Wipes in Portugal

PROSPECTS

The opportunity in wipes is being successfully converted into growth

The still low penetration of some wipes categories in Portugal when compared with other European countries is being successfully converted into an opportunity by manufacturers. Both personal and home care wipes saw higher growth in 2018 compared with 2017 and with the review period CAGR.

Home care wipes presents the best growth opportunity

Home care wipes and floor cleaning systems saw the best performance in 2018 when compared with 2017 (an already positive year), and also when compared with all categories within surface care, with dry electrostatic wipes seeing a particularly good performance. Consumers are looking for convenient products which make the task of cleaning easy; especially younger consumers who do not want to dedicate too much time or effort to cleaning their home.

Baby wipes is the most relevant category

Although the market continues to present opportunities in categories such as moist toilet wipes, intimate wipes, facial cleansing wipes and general purpose wipes, baby wipes continues to stand out in the Portuguese market, as consumers use such products in many different situations. Brands are making efforts to segment the category, mainly by offering specific wipes for the face and hands, achieving additional value and targeting older children who no longer use nappies/diapers.

COMPETITIVE LANDSCAPE

Dodot faces increased competition

Dodot was the incontestable leader in wipes in value terms and saw a rising value share in 2018, due to its strong position in the most relevant category, baby wipes. As consumers felt more confident about the country’s economic prospects, they were willing to invest in branded and high-quality products, namely in baby-related categories.

Corine de Farme launches a new line in adult incontinence

Corine de Farme from Laboratórios Sarbec continued to be highly dynamic in beauty, and reinforced its presence in tissue and hygiene through wipes. Corine de Farme was one of the first brands to offer specific children’s wipes for hand and face cleaning, and it also has a relevant position in intimate wipes.

Swiffer reinforces its already strong position

Swiffer benefits from high awareness, as the most representative brand in dry electrostatic wipes. Its presence on television in 2018, and through 50% discount campaigns, boosted the brand’s performance and consequently category sales, which registered a strong performance.

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