In 2020, the COVID-19 pandemic boosted the already relatively dynamic growth being seen in wipes, as households relied on essentials such as wipes to preserve high levels of personal hygiene at home and in public. However, this trend weakened over 2021 as demand cooled a little and returned to more normal pre-pandemic levels thanks to the effective containment of the virus in China.
Moist toilet wipes recorded strong growth in 2020 thanks to consumers’ heightened hygiene consciousness and awareness of such products’ benefits, helped by manufacturers’ continuous new product launches and consumer education campaigns. For example, local leading player C&S Paper launched moist toilet wipes in 2020 to tap into the growing consumer base for moist toilet wipes.
Hengen Fujian continued to lead wipes in 2021, but saw a marked decline in its share. The company leveraged its strong brand reputation and the competitiveness of its mini-packs of antibacterial personal wipes amidst the COVID-19 outbreak in 2020 to register strong sales growth in this year.
COVID-19 has served to heighten consumers’ hygiene awareness, meaning that antibacterial ingredients or product claims are therefore on the rise in the tissue and hygiene market. However, when it comes to cleaning human skin, especially baby skin, consumers tend to be more cautious about the mildness and safety of the ingredients contained in personal wipes.
An increasing number of female consumers have adopted moist toilet wipes as part of their period care for a hygienic, no-additives and mild skin care experience. As a result, manufacturers, including Hengan Fujian and Vinda, started to launch moist toilet wipes that are specially designed for female hygiene purposes, which is also becoming an increasingly important strategy for deepening the penetration rate among female consumers for both tissue and hygiene as well as cross-industry players.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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