中国纸巾及卫生用品市场

在中国，到 2024 年，纸巾和卫生用品的价值将按现以金额为准增长，零售纸巾和 AFH 纸巾和卫生用品的价值将同时增长。由于经济逆风、消费者偏好变化和特定类别的驱动因素等多重影响，零售纸巾和卫生用品仍保持疲软成长。经济復苏依然缓慢，消费者支出模式依然疲软。儘管大多数消费者认为纸巾和卫生用品是必需品，但价格敏感度的提高抑制了消费者支出。

本报告探讨了中国的纸巾和卫生用品市场，为国家级市场的规模和形态提供了全面的指导。我们提供 2020 年至 2024 年的最新零售资料，以便您确定将推动成长的产业。它确定主要企业、主要品牌，并对影响市场的主要因素（新产品开发、分销和定价问题等）进行策略分析。到 2029 年的预测将显示市场将如何变化。

目录

目录及表格

执行摘要

• 2024 年卫生纸和卫生用品市场：整体情况
• 2024 年的主要趋势
• 竞争格局
• 零售发展
• 纸巾和卫生用品的下一步发展是什么？

市场指标

市场资料

免责声明

资讯来源

中国的月经护理

关键资料发现

2024 年的发展

• 薄型/超薄型毛巾持续推动女性卫生用品的成长
• 月经护理仍是一个分散的类别
• 裤型毛巾普及度及使用场景扩大，持续快速成长

前景与机会

• 无刀薄型/超薄型毛巾持续推动成长
• 提高产品品质是女性护理品牌的关键策略
• 自有品牌月经产品的出现为消费者带来了成本效益

分类资料

中国尿布/尿片/尿裤

关键资料发现

2024 年的发展

• 出生率下降和经济放缓减少了对一次性尿布和内衣的需求
• 国产品牌继续表现良好
• 零售电子商务仍然是纸尿裤/尿裤/内裤的主要分销管道

前景与机会

• 一次性裤子有望成为一次性尿布、尿布和裤子的主要成长动力
• 尿布、纸尿裤和尿片的季节性下降
• 根据不同的使用场景和功能，进一步实现纸尿裤、尿不湿和尿裤的多样化

分类资料

中国的成人失禁产品零售

关键资料发现

2024 年的发展

• 由于消费者寻求更便宜的替代品，成人失禁产品零售放缓
• 越来越多的本土品牌推出轻度成人失禁产品
• 成人失禁零售仍高度分散

前景与机会

• 随着知识的增加和尴尬的减少而动态增长
• 根据不同的使用场景和功能，成人失禁零售产品创新多样
• 舒适度让引体向上和开放式胶带训练在中国越来越受欢迎

分类资料

中国擦拭巾

关键资料发现

2024 年的发展

• 纯水擦拭巾的成长带动了通用擦拭巾业务的成长
• 湿纸巾因卫生和舒适而保持强劲增长
• 河南富控稳居榜首，河南亿翔飙涨

前景与机会

• 随着出生率下降，婴儿擦拭巾需求持续下降
• 零售电子商务份额预计将持续上升
• 随着人们走出家门，口袋大小的湿纸巾变得越来越受欢迎

分类资料

中国零售纸巾

关键资料发现

2024 年的发展

• 儘管面临经济挑战，仍维持强劲成长
• 不断变化的竞争态势：从价格竞争到策略合併
• 分销的变化：电子商务和便利商店的兴起

前景与机会

• 创新与优质化：零售纸巾的未来
• 自有品牌与即时零售：争夺市场占有率的新战场
• 科技进步改变消费者偏好

分类资料

在中国外出时要注意纸巾和卫生

关键资料发现

2024 年的发展

• 旅馆业復苏推动成长，但 AFH 卫生纸产品仍是可自由支配的支出
• AFH 成人失禁持续快速成长

前景与机会

• 经济不确定性和消费行为的改变将影响未来的需求
• 品牌和製造商推出专门针对 AFH 的失禁产品

分类资料

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