In 2021, wipes saw double-digit current value growth, which was higher than that seen in 2020, but comparatively lower than the pre-COVID-19 rates of increase. Despite a second wave of infection in 2021, companies were better-prepared to manage supply chain issues, which helped ensure that these products were available in major channels.
Baby wipes accounts for over 90% of value sales of all wipes sold in India. This is due to the long-standing presence of key brands in the category, which ensures strong distribution, while need is created for these products through promotions.
According to Euromonitor International’s Product Claims and Positioning data, in 2021, products with claims such as “no alcohol”, “sensitive skin”, “no parabens”, “natural”, “hypoallergenic”, “dermatologically tested” and “no chemicals” accounted for 41% of all SKUs. Product Claims and Positioning data are based on Via, which scrapes data from online shopping portals, which give data on claims, attributes, brands and pricing.
According to Euromonitor’s Industry Forecast Model, rising GDP per capita, which represents an increase in income, is likely to help drive growth in wipes in the next five years. The rising population and demographic developments such as urbanisation are further anticipated to act as positive growth drivers.
The overall wipes category in India remained a niche during the review period, with a heavy reliance on baby wipes. However, due to the pandemic, categories such as general purpose wipes saw expansion in terms of brands and SKUs, especially in terms of sterilising and sanitising wipes.
According to Euromonitor International’s Economies and Consumers data, the population of children aged up to four is expected to see a marginal decline from 2021 to 2026, while the birth rate is expected to be 16.3 per 1,000 population in 2026, compared with 18.
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Understand the latest market trends and future growth opportunities for the Wipes industry in India 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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