Wipes in Latvia

PRE-COVID-19 PERFORMANCE

Developing category growth spurred on by convenience and availability

Wipes is still a developing category in Latvia, which was defined by its positive growth in 2019. There was a wide variety and availability of products, with new developments across most categories of wipes.

Personal care wipes continue to outsell home care wipes due to modern trends

Furniture polish wipes was the only category in negative figures in 2019 growth, as furniture polish wipes faces increasing competition from multi-purpose wipes. In addition, furniture polish wipes has a limited consumer base of those with antique, or antique-style, furniture, which is not a common or popular interior style in Latvia.

Johnson & Johnson maintains top place in company terms due to limited competition for Carefree brand

Johnson & Johnson AB continued to lead the somewhat fragmented category of wipes in 2019. However, Procter & Gamble Marketing Latvia Ltd SIA was just a few percentage points behind and was leading in brand terms with Pampers, ahead of Johnson & Johnson’s equivalent brand, Johnson’s Baby.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are still expected to show 2% growth in 2019 constant value terms in 2020 overall, with little impact from COVID-19. This correlates with a 2% rise 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

Intimate wipes and facial cleansing wipes are expected to see a decline in both volume and value terms. However, general purpose wipes and moist toilet wipes (which was the strongest growing category in 2019) will help slow down the expected declines, due to the growing importance of personal hygiene, concerns fuelled by the pandemic.

Recovery and opportunities

Recovery opportunities may be based around developments in the still-popular categories such as general purpose, personal hygiene wipes, and antibacterial cleaning products. Even though products in these areas are still expected to sell, it is not anticipated to be enough to keep the original CAGR projections, especially as consumers are being noted to switch to economy products.

Files are delivered directly into your account within a few minutes of purchase.