Whether being used for home care or for personal care purposes, wipes experienced rapid growth in 2020 and 2021. Whilst this was partly due to their convenience when cleaning either surfaces or skin – a selling proposition that is attractive at any time – the primary driver was increased interest in sanitisation during the COVID-19 pandemic.
Personal wipes is dominated by baby wipes, the convenience of which meant that sales continued to grow in 2021 even though the number of births in Australia declined. Similar to nappies/diapers/pants, baby wipes was given a boost during the pandemic when childcare centres were closed, and parents were required to purchase the baby wipes that would usually have been supplied by the centres.
Although wipes is a category seeing rapid growth, these products tend to be treated as a side business for brands whose reputations have been built in adjacent categories. Home care wipes, for example, is dominated by leading home care brands, particularly those from surface care.
As Australia reopens in the aftermath of the pandemic, consumers will once again be out and about. Although virtually all Australians are double-vaccinated, COVID-19 is likely to remain endemic in the community, and consumers will continue to be cautious, using antibacterial general purpose wipes to protect themselves from disease.
The COVID-19 pandemic may be approaching its end, but the disease is likely to be endemic, and many Australians will continue to spend more time at home than they did pre-pandemic. The desire to constantly clean the home, in order that it is safe, clean and pleasant, is likely to remain at the heightened level experienced during the pandemic.
As Australians resurrect their social lives in the post-pandemic era, demand for cosmetic wipes, and specifically facial cleansing wipes, will rebound. However, sales are unlikely to immediately return to the same level as prior to the pandemic.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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