Wet Tissues - China - October 2019

OVERVIEW
What you need to know
Covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of total value sales of wet tissues market, China, 2014-24
Companies and brands
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
Figure 3: Wet tissues purchased in the last six months, June 2019
Consumers utilise both offline and online channels for wet tissues purchase
Figure 4: Purchase channels of wet tissues, June 2019
Opportunities exist during travel, workout and eating/dining
Figure 5: Preferred type of products for different occasions, June 2019
Local giants penetrate more consumers but also facing threat
Figure 6: Wet tissue brands purchased in the last six months, June 2019
Safety is the biggest concern for wet tissues
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
Figure 8: Purchase reason of moist toilet paper for the first time, June 2019
What we think
ISSUES AND INSIGHTS
Nurture niche wet tissue types to booster better quality of life
The facts
The implications
Figure 9: GIRAGIRA KUN Extra Super Cooling Facial Sheet, Japan
Serve the audience with ‘for sensitive groups’ claim
The facts
The implications
Figure 10: Kleenex moist toilet paper for women, China
Promote makeup remover wipes with skin benefits
The facts
The implications
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
Figure 13: Marie Dalgar cleansing tissue, China, 2018
THE MARKET - WHAT YOU NEED TO KNOW
Slightly faster growth expected
Facing challenges but still benefiting from consumers’ increasing demand for better quality of life
MARKET SIZE AND FORECAST
Wet tissues category kept growing in 2018
Figure 14: Best- and worst-case forecast of total value sales of wet tissues market, China, 2014-24
MARKET FACTORS
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
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
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
Fragmented category dominated by two key players
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
Competing through product mix
Figure 18: Kobayashi moist wipes, China
Efforts to promote moist toilet paper
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
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
Figure 23: Florasis facial cleansing wipes, China, 2018
WHO’S INNOVATING?
Flushable wipes ease consumers’ eco and ethical concerns
Figure 24: New launches of flushable moist wipes, US and UK, 2019
Sensitive moist toilet wipes resonate with consumers
Figure 25: New launches of sensitive moist (toilet) wipes, US and UK, 2018-19
Emphasis of pure water and water purification techniques
Figure 26: New launches of pure water wet tissues, Japan, China and Denmark, 2019
Multiple benefits in one for facial cleansing
Figure 27: New launches of multi-purpose facial cleansing wet tissues, South Korea and Japan, 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
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
75% of consumers have adopted and put common moist wipes in their shopping carts
Figure 28: Wet tissues purchased in the last six months, June 2019
Nearly two thirds of women use makeup remover wipes
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
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
Consumers utilise both offline and online channels for wet tissues purchase
Figure 31: Purchase channels of wet tissues, June 2019
Men demand convenience while women prefer wider selection when it comes to channel selection
Figure 32: Purchase channels of wet tissues, by gender, June 2019
The 20-24s have the highest need for convenience stores
Figure 33: Purchase channels of wet tissues, by age, June 2019
PREFERRED TYPE OF PRODUCTS
Wet tissues preferred option for playing with children or pets
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
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
Figure 36: Preferred type of products for different occasions – ‘wet tissues’, by gender, June 2019
PURCHASED BRANDS
Paper product makers have higher penetration among consumers
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
Figure 38: Wet tissue brands purchased in the last six months, by gender, June 2019
Young consumers prefer domestic brands
Figure 39: Wet tissue brands purchased in the last six months, by age, June 2019
PURCHASE FACTORS
Safety is the top concern for all wet tissue types
Figure 40: Purchase factors of wet tissues – average across different types of wet tissues, June 2019
Figure 41: Purchase factors of wet tissues, by product type, June 2019
Safety also ranks before cleaning effect for makeup remover wipes
Figure 42: Purchase factors of makeup remover wipes, female, June 2019
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
Figure 45: Purchase factors of makeup remover wipes, female, by age, June 2019
TRIGGER OF FIRST USE OF MOIST TOILET PAPER
Curiosity to try new product is the biggest motivation for trying moist toilet paper
Figure 46: Purchase reason of moist toilet paper for the first time, June 2019
Women are more driven by curiosity rather than external factors
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
Figure 48: Purchase reason of moist toilet paper for the first time, by age, June 2019
MEET THE MINTROPOLITANS
All wet tissue types have higher penetration among MinTs
Figure 49: Wet tissues purchased in the last six months, by consumer classification, June 2019
Mintropolitans prefer health and beauty chain retailers more
Figure 50: Purchase channels of wet tissues, by consumer classification, June 2019
WOM is more effective in attracting Mintropolitans’ first trial
Figure 51: Purchase reason of moist toilet paper for the first time, by consumer classification, June 2019
APPENDIX – MARKET SIZE AND FORECAST
Figure 52: Total value sales of wet tissues market, China, 2014-24
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations