At present, China’s household paper industry is entering a critical phase of structural transformation.

In 2024, the industry as a whole exhibited a pattern in which capacity expansion outpaced consumption growth. Total annual production reached 12.6 million tons, representing a year-on-year increase of 4.13%, while total consumption amounted to 11.28 million tons, up 2.27% year-on-year. The significantly faster growth in production capacity has led to a looser supply–demand balance.
At the same time, driven by ongoing consumption upgrading, the market is facing a dual challenge of “capacity surplus” and “upgrading quality demand.”

From the consumption perspective, per capita household paper consumption increased from 8.8 kg in 2023 to 9.4 kg in 2024, marking a 6.8% year-on-year growth. Against the backdrop of an already relatively high per capita consumption base, the dividend from penetration rate growth is gradually diminishing. Future growth momentum will increasingly rely on quality upgrades driven by consumption upgrading, as well as new demand stimulated by scenario-based segmentation.

From the perspective of market size and structure, growth momentum has begun to diverge. According to Magic Mirror Analysis+ monitoring data, the household paper market size on major e-commerce platforms reached RMB 40.643 billion in 2025. Among them, facial tissues, as the traditional core category, accounted for over 70% of the market share, remaining the industry’s fundamental base.
Meanwhile, lotion tissues emerged as a major growth highlight. In 2025, online sales of lotion tissues reached RMB 1.245 billion, surging 48.5% year-on-year.

Based on this background, this article will analyze the household paper industry from three dimensions: overall industry development, market characteristics of high-growth subcategories, and representative brand case studies, with the aim of systematically exploring industry dynamics and future opportunities.

Definition of Core Concepts

The “household paper” discussed in this article primarily refers to dry paper products made from virgin wood pulp, including toilet paper, facial tissues/handkerchief tissues, and their segmented variants (such as lotion tissues). It excludes wiping products made from nonwoven materials, such as wet wipes, moist toilet paper, and cleansing towels.

1. The Household Paper Market, Enters the Era of “Segmented Innovation”

Paper, as a daily necessity of modern life, has always reflected shifts in consumer habits. Overall, the online household paper market continues to expand steadily, reaching a scale of RMB 40.643 billion, with a 7.4% year-on-year growth rate. Among all categories, facial tissues remain the market core, accounting for over 52% of total SKUs.

However, beneath the seemingly stable dominance of facial tissues, innovation is carving out new growth paths through usage scenarios. Taking hanging facial tissues as an example, Magic Mirror Analysis+ monitoring data show that sales surged from RMB 1.988 billion in 2023 to RMB 7.8 billion in 2025, making it one of the most prominent growth drivers in recent years.

Sales Trend of Hanging Facial Tissues

Behind this explosive growth lies the efficient resonance between demand and supply. On the demand side, the hanging design precisely fits humid and space-constrained environments such as kitchens and bathrooms, enabling a convenient “one-hand pull” experience while reducing replacement frequency through larger capacity. On the supply side, this innovation mainly involves adjustments to packaging and cutting processes, with high compatibility with traditional production lines, relatively low modification costs for manufacturers, and minimal consumer education requirements.
The success of hanging facial tissues validates the feasibility of opening new scenarios through form innovation.

Meanwhile, material and ingredient upgrades have become another powerful growth curve, with lotion tissues being the most representative example. Addressing pain points such as skin sensitivity, redness, and peeling caused by frequent wiping—especially among infants and rhinitis sufferers—lotion tissues incorporate moisturizing agents to deliver a softer, more skin-friendly solution. According to Magic Mirror Analysis+ data, online sales of lotion tissues increased from RMB 534 million in 2023 to RMB 1.245 billion in 2025, demonstrating strong potential as a premium solution for sensitive needs.

Sales Trend of Lotion Tissues

Overall, the growth drivers of the household paper market are no longer confined to basic functional satisfaction. From the scenario innovation of hanging tissues to the ingredient upgrades of lotion tissues, the industry is continuously evolving along the paths of functional refinement and experience optimization, signaling a shift from simple “cleaning” needs toward higher-value propositions centered on care and convenience.

2. How Lotion Tissues Evolved From “Baby-Only” Products to Universal Sensitive-Skin Care

The lotion tissue category has maintained rapid growth momentum. Magic Mirror Analysis+ data show that in 2025, lotion tissue sales on major e-commerce platforms reached RMB 1.245 billion, with a substantial 48.5% year-on-year increase, achieving rapid scale expansion.

Category Evolution: From Niche Scenarios to Mass Demand

Looking back at its development trajectory, lotion tissues initially targeted the niche market of daily care for young infants, establishing strong recognition through superior softness and skin-friendliness. Subsequently, driven by consumption upgrading, their “skincare-grade” value was discovered by a broader consumer base. Rhinitis sufferers and individuals with sensitive skin found that lotion tissues effectively alleviate redness and discomfort caused by frequent wiping. As a result, the category successfully broke out from its “infant-exclusive” positioning to cover all age groups.

