Wipes in Canada

PRE-COVID-19 PERFORMANCE

Despite their high sales, floor cleaning systems and baby wipes continue to perform well

Canada is witnessing a huge surge in the consumption of wipes for daily activities, as consumers enjoy increasing disposable incomes and their lifestyles increasingly focus on saving time. The number of dual-income families is increasing annually, with a rising number of women joining the workforce.

Smaller categories see the best growth from a lower base

Despite the continued strong growth of the largest categories, it was smaller categories which saw stronger increases from a lower base. As the economy improved, more consumers were also looking for speciality wipes which could help to save time or provide convenience on-the-go.

Procter & Gamble dominates, but other players have strength in smaller categories

Wipes continued to be dominated by international manufacturers in Canada in 2019. Procter & Gamble continued to dominate overall wipes, which was mainly due to its strength in the largest personal wipes category, baby wipes, with its brands Pampers and Pampers Pure.

2020 AND BEYOND

COVID-19 impact

Wipes is expected to grow by 2% in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is slightly higher than the 1% 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

All purpose cleaning wipes is seeing a strong sales increase in 2020 given the threat posed by COVID-19. Although there are concerns over the fact that these products have not been tested for their efficacy on the virus, many consumers still feel safer using them.

Recovery and opportunities

COVID-19 is expected to affect sales in some wipes categories over the forecast period as a whole, with a stronger growth rate expected in the forecast period than was seen in the review period. All purpose cleaning wipes is expected to see by far the strongest performance, due to consumers’ desire to keep surfaces clean to minimise the risk of infection.

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