Wipes in Mexico

PRE-COVID-19 PERFORMANCE

Baby wipes remains the dominant category in 2019 but other areas see strong development with growing focus on hygiene routines

Baby wipes continued to account for most sales of wipes in 2019 with these products not only used when changing nappies/diapers but also for cleaning the hands and faces of children. Due to their affordable pricing and convenience these products are also widely used for other purposes such as cleaning surfaces and removing make-up.

Growing hygiene awareness driving growth in many areas of wipes in 2019

Despite dynamic value and volume growth in 2019, moist toilet wipes remains a niche area with sales largely limited to wealthier households. Nevertheless, these products have been gaining shelf space at hypermarkets and supermarkets as awareness grows of the benefits these products can provide in providing improved hygiene and freshness.

New product development widespread as players jostle for position

Wipes continued to see constant innovation and new product development at the end of the review period as manufacturers looked to take advantage of growing demand for these products. In baby wipes there was a focus on the use of natural ingredients and more eco-friendly products.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 4% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Baby wipes is by far the largest category of wipes and it has seen little impact from COVID-19 in 2020 aside from some stockpiling in March. These products are seen as daily essentials by families with young children and the low average unit price of these products means they are largely affordable to most households.

Recovery and opportunities

Overall, wipes is not expected to see any long-term impact from COVID-19 with sales likely to stabilise by the end of 2020. The largest category of baby wipes is already widely affordable and although consumers may look to switch to lower-priced brands or private label growth rates are expected to be similar to those seen over the review period.

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