Wipes in Finland

PRE-COVID-19 PERFORMANCE

Wipes rides convenience wave to post healthy growth in 2019

Wipes continued to reap sales and per capita growth potential in 2019. While new product development slowed, there remained significant new launches.

New launches and packaging respond to growing ecological concerns in 2019

Manufacturers looked to enhance their ecological credentials in 2019 in response to the sustainability and waste concerns sparked by disposable wipes in Finland. These actions encompassed packaging and product development.

Local players exploit domestic origin trend to compete with multinationals in 2019

Despite the strong presence of multinationals, the domestic retailing giant Kesko remained the leading player in retail value share terms in 2019. Moreover, Sinituote and other local companies remained capable of gaining shares through innovation and by exploiting their domestic origin.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are expected to grow by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a slightly faster 1% 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

COVID-19 has affected sales of wipes both negatively and positively in the first half of 2020. There has been a move to preventative health, as awareness of the importance of cleaning and general hygiene increases among consumers.

Recovery and opportunities

Wipes is projected to see positive growth in volume and 2019 constant value terms over the forecast period. COVID-19 is expected to have a slight, but lasting effect on the category, with preventative health and hygiene concerns remaining important.

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