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Country Report

Wipes in

Wipes in Estonia

18 pages, Mar 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Baby wipes set to remain dominant despite the proliferation of wipes types

At the end of the review period, wipes remained a category still at a relatively early stage of development, with home care wipes and floor cleaning systems still a very small category. Indeed, personal wipes continue to account for the vast majority of overall wipes sales, with baby wipes dominant in sales of personal wipes.

Slow and steady population decline likely to suppress the growth potential of wipes

Estonia’s population continues to decline due to the low birth rate and consistent emigration of young adults, who are leaving the country in search of work opportunities elsewhere in the EU. This is likely to reduce the size of the consumer base for wipes, with baby wipes likely to be especially hard-hit by the falling numbers of babies being born in the country.

The launch of the Vileda brand likely to support stronger interest in home care wipes

Freudenberg Home & Cleaning Solutions launched its iconic Vileda range of home care wipes in Estonia towards the end of the review period and it is expected that this product range will become especially popular among consumers during the forecast period. Vileda offers a range of products which are much more advanced than standard home care wipes, including floor cleaning systems, and these tend to have much higher prices than regular types of home care wipes.

COMPETITIVE LANDSCAPE

Procter & Gamble assumes leadership of baby wipes, usurping Johnson & Johnson

Johnson & Johnson lost its leading position in wipes over the course of 2017 as its value share declined significantly following the withdrawal of several of the company’s product lines. The company’s main rival in the category, Procter & Gamble seized the opportunity to assume the category’s leadership.

Arrival of the Vileda brand brings floor cleaning systems to the attention of consumers

The introduction of Vileda Ultra 1-2 Spray Floor Cleaning System by Freudenberg Home & Cleaning Solutions towards the end of the review period represented the first major move of any brand into starter kits/trigger devices. This product is very innovative for Estonia as it is the first floor cleaning system that is widely available.

Advertising campaigns remain rare in wipes

One of the main features of wipes in Estonia is that very few products in the category receive widespread advertising support. As the largest and most important wipes category, baby wipes receives the most investment in advertising, with numerous brands promoted in the print media as well as online advertising, primarily through websites which offer advice to new mothers and which host forums about baby-related issues.

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Wipes Market Sample Report Wipes Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Estonia market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Wipes in Estonia?
What are the major brands in Estonia?
What is the biggest category within household care wipes?
What are the key new product launches in the wipes market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Wipes in Estonia - Category analysis

HEADLINES

PROSPECTS

Baby wipes set to remain dominant despite the proliferation of wipes types

Slow and steady population decline likely to suppress the growth potential of wipes

The launch of the Vileda brand likely to support stronger interest in home care wipes

COMPETITIVE LANDSCAPE

Procter & Gamble assumes leadership of baby wipes, usurping Johnson & Johnson

Arrival of the Vileda brand brings floor cleaning systems to the attention of consumers

Advertising campaigns remain rare in wipes

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2012-2017
Table 2 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 5 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Tissue and Hygiene in Estonia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene continues to expand as rising consumer spending boosts sales

Tissue and hygiene goes upmarket as consumers become more sophisticated

Tissue and hygiene sales remain dominated by major international players

Supermarkets and hypermarkets continue to account for the bulk of sales

Positive growth projections based on rising incomes and changing consumer habits

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Wipes in Estonia

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Executive Summary

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PROSPECTS

Baby wipes set to remain dominant despite the proliferation of wipes types

Slow and steady population decline likely to suppress the growth potential of wipes

The launch of the Vileda brand likely to support stronger interest in home care wipes

COMPETITIVE LANDSCAPE

Procter & Gamble assumes leadership of baby wipes, usurping Johnson & Johnson

Arrival of the Vileda brand brings floor cleaning systems to the attention of consumers

Advertising campaigns remain rare in wipes

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Wipes in Estonia - Category analysis

HEADLINES

PROSPECTS

Baby wipes set to remain dominant despite the proliferation of wipes types

Slow and steady population decline likely to suppress the growth potential of wipes

The launch of the Vileda brand likely to support stronger interest in home care wipes

COMPETITIVE LANDSCAPE

Procter & Gamble assumes leadership of baby wipes, usurping Johnson & Johnson

Arrival of the Vileda brand brings floor cleaning systems to the attention of consumers

Advertising campaigns remain rare in wipes

CATEGORY DATA

Tissue and Hygiene in Estonia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene continues to expand as rising consumer spending boosts sales

Tissue and hygiene goes upmarket as consumers become more sophisticated

Tissue and hygiene sales remain dominated by major international players

Supermarkets and hypermarkets continue to account for the bulk of sales

Positive growth projections based on rising incomes and changing consumer habits

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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