Wipes in Croatia

PROSPECTS

Personal wipes have proven their worth

Personal wipes have obvious convenience compared with traditional personal care methods, because they are ready to use and disposable. The popularity of the category started with baby wipes, with young parents first recognising the benefits of such wipes.

Home care wipes and floor cleaning systems are not well-recognised

Unlike in personal wipes, buyers consider the environmental impact of using home care wipes and floor cleaning systems. Within the category, sales of dry electro-static wipes are equally as strong as wet wipes, showing that there are customers interested in different approaches to home maintenance.

Room for innovation and new launches

The relative lack of concern for the environment in personal wipes does not mean that there is no room for innovation. In fact, concerns about skin health open the door for products based on natural, organic ingredients and those without damaging ingredients such as parabens or alcohol.

COMPETITIVE LANDSCAPE

A limited number of competitors

Personal wipes is overwhelmingly the largest category in wipes in Croatia. Within this category, four major players were responsible for almost two thirds of value sales in 2018.

Wipes do not see much promotional support

Although it is a young category with much potential, wipes is treated as a second-tier category when it comes to advertising. This is hampering sales growth, although advertising is just what a new category needs to ensure growth.

Local companies are present only indirectly, through private label

Local companies seem concerned about the strong competition in wipes: multinationals have high brand recognition, whilst private label lines offer low prices. Instead of facing the competition directly, local manufacturers usually produce for third parties, mainly private label.

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