The pandemic affected various wipe products differently, though the overall impact was positive. In general, it was household cleaning wipes and general purpose wipes that registered the highest current value growth, as these were used to clean surfaces and hands in order to remove any trace of COVID-19.
The Procter & Gamble Co continued to lead wipes in 2021, boosted by the strong brand recognition of its leading Pampers brand. Maxima from private label player Maxima LT UAB retained its position as the second-ranked brand despite being a long way behind Pampers.
The pandemic reduced the birth rate in Lithuania and in addition, during the pandemic, and in particular during the 2020 lockdowns, babies spent more time at home, rather than in creches. These two factors contributed to minimal volume growth in both 2020 and 2021 of baby wipes.
Wipes will register moderate constant value growth over the forecast period. The convenience factor of wipes will continue to support volume sales.
With inflationary pressures expected to increase over the forecast period, as global energy prices increase and continuing global supply issues also lead into retail price rises, consumers will be increasingly price sensitive. This could mean gains for private label.
During the pandemic, Lithuanian consumers overlooked their sustainability concerns in terms of disposable wipes and in particular the negative environmental impact of single-use wipes. However, these concerns will again come to the fore over the forecast period as worries about COVID-19 abate.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Lithuania 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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