Wipes

Market research on the wipes industry. Standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends.
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Country Report

Country Report

Wipes in Pakistan

Jul 2020

Baby wipes continued to record the most dynamic growth within wipes in current value terms in 2019. These products are benefiting from growing demand from urban women looking for convenience. With a high birth rate and a rapidly expanding population,...

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Wipes in Poland

Jun 2020

Poles appreciate novelties that bring greater comfort to their daily lives. Products that accelerate or ease their everyday cleaning duties are perceived as highly valuable, such as home care wipes. Another type of wipes gaining in popularity is ...

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Wipes in Estonia

Jun 2020

The use of wipes has become more common amongst Estonians in 2019 seeing a positive outlook in all categories. Due to increased consumer awareness, innovative solutions within the category are gaining traction to facilitate the use of wipes in daily ...

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Wipes in Ukraine

Jun 2020

Baby wipes remained one of the most popular categories in overall wipes in Ukraine in 2019. Consumption of baby wipes is high because parents often use these wipes several times a day for their babies and young children. Moreover, parents who have ...

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Wipes in Slovakia

Jun 2020

Wipes continued to record value growth in Slovakia in 2019, fuelled by a rising interest in premium wipes that offer the convenience of effective cleaning, last longer and are gentle on the skin. Growth was seen across the board with the increasing ...

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Wipes in Colombia

Jun 2020

Baby wipes was the largest wipes category in Colombia in 2019. Over the review period, sales growth in baby wipes derived mostly from general population growth, despite the falling birth rate given that adults use these products for multiple ...

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Wipes in Peru

Jun 2020

Baby wipes remained, by far, the biggest category of wipes in 2019. Despite the birth rate decreasing in Peru, baby wipes achieved increasing penetration in the country over the review period as Peruvians use baby wipes for multiple purposes. As well...

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Wipes in Costa Rica

Jun 2020

Both baby and other personal wipes are popular items in the Costa Rican market and consumers were showing more interest in wipes that they perceived to be healthier or gentler on skin in 2019. This was particularly the case with baby wipes, but was ...

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Wipes in Serbia

Jun 2020

Personal wipes and particularly baby wipes made up the strongest value shares of wipes in 2019. Baby wipes are widely used by virtually all consumers in Serbia, whether they have babies or not. This is because baby wipes are perceived to be gentle ...

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Wipes in the Netherlands

Jun 2020

Despite decreasing volume sales of home care wipes and floor cleaning systems, which are mature in the Netherlands, such cleaning wipes remained popular in 2019 due to their convenience and simple, disposable nature. Packaging innovations such as ...

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Wipes in Kazakhstan

Jun 2020

The wipes category in general was still in a stage of early development in Kazakhstan in 2019. Although it posted good growth during the year, total sales remained low. Baby wipes dominates this category, demonstrating the same development pattern as...

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Wipes in Spain

Jun 2020

Sales of wipes remained stagnant overall in 2019 as consumer interest was lacklustre. For home care, Spaniards tend to prefer more traditional cleaning methods than wipes. Furthermore, the lack of promotions and advertising campaigns for wipes meant ...

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Wipes in Bolivia

Jun 2020

Wipes continues to be dominated by baby wipes, with cosmetic, moist toilet and impregnated wet wipes only accounting for a marginal share of sales. This situation can be attributed to the fact that many households, particularly those with babies and ...

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Wipes in Israel

Jun 2020

In 2019, wipes saw even stronger current value growth than in the previous three years. Home care wipes and floor cleaning systems saw much stronger growth than personal wipes, although from a far lower base. Consumers’ daily lives are becoming ...

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Wipes in the Czech Republic

Jun 2020

Wipes continued to post moderate growth in total current value sales in 2019, while most individual product categories also developed positively in volume terms. This performance was supported by favourable economic conditions in the Czech Republic, ...

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Wipes in Guatemala

Jun 2020

Wipes continues to be dominated by baby wipes. However, new products in other areas are gradually being introduced. New categories of wipes have begun to appear on retail shelves, including disinfectant wipes, moist toilet paper, facial cleansing and...

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Wipes in North Macedonia

Jun 2020

In 2019, wipes continued to benefit substantially from the convenience trend, which continued to have a positive impact on wipes, with all product areas enjoying robust current value growth despite North Macedonia’s stagnant population size. Personal...

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Wipes in South Africa

Jun 2020

Baby wipes continued to experience positive growth during 2019, with necessity driving purchasing. However, baby wipes are not exclusively used to clean babies, but also children and adults. Furthermore, baby wipes are used by many for facial ...

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Wipes in Slovenia

Jun 2020

Wipes had another good year in 2019 as sales continued to increase. The main driver behind the positive performances seen in the category during the review period was the rising disposable incomes of many consumers. With the Slovenian economy ...

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Wipes in Denmark

Jun 2020

Health and hygiene awareness in Denmark was on the rise even before the onset of COVID-19. This was cited as a driver of growth of the fast-growing intimate wash category by Essity. This is inclusive of intimate wipes. Consumers were also ...

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