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- 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
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- Figure 42: Purchase consideration factors for facial tissues, November 2013
- Texture is an important selection criteria among single females
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 47: Attitudes towards toilet paper, by demographics, November 2013
The Consumer – Attitudes towards Facial Tissues
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- 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
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- 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
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- Figure 49: Attitudes towards facial tissues, by demographics, November 2013
The Consumer – Attitudes towards Kitchen Paper Towels
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- 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
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- 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
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- 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
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- Figure 52: Attitudes towards kitchen paper towels, November 2013
The Consumer – Interest in Different Types of Household Paper Products
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- Key points
- Toilet paper
- Consumers show great interest in toilet paper with superior features
- Toilet paper with aromatic scent adds extra appeal
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- Figure 53: Interest in different types of household paper products – toilet paper, November 2013
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- 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
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- Figure 55: Interest in different types of household paper products – facial tissues, November 2013
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- 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
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- Figure 57: Interest in different types of household paper products – kitchen towels, November 2013
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- 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
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- Key points
- Toilet paper sees moderate growth
- Mundane image as a personal hygiene solution and the presence of high quality facial tissues limits growth
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- 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
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- Figure 60: Top claims of newly launched toilet paper in China, 2010-2013
- Environmentally friendly concept will emerge with greater importance
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- Figure 61: Purchase consideration factors for toilet paper, November 2013
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- 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
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- Figure 63: Interest in different types of household paper products – toilet paper, November 2013
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- Figure 64: Examples of specialized toilet paper from overseas markets, 2013
- Moist toilet paper a new format to complement dry toilet paper
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- Figure 65: Attitudes towards toilet paper, November 2013
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- Figure 66: Interest in different types of household paper products – toilet paper, November 2013
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- 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
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- Key points
- Facial tissues adopt more mass market prices
- Severe competition inhibits price rises in recent years
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- 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
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- 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
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- Figure 70: Interest in household paper products - facial tissues, November 2013
- Pack designs by gender and special occasions gain wide interest
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- Figure 71: Interest in household paper products - facial tissues, November 2013
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- 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
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- Key points
- Kitchen towels are still in a nascent phase but with high growth potential
- The segment has the lowest market share
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- 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
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- Figure 75: Usage purposes for kitchen towels and paper napkins/serviettes, November 2013
- Robust annual growth makes it a highly attractive category
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- 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
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- 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
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- Figure 78: Interest in household paper products – kitchen towels – functional benefits, November 2013
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- Figure 79: Examples of kitchen towels from overseas markets with additional functional benefits, 2013
- Additional usage occasions/purposes expand frequency of use
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- Figure 80: Interest in household paper products - kitchen towels – usage purposes, November 2013
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- 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
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- Figure 82: Interest in napkins/serviettes, November 2013
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- 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
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- Figure 84: Usage purpose for different types of household paper, November 2013
- Figure 85: Usage purpose for different types of household paper, November 2013
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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Appendix – Purchase Consideration Factors for Toilet Paper
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- Figure 108: Purchase consideration factors for toilet paper, November 2013
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- 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
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- Figure 111: Other purchase consideration factors for toilet paper, by demographics, November 2013
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Appendix – Purchase Consideration Factors for Facial Tissue
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- Figure 112: Purchase consideration factors for facial tissue, November 2013
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- 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
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- Figure 115: Other purchase consideration factors for facial tissue, by demographics, November 2013
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Appendix – Purchase Consideration Factors for Kitchen Paper Towels
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- Figure 116: Purchase consideration factors for kitchen paper towel, November 2013
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- 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
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- Figure 119: Other purchase consideration factors for kitchen paper towel, by demographics, November 2013
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Appendix – Attitudes towards Toilet Paper
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- Figure 120: Attitudes towards toilet paper, November 2013
- Figure 121: Most popular attitudes towards toilet paper, by demographics, November 2013
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- Figure 122: Next most popular attitudes towards toilet paper, by demographics, November 2013
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Appendix – Attitudes towards Facial Tissues
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- Figure 123: Attitudes towards facial tissues, November 2013
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- 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
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Appendix – Attitudes towards Kitchen Paper Towels
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- Figure 126: Attitudes towards kitchen paper towels, November 2013
- Figure 127: Most popular attitudes towards kitchen paper towels, by demographics, November 2013
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- 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
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Appendix – Area of Interest in Different Types of Household Paper Products
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- Figure 130: Area of interest in different types of household paper products, November 2013
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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