Most types of wipes continued to see positive retail volume and current value growth in 2021, supported by heightened awareness of the importance of hygiene, cleanliness and sanitation in the wake of the Coronavirus (COVID-19) pandemic. Moreover, wipes were increasingly appreciated as convenient complements to other products, such as soaps and detergents, etc, to alleviate hygiene concerns.
Intimate wipes benefited from a broader array of brands and products, greater availability and wider distribution, in line with heightened awareness of the importance of personal hygiene. The desire for cleanliness and feeling of freshness also boosted the appeal of intimate wipes.
Essity (Libero, Tena) retained the leading position in wipes in retail value share terms in 2021. The company’s Libero brand is well-known and trusted by consumers, many of whom choose Essity/Libero products in other hygiene categories, and widely available.
The robust hygiene and sanitation trend is expected to see good sales growth across home care wipes and floor cleaning systems, although the performance is likely to be patchier in personal wipes. In general, there are predicted to be growth opportunities for brands and products focused on antibacterial properties, with the threat of COVID-19, and threat of new variants or viruses, still fresh in consumers’ minds.
The high household demand for convenience is expected to support retail value growth in wipes in the forecast period. Wipes are perceived as quick and easy to use, thereby making cleaning surfaces and body parts faster more convenient, as well as effective.
The COVID-19 experience in Norway has changed the priorities of many households, with a greater focus on cleanliness and hygiene. Combined with the inherent convenience of wipes, heightened hygiene awareness is predicted to continue to stimulate sales growth in the category.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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