Household Paper Products - China - January 2014:Industry Analysis Report

Household Paper Products - China - January 2014
Learning from product innovation in both domestic and overseas household paper markets could help household paper companies to effectively identify gaps in
the market and turn unmet needs into concrete business profits.
table Of Content

introduction

definition
report Structure
methodology
abbreviations

executive Summary

the Market
market Size And Forecast
figure 1: Total China Volume Sales Of Household Paper Products, 2008-18
figure 2: Total China Value Sales Of Household Paper Products, 2008-18
market Segmentation
figure 3: Breakdown Of Household Paper Products Market, By Segment, 2013
market Drivers And Barriers
companies And Brands
market Share
figure 4: Leading Companies’ Market Shares In The China Household Paper Products Market, By Value, 2010-12
innovation
marketing And Advertising Activities
the Consumer
usage Purpose For Different Types Of Household Paper
figure 5: Usage Purpose For Different Types Of Household Paper Products, November 2013
purchase Consideration Factors For Toilet Paper, Facial Tissues And Kitchen Towels
figure 6: Purchase Consideration Factors For Different Types Of Household Paper Product, November 2013
attitudes Towards Toilet Paper
figure 7: Attitudes Towards Toilet Paper, November 2013
attitudes Towards Facial Tissues
figure 8: Attitudes Towards Facial Tissues, November 2013
attitudes Towards Kitchen Paper Towels
figure 9: Attitudes Towards Kitchen Paper Towels, November 2013
interest In Different Types Of Household Paper Products
figure 10: Interest In Different Types Of Household Paper Products, November 2013
key Trends
superior Features And New Product Types Invigorate Growth In Toilet Paper
emotional Benefits Entrench Brand Image In Facial Tissues
encourage Trial And Greater Usage In Kitchen Towels Via Functional Benefits And New Usage Occasions
what We Think

the Market

key Points
market Size And Forecast
the Household Paper Market Experiences Strong Growth
figure 11: China Total Volume And Value Sales Of Household Paper Products, 2008-13 (est)
figure 12: Top 8 Retail Markets For Household Paper Consumption And Their Annual Spending Per Capita, By Country, 2011
growth Momentum Is Expected To Be Maintained At A Similar Pace
figure 13: Total China Volume Sales Of Household Paper Products, 2008-18
figure 14: Total China Value Sales Of Household Paper Products, 2008-18
figure 15: Leading Companies’ Current Capacity And Capacity Expected To Be Reached By 2015, January 2014
market Drivers
government Policies

market Barriers
heavy Reliance On Imported Paper Pulp Grants Less Price Bargaining Power To Domestic Suppliers
market Segmentation
figure 16: Volume Of The China Household Paper Market, By Segment, 2010-13
figure 17: Value Of The China Household Paper Market, By Segment, 2010-13
toilet Paper
figure 18: Example Of Tubeless Toilet Rolls (left) Vs Toilet Rolls With Tubes (right), Gold Hongye’s Breeze, 2014
facial Tissues
figure 19: Examples Of Soft-packed Facial Tissues, Kleenex (left), Vinda’s Ultra Strong Series (middle) And C&s’s Sun (right), 2014
kitchen Towels
figure 20: Vinda (left), Shanghai Orient Champion’s Hygienix (middle) And Hengan’s Heartex (right), 2014

