중국의 티슈 및 위생용품 시장

China's tissue and hygiene landscape in 2025 is shaped by stable growth, intense price competition, and rapid digitalisation, positioning it as both a challenging and opportunity-rich environment for brands able to adapt to shifting consumer expectations. While the value increase to CNY336,688 million represents a deceleration compared to previous years, the industry remains attractive due to solid volume expansion, persistent hygiene consciousness, and rising household expenditure, even as the...

Euromonitor International's Tissue and Hygiene in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Tissue and Hygiene market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

CHART 2 Botare Exemplifies Affordable Hygiene via Digital, Value-Driven Success.

Retail Tissue Maintains Its Lead, with Vinda Redefining Daily Usability

CHART 3 Vinda's Half-Sheet Design: Smart Simplification

Acceleration of E-Commerce and Digital Retail

CHART 4 E-commerce Launch Makes Domyway Hygiene Brand an Instant Hit

CHART 5 Value Sales 2020-2030

CHART 6 Value Sales by Category 2025

What's Next?

Retail E-Commerce Platforms to Extend Their Reach as Usage Penetration Climbs

CHART 7 Analyst Insight for Tissue and Hygiene

Retail Tissue Expected to Sustain Its Lead, but Nappies/Diapers/Pants Will Face Challenges

Adult Incontinence to Accelerate as Regulatory Changes Drive Consolidation

CHART 8 Forecast Value Sales 2020-2030

CHART 9 Forecast Value Sales by Category 2025-2030

Competitive Landscape

Vinda and Hengan Respond to Digital Disruption with Brand Resilience

Freemore and Taotaoyangmian Capture Share through Digital Agility

CHART 10 Company Shares 2025

CHART 11 Brand Shares 2025

Channels

Supermarkets Loses Ground as Online Channels Attract Value Seekers

CHART 12 Retail Channels 2020-2025

Economic Context

CHART 13 Economic Context for Menstrual Care

CHART 14 Real Gdp Growth 2020-2030

CHART 15 Inflation 2020-2030

Consumer Context

CHART 16 Consumer Context for Menstrual Care

CHART 17 Population 2020-2030

CHART 18 Consumer Expenditure 2020-2030

CHART 19 Population by Generation 2025

Country Reports Disclaimer

MENSTRUAL CARE IN CHINA

• Key Data Insights
• 2025 Developments
• Consumers Trade up for Convenience and Comfort, with Period Pants Performing Well
• Key Industry Trends
• CHART 20 Key Industry Trends for Menstrual Care
• Industry Performance
• Nice Princess Contributes to Growth in Towels through Functional Innovation
• CHART 21 Nice Princess Offers Antibacterial and Breathable Cotton-Gauze Protection
• Convenience Exemplified by Kit From Mianmian De Yang
• CHART 22 Brand's "All-In-One Cycle Kit" Embodies Menstrual Care Convenience
• E-Commerce Leaders Win Trust and Accelerate the Digital Shift
• CHART 23 Value Sales 2020-2030
• CHART 24 Volume Sales 2020-2030
• CHART 25 Value Sales by Category 2025
• What's Next?
• Quality, Health, and Creating Trust Will Be Important Moving Forward
• CHART 26 Analyst Insight for Menstrual Care
• Towels Will Maintain Its Dominance, but Disposable Period Pants Set to See the Most Dynamism
• Omnichannel Integration and E-Commerce Partnerships to Redefine Competitive Advantage
• CHART 27 Forecast Value Sales 2020-2030
• CHART 28 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Dominance of Incumbents Eroded as Quality Concerns Hit the Leading Brands
• Pressure From Domestic Players Offering Innovation and Digital Marketing
• CHART 29 Company Shares 2025
• CHART 30 Brand Shares 2025
• Channels
• Supermarkets and Hypermarkets Struggle to Defend Their Shares
• Retail E-Commerce Takes the Lead as Fast Delivery Services Reshape Consumer Loyalty
• CHART 31 Retail Channels 2020-2025
• Economic Context
• CHART 32 Economic Context for Menstrual Care
• CHART 33 Real Gdp Growth 2020-2030
• CHART 34 Inflation 2020-2030
• Consumer Context
• CHART 35 Consumer Context for Menstrual Care
• CHART 36 Population 2020-2030
• CHART 37 Consumer Expenditure 2020-2030
• CHART 38 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN CHINA

