Wipes in North Macedonia

PRE-COVID-19 PERFORMANCE

Convenience drives the growth of wipes in 2019 as baby wipes are increasingly used as multi-purpose solutions

In 2019, wipes continued to benefit substantially from the convenience trend, which continued to have a positive impact on wipes, with all product areas enjoying robust current value growth despite North Macedonia’s stagnant population size. Personal wipes constituted the bulk of sales, with baby wipes remaining the largest product area.

All purpose cleaning wipes leads growth in 2019, driven by focus on home hygiene

In 2019, home care wipes and floor cleaning systems outperformed personal wipes in terms of growth. All purpose cleaning wipes were the only significant product type within home care wipes and floor cleaning systems in North Macedonia.

Mega Disposables leads a fragmented landscape in 2019

In 2019, the Greek company Mega Disposables SA led wipes overall thanks to the combined strength of its wipes brands Baby Care and Wet Hankies. The Procter & Gamble Co ranked second, with high penetration of its baby wipes brand Pampers.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to see only marginal growth in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 1% 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

All purpose cleaning wipes are expected to lead growth in both current value terms and retail volume sales in 2020, recording a spike in growth as consumers stockpiled the products. COVID-19 continues to prompt Macedonian consumers to focus intensely on household hygiene, with wipes representing a convenient and efficient way to clean surfaces throughout the home.

Recovery and opportunities

Over the forecast period, all purpose wipes are expected to continue to enjoy the fastest growth within wipes overall. The COVID-19 pandemic has increased consumer interest in household hygiene, and that impact is likely to be permanent as consumers remain driven to maintain a clean and healthy home environment.

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