Euromonitor International publishes the world's most comprehensive market research on the wipes industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and sub-category level information.

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Strategy Briefing

Personal Wipes: Trends, Challenges, Growth Potential

Jul 2017

With significant untapped potential in the developing countries and room for growth in the developed regions, personal wipes often top the industry agenda. The report provides a global overview of the personal wipes marketplace in the developed and ...

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Country Report

Wipes in Japan

Jun 2017

Wipes saw 1% current value growth in Japan in 2016, roughly in line with the CAGR for 2011-2016 as a whole. In constant value terms, however, growth in 2016 was the strongest in the review period, and significantly stronger than the CAGR for the ...

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Country Report

Wipes in India

Jun 2017

The working population in the country, especially female, is on the rise. Hence, consumers are becoming busier and are looking for products which are convenient to use. Compared to cloths, wipes are more convenient to use which is encouraging ...

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Country Report

Wipes in Kenya

May 2017

Wipes saw growing demand in 2016 thanks to a greater number of parents increasingly using nappies/ diapers and becoming more enlightened about the benefits of better hygiene for their children. Moreover, convenience is also driving the use of baby ...

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Strategy Briefing

Tissue and Hygiene: Quarterly Statement Q2 2017

May 2017

The tissue and hygiene forecast sees another downgrade with the latest quarterly update. While the downgrade is small, compared to the projected market value and volume, it signals persistent pressure on the industry stemming from GDP weakness and ...

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Country Report

Wipes in Thailand

May 2017

Wipes recorded slightly slower current value growth in 2016 than it did in 2015, although growth in the category remained generally strong. Various global epidemics towards the end review period raised hygiene consciousness among Thai consumers, with...

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Country Report

Wipes in Cameroon

May 2017

Wipes recorded strong current retail value growth of 10% in 2016. This was due to increased demand for these products among consumers who purchase nappies/diapers/pants and need them as a complementary hygiene product. Some users of reusable cloth ...

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Country Report

Wipes in Portugal

Apr 2017

All wipes categories registered positive growth in current value terms during 2016. The positive economic landscape which has seen the unemployment rate decline and positive GDP growth become the norm once again helped to fuel consumer expenditure in...

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Country Report

Wipes in Germany

Apr 2017

Wipes registered 1% current value growth in 2016, a performance which was in line with the 1% current value growth recorded in the category during 2015. Generally high levels of disposable income mean that German consumers are often willing to spend ...

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Country Report

Wipes in France

Apr 2017

2016 saw overall sales of wipes continue to be negatively impacted by falling sales of personal wipes. The controversies surrounding the use of potentially dangerous ingredients such as phenoxyethanol, parabens and allergens in wipes, including baby ...

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Country Report

Wipes in Estonia

Apr 2017

Wipes continued to grow in 2016, recording a 4% increase in value terms. Rising disposable incomes boosted consumer spending power, enabling purchases of products that had once been considered non-essential during the economic downturn. Although the ...

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Country Report

Wipes in Hong Kong, China

Apr 2017

Wipes recorded current value growth of 5% in 2016, a rate of growth which was in line with the 5% current value growth registered in the category during 2015. Personal wipes accounted for 90% of total wipes value sales in 2016, supporting overall ...

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Country Report

Wipes in Canada

Apr 2017

Wipes saw modest current value growth of 2% in 2016 and this growth was driven by the rising need for convenience among consumers. The effects of this trend are more obvious in home care as wipes are widely accepted as a substitute for surface care ...

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Country Report

Wipes in Nigeria

Apr 2017

Wipes in Nigeria saw growing demand in 2016 as a greater number of parents who increasingly use nappies/ diapers are becoming more enlightened about the benefits of better hygiene for their children. This, and convenience, is driving the use of baby ...

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Country Report

Wipes in Vietnam

Apr 2017

In Vietnam, due to high profitability, unscrupulous producers and sellers continue to supply counterfeit products despite threats to consumer health. These counterfeit products trade under many trademarks such as Happy, Happy smile, Baby care and ...

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Country Report

Wipes in Turkey

Apr 2017

Wipes continues to benefit from increasing hygiene awareness amongst the Turkish population due to increasing levels of education. In addition, with the ongoing outlet expansion of modern grocery retailers the availability of wipes continues to ...

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Country Report

Wipes in Austria

Apr 2017

While growth in wipes retail current value sales remained solid in 2016, it was significantly slower than the corresponding CAGR for the entire review period. In an already highly diversified environment, consumer appreciation for the advantages of ...

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Country Report

Wipes in Bulgaria

Apr 2017

Baby wipes remained the largest category in wipes in 2016 as these products continued to cannibalise other types of wipes. Given that other types of wipes, such as facial cleansing wipes and intimate wipes, carry higher unit prices, the category is ...

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Country Report

Wipes in the United Kingdom

Apr 2017

While wipes are generally more expensive than reusable cloths, they are also more convenient to use around the house or when on the go. This convenience has particularly benefited baby wipes, which are used not only to clean babies but also for ...

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Country Report

Wipes in the Netherlands

Apr 2017

The performance of wipes continued to be marked by the sharply divergent fortunes of home care wipes and floor cleaning systems on the one hand and personal wipes on the other. With the former suffering further declines, positive growth in wipes ...

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