What you need to know
The wet tissues category continued expanding with a slightly faster growth rate of 8.8% in 2018 mainly driven by consumers’ increasing awareness of personal health/hygiene and their needs for better quality of life across different usage occasions. Common moist wipes have the highest penetration among consumers but other product types like makeup remover wipes, facial cleansing wipes and moist toilet paper are also expected to further grow with the feature of supporting on-the-go usage in different occasions. On the other hand, there are also opportunities for niche product types with consumers’ needs becoming more diversified.
When selecting wet tissues, consumers are paying most attention to product safety rather than other factors, showing manufacturers and brands should provide innovative products that ensure product safety.
