Wipes is expected to maintain stable retail current value growth in China throughout the forecast period. However, this overall forecast masks significant differences in performance.
Like many others within tissue and hygiene, wipes is a category in which the share of sales via retail e-commerce has been increasing at the expense of offline retailers, and this is expected to continue in the forecast period, with this channel likely to be especially popular for more niche products, such as moist toilet wipes and cosmetic wipes. Sales of moist toilet wipes rely primarily on e-commerce channels, which are especially suitable for such emerging products.
With the increase in activities outside the home in China, especially compared with the pandemic period, pocket-size wipes designed for use away from the home have been outperforming larger household-sized options. This trend extends beyond general purpose wipes, as brands have also been introducing pocket-sized moist toilet wipes and baby wipes to cater to consumers’ needs during travel and outdoor activities.
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Understand the latest market trends and future growth opportunities for the Wipes industry in 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 Wipes industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsThis report originates from Passport, our Wipes research and analysis database.
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