Specialized Usage Tissue Paper Drives Growth in Moisturizing Tissue Market

Monthly Sales Exceed 50 Million RMB: “Specialized Paper for Specific Uses” Drives Growth in Moisturizing Tissue Market

Key Points:

Selection Criteria: Brands in the moisturizing tissue/cream tissue/cloud-soft tissue category on Taobao and Tmall platforms (Personal Care & Cleaning > Hygiene Products > Paper Products > Moisturizing Tissue/Cream Tissue/Cloud-Soft Tissue) with monthly sales exceeding 1.3 million RMB and growth rates above 100% in July 2024.

Reasons Behind High-Growth Brands:

1. Focus on niche markets: Brands stand out through differentiation, affordability, and quality.
2. Cross-category expansion: Maternity and baby brands entering the personal care field, integrating refined and professional elements into their products.
3. Innovative marketing: Leveraging celebrity endorsements, IP collaborations, and lifestyle-driven campaigns to enhance brand appeal.

Future Trends:

1. As consumers increasingly prioritize quality and sustainability, coupled with further market segmentation, the moisturizing tissue/cream tissue market will see significant growth opportunities.
2. The trend of “specialized paper for specific uses” will become more prominent, with diverse paper products tailored to various scenarios and consumer needs.

Market Insights

With rising living standards and growing health awareness, consumers are demanding higher-quality household paper products that go beyond basic wiping functions. Moisturizing tissues, known for their softness, skin-friendliness, and hydrating properties, align perfectly with the advanced needs of specific groups, including allergy sufferers, sensitive skin users, infants, and pregnant women.

Moisturizing tissues, also referred to as cream tissues or cloud-soft tissues, are enriched with moisturizing agents (such as cream ingredients), offering superior softness and hydration compared to ordinary tissues.

In the current household paper market, moisturizing tissues represent an emerging category with rapid growth. According to “Mirror AI” analysis, sales of moisturizing tissue/cream tissue/cloud-soft tissue on Taobao and Tmall platforms reached 54.45 million RMB in July 2024, marking a year-on-year increase of 149.4%.

What changes are unfolding in this burgeoning category? This edition of the “Magic Mirror New Rising Rankings” highlights brands in the moisturizing tissue/cream tissue/cloud-soft tissue category with sales exceeding 1.3 million RMB and growth rates surpassing 100% on Taobao and Tmall platforms in July 2024.

Moisturizing Tissue Market Performance: Insights from Mirror AI

Q: What are the trends in the moisturizing tissue market?
A: The market exhibits continuous growth in both sales volume and revenue, stable pricing levels, increasing product and store counts, and evolving consumer preferences. Consumers are gravitating toward natural plant-based materials and key moisturizing ingredients such as calendula and glycerin, offering new directions for product development. The market will continue to segment further, catering to diverse scenarios and individual needs.

*(Excerpt from Mirror AI’s analysis. For the full report, visit ai.mktindex.com to explore the AI-powered analyst for consumer goods.)*

Brand Highlights

1. C&S (Care & Soft): Dominating the Market with a Single Star Product

C&S has delivered exceptional performance in the moisturizing tissue market. Its flagship V9 series, known for outstanding moisturizing effects and silky texture, has garnered widespread recognition among mothers, sensitive skin users, and consumers seeking premium-quality products. Statistics show that C&S has consistently ranked as the top-selling brand in the moisturizing tissue category across all platforms, with a market share nearing 60%. In November 2023 alone, C&S achieved over 200 million RMB in sales, showcasing its strong presence and high consumer trust in this market.

According to “Mirror AI” analysis, C&S maintained robust growth momentum throughout the first half of 2024.

Marketing Strategies:
C&S employs diverse strategies to strengthen its connection with consumers. For instance, the brand gains visibility through industry exhibitions, such as debuting its IP-collaborated 2.0 velvet moisturizing tissue at the CBME trade show, setting new trends in household paper. By providing experiential zones for consumers to feel the velvety texture firsthand, C&S enhances its brand image and product awareness.

Additionally, C&S sponsored the popular reality show *Dad’s Home 3*, where it was featured as the “Softness Experience Ambassador,” deeply integrating its brand into family and parenting scenarios. This immersive marketing approach not only subtly promotes the brand but also reinforces consumer perceptions of “softness” and “moisture” in its products.

Through exceptional market performance, innovative marketing strategies, and deep consumer insights, C&S has successfully positioned itself as a benchmark in the moisturizing tissue industry.

2. Tempo: Backed by Industry Giants and Celebrity Endorsements

As a subsidiary of the Vinda Group, Tempo has been committed to delivering high-quality household paper products to global consumers. Its moisturizing tissue series combines the brand’s hallmark elegant design and superior quality with advanced production techniques, ensuring optimal softness and durability while incorporating moisturizing agents for a luxurious experience with every use.

Performance Highlights:

According to “Mirror AI,” Tempo achieved sales of 3.61 million RMB in the moisturizing tissue/cream tissue/cloud-soft tissue category on Taobao and Tmall platforms in July 2024, with an impressive growth rate of over 305%, placing it second on the rankings.

Marketing Success:

In May 2024, Tempo strategically partnered with celebrity Wang Yibo as its brand ambassador, significantly boosting both sales and media presence. This move not only elevated Tempo’s public recognition but also modernized its brand image, effectively resonating with younger audiences and aligning with their aesthetic preferences and needs.

Furthermore, Tempo emphasizes sustainability by promoting eco-friendly initiatives, aiming to foster healthier and more environmentally conscious lifestyles. These efforts have solidified Tempo’s position as a leader in the high-quality tissue market.

3. October Crystallization: A Maternity Brand Excelling in Household Paper

Moisturizing tissues (including cotton-soft and cream tissues) are closely tied to the “maternity” keyword, as infants and pregnant women are the primary target audience. “Mirror AI” analysis of consumer reviews on Tmall reveals that terms like “baby,” “newborn,” and “moms” frequently appear in feedback.

In this context, many maternity brands have entered the market, striving to stand out amidst fierce competition. Among them, October Crystallization, a renowned maternity brand, has also excelled in the moisturizing tissue market. According to “Mirror AI,” October Crystallization achieved sales of 1.4 million RMB in July 2024 on Taobao and Tmall platforms, ranking among the top six brands in this category.

Product Features:
To address the delicate and sensitive nature of infant skin, the brand prioritizes material selection and production techniques. Its products utilize ultra-soft fiber materials treated with specialized processes to deliver a gentle touch, minimizing irritation during use.

Safety is another key focus for October Crystallization, ensuring its products undergo rigorous testing and remain free from harmful substances like fluorescent agents, fragrances, and alcohol. Furthermore, the brand adopts eco-friendly and biodegradable materials, safeguarding both babies’ health and the environment.

Future Outlook

The household paper industry is increasingly embracing the trend of “specialized paper for specific uses,” with diverse scenarios and needs driving the development of more segmented tissue products. This trend has led to the rapid expansion of niche categories like moisturizing tissues and flushable wet tissues.

As consumer demands become more refined, the moisturizing tissue market continues to innovate, tailoring products to different skin types and usage scenarios.

In summary, the moisturizing tissue/cream tissue industry is undergoing rapid growth, characterized by rising demand and intensified brand competition. With consumers placing greater emphasis on quality and sustainability, coupled with further market segmentation, the tissue industry is poised for broader development opportunities ahead.

If you want to produce cream towels or need to purchase base paper for cream moisturizing tissues, please contact us📞📲WhatsApp:008613377710519