Wipes in Poland

PRE-COVID-19 PERFORMANCE

Convenience of wipes continues to stimulate sales in 2019

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 see strong growth in 2019 whilst facial-cleaning wipes declined

Impregnated wet wipes recorded the fastest current value growth in 2019 with all-purpose cleaning wipes holding the highest value share within this category. All-purpose cleaning wipes are typically perceived as highly convenient for daily house cleaning duties and consumers appreciate their diverse application.

Harper Hygienics leads wipes in 2019 whilst private label continues to gain traction in Poland

Harper Hygienics retained its lead of wipes in 2019 in value share terms. Harper Hygienics is the leader in producing home care wipes, impregnated wet wipes as well as personal wipes.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by just 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19.

Affected products within wipes

With consumers spending more time at home due to the lockdown measure introduced following the COVID-19 pandemic, the need for cosmetic wipes such as facial cleansing wipes and deodorant wipes is decreasing massively as social interactions become a rarity. Baby wipes and intimate wipes are expected to slow down to a lesser extent as while there is a large segment of users who have gone back to traditional methods there is still a significant number of people who are expected to rely on disposable solutions, given their convenience.

Recovery and opportunities

Most areas in wipes are not expected to see any significant long-term impact over the forecast period due to COVID-19. One of the growing challenges for wipes is ever increasing environmental concerns.

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