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Strategy Briefing

Personal Wipes in Asia Pacific

Sep 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Retail sales of personal wipes are seeing healthy growth across most key markets in the Asia Pacific region, driven by the growing middle-class in emerging markets, product innovation, and product segmentation based on age, which promotes the use of these products across all age groups. Baby wipes and general purpose wipes are the largest categories within personal wipes in the key markets and are expected to drive growth over the forecast period.

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Overview

Why 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.

Large unmet potential in emerging markets

Asia Pacific offers opportunities for growth in the future, since wipes are still new in the region. The increase of modern retail channels, the growing middle-class and still low per capita consumption of wipes are indicators of growth potential for the industry to exploit. Euromonitor International estimates the unmet potential to stand at over USD 5 billion in the region.

Baby wipes leads personal wipes

Baby wipes currently accounts for over 40% of overall value sales of personal wipes in Asia Pacific. This was primarily driven by new product launches in the last five years; also increasingly supported by the leading brands investing in advertising campaigns to increase consumer awareness, as well as comerchandising with baby nappies/diapers to boost usage.

Product diversification is amongst the key innovations and growth drivers

Leading brands in Asia Pacific are diversifying their product portfolios to increase sales. This includes product upgrades, product differentiation and segmentation, as well as more investment in product types that support growth in related categories, such as adult wipes and adult incontinence products. An example is new adult wipes in China designed for people aged above 60, released by Hengan International, the key domestic manufacturer of hygiene products.

Internet retailing grows

Markets in Asia Pacific, including developing markets, continue to see a shift by many consumers from store-based retailing to internet retailing. The best prices and convenience remain amongst the top motivators for the consumer shift to online shopping in the region, whilst from the supply side, manufacturers are seeking to reduce costs.

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Introduction

Scope

Key findings

Regional Overview

Putting Asia Pacific into context: fastest growing region globally

Year-on-year growth slows down

The focus on modern hygiene supports demand for personal wipes

Baby and general purpose wipes see demand in developing markets

China records the highest absolute growth across markets

China leads due to the strength of baby and general purpose wipes

Product diversification and segmentation drive growth

Modern retailers support demand and sales

Online retailing gains ground across the region

Leading Companies and Brands

High levels of concentration

Innovation and safety concerns in play

Regional players still generate most sales from their home bases

The top three brands retain their positions

Forecast Projections

China, Japan and South Korea to remain the highest consumers of wipes

Consumer awareness to help growth in emerging markets

Incomes and affordable pricing are important drivers of demand

Expansion of consumption rests on wider price points

Country Snapshots

Japan: market context

Japan: competitive and retail landscape

China: market context

China: competitive and retail landscape

South Korea: market context

South Korea: competitive and retail landscape

Indonesia: market context

Indonesia: competitive and retail landscape

Taiwan: market context

Taiwan: competitive and retail landscape

Thailand: market context

Thailand: competitive and retail landscape

India: market context

India: competitive and retail landscape

Hong Kong: market context

Hong Kong: competitive and retail landscape

Singapore: market context

Singapore: competitive and retail landscape

Kazakhstan: market context

Kazakhstan: competitive and retail landscape

Malaysia: market context

Malaysia: competitive and retail landscape

Vietnam: market context

Vietnam: competitive and retail landscape

Uzbekistan: market context

Uzbekistan: competitive and retail landscape

Azerbaijan: market context

Azerbaijan: competitive and retail landscape

Philippines: market context

Philippines: competitive and retail landscape

Pakistan: market context

Pakistan: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Personal Wipes in Asia Pacific

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Large unmet potential in emerging markets

Baby wipes leads personal wipes

Product diversification is amongst the key innovations and growth drivers

Internet retailing grows

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting Asia Pacific into context: fastest growing region globally

Year-on-year growth slows down

The focus on modern hygiene supports demand for personal wipes

Baby and general purpose wipes see demand in developing markets

China records the highest absolute growth across markets

China leads due to the strength of baby and general purpose wipes

Product diversification and segmentation drive growth

Modern retailers support demand and sales

Online retailing gains ground across the region

Leading Companies and Brands

High levels of concentration

Innovation and safety concerns in play

Regional players still generate most sales from their home bases

The top three brands retain their positions

Forecast Projections

China, Japan and South Korea to remain the highest consumers of wipes

Consumer awareness to help growth in emerging markets

Incomes and affordable pricing are important drivers of demand

Expansion of consumption rests on wider price points

Country Snapshots

Japan: market context

Japan: competitive and retail landscape

China: market context

China: competitive and retail landscape

South Korea: market context

South Korea: competitive and retail landscape

Indonesia: market context

Indonesia: competitive and retail landscape

Taiwan: market context

Taiwan: competitive and retail landscape

Thailand: market context

Thailand: competitive and retail landscape

India: market context

India: competitive and retail landscape

Hong Kong: market context

Hong Kong: competitive and retail landscape

Singapore: market context

Singapore: competitive and retail landscape

Kazakhstan: market context

Kazakhstan: competitive and retail landscape

Malaysia: market context

Malaysia: competitive and retail landscape

Vietnam: market context

Vietnam: competitive and retail landscape

Uzbekistan: market context

Uzbekistan: competitive and retail landscape

Azerbaijan: market context

Azerbaijan: competitive and retail landscape

Philippines: market context

Philippines: competitive and retail landscape

Pakistan: market context

Pakistan: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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