Wipes remained one of the fastest growing tissue and hygiene categories in Romania in 2021 as the COVID-19 pandemic boosted sales across both home care and personal wipes. This was due to consumers’ increased focus on health, wellness, and hygiene.
Some brand owners have adapted their product marketing to capitalise on fears of contracting COVID-19 and the increased germaphobia. Even though scientists revealed that the virus does not easily spread across surfaces, some Romanians still held fears that touching contaminated surfaces would make them ill.
Europack Media remained the leading player in wipes in 2021 in an otherwise fragmented competitive landscape thanks to the strength of the player’s Doctor Wipe’s brand in general purpose wipes. However, both Europack Media and second-ranked player Beiersdorf Romania saw a fall in their respective value shares during the pandemic as several smaller players recorded very strong growth.
The preoccupation for hygiene will remain high over the forecast period as lingering fears over COVID-19 remain. This will ensure that wipes continue to enjoy high demand in Romania.
Even though general purpose wipes will continue to dominate category sales, Romanians will become more aware of different product types and will start to purchase wipes designed for more specific solutions. This includes categories such as most toilet wipes, intimate wipes, and baby wipes.
Over the forecast period, Romanian consumers are expected to focus less on price and more on developing their relationships with brands. This will reflect greater demand for more sophisticated products and the increasing complexity of purchasing decisions.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Romania 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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