Wipes in Azerbaijan

PROSPECTS

Wipes benefits from rising hygiene awareness amongst local consumers

Wipes continued to increase in 2018, driven by increasing hygiene awareness and the changing habits of local consumers. Due to the convenience they offer in the face of busy lives and their multipurpose application as a steriliser both indoors and outdoors, wipes were used during the review period for both personal and home care purposes.

Personal wipes sees the fastest growth due to multipurpose application

In 2018, personal wipes, comprising general purpose wipes, cosmetic wipes, baby wipes and intimate wipes, remained the most popular wipes in Azerbaijan. Being more popular amongst local consumers, personal wipes also saw faster growth than home care wipes in 2018.

Modern grocery retailers grows, at the expense of traditional grocery retailers

In 2018, modern grocery retailers continued to see rapid development, which contributed to the growth of wipes in volume and current value terms. The success of modern grocery retailers, such as supermarkets, hypermarkets and convenience stores, can be attributed to the convenience they provide to local consumers in terms of a wider product assortment and lower unit prices, due to discounts obtained from manufacturers for bulk purchases.

COMPETITIVE LANDSCAPE

Procter & Gamble Azerbaijan leads wipes in 2018

Wipes is saturated in Azerbaijan, and different companies are represented depending on the purpose of the wipes. Therefore, whilst economy products led in cosmetic and general purpose wipes, standard and premium wipes prevailed in baby wipes.

Wipes is represented by both local and international brands

Both international and national brands are available through retail channels in Azerbaijan. Even though some local consumers remained price-conscious after the devaluation in 2015 and 2016, which negatively affected their disposable incomes and pushed purchases of products with economy claims, the majority of consumers returned to higher-priced products, valuing the higher quality of standard and premium products.

New product launches

The rapid growth of modern grocery retailing led to the emergence of new product developments during 2018. For instance, wipes under the Smile brand by Biosphere Corporation appeared on the shelves of supermarkets, hypermarkets and convenience stores.

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