Competitive Landscape
Market Concentration Fractures as Leading Players Lose Share to Smaller Toilet Paper Manufacturers
Retail tissue in Hong Kong remained relatively concentrated in 2025, but the competitive structure shifted significantly over the review period. While the market was previously dominated by a small number of players, the retail value share of the leading company, Essity AB, dropped from 44% in 2020 to 42% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Tissue in Hong Kong, China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Tissue in Hong Kong, China?
- Which are the leading brands in Retail Tissue in Hong Kong, China?
- How are products distributed in Retail Tissue in Hong Kong, China?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Hong Kong, China - Category analysis
Key Data Insights
Retail Tissue Summary
Price Sensitivity and Cross-Border Competition Constrain Retail Tissue Growth in Hong Kong
Premium Innovation in Toilet Paper as Hygiene Trends Boost Paper Towels
Premiumisation and Sustainability Shape Demand Among Niche Segment
Premium Tissue Brands to Justify Higher Prices through Added Value
Toilet Paper to Sustain Leadership While Paper Towels Accelerate Growth
Eco-Focused Innovation and Channel Shift Set to Reshape Tissue Competition
Market Concentration Fractures as Leading Players Lose Share to Smaller Toilet Paper Manufacturers
Supermarkets and Health and Beauty Specialists Sustain Channel Leadership through In-Person Preferences
Expanded Online Product Choice and Digital Infrastructure Drive Channel Shifts
Tissue and Hygiene in Hong Kong, China - Industry Overview
2025 Developments
Key Data Insights
Premium Brands Drive Value as Consumers Trade up for Quality
Retail Adult Incontinence Sees Dynamic Growth
Brands Leverage E-Commerce and Eco-Credentials to Expand Reach
Eco and Digital Innovations to Shift Consumer Loyalty and Value
Toilet Paper and Facial Tissues to Maintain Lead as Adult Care Accelerates
Sustainability and "Smart Hygiene" to Ttransform Buying Patterns
Guangdong Zhongshun Paper Industry Group Closes the Gap with Leading Players
Supermarkets Reinforce Dominance as E-Commerce Steadies
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Tissue research and analysis database.
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