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Strategy Briefing

Potential, Time Scale and Threats for a Broader Asia Pacific Wipes Market

38 pages, Jan 2014

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

With the wipes category having reached maturity in developed markets, and private label putting pressure on value sales, manufacturers need to look other potential growth markets. Asia Pacific has seen strong value growth in retail hygiene overall; however, the wipes category has been outperformed by strong demand for nappies/diapers/pants and sanitary protection. Income is the major constraint to category development, but are there ways to make wipes relevant to a broader part of the Asia Pacif

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Overview

Why buy this report?

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.

Wipes behind industry performance

Whilst nappies/diapers/pants and sanitary protection continue to see rapid growth in developing markets and incontinence drives performance in many developed markets, wipes have seen rather stagnant growth. In developed countries, the category is fairly mature, whereas in developing countries wipes sales have on the whole failed to take off.

Disposable incomes too low in developing markets

The rather lacklustre performance of wipes stems primarily from a lack of purchasing power across most of the developing world, making it difficult for wipes to establish themselves in the mainstream.

Need to make wipes relevant

If income levels are low, manufacturers have two options, either wait until they rise, or exploit other factors that influence category development and make their products more relevant for the here and now.

Personal wipes versus home care wipes

Sales of personal wipes generally develop in advance of home care wipes. Consumers clearly prioritise personal hygiene over cleaning supplies. Additionally, consumers in developing countries are still expanding their cleaning repertoire to include task specific and multipurpose products, and thus wipes still appear far down the road for these consumers.

Cultural factors hamper sales

In Asia Pacific, cultural factors limit category development. In India and, to some extent, Indonesia, consumers tend to avoid disposable products in general. In order for wipes sales to pick up, such cultural barriers need to addressed.

China, the usual suspect

China offers huge growth potential. The key to success here is to extend the availability of wipes and to target the right consumer groups.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Key findings

Storyline: Asia Pacific remains behind its potential

Global Market Perspective

Wipes outperformed by total hygiene growth

Developed markets continue to dominate

But when you think of Asia you think of…

Income thresholds for hygiene products

Different income: Different product mix

Asia Pacific income profiles

Other industry drivers

Changing consumer behaviour

Wipes in Asia Pacific

Wipes outperformed by total hygiene growth

Japan leads wipes sales

Japan as a pioneer?

Personal Wipes

Personal wipes hierarchy

Baby wipes and local penetration rates

Outlook for baby wipes in China

General purpose wipes capitalise on pandemic diseases

Substitutes impede demand for facial cleansing wipes

Niche wipes: Intimate wipes

Niche wipes: Deodorant wipes

Competitive landscape: Personal wipes

Potential for private label

Home Care Wipes

Disposable income and home care wipes

Opportunities in China

Japanese manufacturers benefit from ageing population

Competitive landscape: Home care wipes

Conclusion

Category Forecast

Recipe for success

Report Definitions

Definitions (1)

Definitions (2)

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Megatrends

Strategy Briefing

Potential, Time Scale and Threats for a Broader Asia Pacific Wipes Market

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Wipes behind industry performance

Disposable incomes too low in developing markets

Need to make wipes relevant

Personal wipes versus home care wipes

Cultural factors hamper sales

China, the usual suspect

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Storyline: Asia Pacific remains behind its potential

Global Market Perspective

Wipes outperformed by total hygiene growth

Developed markets continue to dominate

But when you think of Asia you think of…

Income thresholds for hygiene products

Different income: Different product mix

Asia Pacific income profiles

Other industry drivers

Changing consumer behaviour

Wipes in Asia Pacific

Wipes outperformed by total hygiene growth

Japan leads wipes sales

Japan as a pioneer?

Personal Wipes

Personal wipes hierarchy

Baby wipes and local penetration rates

Outlook for baby wipes in China

General purpose wipes capitalise on pandemic diseases

Substitutes impede demand for facial cleansing wipes

Niche wipes: Intimate wipes

Niche wipes: Deodorant wipes

Competitive landscape: Personal wipes

Potential for private label

Home Care Wipes

Disposable income and home care wipes

Opportunities in China

Japanese manufacturers benefit from ageing population

Competitive landscape: Home care wipes

Conclusion

Category Forecast

Recipe for success

Report Definitions

Definitions (1)

Definitions (2)

Why buy this report?

Want to find out more about this report?

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