Cotton Wool/Buds/Pads in China

TRENDS

In 2014, cotton wool/buds/pads saw retail value growth of 9%, which represented a slight slowdown from 10% in 2013. As one of the niche categories in retail hygiene, without significant new product development or effective marketing campaigns, cotton wool/buds/pads was unlikely to show more than simply organic growth. In addition, this category is approaching maturity after years of development and product prices are relatively stable, which contributed to the slower sales growth seen in 2014.

COMPETITIVE LANDSCAPE

Suzhou Linglan Hygiene Products Co Ltd remained the leading player in cotton wool/buds/pads in 2014 with a retail value share of 16%. The company has a wide range of products catering to different consumer needs. Some are for make-up removal, some are used to apply lotion and some can be used as facial masks. Thanks to a well-established distribution network, the company’s cotton pads products under the Lily Bell brand enjoy a wide presence in modern channels, such as hypermarkets, supermarkets and beauty specialist stores. In addition, Lily Bell has developed a good brand image among female consumers due to its reliable quality and affordable prices.

PROSPECTS

Cotton wool/buds/pads is expected to post a retail constant value CAGR of 7% over the forecast period, slightly higher than the CAGR over the review period. More and more Chinese females are familiar with using cotton pads for cleaning or personal skin care, which provides strong growth momentum for cotton pads. In terms of cotton wool/buds, manufacturers’ consistent efforts in terms of new product development will also help to boost value performance.

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