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.
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.
Turkish players continued to lead in wipes, thanks to their affordable pricing compared with other imported brands. Arsan Kimya was in top position due to the popularity of its Ultra Compact offering.
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, Georgian consumers overlooked their sustainability concerns in terms of disposable wipes and in particular the negative environmental impact of single-use wipes.
The more niche wipe products are expected to gain value share over the forecast period. While baby wipes will continue to account for the majority of value sales, wipes that have only recently been introduced, such as intimate wipes, are expected to increase value sales over the forecast period.
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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.
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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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