行业观察：“消费分化”趋势露头，纸品&卫生巾市场如何洗牌？

Industry Overview - The paper and sanitary napkin industry in China is experiencing rapid growth, with a market size of 157.1 billion yuan and a consumption volume of 11.85 million tons in 2022, reflecting a compound annual growth rate (CAGR) of 8.1% and 7.0% respectively from 2015 to 2022 [1] - The sanitary napkin market reached a size of 99.1 billion yuan in 2022, with a CAGR of 5.9% from 2012 to 2022 [1] Consumption Potential - China's per capita consumption of paper products is significantly lower than that of developed countries, with the U.S. at approximately 30 kg and Japan at around 15 kg, while China is below 10 kg, indicating at least 50% growth potential in the market [2] - The sanitary napkin market also shows considerable room for growth in per capita consumption [2] E-commerce Growth - E-commerce channels are identified as the main growth driver for the industry, with projected CAGR for the paper/wet wipes and sanitary napkin sectors at 16% and 17% respectively from 2021 to 2024 [4] Market Trends and Consumer Insights - The paper products market is characterized by a significant trend towards scenario-based usage, with a projected sales volume exceeding 26 billion yuan in 2024 and an annual growth rate of 18% [4] - The wet wipes segment is leading in growth, with a 28% increase in sales in Q1 2025 compared to the previous year, driven by consumer expectations for product efficacy [7] - The sanitary napkin market is also showing strong performance, with a 38% increase in sales and a 24% increase in volume in Q1 2025 compared to the previous year [9] Product Development and Challenges - The sanitary napkin market is seeing a shift towards higher quality materials, with cotton material market share rising from 74.08% to 76.33%, while non-woven fabric has gained a 4.03% share [10] - The industry faces challenges related to value reconstruction, as consumer demands evolve towards more specialized and higher-quality products [10] Market Opportunities - The paper and sanitary napkin industries are perceived as having untapped potential, with increasing consumer demand for diverse products being a key driver for brand differentiation and growth [12] - Innovations such as specialized sanitary napkins for sports and pH-balanced options for sensitive skin are emerging in response to unmet consumer needs [12] - The introduction of new standards and safety regulations is creating opportunities for niche brands to enter the market and for existing brands to innovate [12]