India offers opportunities for growth, since wipes are still new in the region. The increase of modern retail channels, the growing middle class and the still low per capita consumption of wipes are indicators of growth potential for category players to exploit.
The general personal wipes category is witnessing an increase in demand owing to consumers’ penchant for personal hygiene and cleanliness. These wipes have emerged as convenient products to use for daily hygiene.
Among consumers in India, the use of wipes is very small compared with global levels. This can be attributed to consumers’ low awareness of these products and their perception that wipes are not must-have items in their shopping baskets.
Johnson & Johnson (India) Ltd is the leading baby wipes company in India. The company strongly benefits from its first-mover advantage, and its Johnson’s Baby brand has a strong positioning.
With the increasing popularity of modern retailing among consumers, and with supermarkets and hypermarkets pushing sales of wipes, retailers have also realised the opportunity in the category, with many offering their own versions. Future Consumer Ltd is one of the leading players in wipes, and is particularly strong in facial cleansing wipes.
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This industry report originates from Passport, our Tissue and Hygiene market research database.