Wipes in Hong Kong, China

PROSPECTS

Baby wipes featuring natural ingredients receive growing interest

Baby wipes is the dominant category within wipes in Hong Kong, with it continuing to see strong current value growth in 2018. Although the birth rate continues to fall in Hong Kong this has resulted in parents spending more on the children they do have, supported by rising disposable income.

Consumers look for added value in facial cleansing wipes

When it comes to facial cleansing wipes, the second largest category in personal wipes, there is growing diversification being seen as players target different skin types such as dry, oily and sensitive. Facial cleansing wipes are mostly used by women in Hong Kong with these products often used in combination with make-up removing products.

Pack size and closures influence purchasing decisions

Wipes can be typically split into family-sized and travel-sized packs, with the pack type often being the same regardless of the size. Travel-sized packs of wipes have benefited from the increase in outbound travel resulting from the rise in disposable income, with women often carrying a handy pack of wipes in their handbag.

COMPETITIVE LANDSCAPE

Johnson & Johnson retains healthy lead

Johnson & Johnson Consumer (HK) Ltd retained the lead in wipes in 2018 thanks to strength of its Johnson’s Baby brand in baby wipes. The brand offers excellent value through its product bundling, with consumers able to make big savings.

Private label retains strong position in wipes despite growing competition

In terms of private label, AS Watson Group recorded healthy current value growth in 2018 with it offering both general purpose wipes and baby wipes. In baby wipes the retailer not only offers lower prices but it also offers added-value products which mirror those of the leading brands.

Premiumisation seen as disposable income improves

As incomes rise and the economy improves consumers are increasingly looking for premium options with added value when it comes to baby wipes and facial cleansing wipes. Within baby wipes brands offering products with less chemicals found favour such as Huggies Natural Care and Pure Water ranges and niche brands such as Earth’s Best chlorine-free baby wipes.

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