Wipes registered a significant surge in value sales in 2020, as a result of the pandemic. In 2021, with the pandemic still lingering, value growth continued to be healthy, though lower than in 2020, as consumers were less concerned about the virus.
Intimate wipes registered the highest current value growth in 2021. It is an emerging product area and the growth is being driven by wider distribution and availability, as well as increased consumer awareness of the product.
All varieties of wipes have significant footholds in the competitive landscape in Denmark and are dominated by global brands. Procter & Gamble’s household cleaning wipe Swiffer leads, while second-placed Unilever’s neutral brand is the leader in baby wipes and also offers cosmetic wipes.
Wipes will register moderate constant value growth over the forecast period. The convenience factor of wipes will continue to support volume sales.
During the pandemic, Danish consumers overlooked their sustainability concerns in terms of disposable wipes and in particular the negative environmental impact of single-use wipes. However, these concerns will again come to the fore over the forecast period as worries about COVID-19 abate.
The more niche wipe products are expected to gain value share over the forecast period. While baby wipes will continue to account for the majority of value sales, wipes that have only recently been introduced, such as intimate wipes, are expected to increase value sales over the forecast period.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Denmark 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.
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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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