Competitive Landscape
Procter & Gamble Defends Leadership as Private Label Gains Pace
Wipes in Poland remains relatively fragmented, with no single company holding a dominant share and the top players accounting for similar, moderate shares. In 2025, Procter & Gamble Operations Polska Sp zoo held the leading position with a 17% retail value share, followed by Jeronimo Martins Polska SA and Harper Hygienics SA at 14%, and Nivea Polska Sp zoo at 12%.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Poland 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.
If you're in the Wipes industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wipes in Poland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wipes in Poland?
- Which are the leading brands in Wipes in Poland?
- How are products distributed in Wipes in Poland?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Poland - Category analysis
Key Data Insights
Discounters Accelerate Value-Led Growth with Private Label Innovations
Discounters Accelerate Value-Led Growth with Private Label Innovations
H2o Wipes and Clean Wellness Drive Value in Baby and Facial Hygiene
Convenience and Wellness Priorities Shape Consumer Demand
Discounters to Strengthen Affordable Hygiene as Usage Expands
Personal Wipes to Remain Resilient as Home Care Wipes Accelerate
Brands to Prioritise Clean Wellness, Reassurance and Sustainability Cues
Procter & Gamble Defends Leadership as Private Label Gains Pace
Discounters Capture Everyday Spending as Value Rises
Health and Beauty Specialists Defend Premium Wipes with Perception of Trust
Discounters and E-Commerce Shape Future Channel Competition
Tissue and Hygiene in Poland - Industry Overview
Retailers Leverage Private Label to Drive Volume Growth through Affordability
Key Data Insights
Retailers Leverage Private Label to Drive Volume Growth through Affordability
Retail Adult Incontinence Accelerates as Ageing Polish Population Reshapes Demand
Brands Use Clean Wellness and Sustainability to Defend Value Amid Price Pressure
Discounters Expand Private Label to Meet Demand for Value
Declining Birthrate and Demographic Pressure to Impact Nappies/Diapers/Pants
Sustainability and Wellness Become Baseline Expectations for New Products
Jeronimo Martins Polska Faces Growing Private Label Pressure as Share Declines
Discounters Attract Cost-Focused Shoppers and Drive Private Label Growth
E-Commerce Grows Supported by Bulk Purchases and Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Wipes research and analysis database.
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