Inflation is expected to continue to impact prices across the forecast period, and in turn, consumers' buying habits will change. Many will look to reduce the amount they spend, either trading down, or buying less.
Despite a greater appreciation of wipes with antibacterial properties, as a result of the pandemic, the category will be limited by several factors. Firstly, the demand for bleach and multi-purpose cleaners in Belgium within home care also grew in 2020, and this is expected to continue over the forecast period due to overall greater affordability.
While supermarkets is likely to remain the dominant distribution channel for wipes over the forecast period due to accessibility when consumers do their weekly grocery shop, discounters and e-commerce have the potential for further penetration of the category, a trend noted in 2020 when increasingly price-sensitive consumers searched for more affordable options, while appreciating the convenience of home delivery for the latter. Both channels were already gaining ground prior to the pandemic, and consumers who have shifted towards these retailers are likely to continue to do so as they appreciate their benefits – such as ease and convenience.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Belgium 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 Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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