With the continuous improvement of consumers' requirements for quality of life, the paper market has also ushered in a new trend of consumption upgrading. Traditional napkins, tissues, and rolls of paper can no longer meet the diverse needs of consumers. Sub categories such as wet toilet paper, beauty wipes, rhinitis specific paper, cotton soft wipes, and kitchen paper have begun to emerge.
According to the "2023 China Shopper Report" jointly released by Bain&Company and Kantar Consumer Index, the growth rates of facial tissues and wet wipes reached 16.9% and 14.9%, respectively. This data indicates that consumers are increasingly concerned about personal hygiene and health issues, and their demand for paper products is becoming more personalized and segmented.
In this context, domestic paper giants have adjusted their strategies and increased their layout efforts in segmented markets. At the same time, some emerging brands have rapidly emerged with unique product positioning and marketing strategies, occupying a place in the market. For example, DeYou holds a leading position in the wet toilet paper market, while Babycare has successfully entered the paper product market with its good reputation in the mother and baby market. The rise of these emerging brands not only enriches market supply, but also promotes the transformation and upgrading of the entire industry.