Wipes in Belarus

PROSPECTS

Growing popularity of general purpose and baby wipes stimulates value growth

Personal wipes continued to see value growth in 2017. Increasing hygiene standards and the growing number of allergies and infections boosted interest in wipes.

Baby and general purpose wipes still dominate

In 2017, consumers still mostly purchased baby wipes and general purpose wipes. Due to high number of children in the country, baby wipes are very popular.

Modern retailing and internet retailing channels strengthen their positions

Wipes in Belarus were still predominantly sold though modern retail channels in 2017. Large numbers of wipes are sold through large retailers and convenience stores where small-pack wipes are located near the cashier.

COMPETITIVE LANDSCAPE

Highly-fragmented competition

In 2017, the category continued to include a large number of wipes brands. Some of them offer only baby wipes like Procter & Gamble and Kimberly-Clark, while others offer several kinds of wipes (baby and general), such as Cotton Club and Invista.

Variety of inexpensive general purpose wipes causes low brand loyalty

The big number of competitors in wipes leads to a lack of brand loyalty. There is a wide variety of brands in the category that are inexpensive, therefore consumers tend to try different products, switching from brand to brand.

Local products increase their share

Both local and foreign players offer a great variety of wipes in Belarus. Since the economic downturn pushes consumers to choose cheaper products, there is a growing interest in cheaper products from neighbouring countries, such as Russia and Ukraine.

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