Wipes in Poland

PROSPECTS

Convenience stimulates sales for wipes

Poles appreciate novelties that bring greater comfort to their daily lives. Products that accelerate or ease their everyday cleaning duties are perceived as highly valuable, such as home care wipes.

All purpose cleaning wipes records fastest current value growth

Impregnated wet wipes recorded the fastest current value growth with all purpose cleaning wipes holding the highest value share within this category. All purpose cleaning wipes are perceived as highly convenient for daily house cleaning duties and consumers appreciate their diverse application.

Baby wipes holds largest overall value share

Baby wipes continued to hold the largest value share within wipes. The popularity of the product is linked to a wider audience, rather than solely linked to adequate baby care.

COMPETITIVE LANDSCAPE

Harper Hygienics leads wipes

Harper Hygienics retained its lead of wipes in 2018 in value share terms. Harper Hygienics is perceived as a leader in producing home care wipes, impregnated wet wipes as well as personal wipes.

Omega Pharma with Lactacyd the fastest growing brand

Awareness of adequate hygiene increased over the review period. Consumers are learning about the importance of using additional products to assist with maintaining proper hygiene, which in turn translates into higher demand for the products.

Private label strengthens presence in wipes

Private label wipes continued to gain value share, with a particularly strong performance in home care wipes and personal wipes. Private label wipes are sold predominantly via discounters such as Biedronka and Lidl, but are also available from hypermarkets such as Carrefour or Auchan.

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