Wipes in Algeria

PRE-COVID-19 PERFORMANCE

Modern hygiene practices and convenience stimulate growing interest in wipes

More modern baby care practices and ongoing urbanisation strengthened hygiene and convenience trends in wipes in 2019. Baby wipes remained the dominant type due to higher product awareness and the widest distribution.

Economic difficulties accelerate preference for cheaper local offerings

Wipes faced a number of challenges at the end of the review period, not least numerous alternatives/substitutes and declining purchasing power driven by rising inflation and a weaker local currency. Lower-income parents continued to use either cotton wool/buds/pads or cloth alternatives for baby cleaning, viewing wipes as unnecessary and expensive.

Local companies benefit from value for money focus of consumers

Hygienix, the leading player in retail value share terms in 2019, 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.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 6% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 5% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

COVID-19 is having a significant impact across some categories of personal wipes in 2020. These include baby wipes, which dominates sales, but also smaller categories like facial cleansing wipes and moist toilet wipes, as well as intimate wipes, which only emerged towards the end of the review period.

Recovery and opportunities

Wipes is expected to see slower growth in retail volume and 2019 constant value terms, compared with 2020 and the respective review period CAGRs. However, the spike in interest for lower-priced domestic personal wipes is expected to sustain usage and healthy volume sales growth through the forecast period.

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