The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreSep 2018
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Retail sales of personal wipes are seeing healthy growth across most key markets in the Asia Pacific region, driven by the growing middle-class in emerging markets, product innovation, and product segmentation based on age, which promotes the use of these products across all age groups. Baby wipes and general purpose wipes are the largest categories within personal wipes in the key markets and are expected to drive growth over the forecast period.
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Asia Pacific offers opportunities for growth in the future, since wipes are still new in the region. The increase of modern retail channels, the growing middle-class and still low per capita consumption of wipes are indicators of growth potential for the industry to exploit. Euromonitor International estimates the unmet potential to stand at over USD 5 billion in the region.
Baby wipes currently accounts for over 40% of overall value sales of personal wipes in Asia Pacific. This was primarily driven by new product launches in the last five years; also increasingly supported by the leading brands investing in advertising campaigns to increase consumer awareness, as well as comerchandising with baby nappies/diapers to boost usage.
Leading brands in Asia Pacific are diversifying their product portfolios to increase sales. This includes product upgrades, product differentiation and segmentation, as well as more investment in product types that support growth in related categories, such as adult wipes and adult incontinence products. An example is new adult wipes in China designed for people aged above 60, released by Hengan International, the key domestic manufacturer of hygiene products.
Markets in Asia Pacific, including developing markets, continue to see a shift by many consumers from store-based retailing to internet retailing. The best prices and convenience remain amongst the top motivators for the consumer shift to online shopping in the region, whilst from the supply side, manufacturers are seeking to reduce costs.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.