According to the 2025 China Wet Wipes & Dry Wipes Industry Trend Insight Report, the market size of China's wiping products reached 35 billion yuan in 2024, of which the online sales volume of wet wipes and dry wipes accounted for approximately 17 billion yuan, with the wet wipes category occupying an absolute leading position. New market growth drivers are emerging constantly: in the personal care sector, flushable toilet wet wipes have become the fastest-growing "dark horse" in the market with an annual growth rate of over 25%; driven by the "lazy economy", household wet wipes for kitchen cleaning, floor wiping and other purposes are experiencing rapid growth. The wet wipes applied in industrial and medical wiping fields remain a "blue ocean", which is becoming a key application area to focus on and expand in the future under the drive of high-end industrial demands such as electronics and optics.

The report indicates that currently, spunlace nonwovens account for more than 90% of wet wipe substrates. Meanwhile, new technologies such as wood pulp spunlace, meltblown-wood pulp composite, and bicomponent spunbond-spunlace are continuously expanding the performance boundaries of products. For example, meltblown-wood pulp composite nonwovens are produced by an advanced dry process, which combines ultra-fine fibers generated by the meltblown process with natural wood pulp fibers and other functional fibers. This production process consumes no water and requires no drying, thus achieving lower energy consumption. Moreover, the resulting products are thicker and more skin-friendly, making them particularly suitable for scenarios with higher material requirements, such as baby wet wipes and high-end makeup remover wipes.

The composition of the "soaking solution" in wet wipes directly affects the product's cleaning power, mildness, and skin-feel experience. Over 90% of the liquid in wet wipes is high-quality water processed by special treatment, such as deionized water or ultrapure water, to ensure no impurity residue. The ratio of other ingredients is carefully formulated according to the intended use. The antibacterial technology of wet wipes is developing in a diversified direction. The types of antibacterial agents are constantly enriched, evolving from the reliance on traditional chemical antibacterial agents to the widespread application of natural antibacterial agents, which feature high safety, excellent efficacy, and low tendency to induce drug resistance. The application methods of antibacterial agents are also more diversified, expanding from the primary addition of antibacterial agents into the soaking solution or fibers to antibacterial methods that involve special surface treatment of fibers.

New breakthroughs have been made in the moisturizing technology of wet wipes. Microcapsule technology prolongs the duration of moisturization by slowly releasing the encapsulated moisturizing ingredients; nanotechnology converts moisturizing ingredients into nano-scale particles, enabling them to penetrate more deeply into the skin or fabrics. Plant extracts such as aloe vera, wormwood, and chamomile have become popular ingredients, which simultaneously deliver soothing and antibacterial benefits.