Wipes enjoyed high current value growth in 2020 due to the COVID-19 pandemic, with home care wipes seeing a particularly dynamic increase. Consumers were looking for cheap and readily available solutions to maintain a sterile environment inside and outside the home.
In response to the outbreak of the virus, players launched wipes that aligned with consumers’ growing needs. These ranged from personal wipes containing hand sanitiser, which consumers could take with them when visiting retail stores, to wipes with bleach for cleaning surfaces.
Kimberly-Clark Israel continued to lead wipes in value terms in 2021. This is due to the company’s strong presence in the retail environment, with its products available in many stores, along with its wide shelf space.
Despite seeing dynamic current value growth at the end of the review period due to the COVID-19 pandemic, growth is set to continue in wipes throughout the forecast period. Both home care wipes and floor cleaning systems and personal wipes are expected to see similar current value growth rates, with consumers’ increasingly busy lives meaning they will look for quick and convenient solutions to keep their homes and their families clean.
Baby wipes is set to remain by far the largest category within wipes in value terms in the forecast period. Baby wipes are very convenient for parents, as their daily lives are busy, and they cannot necessarily bathe their baby after every nappy change.
Wipes are a readily available and convenient solution for a variety of uses. However, growing awareness of the environment is expected to lead to changes.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Israel with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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