Wet wipes status

Wet toilet paper / disposable wet wipes, wipes for feminine hygiene, incontinence / bath wipes , and other functional wipes as well as pest control, sunscreen, makeup and facial wipes are the largest in the market for personal care wipes Area, is also the highest average price in this category.

According to Svetlana Uduslivaia, head of industry research at Euromonitor International, sales of wet wipes are still mainly concentrated in developed markets, with higher unit prices being a major limiting factor for consumers in developing regions. Although consumers generally have higher disposable income in developed markets, pricing remains a challenge. Local consumers are not always willing to pay extra for wet wipes, but Uduslivaia believes baby wipes are often the “pricing benchmark” for other personal wet wipes as baby wipes are the largest. In the past two to three years, many new products in the United States went public at the time of release, a package of 48 pieces that cost more than $ 10 (about 67.2 yuan), but once the product started mass-market retail sales, the price would drop rapidly to less than 5 US dollars (about 33.6 yuan), indicating that consumers are very sensitive to the price of wet wipes.
In addition to facial makeup wipes, wet toilet paper or can be washed away wet wipes are also performed well. Product development encourages demand, wet toilet paper is still a relatively small category. Even in some developed country markets, wet wipes of this category are relatively new and underdeveloped, laying the groundwork for further growth. In the United States and Canada, for example, most wet toilet paper positive growth, can increase sales of wipes in this category through promotional activities, increase investment in advertising.

Despite accusations that wet wipes of this category are being clogged in plumbing and water treatment systems, Uduslivaia believes the negative news did not have much impact. Investment in the development of such products will continue, but it depends on how the industry succeeds in resolving and reversing the increasingly stringent policies and regulatory measures of the local government.

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