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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Personal wipes in Latin America continue to see growth, despite economic disruptions, recording one of the highest growth rates worldwide. With the exception of Venezuela, all countries in the region maintain a positive trend in value and volume sales. While baby wipes still accounts for the majority of sales, the region sees ongoing innovation and product differentiation within personal wipes. Euromonitor projects sustained growth of personal wipes in the region through 2022.
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Personal wipes recorded a CAGR of 3.5% over 2012-2017. With the exception of Venezuela,all markets in the region maintained positive growth. The lack of growth in Venezuela can be attributed to an overall decrease in the consumption of non-essential goods within the country. The markets in Uruguay and Peru saw the best performance.
Baby wipes continue to dominate personal wipes, with 90% of personal wipes value in 2017.Latin American consumers see these wipes as a quality affordable product that can be applied to a variety of tasks. The presence of high-count bulk packages also offers an advantage to consumers, making baby wipes the cheapest option for easy cleansing.
The growing tendency among consumers to look for more natural products has resulted in the launch of many products across the region that are chemical free, hypoallergenic, and/or include natural ingredients. Leading players and small brands in the industry have been influenced by the trend, which will continue to remain relevant in future years.
Retail value share for private label in personal wipes has been on the rise. Although still small in absolute value, private label continues to capture consumer attention. Competing on a combination of quality and price, these products appeal to cost-conscious consumers,especially low-income consumers.
Personal wipes is projected to see growth across all product types in the region, with especially high growth rates in Brazil through 2022. In 2017, the country continue to recover from the economic recession, with a reported GDP increase of 1%. Positive economic outlooks is expected to support demand and increased consumption of personal wipes.
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.