Wipes in Switzerland

PROSPECTS

Convenience factor drives sales but health and environmental concerns on the rise

Wipes continued to record steady growth in 2017, mainly due to their convenience. Due to busy lives, many people look for quick solutions which are easy to use and practical for when on the go.

Some wipes succeed while others fail

Within home care wipes and floor cleaning systems, dry electro-static wipes remained on a downward trajectory in 2017 as many consumers do not recognise the benefits of these products when compared to floor cleaning systems or impregnated wet wipes, which provide a feeling of cleanliness. A similar situation can be seen in personal wipes, where general purpose wipes are very popular but deodorant wipes continued to decline heavily over the review period.

COMPETITIVE LANDSCAPE

Private label leads a rather fragmented category

Private label continued to lead wipes in 2017, largely thanks to the retailer Migros. While home care wipes and floor cleaning systems was more concentrated, with private label and Procter & Gamble together accounting for more than two thirds of value sales, personal wipes was more fragmented due to the presence of many smaller players and brands.

Innovation remains key to keeping consumers interested

Wipes is already a mature category in Switzerland and so regular innovation is needed to keep consumers interested. Over the review period many new products were launched in response to various consumer demands, for example biodegradable and flushable wipes as consumers became increasingly concerned about the environment, while personal care wipes were increasingly promoted as being “more natural” or “free-from” various ingredients.

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