Wipes in Azerbaijan

PRE-COVID-19 PERFORMANCE

Overall sales of wipes remain dominated by personal care wipes

During 2019, sales of wipes remained heavily dominated by personal care wipes. This is mainly because home care wipes are still perceived as less essential products than personal wipes.

More specific types of wipes and ground as consumers seek to specialise

In Azerbaijan, baby wipes are generally used for a wide range of personal care purposes. However, this is beginning to change as consumers become increasingly interested in a wider range of wipes, many of which have specific purposes in mind.

A wide variety of products available in wipes as international brands dominate sales

At the end of the review period, the competitive landscape in wipes was diverse and quite fragmented, with a wide selection of local and imported brands present across various price points. The leading brands Pampers and Huggies are both present in baby wipes and their success is illustrative of the general structure of the category as baby wipes is by far the largest and most popular category of wipes.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by just 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This represents a considerable slowdown from the 4% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

With the temporary restrictions placed on spending time outside of the home drastically reducing consumption opportunities for personal wipes, the wipes categories hardest hit by COVID-19 are expected to be intimate wipes, baby wipes and facial cleansing wipes. All of these categories are expected to experience sales declines over the course of 2020.

Recovery and opportunities

Prior to the onset of COVID-19, sales of wipes in Azerbaijan had been on the rise for some time. Therefore, once the dust settles on the situation and the country’s society and economy return to normal, it is also likely that sales of wipes will return to strong positive growth.

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