Baby wipes is the largest category in wipes in Italy in value terms, with these products being used for a wide range of purposes and not just for cleaning children. Nonetheless, volume sales remained under pressure in 2021 for several reasons.
Since the start of the COVID-19 pandemic, some brands that traditionally operated within retail tissue looked to join the hygiene bandwagon by launching hygiene focused products such as disposable masks and impregnated wet wipes. For example, Essity launched “Fresh To Go Protect” impregnated wet wipes under its Tempo brand.
Micellar waters continued to offer tough competition to facial cleansing wipes in 2021. Micellar waters offers a faster rinse-free and more delicate option for cleaning your face than facial cleansing wipes, while these products are also typically more economical.
The outbreak of COVID-19 served as a large push towards e-commerce with many consumers shopping online for the first time as they found themselves unable or unwilling to visit store-based retailers. This trend was seen across fast moving consumer goods, including wipes.
With the outbreak of COVID-19, home care wipes gained momentum as consumers looked to purchase any product with cleaning and hygiene properties. This paved the way for secondary brands to gain visibility across different stores, given that retailers needed to keep re-stocking shelves at a time of staggering demand for home care products.
Sodalco Srl increased its value share in wipes over the review period with its Fresh & Clean brand sticking in the minds of many consumers as the go to wipes brand. The company has been active in creating a product portfolio that targets the needs of different consumer, with its portfolio encompassing baby wipes and general purpose wipes, as well as intimate and facial cleansing wipes.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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.
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