Personal Wipes: Trends, Challenges, Growth Potential

July 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 developing markets, assessing trends and risks in product development, pricing challenges and advertising support. The report also spotlights natural and eco-friendly product trends, including key positioning and current challenges for the industry.

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Unmet potential and growth drivers – challenges in the developing markets

There is untapped potential for wipes across developing and developed regions. Developing markets offer significant potential across personal wipes categories. Developed markets’ potential is mainly in moist toilet wipes.

Natural and eco-friendly – questions of price and safety

Wipes with natural composition are on the agenda, especially in baby wipes. Key challenges for natural products are sheet quality and safety (potential for mould and bacterial growth with the removal of preservatives) and high price. The largest price differentials between standard and natural brands appear in baby wipes.

Innovation with active ingredients meets more scrutiny and regulation

With product segmentation and the search for new ingredients, brands must ensure product efficacy as well as meeting regulations concerning active ingredients and claims, to avoid penalties and market withdrawals, as happened with sunscreen wipes in the US.

Pricing pressures across wipe categories

Wipes have come under significant pricing pressure. In the developing markets, the search for lower prices is due to low incomes. In the developed regions, the low price of mainstream and versatile baby wipes and a reluctance to pay premium prices have resulted in pressure on brands once they hit mass market retail.

Moist toilet wipes – facing the challenge of the daily bathroom routine

Moist toilet wipes face a major challenge when it comes to consumer acceptance – mindset change and a change in bathroom routine for most consumers who use toilet paper. This results in slower adoption and accounts for still small value sales across even developed markets. Advertising and promotional activity can contribute to raising consumer awareness


Key findings

Personal Wipes: Global Market Overview

Baby wipes dominate personal wipes sales
Developing markets to continue growth, but from a small base
Growth drivers: Developed markets rely on fundamentals
Pricing challenge: Baby wipes as a benchmark
Income and wealth pyramid: Defining consumer ability to buy wipes
Key product trends in personal wipes

Green and Sustainable: Trends, Challenges, Lessons

Key positioning and claims
Natural claims: More scepticism in developed markets
Case of WaterWipes brand: Successes and key concerns
Natural and “free of” vs safety and efficacy
Price premium: Adding to household budget
Key pain points

Innovation vs Regulations: Case of Sunscreen Wipes

General purpose wipes: Increased adoption and product diversification
Case of sunscreen wipes in the US: Efficacy and safety the top concerns
Key takeaways

Baby Wipes: Trends and Prospects

Fastest growth and significant unmet potential in developing markets
Developing regions: GDP and product price matter
Premium and natural: Differentiating from mainstream
Premium vs value: Price sensitivity in baby wipes
Private label: Putting pressure on branded products
Private label evolution: Price, quality, variety
Older children: Transitioning from baby bottoms to hands and faces
Key takeaways

Cosmetic Wipes: Trends and Prospects

Cosmetic wipes driven by facial cleansing wipes
Developing markets: Growth from a small base
Growth drivers in developing markets: Habit persistence, GDP and price
Innovation: Further segmentation, new ingredients
Value-added vs value: Building wider product portfolios
Private label: Developing markets are picking up pace
Private label evolution: Wipes as part of fashion and beauty regiment
Key takeaways


Dry toilet paper vs wipes: Changing habits is a challenge

Evolution of Moist Toilet Wipes

Developed markets dominate sales
US and Germany account for the majority of global unit sales
Introducing category in the developing markets: Example of Peru
Innovation and advertising: Example of the US
Under pricing pressure: Example of the US
New approach to marketing: SCA in France – “these are not wipes ”
Private label: Complex relationship
Modern washlets : Category disruptor in the future ?
Key takeaways


Key takeaways across personal wipes universe

Data Parameters and Report Definitions

Data parameters and report definitions

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models


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