companies And Brands

key Points
brand Share
figure 21: Leading Companies’ Market Share In China’s Household Paper Products Market, By Value, 2010 -12
innovation
high Yielding Paper Part Of The Premiumization Trend
figure 22: Kleenex Kitchen Towel (left)/kleenex Viva Dishwashing Towel (middle)/vinda Ultra Strong Series (right)
resource Management And Pollution-control Production Techniques Drive Sustainable Growth
alternative Raw Materials Form Unique Selling Point
marketing And Advertising Activities
expanding Brand Awareness And Increasing Brand Loyalty
figure 23: Vinda’s Tissue-made Wedding Gown, January 2014
companies
hengan International Group Company Limited
figure 24: Hengan Household Paper Product Lines, November 2013
asia Pulp & Paper Group (gold Hongye Paper Group)
vinda International Holdings Limited
figure 25: Breakdown Of Vinda’s Sales By Value (left) And Volume (right), By Product Type, 2012
c&s Paper Co., Ltd.
figure 26: Brand Positioning Of C&s’s Products, January 2014
shanghai Orient Champion Group
figure 27: Free Forest Non-virgin Wood Fibre Toilet Tissue, September 2010
kimberly-clark Corporation
yuen Foong Yu Paper Mfg. Co., Ltd.
figure 28: Mayflower And Delight Brands Under Yuen Foong Yu, January 2014
ningxia Zijinhua Paper Co., Ltd.
figure 29: Plantation-pulp-paper Integration Program, January 2014

the Consumer – Usage Purposes For Different Types Of Household Paper Products

key Points
toilet Paper
dry Toilet Paper Has More Usage Dimensions Than Dry Toilet Sheets - Extending To Personal Grooming And Household Wiping
moist Toilet Paper An Emerging Category That Can Leverage Additional Functional Benefits
figure 30: Usage Purposes For Different Types Of Household Paper Product – Toilet Paper, November 2013
multi-functioning Benefits In Dry Toilet Paper Appeal Most To Younger Aged Females (20-39) With The Highest Education
figure 31: Usage Purposes For Different Types Of Household Paper Product – Dry Toilet Paper/tissue, By Demographics, November 2013
moist Toilet Paper Perceived As A High-end Family Product
figure 32: Usage Purposes For Different Types Of Household Paper Product – Moist Toilet Paper, By Demographics, November 2013
facial Tissues
facial Tissues As A Substitute To Toilet Paper For Body Wiping
figure 33: Usage Purposes For Different Types Of Household Paper Product – Facial Tissues, November 2013
females Use Facial Tissues For Body Wiping To Meet Unfulfilled Needs In Toilet Paper
figure 34: Usage Purposes For Different Types Of Household Paper Product – Facial Tissues, By Demographics, November 2013
kitchen Towels
kitchen Towels Need High Absorbency For Wet Surface Wiping - Napkins Need A Finer Texture For Mouth Wiping
figure 35: Usage Purposes For Different Types Of Household Paper Product – Kitchen Towels And Paper Napkins, November 2013
kitchen Towels For Wet Surface Wiping Are More Appealing To Richer Households
figure 36: Usage Purposes For Different Types Of Household Paper Product – Kitchen Towel, By Demographics, November 2013


the Consumer – Purchase Consideration Factors For Household Paper Products

key Points
brand Value
toilet Paper
consumers Demand Quality, Chemical-free Toilet Paper That Offers Good Value
figure 37: Purchase Consideration Factors For Toilet Paper, November 2013
older Group (40-49) Are More Attracted Towards Thicker Paper
figure 38: Thickness Or Quality Of Paper As A Purchase Consideration For Toilet Paper, By Demographics, November 2013
facial Tissues
exceptional Texture With Chemical-free Paper Are Sought From Facial Tissues
figure 39: Purchase Consideration Factors For Facial Tissues, November 2013
texture Is An Important Selection Criteria Among Single Females
figure 40: Texture As A Purchase Consideration For Facial Tissues, By Demographics, November 2013
kitchen Towels
value-driven Offerings With Thick Paper Fulfil The Needs Of Kitchen Towel Users
figure 41: Purchase Consideration Factors For Kitchen Towels, November 2013
good Value And High Quality Products Help To Convince The Most Discerning Older Aged, High Income Females And Households
figure 42: Thickness Or Quality Of Paper And Good Value For Money As Purchase Consideration Factors For Kitchen Paper Towels, By Demographics,
November 2013

