Rapid development of China's wet wipes industry

In 2010, the export volume of wet wipes in China was about 8.32 billion pieces, an increase of 9.5% over 2009. The consumption was about 12.48 billion pieces, a year-on-year increase of 4.9%; the market size (market sales) was about 2 billion yuan, a year-on-year increase of 19.8%.

China Paper Association's Tissue Paper Professional Committee has 439 wet wipes manufacturers registered at the end of 2010, an increase of 42 over the previous year. The producers are mainly distributed in Zhejiang, Guangdong, Jiangsu, Shanghai, Fujian, Shandong, Liaoning, Beijing, etc. Land, but there are not many national brands, and the market concentration is relatively high. There are many companies that brand other domestic companies or retailers and produce OEM products for foreign companies.

It is understood that the current wet wipes are mainly used in general, baby, female, makeup remover, other personal uses and wet wipes. The packaging forms are mainly single-pack (individual), multi-pack, and tube 3 Kind. Among them, ordinary type wipes account for about 28.6% of sales, baby wipes account for about 42.0%, women's wipes account for about 8.4%, make-up wipes account for about 3.6%, and other personal use wipes account for about 5.5%. Wet wipes accounted for approximately 11.9%.

The functionality of the wipes product is constantly increasing, such as adding various skin care ingredients such as aloe vera, green tea, lavender, mint and the like. Some companies have further subdivided wet wipes into various functional special products according to their use. After the launch, the market feedback is quite good. In addition, Tongling Jieya invested in the construction of the largest functional wipes production base in Asia last year. The production of the Jiejie brand disinfectant wipes independently developed by Jiangzhong Pharmaceutical has also started construction and joined the field of wet wipes.

In the past three years, the wet towel industry has developed rapidly, and the annual growth rate is no less than 30%. Up to now, the wet wipes industry has entered a stage of steady development. In 2010, sales of wet wipes factories increased by 6.2%, while market sales increased by 19.8% due to the increase in the share of high-end products and the increase in average retail prices. The proportion of sales of ordinary wipes is higher than that of 2009, and the proportion of baby-type wipes is decreasing, but it is still the largest category. At present, there are still many problems in the development of the wet wipes market, such as low quality products, low technical content, lack of brand effect and the like. There are many small enterprises in the domestic market, and enterprises often rely on the low-end route to fight for price wars.

At present, the national standard implemented in China is GB/T 20808-2006 "paper towels (including wet wipes)", including two major categories of paper towels and wet wipes. With the development of the wet wipes industry, the product categories are increasing. In order to better standardize the quality requirements of wet wipes products, the technical content of the standard is scientific and reasonable. The Secretariat of the National Paper Industry Standardization Technical Committee decided to put the paper towels and wet in the original standard. The towels are set separately. At the beginning of 2010, the drafting of wet wipes standards has been started, and the draft will be submitted for approval after discussion.

Internationally, baby wipes are the first to be introduced, and they are also the most popular wipes. Wet wipes are “imported products” that entered China in the 21st century. Currently, the penetration rate in the domestic market is relatively low, but baby wipes have become more popular. More and more mothers have already learned to buy and use baby wipes. Personal care wipes are also increasingly favored by younger families. Many "white-collar" handbags will carry a pack of wipes; wet wipes will be further used in the tourism and catering industry.

Wet wipes are wipes for household cleaning other than personal cleaning, such as cleaning computers, shoes, cars, floors, furniture surfaces, etc. These types of wipes have been developed in developed countries for many years, but in the Chinese market, This type of product is still in its infancy, and the market for household cleaning wipes will develop with the increase in disposable income and the pursuit of high quality of life.