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Country Report

Wipes in

Wipes in Australia

19 pages, Apr 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Negative publicity about flushable wipes to impact category

Negative publicity surrounding flushable wipes is likely to impact the category in the forecast period. In 2017, the ACCC continued legal action against manufacturers, including wipes manufacturers Kimberley-Clark Australia and Aldi, claiming their products were “flushable” and were able to break down in the sewerage system in the same manner and within the same timeframe as regular toilet paper.

Major brands will drive sales, but private label set to do well in home care categories

Major branded players such as Kleenex, Sorbent and Huggies are expected to drive value sales, especially in overall personal wipes and baby wipes. This is because such products are used on sensitive body parts and on babies, and therefore consumers often prefer to go for trusted brands, which have been rigorously tested and have fostered strong brand loyalty over several years, rather than private label goods, which are often viewed as cheap and of low quality.

Internet retailing of wipes trending upwards

Internet retailing is also expected to continue its upward trend as a growing channel in wipes distribution over the forecast period with an increasing number of Australian households choosing to order their groceries from major supermarkets such as Coles and Woolworths using their home delivery service. Online retailing is also expected to benefit from the arrival of e-commerce giant Amazon in Australia, which has promised to offer everyday household items at a significantly lower price than in traditional stores.

COMPETITIVE LANDSCAPE

Kimberley-Clark Australia remains the leader

Kimberley-Clark Australia remained the leader in wipes in 2017, a position that can largely be attributed to its household name brands Huggies and Kleenex, which are amongst the most popular and trusted brands in Australia. In 2017, Huggies continued to piggyback on the success of its nappies/diapers/pants products and enjoyed a strong performance in baby wipes as baby wipes are often associated with nappies/diapers and pants products.

Private label experiences growth

In 2017, the Woolworths and Coles private label lines continued to see strong current value sales growth, which can be attributed to a shift in branding strategy aimed at convincing consumers that private label products are not always to be associated with low quality. Rather, the aim has been to show consumers that private label products offer great value for money, being of similar quality to branded products, but at a lower price point.

Eco-friendly products struggle

In 2017, companies offering green or eco-friendly disposable wipes continued to struggle in Australia. Most of the consumers looking for disposable wipes prioritise factors such as unit price and convenience.

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Samples

Wipes Market Sample Report Wipes Market Sample Data

Overview

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.

Samples: FAQs about samples

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Australia 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 Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Australia 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 Australia?
What are the major brands in Australia?
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.

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Wipes in Australia - Category analysis

HEADLINES

PROSPECTS

Negative publicity about flushable wipes to impact category

Major brands will drive sales, but private label set to do well in home care categories

Internet retailing of wipes trending upwards

COMPETITIVE LANDSCAPE

Kimberley-Clark Australia remains the leader

Private label experiences growth

Eco-friendly products struggle

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2012-2017
Table 2 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 5 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Tissue and Hygiene in Australia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene growth remains steady in Australia

Retail incontinence to see the strongest growth

Major supermarkets dominate distribution

Private label to continue growth

Major players continue to dominate the market

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Wipes in Australia

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Negative publicity about flushable wipes to impact category

Major brands will drive sales, but private label set to do well in home care categories

Internet retailing of wipes trending upwards

COMPETITIVE LANDSCAPE

Kimberley-Clark Australia remains the leader

Private label experiences growth

Eco-friendly products struggle

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Wipes in Australia - Category analysis

HEADLINES

PROSPECTS

Negative publicity about flushable wipes to impact category

Major brands will drive sales, but private label set to do well in home care categories

Internet retailing of wipes trending upwards

COMPETITIVE LANDSCAPE

Kimberley-Clark Australia remains the leader

Private label experiences growth

Eco-friendly products struggle

CATEGORY DATA

Tissue and Hygiene in Australia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene growth remains steady in Australia

Retail incontinence to see the strongest growth

Major supermarkets dominate distribution

Private label to continue growth

Major players continue to dominate the market

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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