Core Insights - The white paper titled "2025 Non-woven Fabric Cleaning Products Safety Standards" was jointly released by JD Supermarket, Vinda Group, Kantar Consumer Index, and Xinhua News, addressing issues in the non-woven fabric cleaning products market, including low-price competition and safety concerns [1][6] - A new 5S safety standard system was proposed, focusing on skin contact safety, ingredient safety, raw material safety, product quality control safety, and production environment safety [1][6] Market Trends - The consumption of non-woven fabric cleaning products is on the rise, with JD Supermarket reporting a 328% year-on-year increase in the number of cleaning paper products in stock for 2024, with face towels, wet toilet paper, and wet wipes showing double-digit growth [3][4] - Four major consumer trends have emerged: younger consumer demographics, diversified usage scenarios, specialized product functions, and heightened safety demands [4][6] Consumer Demographics - The consumer base is becoming younger, with the TGI index for face towels reaching 137 among the 31-40 age group, and 129 for students preferring wet toilet paper, indicating that the younger generation is becoming the main consumer force [4][6] Usage Scenarios - Consumers are using non-woven fabric cleaning products in an average of 10 different scenarios, including personal cleaning, outdoor cleaning, household cleaning, and child hygiene [4][6] Product Functionality - There is an increasing focus on specialized product functions, with portable wet toilet paper, disposable face towels, and alcohol wipes becoming popular search items [4][6] Safety Concerns - Nearly 70% of consumers are more concerned about product safety compared to three years ago, with 81% particularly attentive to safety issues when purchasing cotton soft towels and face towels [4][6] 5S Safety Standard - The 5S safety standard aims to address safety issues in the industry, including the use of substandard raw materials and excessive chemical additives, by establishing a comprehensive safety quality control system [6][8] - Vinda Group has already implemented this standard across its products, ensuring safety through rigorous testing and certification processes [6][8] Marketing Initiatives - JD Supermarket announced a promotional event from September 22 to 28, offering discounts on various Vinda products and engaging consumers through live streaming and promotional activities [10]