the Consumer – Attitudes Towards Toilet Paper

key Points
stocking Up Habit Paves The Way For Jumbo-sized, Multiple-pack Formats
portable Toilet Paper An Untapped Need To Address
consumers Are Willing To Pay A Price Premium For Quality Toilet Paper
tubeless Toilet Roll An Emerging Trend
bundle-packed Household Paper A Potential Selling Format To Increase Brand Loyalty
thicker Toilet Paper Represents Good Value
low Brand Loyalty…
well-known Brands Still Have A Lot Of Credibility Over Private-label
females Are More Interested In New Product Formats
40-49-year-old Consumers More Willing To Pay A Price Premium
opportunity For Tubeless Toilet Rolls In Tier Three Cities
figure 44: Attitudes Towards Toilet Paper, By Demographics, November 2013

the Consumer – Attitudes Towards Facial Tissues

key Points
stocking Up Behaviour Encourages Purchase Of Facial Tissue With Extra Volume
high Quality Facial Tissues Worth Premium Price
portable Varieties Of Moist Tissues Gain Interest
facial Tissues With Hand Wiping Features Mark A New Business Opportunity
soft-pack Facial Tissues Are Seen As A More Economical Choice
make-up Removing Moist Facial Wipes Offer New Product Innovation
low Brand Loyalty In Facial Tissues Reflects The Importance Of Strengthening Brand Equity
females Are More Open To New Portable Varieties And Like To Stock Up
premium Hand Wiping Features In Facial Tissues Appeal To 40-49-year-olds
soft-packed More Widely Accepted By Females And Shanghai Residents
expand Product Distribution Online To Capture Internet Savvy Shoppers In Shanghai
younger Aged Male Users Have Higher Brand Loyalty
figure 46: Attitudes Towards Facial Tissues, By Demographics, November 2013

the Consumer – Attitudes Towards Kitchen Paper Towels

key Points
drivers To Usage
hygiene And Convenience Driving The Switch From Dishcloths To Kitchen Towels

kitchen Towel Needs To Be Positioned As A Daily Necessity To Increase Usage Frequency
hand Drying An Additional Property To Serve Consumers
consumers Desire Kitchen Towels With Different Usage Purposes
water Saving An Additional Benefit To Boost Trial
brand Value Plays A Role But Brand Loyalty Is Still Low
target Females With ‘convenience’ And Introduce Kitchen Towels With Task-specific Properties
30-49-year-old Group Appreciates Convenience And Hygiene Properties
older Aged Groups And High Income Families Are Main Users Of Kitchen Towels
figure 48: Attitudes Towards Kitchen Paper Towels, By Demographics, November 2013
barriers To Trial
promoting Durability And Water And Grease Absorbency
value For Money Products Could Trigger Trial

the Consumer – Interest In Different Types Of Household Paper Products

key Points
toilet Paper
consumers Show Great Interest In Toilet Paper With Superior Features
toilet Paper With Aromatic Scent Adds Extra Appeal
figure 50: Interest In Different Types Of Household Paper Products – Toilet Paper, November 2013
figure 51: Interest In Different Types Of Household Paper Products – Toilet Paper, By Demographics, November 2013
facial Tissues
emotionally-driven Product Innovations Gain Popularity
men Is An Untapped Segment To Explore
special Occasion Pack Designs Spur Sales
figure 52: Interest In Different Types Of Household Paper Products – Facial Tissues, November 2013
figure 53: Interest In Different Types Of Household Paper Products, Facial Tissues, By Demographics, November 2013
kitchen Towels
kitchen Towels With Added Functional Benefits Attract The Greatest Interest
durable Features In Kitchen Towels A Trend To Catch
microwavable Kitchen Towels Create Additional Usage Occasions
figure 54: Interest In Different Types Of Household Paper Products – Kitchen Towels, November 2013
figure 55: Interest In Different Types Of Household Paper Products – Kitchen Paper Towels, By Demographics, November 2013

key Issue 1 – Superior Features And New Product Types To Invigorate Growth In Toilet Paper

