Home care wipes significantly benefited from the pandemic, due to heightened awareness amongst consumers for the need to observe strict hygiene and stringent cleaning routines in the home. Despite competition from home care categories such as multi-purpose cleaners, a particularly impressive performance was experienced by all purpose cleaning wipes, not only offering greater convenience but also reduced cross-contamination due to its disposability.
Harper Hygienics retained its value share lead of wipes in 2021 thanks to its very large brand offerings. For example, it leads the dynamic all purpose cleaning wipes with its brand Presto Clean, personal wipes with Cleanic, baby wipes with the brand extension Cleanic Kindii, and intimate wipes with Cleanic Intimate.
Discounters remained the leading distribution channel for wipes in Poland in 2021, gaining further share due to rising price sensitivity from consumers as they searched for more affordable products. It was followed by health and beauty specialist retailers including the major chains Rossmann, Hebe, and Super-Pharm.
Over the forecast period, two product categories which are expected to drive personal wipes value sales are moist toilet wipes and general purpose wipes. Such products are perceived as highly convenient, while bringing the user a greater sense of cleanliness.
Health and beauty specialist retailers is expected to remain the leading distribution channel for sales of personal wipes, thanks to consumers seeking higher quality or more natural products to use on their own skin. However, discounters could strengthen their position within product categories such as baby wipes given the necessity of these and the lingering price sensitivity of Polish consumers.
Increased consumer awareness of the impact of non-biodegradable wipes on the environment is likely to influence purchasing decisions going forward. As such, they will increasingly seek out products that use more sustainable materials and natural ingredients.
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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.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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