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Wipes in
India

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Executive Summary

Mar 2019
PROSPECTS
Large potential for wipes in India

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.

Baby wipes and general purpose wipes are increasingly popular

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.

Expansion of modern retailing boosts demand for wipes

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.

COMPETITIVE LANDSCAPE
Brands associated with baby products have a strong foothold

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.

Future Consumer Ltd’s own range gains ground in wipes

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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Wipes in India

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in India with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in India market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wipes in India?
  • What are the major brands in India?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Wipes in India - Category analysis

HEADLINES

PROSPECTS

Large potential for wipes in India
Baby wipes and general purpose wipes are increasingly popular
Expansion of modern retailing boosts demand for wipes

COMPETITIVE LANDSCAPE

Brands associated with baby products have a strong foothold
Future Consumer Ltd’s own range gains ground in wipes

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2013-2018
Table 2 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 5 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Tissue and Hygiene in India - Industry Overview

EXECUTIVE SUMMARY

Retail hygiene drives growth of tissue and hygiene sales
Goods and Services Tax (GST) elicits mixed responses from industry
International companies dominate sales
Consumers are increasingly attracted by the convenience and wide product offerings provided by internet retailing
Rising awareness and routine adoption to drive future growth of tissue and hygiene

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources