Wipes in Pakistan

PRE-COVID-19 PERFORMANCE

Baby wipes continues to see dynamic growth, but overall potential still limited by high prices

Baby wipes continued to record the most dynamic growth within wipes in current value terms in 2019. These products are benefiting from growing demand from urban women looking for convenience.

Social media and online reviews boost facial cleansing wipes

Cosmetic wipes, in the shape of facial cleansing wipes, is the other significant category within wipes in Pakistan, benefiting from the growing number of women entering the workforce and increased awareness and availability of these products. Social media has increased the focus on appearance, increasing the number of women paying more attention to their beauty regimes, which includes cosmetic wipes.

Pampers leads a fragmented category

Multinational giants Procter & Gamble and Johnson & Johnson continued to lead wipes in Pakistan in 2019 with their well-known brands Pampers and Johnson’s Baby, respectively. These brands have invested in the marketing and distribution of their products in the country, with Pampers in particular benefiting from its strong position in nappies/diapers/pants, with it having the trust of consumers.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 4% at constant 2019 prices in 2020 in light of the impact of COVID-19. This compares to the 11% sales increase forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Baby wipes will record much stronger growth than cosmetic wipes in 2020. Baby wipes, in a time when people are trying to maintain good hygiene and cleanliness levels, will continue to record strong growth in 2020.

Recovery and opportunities

Both baby wipes and cosmetic wipes will continue recording below-average performances in 2021 (at constant 2019 prices), before again beginning to post more promising growth rates from 2022, more in line with their performances in 2019, or the years prior to that. However, baby wipes will remain the more dynamic product area.

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