The pandemic was a boon for wipes. In 2021, with the pandemic still lingering, there was a further increase in current value and volume sales.
Niche sectors within wipes tend to perform best. Such is the case with moist toilet wipes which is a newly emerging product, with a limited number of brands for consumers to choose from, but which registered the highest current value growth in 2021.
Baby wipes continued to be the most popular wipe, with value sales increasing, though volume sales fell. The main reason is convenience, as working parents have less time to use cotton wool and water.
Wipes will register moderate constant value growth over the forecast period. The convenience factor of wipes will continue to support volume sales.
The more niche wipe products are expected to gain value share over the forecast period. While baby wipes will continue to account for the majority of value sales, wipes that have only recently been introduced, such as home care wipes and floor cleaning systems, are expected to increase value sales over the forecast period.
Sales of wipes via e-commerce channels are set to double over the forecast period. The pandemic gave e-commerce a fuel injection and this growth is set to continue.
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Understand the latest market trends and future growth opportunities for the Wipes industry in North Macedonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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