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