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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
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  • 1. 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 Household Paper Products - China - January 2014
  • 2. 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 Household Paper Products - China - January 2014
  • 3. 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 figure 43: Attitudes Towards Toilet Paper, November 2013 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 figure 45: Attitudes Towards Facial Tissues, November 2013 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 Household Paper Products - China - January 2014
  • 4. 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 figure 47: Attitudes Towards Kitchen Paper Towels, November 2013 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 figure 49: Attitudes Towards Kitchen Paper Towels, November 2013 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 58: Purchase Consideration Factors For Toilet Paper, November 2013 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 60: Interest In Different Types Of Household Paper Products – Toilet Paper, November 2013 figure 61: Examples Of Specialized Toilet Paper From Overseas Markets, 2013 moist Toilet Paper A New Format To Complement Dry Toilet Paper figure 62: Attitudes Towards Toilet Paper, November 2013 figure 63: Interest In Different Types Of Household Paper Products – Toilet Paper, November 2013 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 Household Paper Products - China - January 2014
  • 5. 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 Household Paper Products - China - January 2014
  • 6. 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 105: Purchase Consideration Factors For Toilet Paper, November 2013 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 117: Attitudes Towards Toilet Paper, November 2013 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 120: Attitudes Towards Facial Tissues, November 2013 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 123: Attitudes Towards Kitchen Paper Towels, November 2013 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 Household Paper Products - China - January 2014
  • 7. 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 Demographics, November 2013 figure 138: Area Of Interest In Different Types Of Household Paper Products – Facial Tissue With Packs Designed Especially For Special Occasions, By Demographics, November 2013 figure 139: Area Of Interest In Different Types Of Household Paper Products – Facial Tissue With Limited-edition Prints On Package Designs, By Demographics, November 2013 figure 140: Area Of Interest In Different Types Of Household Paper Products – Kitchen Paper Towels With Disinfectant/antibacterial Properties, By Demographics, November 2013 figure 141: Area Of Interest In Different Types Of Household Paper Products – Kitchen Towel That Can Be Re-used More Than Once, By Demographics, November 2013 figure 142: Area Of Interest In Different Types Of Household Paper Products – Moistened Kitchen Towels That Can Be Heated In The Microwave, By Demographics, November 2013 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 ResearchMoz(http://www.researchmoz.us/) is the one stop online destination to find and buy market research reports & Industry Analysis. We fulfill all your research needs spanning across industry verticals with our huge collection of market research reports. We provide our services to all sizes of organizations and across all industry verticals and markets. Our Research Coordinators have in-depth knowledge of reports as well as publishers and will assist you in making an informed decision by giving you unbiased and deep insights on which reports will satisfy your needs at the best price. Contact: M/s Sheela, 90 State Street, Suite 700, Albany NY - 12207 United States Tel: +1-518-618-1030 USA - Canada Toll Free 866-997-4948 Email: sales@researchmoz.us Website: http://www.researchmoz.us/ Household Paper Products - China - January 2014