As the concept of scientific parenting deepens among the new generation of parents, wet wipes—once a simple daily necessity—have evolved to serve purposes beyond basic cleaning, now carrying expectations for safety, scenario-based functionality, and quality. Consequently, the baby wet wipes market is undergoing a significant upgrade from "basic necessity" to "quality advancement."

Currently, the market is seeing a proliferation of hypoallergenic formulations, with botanical and natural ingredients becoming key selling points. Organic certification offers a new direction for brand differentiation, while sustainable materials like biodegradable non-woven fabrics promise new growth opportunities. However, the market is characterized by drastic price disparities and a lack of clear regulatory enforcement details. Therefore, building barriers through differentiation has become the key for brands to break through the competition.

· Upgraded Care Needs & Rise of Hypoallergenic Formulations

In recent years, skin sensitivity issues among infants have become increasingly prominent. According to the Blue Book of Chinese Infant Skin Sensitivity Care (2023) released by the China Maternal and Child Health Association, the incidence of sensitive skin in children aged 0-6 is rising significantly due to thinner skin and underdeveloped barrier functions compared to adults.

This has created an urgent demand for "hypoallergenic" and "zero-allergy" products. Brands are accelerating the deployment of hypoallergenic wipes to provide safer cleaning solutions. The competitive edge of these wipes lies in the elimination of irritating ingredients. Moving away from traditional formulations that might contain alcohol, fragrances, or fluorescent agents, many brands are practicing "ingredient minimalism."

Following the principle of "simple formulation," these products often use highly purified EDI water as the base, paired with spunlace non-woven fabric or pure cotton to ensure a soft touch and no chemical residue. They explicitly label themselves as free from alcohol, fragrance, fluorescent agents, bleach, formaldehyde, malonic acid, and fluoride to minimize the risk of allergies.

· Botanical & Natural Ingredients: A New Standard

Infants have weak immunity, strong curiosity, and a lack of risk assessment capabilities. These factors necessitate a comprehensive protection system for baby products, focusing on stable, safe materials and transparent information. As national standards become more refined and market demands upgrade, the pursuit of safety has become the core competitiveness of the industry, prompting major enterprises to strengthen quality control.

Under the parenting philosophy of "safety first," brands are increasingly turning to botanical and natural ingredients. Extracts such as Aloe Vera, Chamomile, and Calendula, known for their mild and hypoallergenic properties, are evolving from "differentiated selling points" to "basic standards" in product development. Their application has become widespread, ranging from daily cleaning to deep care.

· Organic Certification: The Next Powerful Selling Point

As consumer demand for health, safety, and naturalness upgrades, organic certification is emerging in the baby wipes market. However, obtaining such certification requires passing rigorous audits. For instance, China's Organic Product Certification requires 100% organically sourced raw materials, full production traceability, and zero chemical residues. Simply put, organic products are more natural than ordinary ones, a feature that translates into strong brand competitiveness, especially amid frequent safety incidents in baby products.

While adding natural plant ingredients is already a common marketing tactic for many domestic brands, few have ventured into fully "organic" wipes. Conversely, foreign brands are leading this trend: an Australian baby wipe brand claims to use blockchain technology to "verify pure natural organic status," while a French brand offers natural, organic, and biodegradable wipes certified by ECOCERT, FSC, COSMOS NATURAL, and OK Compost Home. These products use the organic label to access the high-end market, highlighting selling points like natural ingredients and zero chemical intervention.

Consumer recognition of organic labels is also growing. Many parents, particularly middle-class families in first and second-tier cities who prioritize quality over price, are turning to overseas purchasing agents for organic baby wipes. This trend suggests that organic certification may evolve from a unique selling point into a necessary threshold for high-end products, potentially driving the development of a specialized "organic track" within China's baby wet wipes industry.