Behind the Flourishing Wet Wipe Market: Quality Upgrade and Green Transformation Go Hand in Hand

The wet wipes market continues to heat up, and quality and safety become the focus of attention

With the improvement of people's quality of life and the enhancement of hygiene awareness, the market demand for wet wipes as a convenient and efficient cleaning product continues to heat up. However, behind the prosperity of the wet wipes market, product quality and safety issues have also increasingly become the focus of consumer attention.

According to the wet wipes sampling data released by the State Administration for Market Regulation and provincial/municipal market supervision and administration bureaus from 2021 to 2024, 65 batches of 1,549 batches of wet wipes sampled were unqualified, with a qualified rate of 95.8%. Among them, the excessive total bacterial colony count became the main reason for unqualified, accounting for 33.3%. These unqualified products involved many well-known brands, such as Jie Rou, Zhi Hu, Run Ben, etc., which caused widespread concern among consumers about the quality of wet wipes products.

Faced with market chaos, some high-quality wet wipes brands such as Babycare have stood out by strictly controlling product quality. Babycare has always regarded product quality as the lifeline of the brand, especially in the category of baby wet wipes, and has won the trust of thousands of parents with its excellent quality. The brand uses 100% plant-based fibers extracted from natural equatorial forests as raw materials. The fiber length is up to 40mm, which is much longer than cotton fibers. This makes the wet wipes extremely flexible and not easy to shed, greatly reducing the risk of allergic infection caused by residual cotton wool or flying wool.

In addition to the strict screening of raw materials, Babycare also has almost stringent requirements for water sources and production environment during the production process. The wet wipes contain liquid using EDI pure water, whose purity even exceeds the drinking water standard. The production workshop has reached the 100,000-level cleanliness standard to ensure the hygiene and safety of the product. This strict control of the production process not only reflects Babycare's ultimate pursuit of product quality, but also a solemn commitment to the health of babies.

At the other end of the wet wipes market, as global consumers' environmental awareness increases, disposable products such as wet wipes have been increasingly scrutinized due to sustainability issues. Some countries are even considering legislation to ban products containing "plastic" ingredients. This trend has prompted manufacturers to shift their research and development focus to sustainable raw materials, and to launch more environmentally friendly solutions by finding new raw materials or innovative fiber combinations. For example, Welspun in India has provided high-quality alternatives to customers subject to the EU Single-Use Plastics Directive (SUP) with its cellulose fiber processing capabilities.

In addition, the continued growth of the wet wipes market has also brought new opportunities to the spunlace nonwovens industry. Spunlace nonwovens are one of the main raw materials for wet wipes, and its technological advances are making convenience needs and sustainable development goals "the best of both worlds". Spunlace technology is compatible with a variety of fibers, especially natural and renewable resources, making it an adaptable and environmentally friendly solution in the nonwovens industry.

Faced with the opportunities and challenges of the wet wipes market, various brands have increased their investment in product quality, environmental sustainability, and technological innovation. In the future, with the continuous upgrading of consumer demand and the improvement of regulatory policies, the wet wipes market is expected to usher in a healthier and more orderly development.