Competitive Landscape
Johnson & Johnson Maintains Lead as Innovation Slows and Shares Stabilise
The wipes landscape remains concentrated, with the top three companies, Johnson & Johnson Consumer (HK) Ltd, Kimberly-Clark (HK) Ltd, and 3M Hong Kong Ltd, collectively accounting for 50% of retail value share in 2025. Johnson & Johnson Consumer (HK) Ltd holds the leading position with a 22% share, followed by Kimberly-Clark (HK) Ltd at 16% and 3M Hong Kong Ltd at 12%.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Hong Kong, 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 Hong Kong, 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 Hong Kong, 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 Hong Kong, China?
- Which are the leading brands in Wipes in Hong Kong, China?
- How are products distributed in Wipes in Hong Kong, 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 Hong Kong, China - Category analysis
Key Data Insights
Brands Drive Multipurpose and Localised Demand
Brands Drive Multipurpose and Localised Demand
Sustainability-Focused Launches Gain Traction among Health-Conscious Consumers
Tourism Rebound and Ageing Population Boost Hygiene-Driven Product Expansion
Premium and Sustainable Formats to Attract Quality-Conscious Urban Shoppers
Biodegradable and Low-Waste Solutions to Drive Channel and Product Innovation
Johnson & Johnson Maintains Lead as Innovation Slows and Shares Stabilise
Supermarkets and Health and Beauty Specialists Shape In-Store Dominance
Online Product Expansion and Infrastructure Lift E-Commerce’S Profile
Tissue and Hygiene in Hong Kong, China - Industry Overview
Premium Brands Drive Value as Consumers Trade up for Quality
Key Data Insights
Premium Brands Drive Value as Consumers Trade up for Quality
Retail Adult Incontinence Sees Dynamic Growth
Brands Leverage E-Commerce and Eco-Credentials to Expand Reach
Eco and Digital Innovations to Shift Consumer Loyalty and Value
Toilet Paper and Facial Tissues to Maintain Lead as Adult Care Accelerates
Sustainability and "Smart Hygiene" to Ttransform Buying Patterns
Guangdong Zhongshun Paper Industry Group Closes the Gap with Leading Players
Supermarkets Reinforce Dominance as E-Commerce Steadies
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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