The Coronavirus (COVID-19) pandemic stimulated a demand for all types of wipes, but especially all purpose cleaning wipes in 2020 and 2021. This reflected heightened awareness of the need for extra diligence in keeping frequently used surfaces disinfected and otherwise very clean, free from bacteria and hygienic increased.
The COVID-19 pandemic, which started on March 2020, but continued in 2021, boosted the demand for wipes with antibacterial and disinfectant attributes. New players/brands entered the fray in order to tap into the high consumer demand for such products, including Cloralex.
In 2021, international players continued to lead wipes in retail value share terms. Kimberly-Clark Costa Rica, the clear leader, offers Huggies baby wipes, which were more frequently used for multiple personal cleaning and freshening purposes during the pandemic in Costa Rica.
Wipes is projected to see strong retail volume and value (constant 2021 prices) growth over the forecast period. With the threat of new variants of COVID-19 expected to maintain high hygiene awareness and standards in the short to medium term, the use of wipes is set to remain high, especially for all purpose cleaning and general purpose wipes that help to disinfect and offer antibacterial benefits.
More brands, not least from nappies/diapers/pants, are likely to enter wipes in the forecast period, especially in all purpose cleaning wipes and general purpose wipes and baby wipes. Similarly, there remains a lot of room for private label in all purpose cleaning wipes and general purpose wipes and even baby wipes and intimate wipes, supported by the development of modern retailing in the country.
Innovation is anticipated in terms of antibacterial and disinfectant properties, packaging materials, to-go formats and different scents/aromas to differentiate offerings from competitors. Players are likely to gear their innovation towards more environmentally-friendly products, to tap into the push for products with healthier and more natural ingredients.
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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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