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In recent years, as consumers have become more and more pursuing for the quality of life, and as major brands have launched more new products, wet toilet paper has received more and more attention. Wet toilet paper has stronger cleaning power, better sterilization effect and softer. Compared with traditional dry paper towels, it has obvious advantages.

 

Wet toilet paper is generally made of raw materials such as wood pulp fiber and cellulose fiber, which is produced by wet spunlaced non-woven fabric process to ensure that the product is easy to disperse. At present, there are many kinds of wet toilet paper on the market, which is mixed with good and bad people. Consumers still have doubts about whether the wet toilet paper can be thrown into the toilet after it is used up.

 

 

Whether wet toilet paper can be thrown into the toilet after use depends mainly on whether the outer package of the product has words or signs such as "can be thrown into the toilet" and "can be flushed". If the outer package of the product has the above words or signs, it can be directly thrown into the toilet after use. If there is no above words or signs, and the words or signs marked "no throwing into the toilet" cannot be directly thrown into the toilet after use. Of course, even if the outer package is marked as flushable, in order not to affect the flushing effect, the amount of disposable wet toilet paper should not be too much.

 

Although wet toilet paper has a high penetration rate in developed countries and is not a new product in the domestic market, as a category that is still in the stage of potential demand development, wet toilet paper is continuously exploring both in process development and market development.

 

At present, the wet toilet paper on the market is divided into two types: flushable and non-flushable. Even if the wet toilet paper can be flushed directly into the toilet after use, it will not block the sewer. This is also the technical difficulty. The flushability of the product can be realized by reducing the size of the product, and the biodegradability can be obtained by using biodegradable fibers. However, the use characteristics of flushable wet toilet paper require the balance between the wet strength and flushability of the substrate: on the one hand, it is not easy to break when using, and on the other hand, it needs to be dispersible after flushing into the toilet.

 

The base material of wet toilet paper in the domestic market is divided into wood pulp spunlace nonwoven and dry paper. The chemical composition of dry paper and wood pulp spunlace nonwovens is cellulose fiber, and the performance is basically close. Both obtain the flushability by a high proportion of wood pulp fibers and the strength in use by the binder or viscose fibers.

 

 

In addition to the particularity of the substrate, due to the difference in wet strength with ordinary wet wipes, wet toilet paper also needs to be improved in production equipment and process. When producing wet toilet paper with a lower wet strength than ordinary wet wipes, the packaging equipment and folding equipment must adapt to the new characteristics to reduce the breakage problems caused by the high traction strength.

Wet toilet paper in the domestic market accounted for a relatively low

 
Wet toilet paper is not a new product in the global market. Many families in developed countries in Europe and America use wet toilet paper. But in China, although some manufacturers launched this product as early as 2010, the recognition and penetration rate have been low.

 

According to the statistics of the China Household Paper Professional Committee, at present, wet toilet paper accounts for less than 5% of the wet wipes industry, far lower than baby wipes and general wipes. With the gradual growth of the wet toilet paper market, its share in the wet wipes market will also increase.

 

 

1. Market positioning
Due to the low awareness of wet toilet paper products in the domestic market, how to make consumers correctly recognize the characteristics of the products and guide consumers to understand the advantages of the products has become a problem that market pioneers need to solve.

 

Due to the special product attributes of wet toilet paper between wet wipes and toilet paper, more factors need to be considered when displaying on the shelf. The differences in display methods reflect the different positioning of the manufacturer's products.

 

2. Consumer usage habits
Consumer habits are also an important reason for restricting the popularity of wet toilet paper products. The traditional concept affects the usage habits of domestic consumers. Wiping with toilet paper after going to the toilet is deeply rooted in the usage habits of consumers. It is not easy to break this view.

 

Although on the surface it seems that this product is difficult to get to the market, but in fact consumers use wet toilet paper for post toilet cleaning demand is there.
For example, some hemorrhoids patients or health-conscious consumers will use ordinary sanitary wipes or other functional wipes to clean, but in fact, they can be thrown directly into the toilet and wet toilet paper with sterilization function should be more suitable for their needs. And wet toilet paper is more economical than toilet covers of several thousand yuan, and because the penetration rate of toilets with flushing and drying function in China is very low, it is more convenient for consumers to use easy-to-carry wet toilet paper when going out.

 

 

These needs are to be explored, and manufacturers need to guide consumers to recognize this potential demand and tell them that there are corresponding products to meet it.

 

3. Consumer use costs
Although consumers' requirements for the quality of toilet paper have been rising in recent years, from pursuing low prices to valuing quality, because toilet cleaning products are regarded as basic consumer goods by consumers, they do not want to spend too much in this regard.

