China Household Paper Market Hits CN¥ 56.8B on Volume Growth
By Jotham Lim
4 min read
Executive Summary#
China's online household paper products market reached CN¥ 56.8 billion in MAT2025 (September 2024 to August 2025), growing 11.3% year-on-year (YoY), with volume growing faster than value as average prices in the category continue to fall[1]. The categories are moving apart: kitchen paper towels (+45.6%), wet toilet paper (+30.9%) and moisturizing tissue (+24.5%) are taking the demand of consumers who are trading up. By contrast, pocket tissue (-10.3%) and regular wet wipes (-4.9%) are contracting as shoppers move towards more specialised products. This analysis looks at how sales and demand are changing across the categories of China's largest FMCG paper market, using data from four leading Chinese marketplaces.
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Volume-Driven Expansion Defines Market Trajectory#
China's online household paper products market continues to move towards growth led by volume. MAT2025 data from four leading Chinese marketplaces shows monthly sales volumes consistently above the levels of the year before. In April 2025 volume reached 255.6 million units against 162.9 million in April 2024, an increase of 56.9%, which we believe shows that more consumers are buying the category online[1].
Sales follow the promotional calendar, and the June 618 Festival and November Singles' Day consistently bring the highest monthly revenues, with October 2024 reaching CN¥ 6.06 billion because Singles' Day pre-sales began earlier, and June 2025 reaching CN¥ 5.92 billion[1]. Revenue is concentrated in these promotional peaks, but the volume between them has also risen steadily, which suggests that demand itself is growing and that the market does not depend on promotions alone.
Household paper products online market reaches CN¥ 56.8 billion MAT2025, with volume growth driving +11.3% YoY expansion
Category Bifurcation: Upgrade Categories Surge, Commodities Decline#
The largest structural change in household paper is the split between categories that are growing and categories that are contracting. Five categories are growing strongly, namely kitchen paper towels (+45.6%), wet toilet paper (+30.9%), moisturizing tissue (+24.5%), kitchen wet wipes (+23.0%) and facial cleansing wipes and cotton (+12.3%)[1]. Three commodity categories are contracting across the marketplaces covered, namely pocket tissue (-10.3%), regular wet wipes (-4.9%) and toilet roll (-1.1%).
Facial tissue dominates at CN¥ 27.9 billion while kitchen paper towels lead growth at +45.6%
Key Takeaways#
- Market scale and momentum: CN¥ 56.8 billion with 11.3% YoY growth, driven by rising volume as average prices fall across categories
- Growth categories: Kitchen paper towels (+45.6%), wet toilet paper (+30.9%) and moisturizing tissue (+24.5%) are growing fastest as consumers trade up
- Commodity pressure: Pocket tissue (-10.3%), regular wet wipes (-4.9%) and toilet roll (-1.1%) are contracting as consumers move to more specialised products
- Strategic implication: Brands should invest in differentiated sub-categories and in distribution across several marketplaces if they want a share of the growth from trading up
About the Data#
This analysis is based on Moojing Market Intelligence's proprietary e-commerce database, covering sales transactions, product listings and pricing on four leading Chinese marketplaces. MAT2025 refers to the Moving Annual Total from September 2024 through August 2025, and the market and category figures are for the four marketplaces together.
[1] Source: Moojing Market Intelligence, MAT2025 e-commerce data.
This content adheres to Moojing's editorial standards .
