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Key points included

  • Nurture niche wet tissue types to booster better quality of life
  • Serve the audience with ‘for sensitive groups’ claim
  • Promote makeup remover wipes with skin benefits

Covered in this report

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.

Expert analysis from a specialist in the field

Written by Yali Jiang, a leading analyst in the Beauty & Personal Care sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers are actively trying different types of wet tissues in order to seek better quality of life across different occasions. Wet tissues already show an edge over facial tissues/handkerchiefs in playing with children and pets, but potential exists to dig deeper into scenarios like travelling, exercising and dining. This reveals potential for success for even small brands and niche product types if they can meet consumers’ needs by precise positioning-based innovation and ensuring product safety Yali Jiang
Senior BPC Analyst

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What's included

What's included

Table of contents

Table of contents

  1. 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

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