Wipes in Lithuania

PRE-COVID-19 PERFORMANCE

All purpose cleaning wipes sees rising demand while baby wipes shows its enduring appeal

All purpose cleaning wipes continued posting the highest value growth in 2019, albeit from a low sales base, with consumers increasingly valuing the convenience and usage safety of such products. As disposable incomes kept rising strongly in Lithuania in 2019, consumers were travelling more and leading faster, more sophisticated lives, promoting the purchasing of time-saving yet good-quality cleaning products that ensure higher standards of hygiene in the home.

Cross-category synergy supports the Pampers brand’s leadership in wipes

The Procter & Gamble Co led wipes in 2019 due to the high popularity of its nappies/diapers/pants, which created consumer-awareness of its wipes brands, especially those in baby wipes. Its strong and trusted Pampers brand retained its commanding lead in wipes, boosted by good distribution and rising disposable incomes.

Niche personal wipes categories see positive developments

Intimate wipes and moist toilet wipes are relatively new categories in Lithuania, with both recording positive growth from low bases in 2019. Intimate wipes were increasingly popular among young women, whose awareness of hygiene, and intimate health in particular, was rising.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of wipes are now expected to decline by 1% in 2019 constant value terms, in light of the impact of COVID-19. This differs from the positive 1% rise forecast in Euromonitor International’s 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

While in 2020 baby wipes and facial cleansing wipes are now expected to experience a decline in both volume and constant value terms at 2019 prices, moist toilet wipes as a category substitute for dry toilet paper is predicted to perform strongly given the initial panic-buying tendencies regarding dry toilet paper. To a lesser extent, general purpose wipes is likely to achieve accelerated growth too, as consumers take much greater care of their health in light of COVID-19 by cleaning their hands more frequently.

Recovery and opportunities

It is likely that consumers’ extra vigilance regarding personal and household cleaning, enforced by the fear of contracting COVID-19, will last for a while to come. Indeed, antibacterial wipes that can eliminate hand/body and surface germs are predicted to keep being purchased on a more regular basis as a proactive approach to hygiene becomes the norm rather than remain limited to the initial panic-buying.

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