Household paper towels become a must-have item for stocking up during the 2023 Double Eleven Shopping Festival
Tissue Paper become a must-have item for stocking up during the Double Eleven Shopping Festival, with different types of tissue paper products for different purposes, a family needs more than ten kinds of paper.
During the Double Eleven Shopping Festival promotion period, household tissue paper, as a necessity, are one of the must-have items. This year’s Double Eleven Shopping Festival, according to JD data, from October 23 to 29, the turnover of cleaning paper products increased by 40% year-on-year, of which facial tissue increased by 256%, toilet tissue increased by 60%, and baby wipe tissue paper increased by 124%.
The first batch of Double Eleven Shopping Festival products for Baoma Xiaoqing have arrived one after another, and tissue paper account for the highest proportion. “It’s not easy to stock up tissue paper for the whole family. I have handkerchief tissue tissue, baby cream tissue, moisturizing towels for rhinitis patients, wet toilet paper for the whole family, and draw tissue paper for different scenarios such as kitchen, bathroom, etc.” She told Nandu reporters that in recent years, tissue paper consumption has not only upgraded rationally, but also become more refined.
According to the “Household Paper Industry Consumption Trend Report” (hereinafter referred to as the “Report”) released by JD Consumption and Industry Development Research Institute, under the trend of refined consumption of daily necessities, paper towel consumption also shows characteristics such as diversification and refinement, with the main feature of “different paper for different purposes”, expanding from roll paper and tissue paper to wet toilet paper, kitchen paper towels, disinfectant paper towels, baby cream paper and other sub-functional paper towels.
Paper towel segmentation demand surges: a family needs more than 10 kinds of paper
As a high-frequency necessity of life, China’s per capita consumption of household paper continues to grow. Data shows that from 1993 to 2022, China’s per capita consumption of tissue paper increased from 0.91 kg to 8.4 kg. Online is a popular channel for tissue product consumption. The report shows that from 2018 to 2022, the sales volume of tissue paper products online has steadily increased, with a compound annual growth rate of 30%.
From the online consumption data, consumers have developed a habit of using paper delicately, and the sales of sub-functional tissue paper such as facial tissue have increased. A family needs to buy more than 10 kinds of tissue paper for different usage scenarios, in addition to ordinary handkerchiefs, roll paper, tissue paper, toilet paper, kitchen paper towels, kitchen wet wipes, kitchen oil-absorbing paper, baby wipes, soft towels, hand wipes, as well as facial wipes, cream paper, etc.
The report shows that from 2018 to 2022, the compound annual growth rate of sub-paper types higher than the average value, wet toilet paper, wet wipes, kitchen paper towels, tissue paper, etc., the compound annual growth rate reached 44%, 36%, 35% and 32%, respectively.
It is worth noting that in 2022, the sales volume of baby soft towels, baby cream paper, and baby wipes increased by 187% year-on-year, and the maternal and child market has become a high-increment market segment. Taking baby wipes as an example, consumers pay more attention to the workmanship, safety, and practicality of the products, and strive to provide a more comfortable experience for their babies at home.
Consumers pursue a healthy lifestyle, and kitchen wet paper towels continue to maintain a growth trend, with a year-on-year increase of 40% in 2022. From different types, kitchen paper towels with strong water absorption and oil removal functions, and printed kitchen paper towels are more attractive to consumers. This also attracts more merchants to enter the market. In 2022, the number of brands of kitchen paper towels increased by 49% year-on-year, and the number of product types increased by 107%.
The sales volume of wet wipes has steadily increased, with a year-on-year increase of nearly 40%. Consumers pay more attention to functions such as sterilization, cleaning, and disinfection. Among them, the sales volume of portable/travel wet wipes increased by nearly 50% year-on-year, and the sales volume of 75% alcohol wet wipes increased by nearly 70%; wet toilet paper is convenient to use and has a high comfort level, and is increasingly favored by consumers. The sales volume of wet toilet paper increased by nearly 40% year-on-year in 2022.
The lower-tier market loves to buy wet toilet paper, Beijing, Shanghai and Tianjin are the gathering places for kitchen paper users
Different regional consumers prefer different categories. With the sinking of the supply chain and the gradual improvement of infrastructure, more and more rich products will cover more areas, allowing more consumers to buy paper products online, and the lower-tier market will continue to be a high-increment market. The increase of wet toilet paper in the lower-tier market is particularly obvious. The sales volume in the sixth-tier cities increased by 64% year-on-year, and Ningxia, Gansu, and Hunan ranked in the top three in terms of year-on-year growth.
