Wipes in Chile

PROSPECTS

Non-nappy use of baby wipes activates promotional sales

Baby wipes represents the majority of value and volume sales of wipes. These products maintain constant interest among consumers, but their interests are related with the use of the products for purposes besides just nappy changes.

The declining birth rate limits projections for baby wipes

The birth rate in Chile has been in constant decline, preventing potential baby wipes sales from growing. Branded players have high levels of presence in modern channels, and the competition is increased by retailers’ private label ranges.

Home care wipes improves its presence in the absence of private label

Home care wipes categories are relatively young in Chile and still have great potential for growth. Consumers have a low level of awareness of these products, but companies maintain the presence of their products.

COMPETITIVE LANDSCAPE

Aggressive promotion strategies slow the value growth of personal wipes

In its early years, personal wipes received much attention from retailers due to its income potential. The number of competitors has increased, and modern channels are very important for them to maintain good presence.

Private label increases its presence in wipes

The increase in competition has brought a greater presence of private label, mainly in personal wipes. As wipes is highly competitive, private label has been able to take advantage of its positioning to carry out more aggressive promotion strategies, directly affecting existing brands.

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