key Points
toilet Paper Sees Moderate Growth
mundane Image As A Personal Hygiene Solution And The Presence Of High Quality Facial Tissues Limits Growth
figure 56: Value And Volume Sales Of Toilet Paper In China, 2010-13
stagnation In Product Innovation Resulting From Limited Product Launches
advanced Product Features Are Key Differentiators
sporadic Launches Of Products With Added Features
figure 57: Top Claims Of Newly Launched Toilet Paper In China, 2010-2013
environmentally Friendly Concept Will Emerge With Greater Importance
figure 59: Examples Of Eco-friendly Toilet Paper In The Domestic (left), 2010, And Overseas Market (right), 2013
introduce New Functions And Product Formats To Reinvigorate The Segment
superior Functional Benefit With A Hint Of An Emotional Touch
figure 61: Examples Of Specialized Toilet Paper From Overseas Markets, 2013
moist Toilet Paper A New Format To Complement Dry Toilet Paper
figure 64: Example Of Moist Toilet Paper From Domestic Market (left), 2012 And Overseas Markets (middle, Right), 2013
what Does It Mean?

key Issue 2 – Emotional Benefits Entrench Brand Image In Facial Tissues

key Points

facial Tissues Adopt More Mass Market Prices
severe Competition Inhibits Price Rises In Recent Years
figure 65: Value And Volume Sales Of Facial Tissues In China, 2010-13
the Perception Of Premium Products Has Been Changed Over Time
a New Wave Of Product Launches Starts To Focus On Natural, Suitable For Baby And Eco-friendly
figure 66: Facial Tissue New Product Claims, 2010-2013
emotional Aspects Help Brands To Establish More Solid Bonding With Consumers
brands Can Leverage Consumers’ Pursuit For Uniqueness And Individuality
figure 67: Interest In Household Paper Products - Facial Tissues, November 2013
pack Designs By Gender And Special Occasions Gain Wide Interest
figure 68: Interest In Household Paper Products - Facial Tissues, November 2013
figure 69: Examples Of Facial Tissues With Pack Designs For Men From Overseas Markets, 2012
figure 70: Examples Of Facial Tissues With Packs Designed For Special Occasions From Overseas Markets, 2012-13
what Does It Mean?

key Issue 3 – Encourage Trial And Greater Usage In Kitchen Towels Via Functional Benefits And New Usage Occasions

key Points
kitchen Towels Are Still In A Nascent Phase But With High Growth Potential
the Segment Has The Lowest Market Share
figure 71: Breakdown Of Value And Volume Sales Of Household Paper Products, By Segment, 2013 (est)
moderate Penetration Underlines The Need For Better Pricing And Product Features
figure 72: Usage Purposes For Kitchen Towels And Paper Napkins/serviettes, November 2013
robust Annual Growth Makes It A Highly Attractive Category
figure 73: Value And Volume Sales Of Kitchen Towels, 2010-13
new Functional Benefits, Usage Occasions And Purposes Open Up The Door For Trials And Greater Usage
unique Brand Identity Is Undermined By Homogeneous Product Claims
figure 74: Kitchen Towels Product Claims Focusing On Grease And Water Absorbing Features, 2014
advanced Functional Benefits With Antibacterial Features And Extra Durability Address Untapped Needs
figure 75: Interest In Household Paper Products – Kitchen Towels – Functional Benefits, November 2013
figure 76: Examples Of Kitchen Towels From Overseas Markets With Additional Functional Benefits, 2013
additional Usage Occasions/purposes Expand Frequency Of Use
figure 77: Interest In Household Paper Products - Kitchen Towels – Usage Purposes, November 2013
figure 78: Examples Of Kitchen Towels From Overseas Markets With Additional Usage Purposes, 2012 (left), 2013 (right)
special Occasion Packaging Designs For Napkins/serviettes Gain Attraction
figure 79: Interest In Napkins/serviettes, November 2013
figure 80: Examples Of Seasonal Festival Napkins From Overseas Markets, 2013
what Does It Mean?

