In recent years, with the increasing trend of quality consumption, in addition to the commonly used paper pumps at home, paper products have also “infiltrated and upgraded” consumers’ daily life in all aspects. For example, face towels at home have been gradually replaced by disposable cotton paper towels that are antibacterial and healthy in recent years; at the same time, wet toilet paper has also gained a firm foothold in the toilet with its clean and comfortable use experience. Under the trend of refined consumption of cleaning products, a “bathroom revolution” initiated by cotton paper tissue, wet toilet paper and other cotton paper tissue categories is quietly happening.
1. Health awareness to drive the upgrade of national cleaning demand | The consumption of cotton paper towel shows high growth
After the epidemic, the public’s health awareness has increased significantly, which has directly driven the upgrade of cleaning needs, attracting many paper product manufacturers to enter the cotton paper tissue market one after another. The top three sales in the facial cotton tissue category are wet wipes, cotton paper towel and wet toilet paper. Among them, the sales of cotton paper towel has reached 50 times that of the same period of the previous year, and the growth rate is particularly amazing.
The cotton paper towel category is an independent business line, and the cotton paper towel products are also one of the categories with the highest growth rate of the brand in recent years, and are an important part of the brand’s overall layout in the FMCG field. From the data point of view, cotton paper towel products have also become one of the must-have items for consumers. Behind the high growth, the trend of healthy and high-end consumption of paper products by users is becoming more and more obvious.
It is worth noting that, in terms of specific geographical distribution, cotton paper towels, which represent the “product of the progress of the times”, are generally welcomed by consumers in first- and second-tier cities, which complements the driving force of consumption upgrades; while third- to sixth-tier markets are mostly staying in the pragmatic “just-needed stage”, where consumers pay more attention to household paper categories such as tissue paper, roll paper, and handkerchief paper. But what is certain is that with the refined development of cleaning products consumption, the cotton paper towel category, which represents the trend of consumption upgrading, is also expected to usher in a broader growth space in the sinking market.
2. Young people born after 1995 especially love cotton paper towel, with more high-end cleaning needs
Report data show that consumers aged 26 to 45 is still the main consumer of cotton paper towel category, of which, 16 to 25 years old young people accounted for the most increase, 16 to 25 years old consumers prefer to buy clean dry tissue, and 26 to 35 years old consumers prefer to buy cotton paper towel. The toughness of facial cotton tissues, the softness of the paper, the presence or absence of fluff, and the presence or absence of hormones are also important considerations for consumers’ purchase decisions. With the trend of refined consumption, young consumers’ demand for cleaning paper products is more high-end and segmented. In the future, supermarkets will continue to work together with partners to “chase the new fashion” and help brands achieve high-quality growth while further meeting consumers’ refined needs for cleaning paper products, so as to enjoy a beautiful “chasing the new” life.
