Wipes in Estonia

PROSPECTS

Raising awareness of natural ingredients affects new product development

Since wipes is a developing category, and the increasing competition is forcing companies to find new ways to stand out from competitors, innovation plays a crucial role. However, product sophistication is often quite tricky, since it is hampered by the one of the key trends in fmcg – rising awareness of the benefits of natural products.

The usage of wipes widens

In general, the usage of personal wipes has become more common amongst Estonians. Previously, baby wipes dominated personal wipes, although they were also used for several other purposes, such as make-up removal and hand cleaning/disinfecting.

Wipes has a positive outlook

Wipes is expected to record reasonable current value growth over the forecast period. Personal wipes is set to perform slightly better than home care wipes and floor cleaning systems.

COMPETITIVE LANDSCAPE

Johnson & Johnson leads

Johnson & Johnson led wipes in value terms in 2018, having a clear lead within personal wipes. This player offers the popular Johnson’s Baby and Carefree brands in personal wipes.

Economy brands also play a crucial role

Although personal wipes are not considered essential household items, and are generally considered as rather a luxury, in addition to standard and premium brands there are also economy brands. This indicates that the consumer base is not narrow and (personal) wipes play a more important role than purely luxury items.

Mayeri Industries is the leading local player

Although large foreign players dominate wipes, there are also local players operating in this category. The most important is Mayeri Industries.

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