After 2003, China's wet wipes market began to develop rapidly, new investment co
ntinued to increase, new brands co
ntinued to emerge, and categories co
ntinued to increase. In recent years, wipes have become a hygienic product with an annual growth rate of up to two digits after the Baby diaper
Great market potential
Last year, global non-woven wipes wipes sales of about $10.5 billion, of which wipes accounted for about 70%, to $7.43 billion. According to the statistics of the China Paper Association's Tissue Paper Professional Committee, the domestic sales of wet wipes last year was 2 billion yuan, which concluded that China's wipes sales accounted for about 4% of global wipes sales. This value is much lower than the overall share of global hygiene products in China (about 12%). This is mainly because the current market is still limited to personal care wipes, and the market penetration rate is still very low.
Wet wipes can be divided into two major categories for household and industrial use according to the application field. The types and consumption of industrial wet wipes in China are few and limited to catering services and other purposes. Household wipes are divided into two categories according to the use of personal care and home cleaning. Currently, the most widely used is personal care wipes. According to market research firm Nielsen, in the scope of its monitoring, the terminal sales of personal care wipes in China last year was 1.3 billion yuan. In personal care wipes, baby wipes and regular wipes account for the two largest categories of sales. Last year, baby wipes accounted for 35%, ordinary wipes accounted for 57%, women's wipes accounted for 5%, and other personal care wipes (such as makeup remover wipes) accounted for 3%. These data indicate that the current Chinese market is still dominated by baby wipes and ordinary wipes that are essential for basic hygiene. However, from the growth rate of various categories, the growth of functional wipes such as women is faster, and the number of skin care wipes in supermarkets is increasing.
Average product price drop
The growth in market demand has attracted more and more investment and companies into the field of wet wipes. In addition to the expansion of the capacity of large wet tissue companies, some companies that originally processed wet wipes on the outside of the brand began to launch their own production lines, and some export-oriented enterprises also began to switch to the domestic market. At the same time, due to the low barriers to entry in the wet wipes industry, small businesses have entered the wet wipes market. Due to the large number of new products that are lower than the average market price, the market in the low-end and mid-end products is highly competitive. Since 2008, the average price of wet wipes has been declining for three consecutive years. Changes in product mix (decreased proportion of medium and high-priced products) have affected sales growth. Last year, sales of personal care wipes increased by 26.3% over the previous year, while sales growth was only 19.7%.
High brand concentration
The brand co
ncentration of wet wipe products is higher, which is similar to that of baby Diaper
s, higher than that of household paper and Sanitary napkin
s. Among them, baby wipes have a higher brand co
ncentration than ordinary wipes. As far as the brand market share is concerned, the internatio
nally renowned brands of wipes are ranked first and third in the category of baby wipes, except for “Johnson” and “Curious”. Although Denmark’s “嗳呵” has not entered the Chinese market for a long time, Also achieved the fourth place. However, most of the products sold by these internatio
nal brands in China are currently processed by OEM. China's largest co
nsumer paper and hygiene products company Hengan Group's "Xinxiang" brand ranked second and first in baby wipes and ordinary wipes. Other large-scale wet wipes manufacturers include APP, ABC, etc.
Health development needs multi-faceted change
There are also many problems behind the prosperity of the wet wipes market, such as uneven product quality, lack of industry supervision, serious homogenization, and price wars. From the perspective of policies and regulations, new product standards have not yet been officially promulgated, quality and technical indicators are not standardized, and regulations on safety, health and sustainability are still not perfect. How to seize market development opportunities, standardize and promote the healthy development of the industry is a common concern in the industry.
The materials used in the wipes are primarily no
nwoven substrates, water and additives. As a kind of Sanitary
product, in the production process of the product, it is necessary to carry out strict management and co
ntrol from the co
ntact surface of air, water, materials, equipment, operation personnel, etc., in order to ensure product hygiene and safety. The quality of water is a key factor affecting product quality. Some modern large-scale production companies purify water according to the regulations of the United States Pharmacopoeia and regularly clean the water pipes to ensure the quality of pure water. Wet wipes products are in direct co
ntact with the human body, and the factory must strictly co
ntrol various wipes additives. The fully enclosed management and equipment automation of the workshop is also an im
portant part of ensuring product safety. Now some factories' 80-piece or 100-piece wet wipes production lines are fully automated from substrate cutting, adding, folding, packaging to final sealing, and are equipped with on-line inspection devices to ensure the wipes products. quality.
At present, the non-woven substrate used in domestic wet wipes is mainly spunlace, and the wet wipe products using the dry paper substrate are few. Developed countries advocate the use of natural fiber materials and degradable materials - wood pulp, viscose fiber, cotton fiber, for environmental considerations and for the flushability requirements of products such as toilet wipes that need to be washed away from toilets. Soluble fibers, etc., so dry paper accounts for a large proportion. In addition, the composite-laid substrate that takes into account environmental friendliness and product performance, although currently in use, is growing rapidly.