Wipes in Canada

PROSPECTS

Growing preference for wipes supports category’s growth

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

Declining fertility rate to affect baby wipes in longer term

The birth rate in Canada has been falling since 2009, from 1.68 children per women to 1.

Facial cleansing wipes registers steady demand

The increasing consumer confidence and a lower rate of unemployment not only helped beauty and personal care but also facial cleansing wipes, which recorded steady demand in 2018. Canadians take their skin care regimes seriously as they realise the benefits being associated with facial cleansing wipes such as skin protection and mitigating the signs of ageing.

COMPETITIVE LANDSCAPE

Players use new launches to retain share

Wipes witnessed an array of new launches to attract consumers and thereby retain their share. Wipes players creating various scents such as Citrus Meadows, Tuscan Lavender or Early Morning Breeze, while Clorox went one step further by introducing new scents for its disinfecting wipes, with easy to pull, flexible packaging with easy open and made for on the go usage, targeting consumers who appreciate convenience.

Private label gaining stronger presence

Canadians have always shown an interest in private label products. While there was a low presence of private label in wipes in 2018, it recorded double-digit current value growth.

International players dominate all purpose cleaning wipes

The two leading players held dominant combined value share of all purpose cleaning wipes in 2018; Reckitt Benckiser and Clorox Co of Canada, due to their strong brands Lysol and Clorox, respectively. However, Mr Clean from major player Procter & Gamble held low share as it failed to gain consumer awareness and did not enjoy much shelf visibility.

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