appendix – Usage Purpose For Different Types Of Household Paper In The Last 3 Months

figure 81: Usage Purpose For Different Types Of Household Paper, November 2013
figure 82: Usage Purpose For Different Types Of Household Paper, November 2013
figure 83: Most Popular Usage Purpose For Different Types Of Household Paper – Toilet Paper, By Demographics, November 2013
figure 84: Next Most Popular Usage Purpose For Different Types Of Household Paper – Toilet Paper, By Demographics, November 2013
figure 85: Most Popular Usage Purpose For Different Types Of Household Paper – Facial Tissue, By Demographics, November 2013
figure 86: Next Most Popular Usage Purpose For Different Types Of Household Paper – Facial Tissue, By Demographics, November 2013
figure 87: Most Popular Usage Purpose For Different Types Of Household Paper – Kitchen Paper Towel, By Demographics, November 2013
figure 88: Next Most Popular Usage Purpose For Different Types Of Household Paper – Kitchen Paper Towel, By Demographics, November 2013
figure 89: Most Popular Usage Purpose For Different Types Of Household Paper – Dry Toilet Paper/tissue, By Demographics, November 2013
figure 90: Next Most Popular Usage Purpose For Different Types Of Household Paper – Dry Toilet Paper/tissue, By Demographics, November 2013
figure 91: Most Popular Usage Purpose For Different Types Of Household Paper – Dry Toilet Sheet, By Demographics, November 2013
figure 92: Next Most Popular Usage Purpose For Different Types Of Household Paper – Dry Toilet Sheet, By Demographics, November 2013
figure 93: Most Popular Usage Purpose For Different Types Of Household Paper – Moist Toilet Paper, By Demographics, November 2013
figure 94: Next Most Popular Usage Purpose For Different Types Of Household Paper – Moist Toilet Paper, By Demographics, November 2013
figure 95: Most Popular Usage Purpose For Different Types Of Household Paper – Facial Tissue, By Demographics, November 2013
figure 96: Next Most Popular Usage Purpose For Different Types Of Household Paper – Facial Tissue, By Demographics, November 2013
figure 97: Most Popular Usage Purpose For Different Types Of Household Paper – Handkerchief, By Demographics, November 2013
figure 98: Next Most Popular Usage Purpose For Different Types Of Household Paper – Handkerchief, By Demographics, November 2013
figure 99: Most Popular Usage Purpose For Different Types Of Household Paper – Moist Tissue, By Demographics, November 2013
figure 100: Next Most Popular Usage Purpose For Different Types Of Household Paper – Moist Tissue, By Demographics, November 2013
figure 101: Most Popular Usage Purpose For Different Types Of Household Paper – Kitchen Paper Towel, By Demographics, November 2013
figure 102: Next Most Popular Usage Purpose For Different Types Of Household Paper – Kitchen Paper Towel, By Demographics, November 2013
figure 103: Most Popular Usage Purpose For Different Types Of Household Paper – Paper Napkin/serviettes, By Demographics, November 2013

figure 104: Next Most Popular Usage Purpose For Different Types Of Household Paper – Paper Napkin/serviettes, By Demographics, November 2013

appendix – Purchase Consideration Factors For Toilet Paper

figure 106: Most Popular Purchase Consideration Factors For Toilet Paper, By Demographics, November 2013
figure 107: Next Most Popular Purchase Consideration Factors For Toilet Paper, By Demographics, November 2013
figure 108: Other Purchase Consideration Factors For Toilet Paper, By Demographics, November 2013

appendix – Purchase Consideration Factors For Facial Tissue

figure 109: Purchase Consideration Factors For Facial Tissue, November 2013
figure 110: Most Popular Purchase Consideration Factors For Facial Tissue, By Demographics, November 2013
figure 111: Next Most Popular Purchase Consideration Factors For Facial Tissue, By Demographics, November 2013
figure 112: Other Purchase Consideration Factors For Facial Tissue, By Demographics, November 2013

