Sales of wipes have seen a slowdown in growth in 2021, although the category is still set to generate positive growth in both current and – just – constant terms. There are a variety of reasons for this, but the most important is the return to pre-pandemic patterns of behaviour by many consumers.
Baby wipes continue to be the dominant category in 2021, generating well over half of total value sales despite far lower price positions than most other products. This is the most mature and well-established category in the country; baby wipes are perceived as essentials by most parents, although in 2021 they are choosing the cheapest products available.
General purpose wipes is set to generate the strongest volume growth in 2021, although this is slightly exaggerated by movement in a lower base than baby wipes. These products have benefited especially from the pandemic, with adult consumers buying them for quick on-the-go self-hygiene options after the general awareness of personal hygiene grew significantly during the pandemic.
Sales of wipes in Azerbaijan are set to remain heavily dominated by personal care wipes, largely because home care wipes are still perceived as less than essential products by most consumers. The fact that home care products have a far more limited availability in retail terms is also an obstruction.
The spike in consumer health awareness in the aftermath of the pandemic may fade, but there appears to have been a significant shift in consumer attitudes to this issue in Azerbaijan. This may open opportunity for producers.
Unlike other tissues and hygiene categories in Azerbaijan, the competitive environment in wipes is fairly fragmented. The dominance of baby wipes means that leading players tend to be operators of major international brands, such as Procter & Gamble Azerbaijan’s Pampers and Mazarina MMC’s Huggies.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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