Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of total value sales of wet tissues market, China, 2014-24
- Companies and brands
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- Figure 2: Leading manufacturers’ share in value sales of wet tissues market, China, 2017-18
- The consumer
- Common moist wipes enjoy highest penetration among consumers
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- Figure 3: Wet tissues purchased in the last six months, June 2019
- Consumers utilise both offline and online channels for wet tissues purchase
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- Figure 4: Purchase channels of wet tissues, June 2019
- Opportunities exist during travel, workout and eating/dining
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- Figure 5: Preferred type of products for different occasions, June 2019
- Local giants penetrate more consumers but also facing threat
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- Figure 6: Wet tissue brands purchased in the last six months, June 2019
- Safety is the biggest concern for wet tissues
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- Figure 7: Purchase factors of wet tissues – average across different types of wet tissues, June 2019
- Curiosity drives consumers to their first trial of moist toilet paper
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- Figure 8: Purchase reason of moist toilet paper for the first time, June 2019
- What we think
Issues and Insights
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- Nurture niche wet tissue types to booster better quality of life
- The facts
- The implications
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- Figure 9: GIRAGIRA KUN Extra Super Cooling Facial Sheet, Japan
- Serve the audience with ‘for sensitive groups’ claim
- The facts
- The implications
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- Figure 10: Kleenex moist toilet paper for women, China
- Promote makeup remover wipes with skin benefits
- The facts
- The implications
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- Figure 11: Example of makeup remover wipes with ingredients for skin care benefits, China
- Figure 12: Examples of makeup remover wipes with mineral water, China
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- Figure 13: Marie Dalgar cleansing tissue, China, 2018
The Market - What you need to know
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- Slightly faster growth expected
- Facing challenges but still benefiting from consumers’ increasing demand for better quality of life
Market Size and Forecast
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- Wet tissues category kept growing in 2018
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- Figure 14: Best- and worst-case forecast of total value sales of wet tissues market, China, 2014-24
Market Factors
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- Higher industry standards lead to higher quality products
- Consumers’ increasing health awareness drives growth of wet tissues for personal care
- With diverse lifestyles, users value the convenience of wet tissues
- Challenges from multipurpose paper towels
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- Figure 15: Vinda COTTON CARE multipurpose paper towels, China
- Figure 16: Tempo COTTON SOFT multipurpose paper towels, China
Key Players – What You Need to Know
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- Fragmented market but less space for small players in 2018
- Continuous market cultivation to attract more consumers
- Flushable wet tissue launches trendy overseas but seldom seen in China
Market Share
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- Fragmented category dominated by two key players
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- Figure 17: Leading manufacturers’ share in value sales of wet tissues market, China, 2017-18
- Developing specific techniques and business focus to gain share
Competitive Strategies
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- Competing through product mix
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- Figure 18: Kobayashi moist wipes, China
- Efforts to promote moist toilet paper
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- Figure 19: Kleenex moist toilet paper, China
- Figure 20: Mind Act Upon Mind and Vinda’s communication of moist toilet paper, China
- Differentiating through size innovation
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- Figure 21: Mind Act Upon Mind mini size wet tissue, China, 2017
- Figure 22: Vinda mini size wet tissue, China, 2019
- Single wrapped packaging for more hygienic storage and carry-on
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- Figure 23: Florasis facial cleansing wipes, China, 2018
Who’s Innovating?
