Wipes in Germany

PRE-COVID-19 PERFORMANCE

Personal wipes continues to drive the overall category performance

Wipes posted modest current value growth in 2019, driven mostly by the performance of personal care wipes. Baby wipes, already having significant value sales in Germany, continued to see healthy value and volume growth in 2019.

The opposing factors of convenience versus eco-friendliness concerns

Germans have always been known for being eco-conscious and for being aware of the environmental impact their purchases have. However, at the same time, a major emphasis on hygiene and cleanliness also translates into high levels of value sales of wipes, in addition to the common use of tissues and reusable clothes.

Procter & Gamble the leading player but private label has the biggest share

Procter & Gamble maintained its leading position among the branded products in wipes in retail value terms in 2019 thanks to the strong performances of its brands Swiffer in home care and floor cleaning systems and Pampers in baby wipes. The company posted its strongest performance within dry electro-static wipes with Swiffer’s continued positive performance in starter kits and refills, which it dominates, promoting convenience in cleaning the home without the hassle of having wet surfaces.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 2% at constant 2019 prices in 2020 in light of the impact of COVID-19. This compares to the stagnating performance forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Baby wipes will receive a boost as consumers look to make sure babies’ hands, body and face are properly cleaned to avoid infection as well as due to their versatility. General-purpose wipes will be in demand for cleaning hands and faces as well as surfaces.

Recovery and opportunities

While wipes will record a stronger performance in 2020 than that originally forecast in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19), over the rest of the forecast period it will tend to underperform as sales not only normalise, but consumers also increasingly question the sustainability and environmentally friendliness of these products.

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