Wipes in Norway

PRE-COVID-19 PERFORMANCE

Growth in intimate wipes as sustainability and eco-concerns impact prospects elsewhere in 2019

Sales of wipes remained relatively stable in 2019 with low value growth overall. Growth in intimate wipes was driven by wider availability in grocery retail and new launches such as Libresse V Care.

Private label growth in baby wipes in 2019 alongside further decline in moist toilet wipes

Private label recorded a strong and increasing growth in value share for baby wipes in 2019 against a wider backdrop of rising sustainability and eco-concerns. The continued rise of private label in baby wipes occurred against declines for the other leading players and was largely driven by wider availability and low price points.

Essity emerges as a new and growing leader in wipes in 2019 as other players see falling shares

Essity overtook Orkla Home & Personal Care in 2019 to become the leading player in wipes based on retail value. Orkla Home & Personal Care was pushed into second place in wipes but did maintain its strong lead in home care wipes and floor cleaning systems, driven by the strength of its Jif brand.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to fall by 1% 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

The main products affected by the COVID-19 pandemic within wipes will be general purpose wipes and moist toilet wipes, both of which are seeing increased demand. General purpose wipes is arresting the steep declines in value sales seen at the end of the review period as consumers focus more on personal hygiene.

Recovery and opportunities

Most areas of wipes are unlikely to see any significant long-term impact as the COVID-19 pandemic is brought under control. However, despite relatively slow growth in wipes overall during the forecast period, there may be opportunities for products such as general purpose wipes and antibacterial wipes if these are perceived to be ‘essential’ while the virus remains a threat.

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