Executive Summary

Mar 2019
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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Wipes in Argentina

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Argentina with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Argentina, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Argentina market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wipes in Argentina?
  • What are the major brands in Argentina?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Wipes in Argentina - Category analysis

HEADLINES

PROSPECTS

Despite current low penetration rates, wipes set to achieve positive forecast period growth
Baby wipes accounts for the majority of category sales
General purpose wipes: room to grow

COMPETITIVE LANDSCAPE

International companies lead wipes
Huggies holds a solid position in baby wipes
Private label posts growth

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2013-2018
Table 2 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 5 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Tissue and Hygiene in Argentina - Industry Overview

EXECUTIVE SUMMARY

Complex economic scenario characterises the market in 2018
Tissue and hygiene volume consumption declines
Consolidation amongst five major companies
Notable increase in private label driven by economic instability
Mild economic rebound expected from 2019

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources