Wipes in China

PROSPECTS

Home care wipes and floor cleaning systems sees robust growth

As consumers’ living conditions improved and disposable incomes rose, more and more consumers switched from cleaning cloths and mops to disposable home cleaning products such as dry electro-static wipes and all-purpose cleaning wipes due to their busy lifestyles. Meanwhile, with the popularity of raising pets in big cities, home care wipes saved consumers time cleaning their homes.

Improved hygiene awareness boosts sales of personal wipes

Chinese consumers have become used to using personal wipes due to improved hygiene awareness. This does not only include the use of general purpose wipes for different purposes, but also baby wipes, facial cleansing wipes and moist toilet wipes.

Moist toilet wipes records the highest current value growth

Moist toilet wipes experienced strong double-digit current value growth in 2018, due to its small base and product features. Even though moist toilet wipes are not mainstream due to their relatively high price, and were mostly welcomed by consumers from first- and second-tier cities, they appeared to be very successful in achieving high repeat purchases.

COMPETITIVE LANDSCAPE

Hengan Fujian Holding continues to lead wipes

Hengan Fujian Holding remained the clear leader in wipes in value terms in 2018. With a wide distribution network and strong online presence, the company managed to keep growing its personal wipes portfolio, covering general purpose wipes, baby wipes and moist toilet wipes.

Shenzhen PurCotton Technology is a new entrant in baby wipes

Building up its popularity online, Shenzhen PurCotton Technology showed strong momentum in recent years in baby products. Positioned as a professional in manufacturing medical-standard high-quality cotton products, including clothing, tissue and hygiene products, it established a well-recognised brand image, which had a halo effect on its wide product portfolio, including baby wipes.

Connecting with consumers

Shenzhen PurCotton Technology tried to connect with consumers in bricks-and-mortar stores and experience centres. By 2018, it had over 100 stores to convey its lifestyle and philosophy to end consumers.

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