Wipes in Georgia

PRE-COVID-19 PERFORMANCE

Wipes continues to develop and drive growth

Wipes developed in Georgia over the review period, fuelled by growing availability and awareness of home care hygiene product alternatives, as well as the changing habits of local consumers. Wipes are more convenient for personal and home care purposes, as they are a quick solution, are transportable and can be used both indoors and outdoors.

Personal wipes continue to develop, with intimate wipes benefiting from higher levels of distribution and consumer awareness

In Georgia, the increasing trend towards urbanisation, the growth of modern grocery retailers and women moving out of the house and into the workforce, as well as slowly rising disposable incomes, all contributed to greater potential for personal wipes in 2019. Personal wipes also benefited from wider assortments in health and beauty specialist retailers, mainly pharmacies.

Arsan Kimya retains its lead, while Eczacibasi Tuketim Urunleri directly competes with the leader through competitive pricing

Arsan Kimya continued to lead wipes in 2019, with its offering Ultra Compact. The company offers a varied portfolio, while its brands are present in facial cleansing wipes, baby wipes, intimate wipes and general purpose wipes.

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

Although wipes will initially feel the negative impact of the COVID-19 pandemic, due to lower sales of personal wipes, growth will gradually increase across the forecast period, returning to established levels. However, products not deemed as essential will struggle to retain growth levels pre-COVID-19, with intimate wipes in particular seeing lower levels across the forecast period.

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