In terms of kitchen-specific paper, Beijing, Shanghai, and Tianjin are the gathering places for kitchen paper users, with the highest purchasing power index and per capita consumption index; in terms of wet wipes consumption, users in Beijing, Shanghai, and Zhejiang are more likely to choose products with relatively higher prices and stronger functions. Wet wipes; from the year-on-year growth rate of sales volume of baby paper products in the TOP10 provinces and cities in 2022, consumers in Shanghai, Hainan, Yunnan, Beijing, Tibet and other places have purchased more baby paper products online.
There are significant differences in the demand for paper products among consumers of different age groups. From the proportion of users of different sub-paper types in each age group, consumers aged 16-25 have more demand for handkerchiefs, consumers aged 26-35 pay more attention to soft towels and wet toilet paper, and consumers aged 36-45 prefer kitchen paper towels and wet wipes.
From a gender perspective, female consumers prefer to buy soft towels and kitchen paper towels, and the proportion of shopping users exceeds 60%; male consumers prefer to buy wet toilet paper and tissue paper, and the proportion of shopping users exceeds 40%; from different occupational preferences, corporate white-collar workers prefer to buy wet wipes, service industry practitioners prefer to buy kitchen paper towels, public institution staff prefer to buy soft towels, and small town residents prefer to buy roll type tissue paper; from the type of crowd, middle and high income people prefer to buy kitchen paper towels and wet toilet paper, and medium income people prefer to buy roll paper and tissue paper.
In addition, JD Supermarket consumption trends show that the number of users who buy paper products among college students has increased by 96% year-on-year, and the potential of the campus market cannot be underestimated. From the perspective of the sub-paper types with fast growth, the number of users of soft towels, wet wipes, kitchen paper towels, tissue paper, and wet toilet paper have all achieved high-speed growth.
The epidemic changes consumption habits: different paper for different purposes, paper towel scene
In the era of the epidemic, consumers’ shopping habits have changed a lot, and disinfection and sterilization tissue paper have grown against the trend. At this time, health is an important factor driving the consumption upgrade of tissue paper. After the epidemic, with the improvement of the national health prevention awareness, health, safety and food-grade tissue paper products are more and more popular, and the requirements for the categories and raw materials of household tissue paper are improved.
“Different tissue paper for different purposes” is a new habit that Xiaotan developed after the epidemic. Whenever she travels on business, she prepares nearly 10 different types of tissue paper in advance. Take disinfectant wipes as an example, which can be divided into daily-use pull-out wipes and sheet wipes for wiping mobile phone screens. To cope with different scenarios, she also prepared outdoor-use clear water wipes and special paper towels for wiping glasses. There are more types of tissue paper needed in the hotel, including disposable facial towels, bath towels, makeup remover wipes, etc.
While tissue paper that are mainly healthy and safe become necessities, consumers’ personalized and diversified needs are highlighted. On social platforms, people will evaluate tissue paper from multiple dimensions such as softness, toughness, and usage scenarios. Take cream paper with moisturizing ingredients as an example, the use feel is better than ordinary tissue paper, satisfying the needs of niche groups who are worried about affecting the skin. In recent years, it has been loved by rhinitis patients and Baoma groups.
People are more particular about paper use, and the consumption scenarios of household paper are widened accordingly. Specifically, in the fast-paced life, busy consumers pursue higher efficiency, no longer pursue “one paper for multiple purposes”, and the demand is more segmented. On e-commerce platforms, kitchen paper alone can be divided into paper towels with strong water absorption and oil removal effects, and paper towels and water-resistant paper wipes made of non-woven fabrics. Toilet paper is divided into natural color roll paper, wet toilet paper, dry and wet dual-use soft towels, etc.
The pursuit of quality life by young consumers is also a major reason for brands to layout and develop new products. In contrast, the consumption characteristics of the new generation of consumers such as post-95s and post-00s have significant differences, the sensitivity to price has declined, and the demand for more refined life consumption, paying attention to the convenience, beauty and practical.
