Competitive Landscape
Henan Yixiang Hygiene Technology Surges by Capturing Emerging Demand
Wipes is moderately concentrated, with clear leading companies, but an overall fragmented structure beyond the top two players. The largest manufacturer, Hengan Fujian Holding Co Ltd (Hearttex), held a 19% retail value share in 2025, maintaining a relatively stable position over the past five years, with its share increasing marginally from 18% in 2020 to 19% in 2025.
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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 Insights
Price Wars Intensify as E-Commerce Discounts Reshape Buying Habits
Price Wars Intensify as E-Commerce Discounts Reshape Buying Habits
Personal Wipes Dominates, with Babycare Driving Innovation in Clean Wellness
Brands Leverage Convenience to Attract Busy Consumers
Greater Focus on Health, Premiumisation, and Rising Incomes to Fuel Value Growth
The Changing Face of Distribution in Wipes
Brands to Reformulate for Flushability as New Standards Reshape the Competition
Henan Yixiang Hygiene Technology Surges by Capturing Emerging Demand
Supermarkets Maintains Its Lead Due to Convenience, Immediacy, and Attractive Prices
Retail E-Commerce Outpaces Offline Channels as Shoppers Chase Value
Tissue and Hygiene in China - Industry Overview
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Key Data Insights
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Retail Tissue Maintains Its Lead, with Vinda Redefining Daily Usability
Acceleration of E-Commerce and Digital Retail
Retail E-Commerce Platforms to Extend Their Reach as Usage Penetration Climbs
Retail Tissue Expected to Sustain Its Lead, but Nappies/Diapers/Pants Will Face Challenges
Adult Incontinence to Accelerate as Regulatory Changes Drive Consolidation
Vinda and Hengan Respond to Digital Disruption with Brand Resilience
Freemore and Taotaoyangmian Capture Share through Digital Agility
Supermarkets Loses Ground as Online Channels Attract Value Seekers
Country Reports 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
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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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