Wipes in Malaysia

PRE-COVID-19 PERFORMANCE

Baby wipes retains overall dominance in 2019 due to convenient and multi-purpose perception

The performance of wipes continued to gain momentum in Malaysia in 2019, driven by the increasing popularity of personal wipes. The latter continued to be dominated by baby wipes, an affordable option used not only by parents of young children, but a wider audience that perceives this product to offer a convenient general cleaning option to wipe down tables, chairs, and various surfaces in addition for on-the-go usage.

Increasing demand for specific wipes in 2019, driven by busy urban consumers

Demand for home care wipes and dry electro-static wipes continued to increase in 2019 in Malaysia, recording 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 residing in urban areas. The latter consumer segment is increasingly turning to disposable wipes to ease their cleaning chores.

Summit strengthens leadership due to consumer trust, while private label loses ground

Summit Co (M) Sdn Bhd, which locally represents Pureen for Pure Labs Inc, strengthened its leadership of overall wipes in 2019 by gaining further value share. Pureen Baby Wipes is highly regarded in Malaysia for being an affordable yet quality brand of baby wipes, earning strong trust amongst local consumers.

2020 AND BEYOND

COVID-19 impact

Value sales of wipes are now expected to grow by 5% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares to a 4% rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

All main types of wipes are predicted to experience increasing sales in 2020 in response to the COVID-19 pandemic, including baby wipes which will record stronger volume growth because children are being cared for at home and the fact that they are generally used by adults as an affordable multi-purpose product. However, the niche of general purpose wipes with antibacterial properties is also set to perform better in 2020 compared to 2019 with a growing focus on preventative health as consumers seek to improve their home hygiene and cleaning routines.

Recovery and opportunities

COVID-19 is predicted to have a longer-term impact on the performance of wipes in Malaysia over the forecast period, with the largest category of personal wipes recording higher volume growth compared to the review period. Overall stronger growth however, is likely to be driven by ongoing attention to maintaining stricter hygiene levels within the home, which will benefit sales of home care wipes and general purpose wipes in particular due to their antibacterial and cleaning properties.

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