中國紙巾及衛生用品市場

在中國，到 2024 年，紙巾和衛生用品的價值將按現以金額為準成長，零售紙巾和 AFH 紙巾和衛生用品的價值將同時成長。由於經濟逆風、消費者偏好變化和特定類別的促進因素等多重影響，零售紙巾和衛生用品仍保持疲軟成長。經濟復甦依然緩慢，消費者支出模式依然疲軟。儘管大多數消費者認為紙巾和衛生用品是必需品，但價格敏感度的提高抑制了消費者支出。

本報告探討了中國的紙巾和衛生用品市場，為國家級市場的規模和形態提供了全面的指導。我們提供 2020 年至 2024 年的最新零售資料，以便您確定將推動成長的產業。它確定主要企業、主要品牌，並對影響市場的主要因素（新產品開發、分銷和定價問題等）進行策略分析。到 2029 年的預測將顯示市場將如何變化。

目錄

目錄及表格

執行摘要

• 2024 年衛生紙和衛生用品市場：整體情況
• 2024 年的主要趨勢
• 競爭格局
• 零售發展
• 紙巾和衛生用品的下一步發展是什麼？

市場指標

市場資料

免責聲明

資訊來源

中國的月經護理

關鍵資料發現

2024 年的發展

• 薄型/超薄型毛巾持續推動女性衛生用品的成長
• 月經護理仍是一個分散的類別
• 褲型毛巾普及度及使用場景擴大，持續快速成長

前景與機會

• 無刀薄型/超薄型毛巾持續推動成長
• 提高產品品質是女性護理品牌的關鍵策略
• 自有品牌月經產品的出現為消費者帶來了成本效益

分類資料

中國尿布/尿片/尿褲

關鍵資料發現

2024 年的發展

• 出生率下降和經濟放緩減少了對一次性尿布和內衣的需求
• 國產品牌繼續表現良好
• 零售電子商務仍然是紙尿褲/尿褲/內褲的主要分銷管道

前景與機會

• 一次性褲子有望成為一次性尿布、尿布和褲子的主要成長動力
• 尿布、紙尿褲和尿片的季節性下降
• 根據不同的使用場景和功能，進一步實現紙尿褲、尿不濕和尿褲的多樣化

分類資料

中國的成人失禁產品零售

關鍵資料發現

2024 年的發展

• 由於消費者尋求更便宜的替代品，成人失禁產品零售放緩
• 越來越多的本土品牌推出輕度成人失禁產品
• 成人失禁零售仍高度分散

前景與機會

• 隨著知識的增加和尷尬的減少而動態成長
• 根據不同的使用場景和功能，成人失禁零售產品創新多樣
• 舒適度讓引體向上和開放式膠帶訓練在中國越來越受歡迎

分類資料

中國擦拭巾

關鍵資料發現

2024 年的發展

• 純水擦拭巾的成長帶動了通用擦拭巾業務的成長
• 濕紙巾因衛生和舒適而保持強勁成長
• 河南富控穩居榜首，河南億翔飆漲

前景與機會

• 隨著出生率下降，嬰兒擦拭巾需求持續下降
• 零售電子商務佔有率預計將持續上升
• 隨著人們走出家門，口袋大小的濕紙巾變得越來越受歡迎

分類資料

中國零售紙巾

關鍵資料發現

2024 年的發展

• 儘管面臨經濟挑戰，仍維持強勁成長
• 不斷變化的競爭態勢：從價格競爭到策略合併
• 分銷的變化：電子商務和便利商店的興起

前景與機會

• 創新與優質化：零售紙巾的未來
• 自有品牌與即時零售：爭奪市場佔有率的新戰場
• 科技進步改變消費者偏好

分類資料

在中國外出時要注意紙巾和衛生

關鍵資料發現

2024 年的發展

• 旅館業復甦推動成長，但 AFH 衛生紙產品仍是可自由支配的支出
• AFH 成人失禁持續快速成長

前景與機會

• 經濟不確定性和消費行為的改變將影響未來的需求
• 品牌和製造商推出專門針對 AFH 的失禁產品

分類資料

Tissue and hygiene saw growth in China in current value terms in 2024, with increases for both retail and AFH tissue and hygiene. Retail tissue and hygiene saw only a low increase, driven by a mix of economic headwinds, shifting consumer preferences, and category-specific dynamics. The trajectory of economic recovery remained sluggish, leading to subdued consumer spending patterns. While tissue and hygiene products are considered essential by most consumers, increased price sensitivity drove con...

