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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.
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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Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Hong Kong, China with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Wipes industry in Hong Kong, China, our research will save you time and money while empowering you to make informed, profitable decisions.
The Wipes in Hong Kong, China market research report includes:
Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
What is the market size of Wipes in Hong Kong, China?
What are the major brands in Hong Kong, China?
What is the biggest category within household care wipes?
What are the key new product launches in the wipes market?
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