Wipes in China

PRE-COVID-19 PERFORMANCE

Baby wipes and general purpose wipes see strong growth in 2019

While baby products, generally, face the challenge of a contracting consumer base in China 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.

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 had not yet established itself as a mainstream category due to its relatively high pricing, which meant that it was primarily reliant on demand from consumers in first and second tier cities.

Hengan retains lead, but rivals expand in baby wipes

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.

2020 AND BEYOND

COVID-19 impact

With forecasts revised in light of the impact of COVID-19, wipes is now expected to see sales grow by 16% in 2019 constant value terms in 2020 overall. This compares with a forecast rise of 11% in 2019 constant value terms in the 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Baby wipes, general purpose wipes, and moist toilet wipes are all benefiting from the boost to consumer hygiene-consciousness resulting from COVID-19. Products with anti-viral and anti-bacterial properties are seeing a particularly marked increase in demand across these categories.

Recovery and opportunities

While the boost provided to wipes sales by home seclusion will be short-lived, the increase in consumer hygiene-awareness as a result of COVID-19 is likely to endure well after that particular disease is under control. Indeed, the greater consumer focus on hygiene is already building on an existing trend, which is itself being supported by a general rise in awareness of health and wellbeing issues.

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