Competitive Landscape
Arsan Kimya Expands Its Lead through Broad Product Coverage and Competitive Pricing
Wipes in Georgia inhabits a moderately concentrated competitive landscape, with Arsan Kimya holding a significant lead with 28% retail value share in 2025, and Eczacibasi Tuketim Urunleri and Harper Hygienics each holding 10%. The combined share of the top three companies is 48%, while the remaining share is distributed among a range of international and regional players, each with single-digit percentages.
Ultra Compact Maintains Position with Wide Distribution and Full-Range Positioning
The continued leadership of Arsan Kimya is attributed to the strength and breadth of its Ultra Compact brand, which encompasses general purpose, baby, cosmetic and intimate wipes, and moist toilet paper. This extensive product range allows the company to target a broad consumer base with varying needs, increasing its presence in both baby-focused and general hygiene segments.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Georgia 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 Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wipes in Georgia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wipes in Georgia?
- Which are the leading brands in Wipes in Georgia?
- How are products distributed in Wipes in Georgia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Georgia - Category analysis
Key Data Insights
Category Expands through Affordability and Value-Focused Innovation
Category Expands through Affordability and Value-Focused Innovation
Personal Wipes Drive Value with Clean-Ingredient Positioning and Broader Usage
Convenience and Hygiene Shape Home Care Wipes
Pharmacies and Modern Retailers Improve Accessibility
Volume Growth and Intensifying Competition Are Reshaping Personal Wipes
Arsan Kimya Expands Its Lead through Broad Product Coverage and Competitive Pricing
Ultra Compact Maintains Position with Wide Distribution and Full-Range Positioning
Pharmacies Drive Trust and Online Adoption through Price Discounts
Tissue and Hygiene in Georgia - Industry Overview
Tissue and Hygiene Sees Robust Growth through Premiumisation and Consumer Preference
Key Data Insights
Tissue and Hygiene Sees Robust Growth through Premiumisation and Consumer Preference
Carefree Expands Clean-Label Pantyliners, Catering to Health-Focused Demand
Pampers and Huggies Drive Multi-Pack Expansion to Address Price Sensitivity
Premiumisation and Health Awareness Shape Outlook
Eco-Friendly Sourcing and Transparency Give Players a Competitive Edge
Procter & Gamble Leverages Trusted Hygiene Brands to Extend Its Lead
Pharmacies Cement Trust by Combining Discounts and Digital Reach
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy 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 report originates from Passport, our Wipes research and analysis database.
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