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 moreJan 2014
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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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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.
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.
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.
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.
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.
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 offers huge growth potential. The key to success here is to extend the availability of wipes and to target the right consumer groups.
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.