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

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