Among the household types of wipes, all purpose cleaning wipes continued to achieve positive growth in volume sales in 2021 in Ireland. In the second year of the pandemic, consumers remained meticulous in terms of their household hygiene practices, choosing products that would both clean and disinfect.
Personal wipes continued to see positive volume and current value sales growth in 2021. One of the factors driving growth is the pollution arising from ongoing urbanisation in Ireland, with a growing number of younger professionals and high-income earners choosing to move to Irish cities.
Johnson & Johnson (Ireland) Ltd remained the leading player in wipes in 2021, maintaining a steady value share mainly due to the popularity and good recognition of its Johnson's Baby baby wipes. Previously second-placed player Procter & Gamble (Mfg) Ireland Ltd was overtaken by Boots Retail (Ireland) Ltd in 2021, with both players achieving similar value shares.
Over the forecast period, wipes as a whole is expected to witness positive sales growth rates. However, projections are for most categories of wipes to see steady volume decline in Ireland.
In Ireland, the biggest category of wipes, baby wipes, will see continuous growth over the forecast period. With birth rates expected to continue to decline over the forecast period, growth in this product area is likely to be a result of a combination of consumers’ increased focus on health and hygiene, particularly in relation to their children, and the increasing substitution of personal wipes by baby wipes due to their more economical cost.
Sales of moist toilet wipes were previously expected to dip following the boost they received during the initial stages of the pandemic, when panic-buying of standard toilet paper left late shoppers with no choice but to purchase moist toilet wipes as an alternative. However, no deceleration in sales was seen in 2021 and moist toilet wipes will see further positive growth over the forecast period as consumers continue to focus more on preventative health practices, carry out hygiene and cleaning routines more frequently, both at home and while out and about.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Wipes industry in Ireland 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.
If you're in the Wipes industry in Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!