Wipes in Greece

PROSPECTS

Baby wipes leads sales

With its target audience and wide-ranging use, baby wipes is the largest category within wipes as well as the best performer, despite its high penetration and maturity. Volume sales in 2018 increased at a faster pace than the average among all wipes.

Pricing affects growth potential

In post-recession Greece, consumer confidence remains low and this affects spending on non-essential goods. Some types of wipes are regarded as a luxury purchase, and this affects growth, with consumers purchasing them only when sold at a discount or else substituting them with alternatives.

Limited product variety hinders growth for some wipes categories

Due to the limited growth potential of some types of wipes, manufacturers have been disinvesting from wipes and discontinuing products. Limited product variety and availability are, therefore, key reasons for the poor performance and growth potential.

COMPETITIVE LANDSCAPE

Mega Disposables leads personal wipes

Domestic manufacturer of personal hygiene products, Mega Disposables SA, leads value sales of personal wipes. The company’s Baby Care brand ranks first in baby wipes.

Private label wipes players lose value share

Despite the highest proportion of the consumer base for wipes being price-sensitive, meaning that only a fraction of those that regularly purchase wipes are brand loyal, this is not reflected in the performance of private label products. Private label has lost value share across most types of wipes.

Multinationals are outperformed by domestic players

Procter & Gamble with Pampers baby wipes, Johnson & Johnson with Johnson’s cosmetic wipes, and Colgate-Palmolive with Ajax impregnated wet wipes (home care wipes) are the leading multinational players. Within personal wipes, multinationals are being outperformed by domestic companies and their value share is decreasing.

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