 

For consumers, in the case that toilet paper can meet their needs, manufacturers need to provide more reasons to persuade them to spend this additional cost. Young people who are willing to accept new things and pay attention to high-quality life are the main consumer groups of wet toilet paper, while the first tier cities or coastal areas with relatively high economic level are the most popular areas of this category.

 

At the same time, middle-aged women are also relatively easy to be persuaded to buy wet toilet paper. Middle-aged women are often plagued by a variety of women's health problems, so that they know the function and science of the product, they can quickly become loyal users of the product, even if it costs more. At present, young people, the main consumer group of wet toilet paper, are often difficult to impress them with certain effects of the product because of their good physical functions. They think this is not a problem. Therefore, in the promotion of products, we should pay attention to the differences between different consumer groups.

 

4. Consumer experience
As wet toilet paper uses different substrates, production processes, and added ingredients, consumers' experience is also different. Manufacturers strive to continuously improve product characteristics to make products more convenient and comfortable.

 

For example, increase the size, so wipe more clean. Many consumers will fold once when using the product. The large size can make the product easy to fold and not easy to dirty hands due to penetration. The use of two sheets can achieve the purpose of cleaning.

 

Highlight bactericidal efficacy to help consumers establish good and healthy convenient living habits. The sterilization function can give consumers a deeper cleansing and protection than dry tissue cleaning.

 

According to the need to tear, save the amount of paper towels. It can be torn according to the actual use, how much is used, which reduces the waste of paper towels and maximizes the use of products.

 

In addition, there are babies as the audience, focusing on a single subdivision group, or using printing technology to make products more beautiful and unique, and more likely to be favored by high-end people.

 

5) Differences in infrastructure
Flushability is one of the most bright selling points of wet toilet paper, but this feature is subject to infrastructure in the actual environment, affecting the consumer experience. There are great differences in the sewerage systems of different residential areas in China, especially the differences between the old and new areas. The sewerage systems of many old areas are not perfect. Even toilet paper with excellent flushability is easy to block after being put into the toilet, and wet toilet paper cannot be directly thrown into the toilet.

 

Manufacturers need to continuously strengthen research and development to develop more thorough substrates. In addition, with the continuous improvement of the level of urbanization and the change of residential quality, the water system will become more and more perfect, which will also clear the obstacles for the development of wet toilet paper.

Wet toilet paper online sales grow rapidly, high-end products dominate the mainstream

 

According to the "2021 Home Clear Blue Sea Category Trend Report" released by Jingdong and Ipsos, online sales of wet toilet paper in China grew faster in 2021, with sales of all products growing at 65%, with high-end products growing at 63%.

 

From the perspective of product competition, in 2021, high-end products will occupy the mainstream in China's wet toilet paper industry, with a market share of 74%.
From the perspective of various brands of products, the use of consumers' favorite IP image to launch co-branded products has become a more popular marketing method in the industry.

 

In summary, wet toilet paper has more advantages than traditional paper towels, and product consumption has increased rapidly. At present, wet toilet paper products are mainly high-end, with high-end products accounting for more than 74% in 2021, and high-end product online consumption growth reaching 63%.

Related Links

In recent years, non-woven materials have flourished in the field of disposable hygiene and care products, achieving consumer upgrades and product substitution in multiple application scenarios such as wiping, cleansing, makeup remover, and toilet use. Among them, the flushable products represented by toilet wipes (wet toilet paper) have better cleaning effect and use experience, and can be thrown into the toilet after use, which has been favored by the majority of consumers. Recently, the China Industry Association Nonwoven Industry Green Development Innovation Alliance announced that it will carry out the certification and promotion of disposable nonwovens and products for spunlaced nonwovens and their products.

 

The washable and degradable characteristics of non-woven materials and products for toilets are an important basis for ensuring the safety and environmental protection of urban underground pipe networks. In order to further improve product quality and market competitiveness, guide responsible consumption and green consumption, and enhance corporate brand Image, brand value and core competitiveness, china Industrial Textile Industry Association Nonwoven Industry Green Development Innovation Alliance (hereinafter referred to as "Non-woven Green League") announced the launch of the certification and promotion of non-woven fabrics and products.

 

The scope of certification is spunlaced nonwovens and their products, and the main body of certification declaration is the manufacturer of nonwovens and products. The certified reporting entity can use and manage the flushable identifier in accordance with the certified identifier usage protocol. The China Industry Association will vigorously promote the concept of green development, dispersible products and logos in the non-woven industry, downstream applications, end consumers, industry public media, and government-related platforms, and actively fulfill the social responsibility of the industry.


Source: Jung-International Nonwoven Industry Business