PROSPECTS AND OPPORTUNITIES
Falling birth rate will continue to drive decline for baby wipes
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.
Share of retail e-commerce likely to continue to rise
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.
Pocket-sized wipes to become more popular thanks to increasing activities outside the home
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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Overview:
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.
The Wipes in 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 Wipes in China?
- Which are the leading brands in Wipes in China?
- How are products distributed in Wipes in 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in China - Category analysis
KEY DATA FINDINGS
General purpose wipes maintains growth thanks to the growth of pure water wipes
Moist toilet wipes maintains strong growth due to hygiene and comfort
Hengan Fujian Holding maintains its lead, while Henan Yixiang rises rapidly
Falling birth rate will continue to drive decline for baby wipes
Share of retail e-commerce likely to continue to rise
Pocket-sized wipes to become more popular thanks to increasing activities outside the home
Tissue and Hygiene in China - Industry Overview
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy 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 Wipes research and analysis database.
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