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- Flushable wipes ease consumers’ eco and ethical concerns
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- Figure 24: New launches of flushable moist wipes, US and UK, 2019
- Sensitive moist toilet wipes resonate with consumers
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- Figure 25: New launches of sensitive moist (toilet) wipes, US and UK, 2018-19
- Emphasis of pure water and water purification techniques
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- Figure 26: New launches of pure water wet tissues, Japan, China and Denmark, 2019
- Multiple benefits in one for facial cleansing
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- Figure 27: New launches of multi-purpose facial cleansing wet tissues, South Korea and Japan, 2018
The Consumer – What You Need to Know
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- Common moist wipes dominate among all the wet tissue types
- Women prefer channels with wider selection while men demand convenience
- Wet tissues are more valued for special occasions compared with facial tissues
- Niche but premium brands are more popular among women
- Half of consumers consider safety as the most important factor when choosing wet tissues
- Curiosity is the biggest motivation for first use of moist toilet paper
Purchased Wet Tissues
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- 75% of consumers have adopted and put common moist wipes in their shopping carts
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- Figure 28: Wet tissues purchased in the last six months, June 2019
- Nearly two thirds of women use makeup remover wipes
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- Figure 29: Makeup remover wipes purchased in the last six months, female, by age, June 2019
- Facial cleansing wipes have higher potential, particularly among men
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- Figure 30: Wet tissues purchased in the last six months – ‘have bought it’, by gender, June 2019
- Women accept moist toilet paper more easily than men
- Opportunities exist in the gym and overseas tourism for body cleansing wipes
Purchase Channels
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- Consumers utilise both offline and online channels for wet tissues purchase
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- Figure 31: Purchase channels of wet tissues, June 2019
- Men demand convenience while women prefer wider selection when it comes to channel selection
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- Figure 32: Purchase channels of wet tissues, by gender, June 2019
- The 20-24s have the highest need for convenience stores
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- Figure 33: Purchase channels of wet tissues, by age, June 2019
Preferred Type of Products
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- Wet tissues preferred option for playing with children or pets
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- Figure 34: Preferred type of products for different occasions, June 2019
- People married with kids show a preference for wet tissues when playing with kids and cleaning the kitchen
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- Figure 35: Preferred type of products for different occasions – ‘wet tissues’, by family structure, June 2019
- Men show similar preference for using wet tissues as women when eating/dining and exercising
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- Figure 36: Preferred type of products for different occasions – ‘wet tissues’, by gender, June 2019
Purchased Brands
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- Paper product makers have higher penetration among consumers
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- Figure 37: Wet tissue brands purchased in the last six months, June 2019
- Men prefer mass market brands while women choose niche but premium brands
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- Figure 38: Wet tissue brands purchased in the last six months, by gender, June 2019
- Young consumers prefer domestic brands
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- Figure 39: Wet tissue brands purchased in the last six months, by age, June 2019
Purchase Factors
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- Safety is the top concern for all wet tissue types
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- Figure 40: Purchase factors of wet tissues – average across different types of wet tissues, June 2019
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- Figure 41: Purchase factors of wet tissues, by product type, June 2019
- Safety also ranks before cleaning effect for makeup remover wipes
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- Figure 42: Purchase factors of makeup remover wipes, female, June 2019
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- Figure 43: Example of UNNY makeup remover wipes, China
- Figure 44: Example of Dove makeup remover wipes, China
- Fragrance is more important to women aged 20-24
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- Figure 45: Purchase factors of makeup remover wipes, female, by age, June 2019
Trigger of First Use of Moist Toilet Paper
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- Curiosity to try new product is the biggest motivation for trying moist toilet paper
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- Figure 46: Purchase reason of moist toilet paper for the first time, June 2019
- Women are more driven by curiosity rather than external factors
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- Figure 47: Purchase reason of moist toilet paper for the first time, by gender, June 2019
- Packaging design can attract young consumers for first trial
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- Figure 48: Purchase reason of moist toilet paper for the first time, by age, June 2019
Meet the Mintropolitans
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- All wet tissue types have higher penetration among MinTs
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- Figure 49: Wet tissues purchased in the last six months, by consumer classification, June 2019
- Mintropolitans prefer health and beauty chain retailers more
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- Figure 50: Purchase channels of wet tissues, by consumer classification, June 2019
- WOM is more effective in attracting Mintropolitans’ first trial
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- Figure 51: Purchase reason of moist toilet paper for the first time, by consumer classification, June 2019
Appendix – Market Size and Forecast
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- Figure 52: Total value sales of wet tissues market, China, 2014-24
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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