Wipes in Argentina

PRE-COVID-19 PERFORMANCE

Wipes’ capacity to target general functionality undermined by rival products

Baby wipes remained the dominant category in overall wipes in 2019. However, baby wipes volumes fell annually throughout the review period, due in large part to the declining birth rate in Argentina.

Some categories fail to communicate distinctive benefits

Reusable wipes compete primarily against cloths rather than paper towels in the Argentinean market. Indeed, reusable wipes such as Duramax are presented on shelves together with traditional cloths.

Baby wipes players dominate

Baby wipes brands are prominent in wipes, with Kimberly-Clark’s Huggies, Johnson & Johnson’s Baby, and Procter & Gamble’s Pampers featuring amongst the top four brands overall. As well as Huggies and Pampers, the nappies/diapers/pants brands, Babysec and Estrella, also offer baby wipes.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 3% in 2019 constant value terms in 2020 in light of the impact of COVID-19. This compares with a 0.

Affected products within wipes

The general increase in hygiene-consciousness resulting from the COVID-19 pandemic is having a slight positive impact on a number of wipes categories, including general purpose wipes, baby wipes, intimate wipes, facial cleansing wipes and moist toilet wipes. General purpose wipes is also benefiting from home seclusion, as consumers pay more attention to hygiene and cleanliness in their homes.

Recovery and opportunities

The H1N1 flu outbreak of 2009 had a marked and persistent effect on the hygiene-consciousness of Argentinean consumers. The impact of COVID-19 is likely to be even more profound, entrenching hygiene-orientated habits in consumers’ everyday lives.

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