Value sales of wipes were on par with 2020, though with the pandemic hitting consumers’ pockets, there was a degree of trading down. In addition, increased availability of smuggled products also dampened volume sales.
Kimberly remained the leading player within wipes, thanks to the strength of its Huggies brand in baby wipes. The company’s position can be attributed to strong brand-building activities for its Huggies products over several decades in the country.
Baby wipes continued to dominate value sales. However, a product that had been growing strongly prior to the pandemic was cosmetic wipes, though it registered a significant drop in value sales in 2020, as consumers were confined to their homes.
Over the forecast period, wipes are expected to regain growth levels similar to those seen pre-COVID-19. Since wipes is highly dependent on baby wipes, the product area will benefit from Bolivia’s higher than average birth rate.
The more niche wipe products are expected to gain value share over the forecast period. While baby wipes will continue to account for the majority of value sales, wipes that have only recently been introduced, such as toilet wipes and intimate wipes, are expected to increase value sales over the forecast period.
The use of cosmetic products in previous generations was mainly limited to higher income consumers and also mainly bought in urban areas. However, this is changing, and is being helped by increasing availability of more affordable cosmetics.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Bolivia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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