Wipes in China

PROSPECTS

Baby wipes sees strong growth spurred by new product developments

While baby products, generally, face the challenge of a contracting consumer base due to falling birth rates, baby wipes managed to register strong growth in 2019. Amidst rising consumer purchasing power and increasing hygiene-awareness, baby wipes products are perceived to be more suitable for cleaning babies’ skin than regular tissues or general purpose wipes.

General purpose wipes sees strong growth, but consumers increasingly turn to more function-specific products

While general purpose wipes saw continued strong growth at the end of the review period, the category’s expansion was dampened by increasing consumer interest in wipes for specific purposes. Impregnated wet wipes for home care uses and baby wipes both put in stronger performances than general purpose wipes in 2019.

Moist toilet wipes successful in generating repeat purchases in higher tier cities

Moist toilet wipes saw the strongest value growth in wipes in 2019, partly as a result of its low base. Moist toilet wipes has not yet established itself as a mainstream category due to its relatively high pricing, which means that it is primarily reliant on demand from consumers in first and second tier cities.

COMPETITIVE LANDSCAPE

Hengan Fujian Holding holds a strong lead

Hengan Fujian Holding remained the clear leader in wipes in value terms in 2019. With a wide distribution network and strong online presence, the company managed to keep growing its personal wipes sales, which span general purpose wipes, baby wipes and moist toilet wipes, in the final year of the review period.

Shanghai Xier Industrial registers a dynamic performance

Shanghai Xier Industrial Co was by far the most dynamic player in wipes in 2019, as it benefited from the rapidly growing popularity of its Babycare brand, which is positioned as offering a high level of quality and safety, as well as attractive design. The Babycare brand, which covers a range of baby products and first made an impact in baby wipes in 2018, has a strong image and has successfully employed competitive pricing to make the most of the opportunities offered by e-commerce.

Shenzhen PurCotton Technology builds on expert image and demand for natural products

Shenzhen PurCotton Technology Co Ltd maintained significant positive momentum in baby wipes at the end of the review period. Building on its popularity online as a manufacturer of medical-grade cotton products, the company has penetrated the baby wipes category under the PurCotton brand.

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