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Wipes in
Australia

Country Report

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Executive Summary

Mar 2019
PROSPECTS
All purpose cleaning wipes continues to achieve growth

Convenience remained a strong driver for all purpose cleaning wipes, with strong retail value and volume growth in 2018. Consumers are increasingly looking for time-saving and convenient solutions for their cleaning tasks.

Environmental concerns to shape the future of personal wipes

Despite consumer demand for all purpose cleaning wipes and personal wipes, consumers became increasingly concerned about the impact of disposable wipes on the environment, with the Australian media continuing to report instances of sewage blockages due to flushable and non-flushable wipes. This remains a concern for environmentally conscious consumers.

Price competition in personal wipes to restrict retail value growth

As retailers in Australia continue to demand lower prices from their suppliers and increase their product offering through private label, retail value growth of personal wipes is expected to decelerate over the forecast period. Retailers such as Coles, Aldi Stores Supermarkets and Woolworths continue to implement aggressive discounting techniques which force brand manufacturers to lower their prices or rethink their price strategies.

COMPETITIVE LANDSCAPE
Kimberly-Clark Australia continues to lead wipes

Kimberly-Clark Australia continued to lead wipes with its Huggies and Kleenex brands in 2018, benefiting from the popularity of general purpose personal wipes as well as its wide presence in retail channels in Australia. However, strong price competition in a number of wipes categories remained a challenge for the brand manufacturer.

Reckitt Benckiser (Australia) continues to lead home care wipes and floor cleaning systems

Brand manufacturer Reckitt Benckiser (Australia) maintained its lead in home care wipes and floor cleaning systems in 2018. Its Pine ‘O’ Cleen and Dettol brands continued to be found in multiple retailers across the country and were offered in various pack sizes with bundled options, enabling consumers to purchase larger quantities at lower prices.

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Wipes in Australia

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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.

Wipes in Australia - Category analysis

HEADLINES

PROSPECTS

All purpose cleaning wipes continues to achieve growth
Environmental concerns to shape the future of personal wipes
Price competition in personal wipes to restrict retail value growth

COMPETITIVE LANDSCAPE

Kimberly-Clark Australia continues to lead wipes
Reckitt Benckiser (Australia) continues to lead home care wipes and floor cleaning systems

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 Australia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene continues to grow
Changes in government regulations announced
Price competition remains a challenge for brand manufacturers
Retail tissue categories witness the effects of saturation
Environmentally conscious consumers to play a greater role

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