Wipes in Germany

PROSPECTS

Growth driven by greater demand for convenience

German consumers greatly value hygiene when it comes to their homes. Thus, products which can help them maintain a clean and hygienic home, such as wipes, are in strong demand and continued to support the further development of the category in 2018.

Baby wipes and moist toilet wipes the best performers in personal wipes

In personal wipes, value sales in 2018 were largely driven by moist toilet wipes and baby wipes thanks to a rise in the child population and changing consumer habits. As a result of immigration and a favourable economic environment, the birth rate and child population (aged 0-3) in Germany rose significantly over 2017/2018, in turn boosting demand for baby care products such as wipes.

COMPETITIVE LANDSCAPE

Large multinationals remain strong in wipes

Thanks to its renowned Swiffer and Pampers brands in home care wipes and floor cleaning systems and baby wipes, respectively, Procter & Gamble remained the leading player in wipes in 2018. Beiersdorf, however, continued to lead facial cleansing wipes through its Nivea brand, while Kimberly-Clark (Cottonelle) and Essity (Tempo) remained strong in moist toilet wipes.

Private label intensifies the level of competition in wipes

Private label continued to command a strong value share in wipes in Germany in 2018. In categories such as baby wipes, facial cleansing wipes and moist toilet wipes, private label is expected to continue to gain share because German consumers are often rather price-sensitive, hence being open to trying alternatives, including private label products if offered at significantly lower prices or with added benefits.

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