Wipes in Portugal

PRE-COVID-19 PERFORMANCE

Baby wipes dominate sales in 2019 with low pricing, wide offer and new product development focused on natural ingredients

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 continued to account for most sales of wipes in Portugal. Consumers use such products in many different situations due to their convenience but also because they are cheaper than other types of wipes.

Consumers show appreciation for products which can make household chores quicker and easier

Home care wipes and floor cleaning systems saw strong growth in current value terms in 2019, albeit from a low base, with dry electrostatic wipes seeing a particularly good performance. Consumers are looking for convenient products which make the task of cleaning easier.

Procter & Gamble dominates thanks to broad portfolio of trusted products

Procter & Gamble retained its dominant position in wipes in 2019 thanks largely to the strength of its Dodot brand of baby wipes and Swiffer brand of dry electro-static wipes. Dodot benefits from strong brand awareness and widespread distribution while it also benefited from the launch of the new Aqua Pure Dodot Wipes in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 5% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 4% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Baby wipes saw an initial spike in sales as families stockpiled products ahead of the nationwide lockdown. Sales have since continued to perform well as parents are having to change their babies’ nappies/diapers more frequently with nurseries being closed.

Recovery and opportunities

In the short-term wipes is expected to continue benefiting from the growing concern around good hygiene practices; however, as the forecast period progresses growth is projected to slow. Firstly, the key target audience for wipes is still those with young children, but with the population aged 0-3 years projected to decline over the forecast period this is likely to impact demand for products such as baby wipes.

Files are delivered directly into your account within a few minutes of purchase.