The pandemic was a boom for wipes, with consumers using them to quickly wipe away any possible trace of the COVID-19 virus on surfaces. In 2021, growth was still high, as the pandemic lingered, though growth was lower than in 2020.
Hygienix, the leading player in retail value share terms in 2021, leveraged high recognition for the Mio Bébé, Pam and Soft Bébé brands, which occupied the largest space on retailers’ shelves. The company’s wide product portfolio featured different fragrances, packaging designs and functions and attributes.
Growth of the modern retail environment is supporting sales, offering increased availability and competitive prices. There are increases ranges of wipes available, with more value-added benefits, such as enhanced cleaning ability.
Wipes will register moderate constant value growth over the forecast period, though not as high as over the review period, as a degree of maturity dulls growth, particularly later in the forecast period. In addition, declining disposable incomes due to continued rising inflation will dampen volume sales and lower-income consumers will still view wipes as unnecessary and prohibitively expensive.
While antibacterial wipes drove value growth during the pandemic, it is baby wipes that will drive growth over the forecast period and baby wipes will remain by far the largest product area. Parents will become increasingly focused on hygiene and convenience in terms of baby care.
Growth of the modern retail environment will also aid sales, offering increased availability and competitive prices, which will serve to bolster the product’s performance in the coming years. While increasing shelf space enables more consumers to reach these products easily, demand across the forecast period is expected to remain somewhat limited to mid-to high-income urban consumers, due to price inflation and economic uncertainty.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Algeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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