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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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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Country Report

Wipes in Brazil

Apr 2017

Baby wipes continue to constitute the majority of sales in wipes in Brazil. Despite the trading down movement, seen across many different industries in Brazil, baby wipes managed to post positive growth in 2016 thanks to the decision of consumers to ...

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Country Report

Wipes in Chile

Apr 2017

Personal wipes increased by 8% in current value terms in 2016. This growth was slightly higher than the CAGR recorded in the category over the review period. The increasing popularity of personal wipes has been influenced by the desire to make baby ...

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Country Report

Wipes in Belgium

Apr 2017

The performance of wipes was highly polarised in 2016. On the one hand, home care wipes and floor cleaning systems registered a negative performance, undermined by consumer trends which favoured different formats, predominantly sprays. On the other ...

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Country Report

Wipes in Switzerland

Apr 2017

Sales of wipes in Switzerland were boosted in 2016 as consumers, perceiving mounting pressures on their time, sought to remove steps from their regular cleaning and grooming routines. Perceived as convenient and time-saving alternative to regular ...

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Country Report

Wipes in Italy

Apr 2017

In recent years, Italy faced a large increase in the number of drugstores and variety stores offering a wide range of wipes for all uses. Multi-purpose wipes slowly lose shelf space to more specific products, such as facial cleansing or intimate ...

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Country Report

Wipes in Uruguay

Mar 2017

During 2016 wipes unit prices increased in every category of wipes. In the case of baby wipes, a category where prices had remained practically unchanged since 2013, several companies, most notably leading players Kimberly-Clark Uruguay SA and IPUSA,...

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Country Report

Wipes in Taiwan

Mar 2017

Retail value sales of wipes increased by 2% in current terms in 2016 due to a few more brands entering and more value-added products being launched....

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