Wipes in Mexico

PROSPECTS

Wipes sales grow in Mexico

The most important category for wipes is baby wipes, sales of which are led Kimberly-Clark, with its brands Kleen Bebe and Huggies. Other categories like intimate wipes, facial cleansing wipes and general purpose wipes have also seen growth, as Mexican consumers increasingly favour the convenience of this type of product, and wipes become more affordable, with many brands available in the market at different price points.

Growing categories in Mexico

During 2018, many brands introduced new products in different wipes categories, focusing particularly on baby and intimate wipes.

Moist toilet wipes a niche product

In Mexico, moist toilet wipes continues to be a niche category, but has seen a positive performance, which has encouraged more brands to launch products in the category. Kleenex has been present for some time, with Kleenex Cotonelle Fresh and Charmin, and more recently brands like Regio and Our Finest (H-E-B’s private label) have become available at supermarkets and are gaining shelf space in stores.

COMPETITIVE LANDSCAPE

More natural products

In recent years, companies have been developing more natural products to protect consumers and to be environmentally friendly. An example of this type of product in the baby wipes category is the brand Aquawipes, which is imported and distributed by Belskin S de RL de CV.

Local brands enter the market

During 2018, new brands of baby wipes were introduced in supermarkets. The Mexican manufacturer Universal Wipes SA de CV launched two new brands of baby wipes targeted at different price segments.

New products in a growing category

As the wipes category keeps growing, companies have seen an opportunity to develop more wipes for intimate purposes. Previously, only a few manufacturers, like Kimberly-Clark Corp, Essity and Combe Inc, had brands competing in this category.

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