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 2020-2024, 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 2029 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.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Tissue and hygiene in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• What next for tissue and hygiene?

MARKET INDICATORS

• Table 1 Birth Rates 2019-2024
• Table 2 Infant Population 2019-2024
• Table 3 Female Population by Age 2019-2024
• Table 4 Total Population by Age 2019-2024
• Table 5 Households 2019-2024
• Table 6 Forecast Infant Population 2024-2029
• Table 7 Forecast Female Population by Age 2024-2029
• Table 8 Forecast Total Population by Age 2024-2029
• Table 9 Forecast Households 2024-2029

MARKET DATA

• Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
• Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
• Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
• Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
• Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
• Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
• Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
• Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
• Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MENSTRUAL CARE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Slim/thin/ultra-thin towels are still the main driver of growth for menstrual care
• Menstrual care remains a fragmented category
• Pant-format towels continue to see rapid growth thanks to further penetration and expansion into more usage scenarios

PROSPECTS AND OPPORTUNITIES

• Slim/thin/ultra-thin towels without wings set to continue to drive growth
• Improving product quality will be a key strategy for menstrual care brands
• Private label menstrual care products emerge to provide consumers with cost-effectiveness

CATEGORY DATA

• Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
• Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
• Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
• Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
• Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
• Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
• Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029

NAPPIES/DIAPERS/PANTS IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Declining birth rate and economic slowdown drive decline for nappies/diapers/pants
• Domestic brands continue to outperform
• Retail e-commerce is still the key distribution channel for nappies/diapers/pants

PROSPECTS AND OPPORTUNITIES

• Disposable pants expected to be the main growth driver in nappies/diapers/pants
• Weakening of seasonality of sales in nappies/diapers/pants
• Further diversification in nappies/diaper/pants based on different usage scenarios and functionality

CATEGORY DATA

• Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
• Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
• Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
• Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
• Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
• Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029

RETAIL ADULT INCONTINENCE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Retail adult incontinence decelerates as consumers look for cheaper alternatives
• More and more local brands launch light adult incontinence products
• Retail adult incontinence remains highly fragmented

PROSPECTS AND OPPORTUNITIES

• Dynamic growth as knowledge increases and embarrassment lessens
• Diverse product innovations in retail adult incontinence, based on different usage scenarios and functionality
• Comfort makes pull-up and open-tape formats increasingly popular in China

CATEGORY DATA

• Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
• Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
• Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
• Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
• Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
• Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029

WIPES IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• General purpose wipes maintains growth thanks to the growth of pure water wipes
• Moist toilet wipes maintains strong growth due to hygiene and comfort
• Hengan Fujian Holding maintains its lead, while Henan Yixiang rises rapidly

PROSPECTS AND OPPORTUNITIES

• Falling birth rate will continue to drive decline for baby wipes
• Share of retail e-commerce likely to continue to rise
• Pocket-sized wipes to become more popular thanks to increasing activities outside the home

CATEGORY DATA

• Table 38 Retail Sales of Wipes by Category: Value 2019-2024
• Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
• Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
• Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
• Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
• Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029

RETAIL TISSUE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Resilient growth despite economic challenges
• Shifting competitive dynamics: From price wars to strategic mergers
• The changing face of distribution: E-commerce and convenience stores on the rise

PROSPECTS AND OPPORTUNITIES

• Innovation and premiumisation: The future of retail tissue products
• Private label and instant retail: The new battleground for share
• Technological advances set to reshape consumer preferences

CATEGORY DATA

• Table 44 Retail Sales of Tissue by Category: Value 2019-2024
• Table 45 Retail Sales of Tissue by Category: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Retail Tissue: % Value 2020-2024
• Table 47 LBN Brand Shares of Retail Tissue: % Value 2021-2024
• Table 48 Forecast Retail Sales of Tissue by Category: Value 2024-2029
• Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029

AWAY-FROM-HOME TISSUE AND HYGIENE IN CHINA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Recovery of hospitality drives growth, but AFH tissue products remain a discretionary expense
• AFH adult incontinence maintains dynamic growth

PROSPECTS AND OPPORTUNITIES

• Economic uncertainty and changing consumer behaviour to shape future demand
• Brands and manufacturers launch AFH-specific incontinence products

CATEGORY DATA

• Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
• Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
• Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
• Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
• Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
• Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
• Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029