The household paper market maintains its growth resilience and vitality, and the consumption capacity of users is gradually improving. Products suitable for different scenarios are attracting more and more attention from consumers. From the perspective of the proportion and growth of the number of shopping users in the three major categories, cleaning paper products account for a high proportion, and cleaning dry wipes, cream paper, tissue paper, handkerchief paper, etc. have all achieved high growth; among women's care products, sanitary napkin sets, panty sanitary napkins, and mini sanitary napkins have achieved high growth; among diapers, baby swimming diapers have a high growth rate, and the growth of adult and baby pull-up pants is also higher than the average.
In terms of age, the proportion of people born in the 1990s is generally high, among which diapers account for more than 60%, and the proportion of people born in the 1980s in women's care products is relatively high, while the young people born in the 2000s show a clear preference trend in the consumption of cleaning paper products; in terms of gender, the three major categories of household paper are all centered on the shopping decisions of female consumers, and male consumers account for a relatively high proportion of cleaning paper products.
1. Trend of cleaning paper products
In terms of total volume, products such as tissue paper, roll paper, wet wipes, and handkerchief paper are more concerned by consumers; in terms of the growth of subdivided products, the growth rate of cleaning dry wipes and cream paper is more obvious.
From the perspective of consumers' attention to products, keywords such as not afraid of moisture, not easy to break, no fluorescence, soft and skin-friendly are of high attention; from the perspective of keyword growth, disposable face washcloths, sterilization and hygiene, hanging paper towels, 100% cotton, environmentally friendly and glue-free are increasingly attracting consumers' attention.
2. Paper towel trends
From the perspective of paper towels, a large number of consumers will directly choose to search for paper brands to find suitable products. Brand power has become the main decision-making factor for consumers to buy, followed by the type of paper towels, packaging form, number of layers, applicable scenarios, raw material ingredients, etc.
For repeat purchase consumers, they will pay more attention to the material, appearance, use experience, efficacy, etc. of the product. From the perspective of material drill-down analysis, such as comfortable and soft, thick material, appropriate thickness, toughness, texture, etc., are all positive consumer evaluation feedback from consumers. From the perspective of key factors that may have a negative impact on repeat purchases, consumers of high-priced paper towel products will be more sensitive to odors, and consumers of low-priced paper towel products will be more sensitive to specifications and sizes.
3. Trends in wet wipes
In terms of consumers' attention to wet wipes products, the number of people who directly search for brands is high, and the brand stickiness is strong. In terms of purchasing factors, more than 90% of consumers will list brands as the first choice, followed by the number of pieces, packaging form, fragrance, etc.
For repeat purchase consumers, they will pay more attention to the appearance/color, material, and product efficacy of the product. From the drill-down analysis of appearance/color, such as beautiful, exquisite and compact, and high-end and atmospheric, they are more sensitive; from the key factors that may have a negative impact on repeat purchases, consumers of high-priced wet wipes products will be more sensitive to the use experience, and consumers of low-priced wet wipes products will be more sensitive to the size.
4. Trends in women's care
From the perspective of total volume, daily sanitary napkins, panty-type sanitary napkins, night sanitary napkins, sanitary napkin sets, sanitary pads and other products are more concerned by consumers. From the perspective of the growth of subdivided products, the growth rate of pants-type sanitary napkins, sanitary napkin sets and other products is more obvious.
From the perspective of consumers' attention to products, keywords such as breathability, non-stuffy, fast absorption, soft and skin-friendly have a high degree of attention. From the perspective of keyword growth, convenient replacement, multiple sizes, 100% cotton, refreshing, clean and hygienic, etc. are increasingly attracting consumers' attention.
5. Diaper & Adult Care Trends
From the perspective of total volume, baby pull-up pants, baby diapers, adult care pads and other products are more concerned by consumers. From the perspective of the growth of subdivided products, the growth rate of baby pull-up pants, adult pull-up pants, baby swimming diapers, adult care pads and diapers is more obvious. From the perspective of consumers' attention to products, consumers pay more attention to the breathability, safety and comfort of baby products; in adult products, they pay more attention to the material, leakage prevention effect and applicable population of the products.
6. Baby pull-up pants trend
From the perspective of the popular baby pull-up pants, nearly 60% of people pay attention to the brand, followed by size, packaging form, domestic/imported attributes and applicable population types.
For repeat purchasers, they will pay more attention to the product's use experience, material, appearance/color, etc. From the drill-down analysis of the use experience, such as ease of use, breathability, comfort, and ease of use are all positive consumer evaluation feedback from consumers. From the perspective of key factors that may have a negative impact on repeat purchases, consumers of baby pull-up pants products in high and low price ranges are more sensitive to specifications and sizes.
7. Trends in adult diapers
From the perspective of adult diapers, the proportion of people who pay attention to brands is over 80%, followed by factors such as product functions, sizes, domestic and imported attributes.
For repeat purchasers, they will pay more attention to the product's use experience, product efficacy, material, etc. From the drill-down analysis of product efficacy, such as water absorption and absorption capacity are all positive consumer evaluation feedback from consumers. From the perspective of key factors that may have a negative impact on repeat purchases, consumers of adult diaper products in high and low price ranges are more sensitive to specifications and sizes.
In summary, as a high-frequency consumer product, the application scenarios of household paper are more diversified and segmented. Whether it is used at home or outside, whether it is in the kitchen or in the bathroom, there are various products to meet the demand for paper, and the trend of "special paper for special purpose" is obvious; the research and development and promotion of baby paper products can pay more attention to the needs of young post-90s "parents", the cleaning paper market can focus on the post-00s consumer group, and the adult care market needs to pay more attention to the adaptability of products to different groups of people, and strengthen the design that conforms to the human body to improve the comfort of consumers. Consumers of the three major categories of household paper have relatively consistent concerns. Before purchasing, they will be mainly affected by brand factors, while repurchases will pay more attention to the actual feelings brought by the product, such as user experience, product effects, etc. Therefore, companies need to pay more attention to the material quality of the product itself to improve consumer stickiness.
