Wipes has been amongst the strongest performing tissue and hygiene categories in recent years, as the convenience it provides has chimed the with the priorities of busy consumers and, during the pandemic in particular, it has resonated with rising hygiene-consciousness. The rapid rise in consumer interest in wipes has forced manufacturers to quickly innovate in products, packs and benefits.
Baby wipes remains the largest category in wipes, and had an important role during the early months of the pandemic when such products were being used as general purpose items, mostly due to limited availability and narrow product offerings. Nowadays, when there is an extended variety of products on offer in the market, baby wipes products have seen their usage expanded under the baby care umbrella.
Productos Familia Sancela offers the widest portfolio in wipes, including baby wipes and other personal wipes targeting adults, including general purpose and intimate wipes. The company continues to be dynamic in its new product development, offering wipes in all price ranges.
The COVID-19 crisis significantly bolstered the trend towards rising hygiene-consciousness, with consumers being concerned about the possibility of transmitting the SARS-CoV-2 virus via surfaces. Building on an existing trend, this heightened state of hygiene-consciousness is likely to last into the forecast period, providing fertile ground for the development of categories such as household and general use wipes.
Economic constraints and environmental concerns remained obstacles for further growth within wipes at the end of the review period. Despite consumer demand for all-purpose cleaning wipes and personal wipes, consumers are increasingly concerned about the impact of disposable wipes on the environment.
With concerns over hygiene rising but household budgets likely to be crushed, private label ranges will maintain a strong position. Private label products have a significant presence in home care wipes, with consumers often being attracted to lower pricing.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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