• Key Data Insights
• 2025 Developments
• Sales Fall as the Number of Births Declines
• Key Industry Trends
• CHART 39 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• Nappies/Diapers Remains the Largest Category, While Disposable Pants Shows More Resilience
• Premiumisation, Clean Wellness and Affordability Reshape Consumer Choices
• CHART 40 Pampers 2025: Use High-Tech Diapers Capture Premium Market.
• Companies Appeal to Consumers with Transparency and Clean Product Formulations
• CHART 41 Babycare: Full Transparency, Proven Performance.
• CHART 42 Value Sales 2020-2030
• CHART 43 Volume Sales 2020-2030
• CHART 44 Value Sales by Category 2025
• What's Next?
• Local Brands to Drive Value Focus While Premiumisation Will Widen the Price Gap
• Disposable Pants Expected to Continue to Gain Share as Traditional Nappies/Diapers Loses Ground
• CHART 45 Analyst Insight for Nappies/Diapers/Pants
• Eco-Friendly Innovations and Digital Engagement Anticipated to Reshape Choices
• CHART 46 Forecast Value Sales 2020-2030
• CHART 47 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Babycare Leverages Value and Transparency to Grow, but the Two Leaders Prevail
• Value-Focused Brands Such as Yiying Demonstrate Importance of Affordability
• CHART 48 Affordability Drives Growth for Value Conscious Brands Like YiYing
• CHART 49 Company Shares 2025
• CHART 50 Brand Shares 2025
• Channels
• Social Commerce Platforms Important as Livestreaming Reshapes Sales
• Speciality Stores Remain Relevant by Building Trust
• CHART 51 Retail Channels 2020-2025
• Economic Context
• CHART 52 Economic Context for Nappies/Diapers/Pants
• CHART 53 Real Gdp Growth 2020-2030
• CHART 54 Inflation 2020-2030
• Consumer Context
• CHART 55 Consumer Context for Nappies/Diapers/Pants
• CHART 56 Population 2020-2030
• CHART 57 Consumer Expenditure 2020-2030
• CHART 58 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN CHINA

• Key Data Insights
• 2025 Developments
• Demand for Affordability Drives Innovation and Higher Volume Than Value Growth
• Key Industry Trends
• CHART 59 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• CHART 60 Coco Incontinence Offers Budget Friendly Line to Capture Cost Conscious Consumers
• Coco Unlocks New Demand with Light Incontinence Innovation for Younger Users
• CHART 61 Coco Launched New Light Incontinence Product: Cranberry Healthcare-Grade Absorbent Pads
• Retail E-Commerce and Livestreaming Drive Revenue for Hengan and Boost Confidence in Discreet Shopping
• CHART 62 E-commerce Drives Hengan's Growth in Adult Incontinence
• CHART 63 Value Sales 2020-2030
• CHART 64 Volume Sales 2020-2030
• CHART 65 Value Sales by Category 2025
• What's Next?
• Demographic Changes and Rising Penetration Expected to Drive Robust Growth
• Major Players to Target Younger Women and Postpartum Mothers with Discreet Innovations
• CHART 66 Analyst Insight for Retail Adult Incontinence
• Dual-Channel Strategies Will Reshape the Competition as Digital and Professional Touchpoints Expand
• CHART 67 Forecast Value Sales 2020-2030
• CHART 68 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Essity and Coco Healthcare Drive Gains through E-Commerce and Innovation
• CHART 69 Company Shares 2025
• CHART 70 Brand Shares 2025
• Channels
• E-Commerce Leverages Livestreaming to Capture New Users
• CHART 71 Retail Channels 2020-2025
• Economic Context
• CHART 72 Economic Context for Retail Adult Incontinence
• CHART 73 Real Gdp Growth 2020-2030
• CHART 74 Inflation 2020-2030
• Consumer Context
• CHART 75 Consumer Context for Retail Adult Incontinence
• CHART 76 Population 2020-2030
• CHART 77 Consumer Expenditure 2020-2030
• CHART 78 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN CHINA

