Wipes in Belarus

PROSPECTS

Stable growth stimulated by baby and general purpose wipes

In 2018, wipes in Belarus recorded low single-digit volume growth and strong single-digit current value growth, thanks to the improving economic situation and rising disposable incomes. The wide variety and availability of wipes also played an important role.

Prise sensitivity leads to the growing presence of discounts and promotions

In 2018, value sales of wipes in Belarus were greatly affected by the economising trend. Middle- to low-income local consumers paid most attention to the unit prices of wipes, rather than to packaging design, the thickness of wipes or their additional characteristics, such as antibacterial protection or softening.

Economic improvement and consumer trends influence volume sales

The improving economic situation and busy lifestyles led to growing sales of wipes which were not considered as necessary, such as intimate wipes and facial cleansing wipes. Local busy women purchased these wipes for their business trips and for gym visits in order to avoid carrying several personal care products.

COMPETITIVE LANDSCAPE

Tightening competition, with a growing value share of private label and “others”

The large number of players in wipes has led to tough competition. In this situation, companies lost their profit margins, and offered lower-quality and cheaper wipes in order to maintain their volume shares.

Inexpensive brands and private label increase their presence in Belarus

The economising trend led to growing attention for inexpensive brands and private label in wipes in 2018. In 2018, their availability increased, with grocery retailers and drugstores offering at least one private label pack size in wipes.

New product developments are greatly affected by consumer trends

Trends such as economic consumption, convenience and healthy, busy lifestyles led to the growing presence of large packs, make-up removal wipes, intimate wipes, products that target active consumers, and wipes containing natural ingredients. For example, the economising trend led to the presence of large packs with 120 and more sheets of wipes.

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