Baby wipes saw further strong growth in 2021, with the COVID-19 crisis continuing to boost demand due to rising consumer health- and hygiene-consciousness. Although Easycare leads the market with a value share of almost 50%, the brand has been losing share to Johnson’s, which offers economic bundles (such as 3 + 1 free packs) to reduce the price gap.
Even after the end of lockdown and the easing of restrictions affecting visits to physical stores, e-commerce continued to see significant growth in wipes in 2021. The channel is an especially notable contributor to sales in baby wipes, as it is also a key point of sale for nappies/diapers and baby clothing.
Local player, Easy Group For Health & Beauty Care, retained the lead in wipes in 2021, thanks to its brand Easy Care, which is particularly strong in personal wipes, including baby wipes, facial cleansing wipes and general purpose wipes. With its affordable prices and good distribution network, Easy Care’s products are accessible to a wide range of income levels.
The COVID-19 crisis is expected to have a lasting effect on consumer health- and hygiene-consciousness, exerting a positive impact on sales of baby wipes and general purpose wipes with disinfectant properties during the forecast period. Nonetheless, the crisis is also set to have an enduring impact on consumer budget-consciousness, with confidence and spending power hit hard by measures imposed to curb the spread of COVID-19.
As well as benefiting from growing demand for convenience amongst busy parents, baby wipes is expected to benefit from a focus on product quality, with parents more likely to purchase premium brands than other consumers as they are willing to spend more to ensure the good health of their children. As a result, having a reputable, trust-worthy brand image is more important in this category than in most other wipes categories.
E-commerce is becoming an increasingly important distribution channel for wipes, and is expected to continue growing during the forecast period. Global brands such as Johnson’s and Pampers have established a stronger presence on third party platforms such as Amazon, Jumia and Noon than local rivals, allowing their bundles and discounts to be available to more consumers.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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