Wipes in Estonia

PRE-COVID-19 PERFORMANCE

Usage of wipes in Estonia becomes more common as consumer awareness and innovation increases

The use of wipes has become more common amongst Estonians in 2019 seeing a positive outlook in all categories. Due to increased consumer awareness, innovative solutions within the category are gaining traction to facilitate the use of wipes in daily routines.

Positive outlook for personal care wipes in Estonia in 2019

In 2019, personal care wipes demonstrated a positive outlook in Estonia. Previously, baby wipes dominated personal wipes, although they were also used for several other purposes, such as make-up removal and hand cleaning/disinfecting.

Baby wipes continue to lead with major players shaping the competitive landscape

The overall dominant variety of wipes in Estonia are baby wipes with major brands, Pampers and Johnson’s Baby being the largest players and therefore shaping the competitive retail landscape. These major players continue to be widely trusted by consumers due to positive and consistent marketing campaigns, with quality and brand perception being the driving factors for consumers with purchasing power.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by just 4% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 5% 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

The main product areas impacted by the COVID-19 pandemic to date have been baby wipes, moist toilet wipes and general purpose wipes, with baby wipes expected to decline in volume terms while moist toilet wipes and general purpose wipes will experience positive growth both in volume and value terms. Baby wipes are expected to decrease, as parents currently tend to prefer washing and cleaning their children with water and soap since they have more time while being home.

Recovery and opportunities

The COVID-19 pandemic for better or worst will impact most areas of wipes; however, a significant long-term impact is not expected. However, consumers are becoming more concerned with sanitisation, creating potential opportunities for general purpose wipes and antibacterial wipes.

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