Wipes continued to see current value growth in 2021, following a strong performance in 2020 due to changing hygiene habits imposed by the pandemic. However, performances varied strongly between categories, ranging from dynamic growth to slow decline.
While baby products in general face the challenge of a contracting consumer base in Germany, due to the falling birth rate, baby wipes managed to register current value growth in 2021. Amidst increasing hygiene awareness, and despite more constrained purchasing power, baby wipes are perceived to be more suitable for cleaning babies’ skin than regular tissues or general purpose wipes.
In 2021 Procter & Gamble maintained its lead in wipes in value terms, thanks to its strong performance in home care wipes and floor cleaning systems with its Swiffer brand. With the lockdown being pushed into Q1 and almost all Q2 of 2021, consumers spent more time at home and therefore could dedicate more time to cleaning and disinfecting surfaces.
After a stronger current value increase in 2020 due to COVID-19, which eased slightly in 2021, wipes is set to see solid current value growth in 2022 and for the rest of the forecast period; higher than the rates seen before the pandemic struck. With vaccination rolling out from the beginning of 2021, the virus is expected to come under better control and some level of purchasing normalisation is likely.
Further new innovations and product developments are expected in wipes in the forecast period. Due to rising consumer demand, in addition to highlighting the germ-killing and antibacterial properties of their products, players are likely to offer products which are “cleaner” and more eco-friendly, especially in baby wipes and all-purpose wipes.
With consumers’ lives returning to normal, more outdoor activities are expected, including a recovery in travel. As such, the growth of antibacterial general purpose wipes in small pack sizes is expected.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Germany 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.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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