Wipes in Portugal

2021 DEVELOPMENTS

Dynamism remains in 2021 with ongoing hygiene concerns

Wipes remained a dynamic market in Portugal in both personal and home care wipes in 2021, with growth in the latter category remaining particularly strong. The need for strict hygiene and increased cleaning to help stop the spread of COVID-19 remained a key driver the year.

New products to meet consumer demand

With increased consumer demand, manufacturers took the opportunity to launch cleaning and disinfection wipes products, with several new and unknown brands appearing in the market during 2020-2021, which negatively affected prices as well as private label growth. Kleenex, for instance, launched two antibacterial hand and face cleaning wipes in 2021.

Procter & Gamble leads, benefitting from strong brand awareness and widespread distribution

Procter & Gamble retained its overall convincing lead of wipes in 2021. The player dominates home care wipes and floor cleaning systems with its Swiffer brand, in addition to its strength in personal wipes due to its relevant position in baby wipes (Dodot) and moist toilet wipes (Kandoo).

PROSPECTS AND OPPORTUNITIES

Sustainability increasingly important

Despite the industry focus on developing more sustainable options in wipes, the majority of products remain harmful to the environment, which is expected to hamper category growth as consumers become more concerned about the environment and the impact of their choices. Sustainability is therefore likely to remain an important issue for disposable wipes and its longer term development and consumers are expected to search for more environmentally-friendly options going forward.

Category potential with low per capita consumption

Compared with other European countries, the per capita consumption/use of wipes in both home care and personal care (excluding baby wipes) in Portugal is low, meaning there is future growth opportunity in the category over the forecast period. The recent entry of new brands and new developments in wipes should encourage further development through penetration.

COVID-19 and convenience to continue to benefit wipes

Intensified and more frequent hygiene and cleaning practices as a result of the COVID-19 pandemic are set to continue going forward to the benefit of wipes. Having experienced the convenience of disposable cleaning and disinfection options, consumers are expected to continue to opt for them, especially as they gradually return to their busy lifestyles and start to spend more time outside of their home environment.