Wipes recorded further double-digit current value growth in 2021 as the increased focus on hygiene during the ongoing COVID-19 pandemic boosted the use of disposable wipes during the year. General purpose wipes with additional antibacterial features were the most popular.
Baby wipes are now basic necessities for Hungarians, especially for families with small children, meaning that not only quality but also price play decisive roles in the choice of baby wipes. In Hungary, it is still common for mothers to prefer scented variants of baby wipes, while foreign trends tend to shift towards odour-free products, so one of the main keys to the success of the category is offering a pleasant scent.
Baby wipes was the largest category in wipes in 2021, and wipes overall was led by a multinational although private label collectively generated the most sales. The highest value sales share was amassed by Essity Hungary with its premium Libero brand.
An increased focus on hygiene and sanitation is expected to continue to drive the growth of wipes over the forecast period as wipes are quick and convenient cleaning solutions that can be easily used at home as well as on-the-go. Niche products such as moist toilet wipes and intimate wipes are expected to become more popular among consumers with the future launch of more brands and product types.
Growth in baby wipes, meanwhile, will continue to be supported by their perception as a basic household necessity, as well as the anticipated rise in the birth rate due over the forecast period due to governmental support.
Multipacks and bulk offers were increasingly important in baby wipes at the end of the review period, with a growing number of consumers comparing unit prices and tending to purchase the largest bulk pack or multipack wipes. However, low-income segments who cannot afford to buy large volumes at once continued to demand small, inexpensive units, although even they were taking advantage of the opportunities of special offers more frequently.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Hungary 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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