Wipes in Pakistan

PROSPECTS

Baby wipes sees dynamic growth

Baby wipes recorded the most dynamic growth within wipes in current value terms in 2018. Similar to nappies/diapers/pants, these products are benefiting from growing demand from urban women looking for convenience.

Urban image-conscious women drive demand for cosmetic wipes

Cosmetic wipes is the other significant category within wipes in Pakistan. The category was the most dynamic within wipes in retail volume terms in 2018 with it benefiting from the growing number of women entering the workforce and increased awareness and availability of these products.

Supermarkets and hypermarkets improve access to wipes

With the number of supermarkets and hypermarkets rapidly expanding over the review period the availability and range of wipes on offer also saw strong growth. Nevertheless, traditional grocery retailers remained the dominant channel due to the wider reach of these stores and it continued to see strong value growth despite losing share.

COMPETITIVE LANDSCAPE

Pampers leads a fragmented category

Multinational giants Procter & Gamble and Johnson & Johnson continued to lead wipes in Pakistan in 2018 with their well-known brands Pampers and Johnson’s Baby Wipes, respectively. These brands have invested in the marketing and distribution their products in the country, with Pampers in particular benefiting from its dominant position in nappies/diapers/pants, with it having the trust of consumers.

No standout brands in cosmetic wipes

Cosmetic wipes remains a very fragmented category with no player having a clear lead due to troubles gaining significant distribution, which is partly due to the ongoing reliance on traditional grocery retailers for the majority of sales. As distribution gradually shifts to modern grocery retailers this situation may well change, especially with multinational and local companies recognising the potential of Pakistan.

Cool & Cool looks to build brand awareness

Originally founded in the United Arab Emirates, ABC Industries LLC’s Cool & Cool brand has been investing in its offer of wipes in Pakistan with a focus on good quality products at affordable prices. The company has looked to build brand awareness by sponsoring events such as cricket matches in the Pakistan Super League, as well offering consumers the chance to enter a draw to win tickets to these events by making in-store purchases of its products.

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