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

Apr 2019

Baby wipes recorded the most dynamic growth within wipes in current value terms in 2018. Similar to nappies/diapers/pants, these products are benefiting from growing demand from urban women looking for convenience. With a high birth rate and a ...

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Wipes in Germany

Apr 2019

German consumers greatly value hygiene when it comes to their homes. Thus, products which can help them maintain a clean and hygienic home, such as wipes, are in strong demand and continued to support the further development of the category in 2018. ...

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Wipes in Morocco

Apr 2019

The use of wipes in Morocco is still very moderate, with many people still seeing such products as unnecessary and expensive. Additionally, many consumers are still unaware of their existence. With consumer awareness in this area rising and the rapid...

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Wipes in South Korea

Apr 2019

After the Oxy humidifier sanitiser issue, consumers requested official investigations into baby products to confirm their safety, which saw the government look at selected baby wipes to answer consumers’ concerns. The investigation to look for ...

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Wipes in Slovenia

Apr 2019

Wipes continued to see steady growth in current value terms in 2018 with sales supported by rising disposable income. With the standard of living improving in the country consumers have become more focused on products which can provide added ...

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Wipes in Canada

Apr 2019

The nation is witnessing a huge surge in the consumption of wipes for daily activities as consumers enjoy increasing disposable incomes and their changing lifestyles focus on saving time. The number of dual-income families is increasing yearly, with ...

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Wipes in Ecuador

Apr 2019

Wipes is still a relatively small category in tissue and hygiene. Nevertheless, its penetration and volume growth in all personal wipes categories increased in recent years. Wipes are mainly purchased at supermarkets and health and beauty specialist ...

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Wipes in Tunisia

Apr 2019

Tunisian households are shifting from cloth alternatives towards packaged wipes. Many women in Tunisia have joined the workforce, and thus have more money to spend on wipes to keep themselves and their children clean and comfortable. Manufacturers ...

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Wipes in Uzbekistan

Apr 2019

Even in the late 2000s, most people of Uzbekistan did not use personal wipes. Instead, material handkerchiefs were popular, especially among the male population. However, personal wipes are becoming an integral part of the majority of households. ...

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Wipes in Bolivia

Apr 2019

In 2018, the wipes category in Bolivia continued to be heavily dominated by baby wipes, with cosmetic wipes, moist toilet wipes and impregnated wet wipes only accounting for a marginal share of sales. This situation can be attributed to the fact that...

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Wipes in Kenya

Apr 2019

Parents are increasingly expecting manufacturers of baby wipes to make the products more user friendly. Most wipes contain alcohol content as opposed to pure water, which is perceived to be damaging to a baby’s sensitive skin. Parents are therefore ...

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Wipes in Macedonia

Apr 2019

In 2018, the convenience trend continued to have a positive impact on wipes, whilst by contrast, the stagnant population prevented the category from achieving more significant growth. Due to only minimal unit price increases, the category failed to ...

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Wipes in Bulgaria

Apr 2019

In Bulgaria, there is a popular trend for adults to use baby wipes instead of general purpose wipes. These products are perceived as having a more natural formula and being gentler on the skin. As a result, baby wipes are usually preferred in larger ...

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Wipes in Japan

Apr 2019

Demographic specific wipes such as intimate wipes, baby wipes and moist toilet wipes are being strongly influenced by changing profile of the Japanese population. Intimate wipes is struggling as a result of the decline in the number of females aged ...

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Wipes in Algeria

Apr 2019

Wipes will continue to benefit from the growing shift towards more modern baby care practices in Algeria over the forecast period, with parents becoming increasingly focused on hygiene and convenience. Ongoing urbanisation will also encourage this ...

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Wipes in Lithuania

Apr 2019

As disposable incomes continue to grow in Lithuania, consumers are travelling more and leading faster, more sophisticated lives. Personal wipes are becoming an option for consumers seeking convenience, who are spending less time at home and who, with...

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Wipes in Cameroon

Apr 2019

As diaper use grows during the forecast period, baby wipes are also expected to grow in similar proportions. This is because diapers are used together with wipes for baby sanitary care. A strong performance is expected due to growing urbanisation, ...

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Wipes in the US

Mar 2019

Wipes, specifically all purpose cleaning wipes, are becoming an increasingly popular choice amongst local consumers when it comes to cleaning their homes. This is due to a multitude of reasons, the main one being that consumers are constantly seeking...

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Wipes in the Philippines

Mar 2019

Sales of wipes continues to register positive growth in 2018 as the category benefited from increasing public concern about health and hygiene, a trend which has been evident since around 2013. Virtually all sales in the category are accounted by ...

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Wipes in Israel

Mar 2019

Baby wipes is the largest wipes category, mainly purchased for, but not only for, babies. Sales growth in baby wipes derives mostly from natural population growth, but also from the continuous rise in living standards. Baby wipes are perceived as ...

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