Wipes in Chile

PRE-COVID-19 PERFORMANCE

Baby wipes is the dominant product in the overall category

Baby wipes accounts for around two thirds of the total retail value sales in wipes, with the attractiveness and versatility of these products meaning that they are often used in place of other more specialised wipes formats that can be used for the same consumption occasion. The products’ perception of not being harmful to the skin is a good differentiator, as is their capacity to quickly clean surfaces.

Private label the clear leader in wipes

The private label presence continues to consistently grow with each passing year. Almost all the supermarket and pharmacy chains have a private label baby wipe line, seeing the potential opportunity for growth in this product area.

Promotional strategies and understanding the occasions of consumption

Promotions are highly effective and common in the modern retail channel, with consumers generally preferring promotions of three packs of 50 wipes instead of one pack of 150 wipes. The 3-pack offer allows parents to diversify the usage of the products for different consumption occasions, for example one pack will remain in the house, a second in the car and a third in a bag for when out and about.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 5% at constant 2019 prices in 2020 in light of the impact of COVID-19. This compares to the 1% growth forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

All wipes products will record stronger value growth in 2020 than they did in 2019, with all-purpose cleaning wipes and moist toilet wipes expected to see particularly dynamic performances. The all-round cleaning capabilities of the former will be driving sales, as consumers look to keep surfaces clean in their homes during the COVID-19 outbreak, while the latter wipes type will be helped by fears of toilet paper shortages among the local population.

Recovery and opportunities

Although the boost to sales wipes will see in 2020 will experience some normalisation over the rest of the forecast period, annual growth rates will still tend to be stronger in most the of remaining years in the 2019-2024 period than originally forecast, as consumers look to maintain higher hygiene levels around the home and about their person.

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