Wipes in Algeria

PROSPECTS

Demand for wipes continues to rise

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 trend, with a growing number of parents having easy access to affordable baby wipes.

Growth to slow over forecast period

Wipes current value growth is expected to slow slightly over the forecast period due to increasing maturity among consumers in urban centres. In addition, decreasing disposable incomes, driven by growing inflation, will also limit penetration, while most low-income consumers will continue to perceive wipes as being unnecessary and prohibitively expensive.

Baby wipes to continue driving growth

Baby wipes is expected continue to drive sales in wipes over the forecast period and dominate overall sales. The area will continue to see significant sales growth, with ongoing modernisation and urbanisation encouraging consumers to shift towards more modern and hygienic child care.

COMPETITIVE LANDSCAPE

Hygienix maintains leadership in wipes

Hygienix continues to lead wipes sales in Algeria. This domestic player only entered the area in 2010 but immediately started to attract consumers thanks to its affordable prices and high quality.

Domestic production continues gaining significant ground

The competitive landscape within wipes has changed significantly in Algeria recently, especially over the last two years, due to the Algerian economic crisis, driven by the fall in oil prices. Indeed, imported brands suffered from several stock-outs due to restrictions imposed by the government on imports to address the heavy trade imbalance as oil and gas account for over 90% of total Algerian exports.

Stronger demand for economy and standard brands

Small economy and standard brands have benefited from the growing number of consumers prioritising hygiene when caring for their babies, with a growing number of mid-income consumers thus regarding baby wipes as essential. However, these consumers are often highly price-sensitive and thus seek out the lowest available prices, especially given decreasing purchasing power, driven by economic hardship.

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