Wipes in Malaysia

2021 DEVELOPMENTS

Strong demand for wipes, particularly those with sanitising or antibacterial properties, as consumers become more hygiene conscious

COVID-19 has led to a stronger demand for wipes as Malay consumers are using hygiene and cleanliness practices to improve their protection against the virus. This will lead to continued double-digit growth for retail wipes in 2021, with all categories showing growth and even niche areas, such as intimate wipes, experiencing increased demand.

Personal wipes drive sales growth due to convenience and ease of use

The positive performance of wipes in Malaysia in 2021 continues to largely be driven by the increasing popularity of personal wipes, which in turn continues to be dominated by baby wipes. This is an affordable option used not only by parents of young children, but by a wider audience that perceives the product as a convenient cleaning option.

Summit strengthens leadership due to trust and strong presence in baby wipes, while Kao loses share

Summit (the local representative of Pureen for Pure Labs Inc) will continue to strengthen its leadership of wipes in 2021 to hold nearly a third of the total category current value share. This is largely thanks to the success of Pureen Baby Wipes, which is highly regarded in Malaysia for being an affordable yet quality brand of baby wipes.

PROSPECTS AND OPPORTUNITIES

Hygiene awareness set to boost long-term category growth, driven by baby wipes

COVID-19 is predicted to have a longer-term impact on the performance of wipes in Malaysia than on many other tissue and hygiene categories, with the largest category of personal wipes set to continue recording higher volume growth than that seen over the review period. This is likely to be driven by ongoing interest in better hygiene within the home.

Increasing demand for specific wipes expected

Over the forecast period, consumers are expected to increasingly demand wipes that offer greater specific value, such as antibacterial or sanitising properties. This will be especially true of millennial consumers who are attracted to product claims such as antibacterial, food-grade safe features, and the use of natural ingredients, particularly when young children present in the home.

Greater interest in dry electro-static wipes as consumers expected to value convenience in their cleaning routines

Demand for home care wipes and floor cleaning systems, especially dry electro-static wipes, is also set to increase in the coming years in Malaysia. They are expected to register some of the highest current value growth rates, as they offer convenient and time-saving features which are particularly appreciated by the growing female workforce in the country, particularly those residing in urban areas.