Wipes in Bolivia

PRE-COVID-19 PERFORMANCE

Dominance of baby wipes continues to limit demand for other products

Wipes continues to be dominated by baby wipes, with cosmetic, moist toilet and impregnated wet wipes only accounting for a marginal share of sales. This situation can be attributed to the fact that many households, particularly those with babies and young children, are using baby wipes for a variety of tasks rather than buying other wipes with more specialist positioning.

Cross merchandising helps leading players drive sales

The leading players in wipes tend to focus on cross merchandising to drive sales. For example, many players display baby wipes alongside nappies/diapers/pants and promote offers such as a price discounts on purchases of a specific volume of nappies/diapers.

2020 AND BEYOND

COVID-19 impact

Wipes sales are now expected to rise by 3% in constant 2019 value terms in 2020, in line with the pre-COVID-19 forecast published in the 2020 edition of tissue and hygiene in February 2020 (pre-COVID-19).

Affected products within wipes

The main areas impacted by the COVID-19 pandemic have been baby wipes, moist toilet wipes and general purpose wipes, all of which have seen increased demand, with baby wipes benefiting from the home seclusion trend. As nurseries have been forced to close, parents have been looking after their children at home throughout the day, resulting in a rise in the frequency with which nappies are changed.

Recovery and opportunities

Overall, the impact of the COVID-19 pandemic is expected to be relatively limited within wipes, with general purpose and antibacterial wipes set to actually be boosted by rising focus on hygiene. On the other hand, sales could be limited by the general rise in consumer environmental awareness.

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