This report is based on consumption data of over 100 million person-times nationwide and thousands of offline user surveys, comprehensively analyzing the development trend of China's household daily tissue market. Data shows that in 2024, the scale of China's household tissue market exceeded 150 billion yuan for the first time, reaching 155.07 billion yuan, a year-on-year increase of 8.2%; per capita consumption rose to 9.4 kilograms, far exceeding the global average of 5.8 kilograms, maintaining its position as the world's largest household tissue consumer. The core highlight of the report is that under the trend of consumption upgrading, household tissue is transforming from "basic satisfaction type" to "premium quality type". 70% of consumers clearly tend to choose functional and personalized premium tissue products, and nearly 30% of households have more than 10 different types of cleaning tissue products, covering multiple categories such as toilet rolls, facial tissues, facial cleansing towels, cream tissues and wet toilet Tissue. Among them, basic categories such as toilet rolls and facial tissues maintain steady growth, with a growth rate of around 5%; while high-end functional categories such as facial cleansing towels, cream tissues and hanging facial tissues show explosive growth, with an annual growth rate of over 30%.

The survey deeply analyzes consumers' tissue purchasing preferences and consumption habits. The results show that the three core factors consumers pay most attention to when purchasing tissue products are quality (accounting for 68%), price (accounting for 52%) and safety standards (accounting for 49%) in order. Among the quality dimensions, the softness, toughness and whether it sheds scraps are the primary considerations; in terms of safety standards, no fluorescent agents, no whitening agents and food-grade materials have become the core demands of mother-infant families and sensitive skin groups. It is worth noting that stockpiling tissue has become a common habit of Chinese households. More than 90% of households have the behavior of purchasing and stockpiling tissue products, among which 70% of consumers will "stock up when there are e-commerce promotions and offline discounts", with an average single stockpile volume meeting the usage demand for 3-6 months; 90% of consumers will take the initiative to choose large-pack products and accurately calculate the unit price, highlighting the consumption principle of "cost-effectiveness first". In terms of brand choice, consumers show the characteristics of "diversified trial + fixed preference". Nearly 60% of consumers regularly use 2-3 commonly used brands, including leading brands such as Vinda and Hearttex, as well as characteristic brands such as Zhihu and Bamboo Pulp Tissue; only less than 10% of people stick to a single brand, indicating that there is still considerable room for brand conversion in the market.

From the perspective of consumer groups, female consumers contribute more than 60% of the transaction volume, especially preferring tissue products integrated with skincare concepts such as cream tissues and facial cleansing towels; male consumers are more inclined to categories emphasizing cleaning efficiency such as wet toilet tissue and portable wet wipes. The demand differences among different groups have promoted category segmentation. Industry experts analyze that with the improvement of residents' income level and the deepening of health concept, the market penetration rate of premium tissue products will further increase, and it is expected that the market scale of high-end functional tissue products will exceed 40 billion yuan in 2025.