Wipes in Israel

PRE-COVID-19 PERFORMANCE

Strong increase from a low base for home care wipes and floor cleaning systems

In 2019, wipes saw even stronger current value growth than in the previous three years. Home care wipes and floor cleaning systems saw much stronger growth than personal wipes, although from a far lower base.

Baby wipes continues to dominate, but other categories see rising popularity

Baby wipes remained by far the largest category within wipes in value terms in 2019. The continued growth seen in baby wipes in this year derived mostly from natural population growth due to the positive birth rate, but also from the continuous rise in living standards.

Huggies and Fresh Ones lead, but are challenged by small players and private label

Kimberly-Clark Israel continued to lead wipes in value terms in 2019. This is due to the company’s strong presence in the retail environment, with its products available in many stores, along with wide shelf space.

2020 AND BEYOND

COVID-19 impact

Wipes is expected to grow by more than 5% in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is slightly higher than the rise of less than 5% 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

Several types of wipes are expected to see an increase in demand as a result of COVID-19. For instance, baby wipes is expected to see a slight rise in volume growth due to the high number of children per family and more time spent at home.

Recovery and opportunities

Although wipes is expected to see a slight rise in demand due to COVID-19 in 2020, the effect is likely to lessen with time, with a return to normal purchasing patterns from 2021. Over the forecast period overall, home care wipes and floor cleaning systems is expected to see stronger growth than personal wipes, in a continuation of the trend seen over the review period.

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