appendix – Purchase Consideration Factors For Kitchen Paper Towels

figure 113: Purchase Consideration Factors For Kitchen Paper Towel, November 2013
figure 114: Most Popular Purchase Consideration Factors For Kitchen Paper Towel, By Demographics, November 2013
figure 115: Next Most Popular Purchase Consideration Factors For Kitchen Paper Towel, By Demographics, November 2013
figure 116: Other Purchase Consideration Factors For Kitchen Paper Towel, By Demographics, November 2013

appendix – Attitudes Towards Toilet Paper

figure 118: Most Popular Attitudes Towards Toilet Paper, By Demographics, November 2013
figure 119: Next Most Popular Attitudes Towards Toilet Paper, By Demographics, November 2013

appendix – Attitudes Towards Facial Tissues

figure 121: Most Popular Attitudes Towards Facial Tissues, By Demographics, November 2013
figure 122: Next Most Popular Attitudes Towards Facial Tissues, By Demographics, November 2013

appendix – Attitudes Towards Kitchen Paper Towels

figure 124: Most Popular Attitudes Towards Kitchen Paper Towels, By Demographics, November 2013
figure 125: Next Most Popular Attitudes Towards Kitchen Paper Towels, By Demographics, November 2013
figure 126: Other Attitudes Towards Kitchen Paper Towels, By Demographics, November 2013

appendix – Area Of Interest In Different Types Of Household Paper Products

figure 127: Area Of Interest In Different Types Of Household Paper Products, November 2013
figure 128: Area Of Interest In Different Types Of Household Paper Products – Toilet Paper, By Demographics, November 2013
figure 129: Area Of Interest In Different Types Of Household Paper Products – Facial Tissues, By Demographics, November 2013
figure 130: Area Of Interest In Different Types Of Household Paper Products – Kitchen Paper Towels, By Demographics, November 2013
figure 131: Area Of Interest In Different Types Of Household Paper Products – Extra Soft Toilet Paper Enriched With Lotion, By Demographics,
November 2013
figure 132: Area Of Interest In Different Types Of Household Paper Products – Toilet Paper That Neutralizes Odors, By Demographics, November 2013
figure 133: Area Of Interest In Different Types Of Household Paper Products – Scented Toilet Paper, By Demographics, November 2013
figure 134: Area Of Interest In Different Types Of Household Paper Products – Toilet Paper With Colorful Prints, By Demographics, November 2013
figure 135: Area Of Interest In Different Types Of Household Paper Products – Scented Facial Tissues, By Demographics, November 2013

figure 136: Area Of Interest In Different Types Of Household Paper Products – Facial Tissue With Package Design Fitting With Room Décor, By
Demographics, November 2013
figure 137: Area Of Interest In Different Types Of Household Paper Products – Facial Tissue With Packs Designed Especially For Men*, By
figure 138: Area Of Interest In Different Types Of Household Paper Products – Facial Tissue With Packs Designed Especially For Special Occasions, By
figure 139: Area Of Interest In Different Types Of Household Paper Products – Facial Tissue With Limited-edition Prints On Package Designs, By
figure 140: Area Of Interest In Different Types Of Household Paper Products – Kitchen Paper Towels With Disinfectant/antibacterial Properties, By
figure 141: Area Of Interest In Different Types Of Household Paper Products – Kitchen Towel That Can Be Re-used More Than Once, By
figure 142: Area Of Interest In Different Types Of Household Paper Products – Moistened Kitchen Towels That Can Be Heated In The Microwave, By
figure 143: Area Of Interest In Different Types Of Household Paper Products – Napkin Paper With A Wider Range Of Colorful Prints, By Demographics,
November 2013
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Household Paper Products - China - January 2014:Industry Analysis Report

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Household Paper Products - China - January 2014:Industry Analysis Report