Wipes in Bulgaria

PRE-COVID-19 PERFORMANCE

Baby wipes remains the major driver of sales in wipes

Baby wipes continued to foster overall growth in wipes during 2019. Despite the declining birth rate in Bulgaria, demand for baby wipes continued to increase significantly from a low base due to historically low per capita consumption.

Consumers move towards value-added products with specialised positioning

Specialised positioning is becoming more important in wipes as consumers increasingly use these products instead of general purpose wipes. Crucially, more specialised types of wipes are usually more expensive than the general purpose wipes, with the trend towards them driving value growth across the category.

More sophisticated products come to the fore as wipes become more common

Towards the end of the review period, consumer demand for wipes was fostered by innovation among the category’s leading players. These companies are increasingly using technology to attract the attention of consumers, with Beiersdorf launching micellar water-based make up removal wipes under its Nivea brand.

2020 AND BEYOND

COVID-19 impact

Value sales of wipes are now expected to grow by 5% in 2019 constant value terms over the course of 2020 in light of the impact of COVID-19. This is in line with the 5% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Different wipes categories are expected to experience different effects from the COVID-19 pandemic situation. Facial cleansing wipes and intimate wipes are expected to face moderate challenges due to the stringent social distancing protocols enforced by the Bulgarian government eliminating opportunities for on-the-go consumption.

Recovery and opportunities

The review period saw strong increases in demand for wipes and this is likely to continue during the forecast period. As mentioned above, demand for wipes is benefiting from these products’ reputation as being very useful for ensuring proper hygiene outside of the home.

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