With the pandemic still lingering in 2021, there was still strong demand for wipes. In addition, with society opening up and many workers returning to offices, consumers were leading busy lives once again and valued convenience.
Johnson & Johnson continued to lead the somewhat fragmented product area of wipes and further increased its value share in 2021. Second-ranked Procter & Gamble Marketing remained just a few percentage points behind and led in brand terms with Pampers, ahead of Johnson’s Baby.
Moist toilet wipes were the best performing product. The product is relatively new and growing from a small base, allowing it to demonstrate high growth rates.
Personal wipes is expected to continue on a similar growth trajectory to that seen during the review period, with the product area yet to reach maturity. Baby wipes will likely remain the most dynamic product, with these products being affordable and flexible, as well as providing a great deal of convenience, with the same being true for general purpose wipes.
One possible dampener on volume sales will be increasing environmental consciousness. During the pandemic, Latvian consumers overlooked their sustainability concerns in terms of disposable wipes and in particular the negative environmental impact of single-use wipes.
In what could be a game changer over the forecast period, Lidl opened its first stores in Latvia at the end of 2021, opening 15 stores simultaneously. Lidl has been in neighbouring Lithuania for several years and have been very successful, including for wipes, where it offers general purpose, facial cleansing, baby and toilet wipes.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Latvia 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 Latvia, 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.
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