Despite retail value and volume sales of household paper products in China increasing between 2011 and 2015, there is still a great challenge for manufacturers – the industry overcapacity problem is forcing manufacturers to find new market opportunities as soon as possible.

In the long run, Mintel thinks niche segments which have higher margins, such as moist wipes and moist toilet paper, have potential to drive development in the market.

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.

Cotton buds and wipes which are included in baby care, feminine hygiene or skincare will not be covered and discussed in this Report.

Throughout this Report, Mintel uses the terms moist tissue and moist wipe interchangeably.

Mintel also divides consumers into three groups based on their monthly household income (MHI).