Wet toilet paper is a good thing to improve the sense of well-being, and in recent years, it has entered the bathrooms of thousands of households with a cleaner and more comfortable experience, and has appeared in the public eye. On December 11, Zhizhuan GI and Ma Yinglong, a well-known brand in the anorectal field, released the "2023 New Consumption Trend of Wet Toilet Paper*** hereinafter referred to as "**Relying on the analysis of Ali's consumption big data, the insight into consumer needs and preferences", "* conducted a multi-angle study on the new consumption trend of the wet toilet paper category, in order to promote the healthy development of the wet toilet paper industry and upgrade the healthy toilet mode for the whole people.
User Xi is gradually cultivated, and the wet toilet paper brand is "a hundred schools of thought".
According to Ali's consumer insight data, the consumption amount of Tao's wet toilet paper category has continued to grow in the past three years, far exceeding the overall toilet paper market. Consumers are rapidly moving from traditional dry paper towels (e.g., toilet sheets, flat toilet paper) to the wet toilet paper market, with the annual growth rate of more than 30%.
The expansion of the market scale comes from the growth of the number of consumers, the influx of more and more new customers, the cultivation of consumer Xi habits, and the increase in consumption frequency, helping wet toilet paper to set off a national trend of toilet mode upgrading.
** Pointing out the reasons why consumers are flocking to wet toilet paper, about 80% of users believe that wet toilet paper can achieve a cleaner effect on the basis of traditional dry wipes - this has also been confirmed from the perspective of experts. Li Quanfu, a member of the Hubei Provincial Anorectal Expert Committee, a member of the Wuhan Anorectal Alliance in China, and the deputy chief physician of a tertiary hospital, believes that traditional dry wipes focus on cleaning after daily defecation, but they may cause abrasions and slightly weaker protection of the mucosa. With the strengthening of the personal hygiene awareness of the contemporary population, wet toilet paper can better meet the needs of people in pursuit of "hygiene + care".
In addition to the growth of the market size and the number of consumers, the proportion of the number of wet toilet paper on sale in the overall toilet paper market is also growing rapidly year by year, and the supply and demand state tends to be a blue ocean state compared with other paper categories, and the average price of each product in MAT2023 can attract 800+ consumers to pay attention to purchase. At the same time, in recent years, the mentality of the head brand of wet toilet paper has improved, and as more and more cutting-edge brands enter this track, the brand relationship has shown a trend of "hundreds of schools of thought".
The audience of wet toilet paper is younger, and the purchase channel is mainly online
At present, there are three core groups of people in the wet toilet paper market - the cost-effective self-pleasing pioneers, the quality home with a certain consumption power, and the exquisite young people who pay attention to their appearance. Compared with the consumer portrait of the overall market of wet toilet paper and toilet paper, the consumer group of wet toilet paper tends to be younger and has a high concentration of women.
Regarding the motivation for the use of wet toilet paper, Yue has pioneered special attention to the realization of wet toilet paper, hoping to achieve the effect of alleviating uncomfortable symptoms, while quality home pays more attention to the convenience of the use process, and the niche exquisite youth have a certain degree of environmental awareness awakening.
Online content planting is the main factor affecting the purchase action of the core population of wet toilet paper, **Among the content types, the grass planting notes of the content community are the most popular among users, and 44% of users are willing to accept the platform's advertising recommendations, so that they can buy when they see it. As a daily chemical category of online and offline sales, the core purchase channels of wet toilet paper people are many **, in addition to online supermarkets, the proportion of people who are Xi used to buying from brand official *** is also close to sixty percent.
The use scenarios of wet toilet paper are diverse, and menstruation and hemorrhoids are the most typical
Compared with traditional dry wipes and ordinary wet wipes, wet toilet paper can achieve a deeper cleaning and care effect, which also derives a variety of use scenarios. Among them, the demand for menstrual discomfort and hemorrhoid relief is large and shows an obvious growth trend, and it has become the two sub-scenarios that consumers pay the most attention to in addition to daily cleaning.
A higher proportion of male consumers for hemorrhoid relief choose wet toilet paper to get targeted soothing sensations, such as cool and clean, moist and non-irritating, and symptomatic relief.
Among the menstrual users, the proportion of female users aged 18-29 is much higher than that of the industry as a whole.
The quality of wet toilet paper has become a trend, and the formula of traditional Chinese medicine helps fine maintenance
Consumers' demand for wet toilet paper is becoming more and more diversified, in addition to the basic demand of "peace of mind and comfort", "convenience" has risen to the third major concern of consumers to evaluate the quality of wet toilet paper, and its search traffic related to Tao has increased by more than 110% compared with last year, among which users pay more attention to the convenience in the use process, and the degree of concern about "experience such as no continuous pumping, flushing away, and not easy to break when used" has reached 81%.
During hemorrhoid flare-ups and travel, the need for wet toilet paper is particularly strong among people of different genders when they experience uncomfortable symptoms. The search scale of wet toilet paper, which pursues antibacterial, anti-inflammatory and other care effects, has grown rapidly, with an increase of more than 70%.
Among the people who have the need for fine care, 56% of the wet toilet paper consumers believe that the alleviation of the most uncomfortable can only be solved by ingredient upgrading, and in the high-frequency discomfort symptoms, consumers are more confident in the traditional plant extract ingredients to achieve the effect of "removing odor" and "relieving itching and pain".
With the increasing diversification of consumer demand, the quality upgrade of wet toilet paper has also become the general trend of category development. For example, Ma Yinglong, a well-known pharmaceutical company that has been deeply involved in the anorectal field for many years, has launched a series of wet toilet paper products with Ma Yinglong's original formula as the core selling point by virtue of his insight into market demand and R&D advantages in the anorectal field. Under the high standards and strict requirements of the pharmaceutical industry, Ma Yinglong Wet Toilet Paper is not only soft and comfortable in material, gentle and safe in ingredients, but also based on the original formula of Babao Ancient Formula, which has been inherited for more than 400 years, to bring better soothing and calming effects and a unique cooling experience.
At present, the "Group Standard for Wet Toilet Paper" drafted by Ma Yinglong has passed the application and completed the expert review. In the future, I believe that with the joint efforts of all parties, the product and service standards of the wet toilet paper industry will be further improved, and China's wet toilet paper market will usher in a healthier development.
Disclaimer: This article is for informational purposes only and does not constitute investment advice.