The pandemic has been a boon for wipes and in particular general purpose wipes, with alcohol added. With the pandemic still lingering in 2021, there was still strong demand for wipes.
Baby wipes continued to dominate value sales. However, cosmetic wipes registered higher volume growth, following on from a disastrous year in 2020.
Despite lower birth rates, the popularity of baby wipes is increasing. The main reason is convenience, as working parents have less time to use cotton wool and water.
Personal wipes is expected to continue on a similar growth trajectory to that seen during the review period, with the product area yet to reach maturity. Baby wipes will likely remain the most dynamic product, with these products being affordable and flexible, as well as providing a great deal of convenience, with the same being true for general purpose wipes.
Multinational giants Procter & Gamble, Beiersdorf and Johnson & Johnson have all maintained a strong presence in wipes with their well-known brands which include Pampers, Nivea Baby and Johnson’s Baby, respectively. These brands have a widespread presence across several retail channels and benefit from investment in advertising and promotion.
One possible dampener on volume sales will be increasing environmental consciousness. During the pandemic, Croatian consumers overlooked their sustainability concerns in terms of disposable wipes and in particular the negative environmental impact of single-use wipes.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Croatia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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