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Tissue and Hygiene in China

China hygiene market: Double-digit growth witnessed in 2012

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2014-02-19 00:59:03 - Tissue and Hygiene in China - a new market research report on

With rising disposable incomes and growing hygiene awareness, the China hygiene market continues its robust double-digit value growth in 2012, boosted mainly by the dynamic market demand for tissues, toilet paper, wipes, and nappies/diapers/pants. Incontinence and kitchen towels have demonstrated vigorous growth momentum too in the same year, mainly from a small consumer base.

Major raw materials for tissue and hygiene products, wood pulp and cotton, see prices stabilise during the first half of 2012, which is likely to result in a mild upward trend for the unit price of tissue and hygiene in the same year; unlike the more drastic unit price rise in 2011. Meanwhile, with major manufacturers having expanded their production capacity in 2011 and 2012, total supply



of tissue and hygiene is expected to be abundant in 2012, which will also lead to steady unit prices in the overall market.

Hengan Fujian Holding Co Ltd strengthens its leadership in the total tissue and hygiene market. Boasting a wide product portfolio, the company is also the number one player in toilet paper, tissues, sanitary protection, incontinence, wipes and kitchen towels, benefited by its high brand awareness among local consumers, established distribution network, consistent product quality and competitive product pricing. To set a strong foothold in the high-end market in addition to the mass niche, the company launched a series of high-end product ranges in various categories over the review period, such as the Q Mo series in nappies/diapers/pants and Princess range in Space 7 sanitary protection.

Supermarkets take the lead in the distribution of retail tissue and hygiene, thanks to the further penetration of chained operations into inland lower-tier cities. A wide ranging product portfolio at the reasonable prices offered by supermarkets is most attractive to local consumers, who usually do their weekly shopping for household needs in such modern distribution channels as supermarkets. Over half of all the tissue and hygiene products in China are sold through supermarkets in 2012.

Retail tissue and hygiene market in China is expected to continue its buoyant double-digit value CAGR over the forecast period; to be fuelled mainly by strong market demand, particularly in toilet paper, tissues, kitchen towels and nappies/diapers/pants, when local consumers are anticipated to have even stronger purchasing power and armed with the rising awareness of personal well-being. Incontinence is likely to top the value CAGR among all, to be driven by the accelerating greying population in China over the forecast period, in addition to a small consumer base.

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Mike King
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