Although wipes saw solid current value growth during the review period, in 2020 the rate of growth increased strongly. However, value growth was mainly attributable to price rises, partly due to economic and political turmoil, as many categories saw retail volume declines.
Moist toilet wipes saw the strongest retail volume growth in 2020. However, this was unrelated to COVID-19, as this is a relatively new category, with sales only recorded from 2018, and sales were therefore rising from a particularly low base.
One noteworthy feature of wipes in Belarus is that the category’s competitive environment remains highly fragmented. Indeed, only the leader, Cotton Club, was able to generate a double-digit value share in the category in 2020.
Wipes is set to maintain dynamic current value growth in 2021, due to price rises resulting from economic downturn and local currency depreciation. However, a slowing rate of growth is expected over the forecast period as price rises become more moderate.
Greater attention to hygiene is expected to drive sales of wipes in 2021 and beyond. However, this will be more evident in terms of products such as personal hygiene, such as baby wipes, which will remain the most resilient wipes category.
Perhaps the most prominent area of new product development in wipes towards the end of the review period was the strong emergence of an entirely new product variant: more natural wipes made with healthier ingredients. Procter & Gamble was an early mover in this respect, with the launch of perfume- and alcohol-free baby wipes made from organic cotton and 99% water under the Pampers brand.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Belarus, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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