With the pandemic still lingering in 2021, there was still strong demand for wipes. In addition, with society opening up and many workers returning to offices, consumers were leading busy lives once again and valued convenience.
Cosmetic wipes registered high volume growth, following on from a disastrous year in 2020, when volumes fell. In 2021, with society gradually opening up, and women wearing make-up again, volume sales of cosmetic wipes increased.
Despite lower birth rates, the popularity of baby wipes is increasing. The main reason is convenience, as working parents have less time to use cotton wool and water.
Personal wipes is expected to continue on a similar growth trajectory to that seen during the review period, with the product area yet to reach maturity. Baby wipes will likely remain the most dynamic product, with these products being affordable and flexible, as well as providing a great deal of convenience, with the same being true for general purpose wipes.
One possible dampener on volume sales will be increasing environmental consciousness. During the pandemic, Estonian consumers overlooked their sustainability concerns in terms of disposable wipes and in particular the negative environmental impact of single-use wipes.
Private label currently has insignificant value share within wipes and many Estonian consumers associate private label with low quality. However, that could change over the forecast period.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Estonia 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.
If you're in the Wipes industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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