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In recent years, my country's wet wipes industry has developed positively. However, compared with European and American countries, the per capita consumption level of wet wipes in my country is relatively low. The per capita consumption of wet wipes in Western European countries is 133.61 yuan per person, and the per capita consumption of wet wipes in the United States is 104.05 yuan per person, while the per capita consumption of wet wipes in my country is less than 5% of the per capita consumption level in Western Europe, only 6.28 yuan per person. It can be seen that the penetration rate of wet wipes in my country is low, and the industry market has huge room for growth.

China's wet wipes market is developing rapidly

my country's wet wipes market is still in the early stage of rapid development, and the industry pattern has not yet been formed. In 2020, due to the catalysis of the epidemic and the strengthening of social hygiene protection awareness, the market size of wet wipes increased by 23.6% year-on-year to 10.9 billion yuan, and the CAGR from 2015 to 2020 was 15.3%. is in a stage of rapid development. In the future, according to the needs of consumers of different ages and multiple scenarios, the segmentation and differentiation of wet wipes products are expected to promote the growth of the industry.

Baby wipes account for the largest share of China's wipes market

The wet wipes on the market can be roughly divided into three categories: baby wipes, general-purpose wipes, and functional wipes (for cosmetic use and wet toilet). The data shows that baby wipes account for the largest proportion in my country's wet wipes market segment, accounting for more than half, reaching 56.4%, followed by general-purpose wet wipes, accounting for 27.8%, and other functional wet wipes. The proportion of towel is slightly smaller.

China's wet wipes market is expected in 2026

The scale is expected to reach 22 billion yuan

Euromonitor believes that the growth rate of China's wet wipes market will be about 10% from 2018 to 2023, considering the scale development of my country's wet wipes market in recent years, and the "new crown epidemic" has further intensified Chinese people's attention to hygiene and disinfection of wet wipes The recognition of the product has increased, and consumer demand for wet wipes has gradually increased. At the same time, as my country's economy is actively improving, residents' spending power and willingness continue to improve, and companies continue to explore the manufacture of diversified wipes. In the post-epidemic era, my country's wet wipes industry has a brighter development prospect, and the average annual growth rate will exceed Euromonitor's expectations. It is estimated that the market size is expected to reach 22 billion yuan in 2026.

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