Overall, wipes benefited from the COVID-19 pandemic and increased need for frequent cleaning of surfaces and hands. Essential wipes required in the household were particularly popular, including products required to clean the house, kill germs and promote essential home hygiene, rather than personal wipes.
Wipes developed strongly in Georgia over the review period, fuelled by growing availability and awareness of home care hygiene product alternatives, as well as the changing habits of local consumers. Wipes are more convenient for personal and home care purposes, as they are a quick solution, are transportable and can be used both indoors and outdoors.
Arsan Kimya continues to lead wipes due to the popularity of its Ultra Compact offering. The company offers a varied portfolio, while its brands are present in facial cleansing wipes, baby wipes, intimate wipes and general purpose wipes.
The COVID-19 pandemic has increased demand for wipes, in line with rising consumer hygiene awareness and changes in consumer habits. Therefore, even if the pandemic comes to an end quickly, changing consumer habits will help wipes perform positively.
Although wipes will initially feel the negative impact of the COVID-19 pandemic, due to lower sales of personal wipes, growth will gradually increase across the forecast period, returning to established levels. However, products not deemed as essential will struggle to retain growth levels pre-COVID-19, with intimate wipes in particular seeing lower levels across the forecast period.
In Georgia, the increasing trend towards urbanisation, the growth of modern grocery retailers and women moving out of the house and into the workforce, as well as slowly rising disposable incomes, all contributed to greater potential for personal wipes. Personal wipes also benefited from wider assortments in health and beauty specialist retailers, mainly pharmacies.
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Understand the latest market trends and future growth opportunities for the Rx/Reimbursement adult incontinence industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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