Wipes has seen an overall positive impact from the pandemic thanks to a heightened sense of health consciousness. Wipes are seen as easy to use, efficient and safe, further boosting their appeal.
Whilst efficiency and convenience have historically been the biggest driver of sales in wipes, naturalness and biodegradability are gaining strength. Now consumers are increasingly searching for wipes made from natural ingredients that are more suitable for sensitive skin.
Despite the strong presence of multinationals, the domestic retailing giant Kesko will remain the leading player in retail value share terms in 2021, maintaining its share during the outbreak of COVID-19. Moreover, other local companies are gaining share through innovation and by exploiting their domestic origin.
Wipes are set to record small stable retail value growth rates from 2022 to the end of the forecast period as the effects of the pandemic fade and demand normalises. Some heightened hygiene practices may remain, keeping growth positive whilst those that saw decreased demand during the pandemic will start to recover.
Also encouraging growth in the forecast period will be new product developments with innovations surrounding consumers’ environmental concerns and wipes disposal. For example, Eco by Naty recently launched flushable and water compostable toilet wipes made from fine fibres.
The COVID-19 pandemic has caused a lot of economic uncertainty in Finland, leading consumers to become less confident in their purchasing power. As such, private label will continue improving their share, winning over consumers with the combination of low prices and value-added offerings.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Finland 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 Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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