Consumer Segments and Scenarios: Precise Alignment with Core Pain Points

Cross-analysis of consumer groups and usage scenarios shows that lotion tissues are primarily favored by sub-healthy individuals, young infants, and people with sensitive skin. Corresponding high-frequency scenarios include rhinitis care, redness repair for sensitive skin, and post-skincare cleansing. This indicates that the product’s value proposition has been precisely anchored to the core pain point of gentle wiping with reduced skin irritation, forming a stable market foundation.

Heatmap of Lotion Tissue Consumer Groups & Scenarios

Consumer Feedback: Praise for Experience and Debate over Specifications

From consumer reviews, positive feedback is highly concentrated on material quality and comfort. Representative comments include “soft and lint-free” and “comfortable for wiping the nose without redness,” confirming that the core value proposition has been validated by the market.
However, there is ongoing discussion around product specifications. Compared with standard facial tissues that typically offer 100 sheets per pack, lotion tissues are often sold in smaller packs of 30–40 sheets. While this design enhances portability, it also leads to shorter usage cycles per pack and a higher perceived cost per use. In response, some brands have introduced large-capacity hanging packs, seeking a new balance between experience and cost efficiency.

Selected Consumer Reviews of Lotion Tissues

Industry Competition: Technical Barriers and Early Signs of Homogenization

At its core, the addition of moisturizing agents is the key differentiator for lotion tissues. These ingredients not only enhance smoothness and softness but, more importantly, enable repeated wiping without easily causing skin redness—forming the category’s core barrier.
However, it is worth noting that the technical threshold for applying lotion ingredients is relatively limited. As market enthusiasm rises, some small and mid-sized brands have quickly entered the segment, leading to early signs of ingredient and claim homogenization. Future competition is likely to intensify around ingredient innovation and efficacy enhancement.

3. C&S (Kexinrou): Building a Full-Scenario Product Matrix, with a “Baby-Grade Gentle Care” Positioning

Within the rapidly growing lotion tissue segment, C&S (Kexinrou) is an undeniable leading brand. Since its establishment in 2011, the company has upheld its mission of “enhancing the quality of life for hundreds of millions of users,” centering its positioning on “baby-grade gentle care.” By precisely focusing on the advanced care needs of mothers and infants, sensitive-skin users, and refined female consumers, C&S has gradually built a comprehensive system spanning R&D and scenario adaptation.

In terms of market performance, C&S achieved RMB 530 million in online lotion tissue sales in 2025, with a 39.6% year-on-year increase. Leveraging its first-mover advantage, the brand occupies a core market share and has developed four major product lines based on segmented consumer needs: Chongrun Series, Small Velvet Tissues, Nose Care Tissues, and IP Series.

• For infants aged 0–3 (with underdeveloped skin barriers), C&S launched Chongrun moisturizing tissues, suitable for baby massage and post-feeding cleaning, addressing redness and linting issues caused by ordinary tissues.

• For rhinitis and cold sufferers of all ages (frequent nose blowing leading to dryness and skin damage), C&S introduced nose care tissues, reducing friction irritation through moisturizing agents.

• For sensitive-skin users (thin stratum corneum, prone to redness and itching), the brand offers moisturizing small velvet tissues, suitable for drying after cleansing and post-makeup wiping, avoiding risks from chemical additives in ordinary tissues.

• To meet the portability needs of refined lifestyle consumers, all product lines offer small-size formats (such as 130×175 mm handkerchief tissues and mini facial tissues) for on-the-go use, while hanging tissue options further enhance convenience.

Data source: Public information compilation
Image source: C&S Official Website

From consumer feedback, key focus areas include material quality, comfort, size, and convenience.
In terms of material and comfort, “soft, lint-free, odorless” appear frequently in positive reviews, while “no redness after use” directly validates the effectiveness of its gentle-care positioning.
Regarding size, comments often mention “small size,” corresponding to its core specifications (e.g., 130×175 mm), while multiple size options such as 130×180 mm are also provided to meet diverse needs.
In terms of convenience, consumers value both the ease of carrying and the e-commerce experience of home delivery, forming a complete experience loop from product to service.

Selected Consumer Reviews of C&S

The core barrier supporting this system lies in C&S’s technological accumulation and standard-setting capabilities. Its proprietary BBI Baby Gentle Balance Standard, developed in collaboration with pediatric and dermatology experts, quantifies “baby-grade softness.” Combined with its self-developed multi-molecule moisture-lock technology, C&S has established differentiated advantages in softness and moisturization.

4. Conclusion

The household paper market is undergoing a profound transformation from “cleaning” to “care.” The online market continues to expand steadily, reaching RMB 40.643 billion with a 7.4% growth rate, while innovation has become the core growth engine.
The surge in hanging facial tissues—from RMB 1.988 billion in 2023 to RMB 7.8 billion in 2025—demonstrates the explosive power of scenario expansion through form innovation. Meanwhile, lotion tissues, with RMB 1.245 billion in 2025 sales and 48.5% year-on-year growth, highlight the vast potential of ingredient upgrades in addressing sensitive needs.
As a leading player in the lotion tissue segment, C&S, with RMB 530 million in 2025 sales and 39.6% growth, has successfully led the market through its “baby-grade gentle care” positioning and full-scenario product matrix.

Looking ahead, as consumers continue to upgrade their experience expectations, the household paper industry will advance along dual tracks of functional refinement and value enhancement, driving the market into a new phase of high-quality growth.