With the elevation of residents' health consciousness and the diversification of consumer demands, wet wipes and dry facial tissues have evolved from simple cleaning tools into a brand-new lifestyle. As the world's largest producer of wet wipes and facial tissues, China commands a market size of approximately 35 billion RMB, consuming over 1 million tons of non-woven fabric annually.
The primary raw materials for wiping products are paper and textiles. Paper possesses low physical strength; it is particularly prone to breakage and dissolution when wet, limiting its application in scenarios requiring high-intensity wiping or reusability. Textiles, however, maintain high strength and softness in both dry and wet conditions, offering superior absorption, stain removal, and skin-friendliness, thereby providing greater room for product development. As a disposable alternative, non-woven wiping materials combine the advantages of textiles—strong cleaning power—with the convenience of being wash-free, avoiding secondary pollution.
In the Chinese market, consumer wet wipes form the mainstay of non-woven wiping products, accounting for approximately 80% of the total volume. These mainly include baby wipes, personal care wipes, household wipes, pet wipes, and car wipes. Among these, baby wipes and personal care wipes have long been the dominant products. However, with the increasing demand for convenient home cleaning, the consumption of household wipes in China has shown a rapid growth trend in recent years.
Fiber Raw Materials
Fiber raw materials play a crucial role in the manufacturing of wet wipes and facial tissues. Different fibers and their ratios significantly impact product performance, cost, and user experience. In recent years, driven by rising environmental awareness and diverse functional demands, the fiber composition of these products has demonstrated a distinct trend toward diversification.
The main fiber raw materials include polyester, regenerated cellulose fibers, and cotton. Specifically, polyester staple fiber accounts for 49%, regenerated cellulose fiber for 39%, and cotton for 5%. Polyester, the largest category of chemical fibers, is characterized by low cost and high strength. Regenerated cellulose fibers, such as Lyocell, are seeing expanding applications due to their natural, comfortable, and biodegradable properties. Cotton, as a natural fiber, offers moisture absorption and skin-friendliness and is fully biodegradable, making it primarily suitable for baby wipes and high-end personal care products.
Diversified Application Scenarios
The application scenarios for wet wipes and facial tissues have expanded from the traditional infant care market to diverse sectors including personal care, home, beauty, travel, and industry. Products such as daily item cleaning wipes, cooling wipes, and pet wipes cater to the needs of different consumers across various scenarios.
·Daily Item Cleaning: Products like down jacket wipes, shoe wipes, and eyeglass wipes solve specific pain points for consumers. Down jacket wipes utilize eco-friendly, phosphate-free, and neutral mild formulas that clean effectively without damaging the fabric or irritating hands, ensuring the down remains fluffy and warm. Shoe wipes contain various cleaning agents, such as stain-removing factors and non-ionic surfactants, capable of effectively removing dirt, dust, and odors from shoe surfaces.
·Cooling Wipes: These have become essential for outdoor sports, camping, and concerts during summer. Their core ingredient is a cooling agent, primarily menthol-based (such as menthol alcohol or menthol crystals), which provides a distinct cooling sensation. Some variants also add antibacterial or mosquito-repellent ingredients to maintain hygiene and prevent bites while cooling the skin.
·Pet Wipes: The market for pet wipes is developing rapidly alongside the growing pet population and owners' hygiene awareness. The product range is becoming increasingly rich, including general cleaning wipes, paw wipes, ear wipes, tear stain remover wipes, oral cleaning wipes, and deodorizing/disinfecting wipes. These products not only meet cleaning needs but also emphasize ingredient safety and efficacy.
Product Quality, Safety, and Innovation
As media that come into direct contact with the human body, the quality of wet wipes and facial tissues is directly linked to consumer health and safety. The naming controversy between "cotton soft towels" (mianrou jin) and "soft towels" (mianrou jin—phonetically similar but different characters implying cotton content) that emerged in the market over the past year reflects public concern regarding product eco-friendliness, safety, and consumer experience.
·Fiber Safety: Both natural and chemical fibers have long been used in daily consumer goods, and products meeting standards are guaranteed to be safe. Polyester is the most widely used fiber, and viscose fiber is extensively applied in infant clothing and adult underwear, boasting an excellent track record of consumer safety.
·Ingredients: The liquid in wet wipes is commonly referred to as the "soaking solution." Its composition directly affects cleaning power, mildness, preservative safety, and user experience. Ingredients such as base solvents, surfactants, humectants, soothing agents, and preservatives must strictly adhere to national standards and regulations.
·Material Innovation: The application of new materials like wood pulp spunlace non-woven fabric and meltblown wood pulp non-woven fabric brings better performance and lower costs. Wood pulp spunlace, for example, is fully biodegradable, highly absorbent, and cost-effective, making it suitable for differentiated high-end products. Meltblown wood pulp is thick, skin-friendly, and highly absorbent, finding applications in premium scenarios like baby wipes, high-end napkins, and makeup remover wipes.
·Design Innovation: Extraction designs such as the perforated (point-break) style and hanging style enhance convenience, hygiene, and economy. The perforated design allows for easy tearing at preset positions, controlling usage volume. The hanging design features a hole at the top for easy one-handed dispensing, utilizing vertical space efficiently.
·Texture Design: Weave patterns like plain, pearl, EF (dense grid), and embossed designs not only improve cleaning results but also strengthen product differentiation through visual cues. Pearl patterns create raised dots on spunlace fabric to enhance cleaning efficiency, while EF patterns feature a high-density grid structure that excels at both stain removal and liquid wicking.
Green Consumption Trends
With the rise of environmental awareness, green consumption has become a new trend in the industry. The environmental impact of massive disposable product usage has garnered global attention. Some countries have introduced policies restricting the production and sale of "plastic-containing" products and promoting "plastic-free" wipes. The awakening of public environmental consciousness has also driven consumer focus on green and sustainable issues.
Biodegradability and low-carbon manufacturing processes have become key industry trends. High-quality viscose fibers have enabled the commercial mass production of recyclable material fibers. This green transition not only reduces the environmental footprint but also creates new market opportunities and competitive advantages. Certifications for "biodegradability" and "flushability" have become important references for consumer purchasing decisions.
