Wipes in India

PRE-COVID-19 PERFORMANCE

Baby wipes dominate but sales remain limited in 2019

Wipes remain seen as a non-essential luxury item by many consumers in India, with baby wipes being the dominant category in 2019. Baby wipes continued to see dynamic growth in 2019 with parents appreciating the convenience of these products, which are often used in conjunction with nappies/diapers/pants.

Modern retailing offers growth potential for wipes

The distribution of wipes remains relatively limited in India which is partly responsible for the category’s relatively low sales when compared to similar markets. The expansion of modern retailing has helped to drive interest and awareness with supermarkets and hypermarkets having the space to stock and display a wider range of products while they also offer regular promotions and discounts.

Himalaya reaches new heights with trusted range of baby wipes

The Himalaya Drug Co took further share from Johnson & Johnson in 2019, with the former having taken over the lead from the latter midway through the review period. The Himalaya Drug Co has risen to prominence off the back of its strong portfolio of baby products, which includes a range of baby wipes.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by just 7% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 15% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Baby wipes accounts for most sales of wipes in India and with parents trapped at home the category is seeing slower growth than predicted pre-COVID-19. Not only have consumers found less need for these products during the lockdown but some families are also likely to reduce their use of baby wipes in order to make savings, with incomes expected to come under pressure.

Recovery and opportunities

India’s economy faces a significant threat from the fallout of COVID-19 and this is likely to have a significant impact on the growth of wipes and other discretionary items with consumers being likely to have to cut back on non-essentials. Nevertheless, with consumers leading increasingly busy lives there is strong potential for products which address the need for convenience, such as baby wipes.

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