As the threat of the pandemic lingers, with different variants impacting the staggered reopening of Chile during 2021, consumers maintained high levels of hygiene and cleaning habits, resulting in a second consecutive year of double-digit current value growth for wipes. Growth continued to be driven by both personal wipes such as facial cleansing wipes and home care options such as all purpose cleaning wipes, as concerned consumers attempted to maintain sanitised household environments.
Intimate wipes experienced a change in the competitive landscape towards the end of the review period. With the exit of Oriflame Intimate Wipes and Natura, other smaller players have been gaining share and increasing their channel penetration as they gain greater penetration of major retailers of the country.
Baby wipes has also witnessed the effect of brand proliferation. The strong surge in demand for sales in 2020 focused on cleaning and disinfecting surfaces as a result of the pandemic, was followed by out-of-stock issues for major imported brands.
After the explosive growth experienced since the beginning of the pandemic, wipes is expected to record a positive performance over the forecast period, albeit with value (at constant 2021 prices) and volume sales recording slower growth compared to 2020/2021. The residual effect of the pandemic in terms of heightened hygiene awareness will mean that many consumers maintain stringent cleaning routines in the home, supporting further demand for all purpose cleaning wipes, and personal wipes for both inside and outside of the home environment, given their practicality and portability.
Despite being impacted by supply chain issues that affected brands that source their products or materials from overseas, private label facial cleansing wipes are expected to maintain notable share. Considering the increase in mobility, leading to greater socialising and out-of-home opportunities, consumers will want to ensure that they can consistently wipe faces and hands, to maintain hygiene and a feeling of freshness.
Sustainable products will continue to gain traction within wipes over the forecast period. The notable emergence of new brands has included a greater move towards eco-friendly wipes and options using non-aggressive ingredients in their formulations, addressing Chileans’ interest in sustainability.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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