Wipes in Croatia

PRE-COVID-19 PERFORMANCE

Personal wipes benefits from search for convenience and increased applications in 2019

Personal wipes accounted for most sales of wipes in 2019, with baby wipes in particular remaining popular. While traditionally used for the convenient cleaning of babies during the changing process these products became increasingly popular over the review period for other purposes.

Demand for home care wipes and floor cleaning systems remains limited in 2019

Unlike in personal wipes, consumers in Croatia consider the environmental impact of using home care wipes and floor cleaning systems which has limited the uptake of these products. Despite this, within the category, sales of dry electro-static wipes are equally as strong as impregnated wet wipes, showing that there are customers interested in different approaches to home maintenance.

Private label holds leading position in 2019 with brand loyalty lacking in wipes

Multinational giants Procter & Gamble doo, Beiersdorf doo and Johnson & Johnson SE doo all maintained a strong presence in wipes in 2019 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.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 3% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

General purpose wipes and moist toilet wipes are expected to remain among the most dynamic categories in 2020. The former has benefited from an increased focus on good hygiene in the home due to COVID-19, with many households wiping down surfaces on a more regular basis to prevent the spread of germs.

Recovery and opportunities

Wipes was in a strong position pre COVID-19 with it yet to reach maturity and with a growing number of consumers becoming savvy to the convenience these products can provide. Although sales will likely be negatively impacted by the financial fallout from COVID-19, if players focus on the antibacterial properties of their products they could still come out of this crisis stronger.

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