There is a clear trend of differentiation in the specialized use of cleaning paper products

With people’s pursuit of quality living and the continuous improvement of consumption ability, the demand for specialized paper for daily use is increasing, which is manifested in specific characteristics such as applicable scenario segmentation, crowd preference segmentation, and product function segmentation.
In the category of cleaning paper products, the sales of cleaning wipes, cream paper, tissue paper, handkerchief paper and other products grew significantly. The demand for cleaning paper products is growing rapidly, and the product forms are becoming increasingly diverse, showing the characteristics of “giving consideration to both dry and wet”. The product form has developed from conventional paper extraction and roll paper to a large product family including wet wipes, cleaning dry wipes, cream paper, handkerchief paper, etc. Drawing paper and roll paper are still the mainstream consumers in the market, with the number of users ranking in the top two of paper product consumption. Among them, drawing paper products contribute half of the market sales. The sales of wet toilet paper and cleaning wipes are significantly driven by consumer demand for hygiene and cleaning.
Most paper products come into direct contact with the human body, and consumers pay special attention to product quality, functionality, and user experience. Among them, the brand has the highest level of attention. When purchasing paper, the proportion of consumers who pay attention to the brand is as high as 88.37%; 95.91% of consumers prioritize brand when purchasing wet wipes.

Domestic brands have a better understanding of the physical characteristics and lifestyle habits of Chinese people, coupled with their prominent cost-effectiveness advantages, and are widely welcomed by consumers, occupying a large market share. As a high-frequency consumer product, the trend of “specialized paper” for cleaning paper products is obvious. Brand merchants can focus on meeting the paper needs of young consumers born in the 2000s and 1990s while ensuring the consumption needs of household users, improving the product’s user experience and creating space for product growth.