Growth in wipes in Pakistan is driven by population growth, an increase in affordability and awareness, as well as lifestyle changes, given the increase in Westernised lifestyles in the cities. Moreover, with female participation in the workforce on the rise, women are getting increasingly inclined to invest in convenient products that offer quick and on-the-go solutions.
An influx of new, smaller brands looking to capitalise on increasing hygiene consciousness and cleanliness awareness amid the COVID-19 pandemic emerged in regional markets, leading to an increase in the household penetration of wipes in 2021. Convenience, cleanliness, and antibacterial benefits remained the key benefits driving demand for wipes.
Procter & Gamble led sales of wipes in 2021 with its brand Pampers Baby Wipes. The success of the company’s wipes can be hugely attributed to the success of the Pampers nappies/diapers brand, which has strong consumer loyalty and brand equity in Pakistan.
Increasing demand for baby wipes is expected to drive demand for personal wipes going forward. With increasing awareness, consumers have started using wipes instead of cloths and tissue, as wipes are smoother and are less harsh to the skin.
Wipes are currently a very niche product in the country with a limited consumer base present predominantly in the cities. Hence, the penetration of the product is also limited primarily to the modern grocery retailers.
Procter & Gamble and Johnson & Johnson were the only two players with significant shares in wipes in Pakistan in 2021. The two companies enjoy immense consumer loyalty and brand equity among the higher socioeconomic class that trusts their products for quality and standards.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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