Wipes in Argentina

PROSPECTS

Despite current low penetration rates, wipes set to achieve positive forecast period growth

With the exception of baby wipes, all other categories of wipes suffered from low penetration rates in 2018 as the economic crisis limited any possibility of development. Consumers showed a preference for alternative cheaper products, which led to a contraction in the competitive landscape.

Baby wipes accounts for the majority of category sales

Personal wipes continues to form the backbone of the wipes category in Argentina, particularly in the form of baby wipes. Despite economic hardship, parents are willing to replace traditional cleaning methods, such as cotton and oil, with baby wipes as they are more practical and easy to use.

General purpose wipes: room to grow

General purpose wipes have been suffering from their considerably higher price points in comparison to standard cleaning products. As such, they suffer from a low level of development in Argentina, with sales mainly limited to upper-middle-income and high-income consumers.

COMPETITIVE LANDSCAPE

International companies lead wipes

Multinationals Kimberly-Clark and Johnson & Johnson accounted for over half of the category’s value sales in 2018. The most popular brands in wipes were baby wipes, Huggies and Johnson’s Baby, which benefit from their global renown and strong consumer trust in their quality.

Huggies holds a solid position in baby wipes

Kimberly-Clark Argentina Holdings’ leadership in this category is heavily dependent on the popularity of its Huggies brand and its availability in a variety of formats and packaging types within baby wipes. Its most popular variants are Huggies Newborn, Huggies Natural Care and Huggies Active Sec.

Private label posts growth

Thanks to the recession, consumers increasingly sought competitively priced products in 2018, which enabled private label to gain share. The Farmacity chain of chemists/pharmacies is the most important in terms of private label, holding a particularly strong position within general purpose wipes.

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