• Key Data Insights
• 2025 Developments
• Price Wars Intensify as E-Commerce Discounts Reshape Buying Habits
• Key Industry Trends
• CHART 79 Key Industry Trends for Wipes
• Industry Performance
• CHART 80 Tempo Wet Wipes Hit CNY7.78 Amid Price Wars
• Personal Wipes Dominates, with Babycare Driving Innovation in Clean Wellness
• CHART 81 Babycare "Newborn-Soft" Wet Wipes
• Brands Leverage Convenience to Attract Busy Consumers
• CHART 82 Freshness On-The-Go: Yeshe's Jacket Wipes
• CHART 83 Value Sales 2020-2030
• CHART 84 Value Sales by Category 2025
• What's Next?
• Greater Focus on Health, Premiumisation, and Rising Incomes to Fuel Value Growth
• CHART 85 Analyst Insight for Wipes
• The Changing Face of Distribution in Wipes
• Brands to Reformulate for Flushability as New Standards Reshape the Competition
• CHART 86 Forecast Value Sales 2020-2030
• CHART 87 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Henan Yixiang Hygiene Technology Surges by Capturing Emerging Demand
• CHART 88 Company Shares 2025
• CHART 89 Brand Shares 2025
• Channels
• Supermarkets Maintains Its Lead Due to Convenience, Immediacy, and Attractive Prices
• Retail E-Commerce Outpaces Offline Channels as Shoppers Chase Value
• CHART 90 Retail Channels 2020-2025
• Economic Context
• CHART 91 Economic Context for Wipes
• CHART 92 Real Gdp Growth 2020-2030
• CHART 93 Inflation 2020-2030
• Consumer Context
• CHART 94 Consumer Context for Wipes
• CHART 95 Population 2020-2030
• CHART 96 Consumer Expenditure 2020-2030
• CHART 97 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN CHINA

• Key Data Insights
• 2025 Developments
• Vinda Drives Premium Tissue Innovation to Offset Price Competition
• Key Industry Trends
• CHART 98 Key Industry Trends for Retail Tissue
• Industry Performance
• CHART 99 Vinda Upgrades Hanging Tissue with E-Tad Technology to Drive Premium Growth in 2025
• Paper Towels Outperforms as Household Routines and Technology Evolve
• Convenience Formats Reshape Everyday Tissue Use and Brand Strategy
• CHART 100 Vinda Launched Chiikawa Ip Collaboration Split-Open Pocket Handkerchief
• CHART 101 Value Sales 2020-2030
• CHART 102 Volume Sales 2020-2030
• CHART 103 Value Sales by Category 2025
• What's Next?
• Brands Expected to Accelerate Function-Led Innovation to Capture Value Growth
• CHART 104 Analyst Insight for Retail Tissue
• Paper Towels to Extend Usage Scenarios to Drive Fastest Volume Gains
• Retail E-Commerce and Instant Delivery Reshape Supply Chains and Brand Strategies
• CHART 105 Forecast Value Sales 2020-2030
• CHART 106 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Hengan and Vinda Strengthen Premium Focus as Cost Pressures Ease
• Challenge for Brands Relying on Price-Led Strategies
• CHART 107 Company Shares 2025
• CHART 108 Brand Shares 2025
• Channels
• Offline Retail Continues to Dominate, but Loses Share to Retail E-Commerce
• Instant E-Commerce Platforms Reshape Top-Up Shopping for Tissue Essentials
• Retail E-Commerce Expected to Continue to Impact the Distribution Landscape
• CHART 109 Retail Channels 2020-2025
• Economic Context
• CHART 110 Economic Context for Retail Tissue
• CHART 111 Real Gdp Growth 2020-2030
• CHART 112 Inflation 2020-2030
• Consumer Context
• CHART 113 Consumer Context for Retail Tissue
• CHART 114 Population 2020-2030
• CHART 115 Consumer Expenditure 2020-2030
• CHART 116 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN CHINA

• Key Data Insights
• 2025 Developments
• Solid but Slowing Growth as Post-Pandemic Rebound Ends
• Key Industry Trends
• CHART 117 Key Industry Trends Away-from-Home
• Industry Performance
• CHART 118 Public Hospitals Expand Free Tissue Provision
• Shopping Centres Deploy Smart Dispensers to Reduce Waste and Cut Costs
• CHART 119 Smart Hygiene Tech Drives Efficiency and Reduces Tissue Waste in Public Afh Setting
• CHART 120 Value Sales 2020-2030
• CHART 121 Value Sales by Category 2025
• What's Next?
• An Increasing Number of Public Venues Will Deploy Intelligent Dispensers to Cut Waste and Costs
• Adoption of Paper Towels to Accelerate and Be a Core Driver of Long-Term Growth
• Free Tissue Provision to Boost Sales of Away-From-Home Hygiene
• CHART 122 Forecast Value Sales 2020-2030
• CHART 123 Forecast Value Sales by Category 2025-2030
• Channels
• Wholesalers and Facility Suppliers Strengthen B2b Supply with Digital Solutions
• CHART 124 Retail Channels 2020-2025
• Economic Context
• CHART 125 Economic Context for Away-from-Home
• CHART 126 Real Gdp Growth 2020-2030
• CHART 127 Inflation 2020-2030
• Consumer Context
• CHART 128 Consumer Context for Away-from-Home
• CHART 129 Population 2020-2030
• CHART 130 Consumer Expenditure 2020-2030
• CHART 131 Population by Generation 2025
• Country Reports Disclaimer