Target Demographics of Wet Toilet Paper

    With the continuous advancement of living standards, public awareness of hygiene has been steadily increasing. In this context, wet toilet paper has emerged as a growing trend in personal care, though its global adoption remains uneven. While nations like Japan, South Korea, and various European and American countries have embraced this product more widely, China is currently in the phase of rapid market penetration, with other regions just beginning to recognize its advantages.

    When compared to conventional dry toilet paper, wet toilet paper demonstrates superior performance across multiple aspects. Functionally, it provides consumers with significantly enhanced cleaning efficacy, effectively removing both visible residue and microscopic impurities. Moreover, its premium construction featuring a plush surface layer made from 100% virgin wood pulp delivers exceptional softness and comfort, far surpassing the experience offered by traditional dry tissue products.

    Wet toilet paper is designed to be water-soluble and biodegradable, making it less prone to clogging and more environmentally friendly compared to traditional dry toilet paper—a key reason for its popularity in Europe and America. Beyond its eco-friendly advantages, wet toilet paper also offers antibacterial benefits. Unlike simply moistening regular toilet paper, which provides no germ-killing effect, wet toilet paper is specifically formulated to eliminate bacteria. This added hygiene benefit explains its widespread adoption in countries like Japan and South Korea.

With rising education levels and growing awareness of women’s health, demand for premium hygiene solutions has surged. Many women experience discomfort and stickiness during menstruation, and wet toilet paper offers a refreshing, pH-balanced cleanse that maintains freshness while reducing irritation—unlike dry toilet paper, which can feel inadequate or abrasive.

    The popularization of wet toilet paper is a global trend, and with the continued development of the global economy, the audience who can afford wet toilet paper will become more and more. And now this category belongs to the blue ocean market in hygiene products, so there is a lot of room for development. And for products in the blue ocean market, the earlier the brand settles in, the earlier it can realize its brand value.