Competitive Landscape
Waterwipes Reinforces Its Lead
Wipes in Ireland has a moderately concentrated competitive landscape, with a small number of leading manufacturers holding a significant share of retail value. In 2025, Kimberly-Clark held a 15% value share, Irish Breeze 13%, and Procter & Gamble 11%, followed by Boots Retail on 9% and Tesco on 8%.
Andrex Drives Premiumisation with Sensory-Rich Innovation
Premiumisation is a defining trend in wipes innovation, as consumers increasingly seek products that deliver added value beyond basic cleaning. In 2025, brands were investing in thicker and softer textures, advanced odour-control technology, and skin-friendly formulations to create a more sensory and reassuring experience.
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Overview:
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.
The Wipes in Ireland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wipes in Ireland?
- Which are the leading brands in Wipes in Ireland?
- How are products distributed in Wipes in Ireland?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Ireland - Category analysis
Key Data Insights
Wipes Returns to Positive Growth in 2025
Wipes Returns to Positive Growth in 2025
Waterwipes Upgrade Enhances Convenience for Busy Consumers
Waterwipes, Cheeky Panda and Lupilu Accelerate Shift to Biodegradable Options
Eco-Friendly Launches to Reshape Consumer Loyalty and Value Creation
Personal Wipes Will Outpace the Other Categories by Integrating Wellness and Versatility
Brands Adopting Sustainable Innovation to Accelerate Premium Price Realisation
Waterwipes Reinforces Its Lead
Andrex Drives Premiumisation with Sensory-Rich Innovation
E-Commerce Continues to Make Gains, but Supermarkets Remain the Leading Channel
E-Commerce Leverages Convenience and Bulk-Buying to Capture Value
Tissue and Hygiene in Ireland - Industry Overview
Plenty and Cushelle Drive Sustainable Innovation with Eco-Focused Launches
Key Data Insights
Plenty and Cushelle Drive Sustainable Innovation with Eco-Focused Launches
Tena and Bodyform Boost Clean Wellness with Skin-Focused Innovations
Convenient Formats and E-Commerce Fuel Demand for Functional Upgrades
Fsc-Certified Fibres and Compostable Packaging to Set New Standards for Value Growth
Premium Comfort and Eco-Friendly Features to Reshape Buying Decisions
Population Ageing and Rising Expenditure to Amplify Demand for Hygiene Upgrades
Procter & Gamble and Kimberly-Clark Remain the Leading Players, but Private Label Continues Gaining Share
Supermarkets Maintain the Leadership but E-Commerce Is Reshaping Channel Share
E-Commerce Attracts Premium Buyers with Subscription Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy 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 report originates from Passport, our Wipes research and analysis database.
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