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Country Report

Wipes in

Wipes in Portugal

26 pages, Apr 2017

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

TRENDS

All wipes categories registered positive growth in current value terms during 2016. The positive economic landscape which has seen the unemployment rate decline and positive GDP growth become the norm once again helped to fuel consumer expenditure in the category. The 3% current value growth recorded in wipes in 2016 represents a considerable recovery when compared with the -2% current value growth recorded in the category over the review period. The convenience and multiple uses of wipes, regular new product launches, the recovery of the birth rate and further segmentation also supported positive growth in wipes during the year. Furthermore, no significant changes were recorded in terms of unit prices in 2016 as the average unit price of wipes increased by just 1% in current terms. The presence of increasing levels of competition and the additional focus of manufacturers on supporting volume sales with promotional offers resulted in slow but steady growth being recorded in the average unit price of wipes in 2016.

COMPETITIVE LANDSCAPE

Due to the high value share of baby wipes within overall sales of wipes and the importance of the Dodot brand for the category, Procter & Gamble Portugal SA maintained its leading position in wipes in Portugal in 2016, generating a 38% value share. Securing its position at the forefront of innovation in the category, Dodot continued to capture the attention of consumers in 2016 through its wide selection of products and its continuous launch of new and improved wipes. Following the example the brand has already set in nappies/diapers/pants, Dodot now numerous different product under its selection of baby wipes ranging from its economical Dodot Basic line to its more premium Dodot Sensitive and Dodot Activity ranges, which are available in economy-sized and regular pack sizes.

PROSPECTS

Wipes is set to increase in value at a CAGR of 2% in constant 2016 terms and this is set to represent a strong recovery compete with the -1% value CAGR recorded in the category at constant 2016 prices over the review period. The improved economic landscape in Portugal and the fact that the country’s increasingly busy consumers are looking for products which offer convenience and simplification for daily tasks is set to continue boosting demand for wipes over the forecast period. Furthermore, after several years of declines, the recovery of Portugal’s birth rate is expected to continue building or, according to less optimistic expectations, to stabilise, resulting in stronger demand for baby wipes.

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Samples

Wipes Market Sample Report Wipes Market Sample Data

Overview

Why 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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Portugal market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Wipes in Portugal?
What are the major brands in Portugal?
What is the biggest category within household care wipes?
What are the key new product launches in the wipes market?

Why 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 industry report originates from Passport, our Tissue and Hygiene market research database.

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