Wipes in Greece remains dominated in value terms by personal wipes. Antiseptic/antibacterial wipes are the key trend driving growth and developments in personal wipes in Greece.
Driven by an increase in use among adults, baby wipes sales continue to grow despite the decline in birth rates. Growth of baby wipes is also supported by the fact that companies have been introducing multiple pack sizes to target different needs and occasions (eg multipacks, large pack sizes, pocket/mini sizes).
Facial cleansing wipes remains a small category within wipes and was seeing gradual decline before the outbreak of COVID-19. Sales posted a much stronger decline in 2020 and continued to decline in 2021.
Baby wipes will remain the biggest category of wipes and is expected to maintain positive growth rates over the forecast period in Greece. Notwithstanding the maturity of the category, increasing baby wipes sales will be driven by an increase in their range of uses among both adults and children.
As things start to return to normal following two years of pandemic, sales of intimate wipes and facial cleansing wipes will see the beginnings of recovery in 2022. Compulsory use of face masks in outdoor spaces was lifted in the second half of 2021, yet people are still using face masks in public spaces that are crowded.
Following the experience of COVID-19, wipes remain part of the weekly shop for many consumers in Greece. This will support current value sales over the forecast period, as consumption of wipes is projected to remain at the levels that were elevated following the pandemic thanks to greater awareness of health and hygiene.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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