Wipes in Romania

PROSPECTS

Wipes are available in most retail channels, boosting sales

Wipes has quite wide coverage, reaching consumers through various channels. However, the most popular distribution channel in 2018 remained hypermarkets, because they offer different promotions or multipack packages.

Lack of consumer awareness

Romanian consumers lack awareness, hampering growth in the category from both a volume and value perspective. Categories such as intimate wipes and moist toilet wipes are developing at only a moderate pace.

Moist toilet wipes shows growth potential

Moist toilet wipes is a relatively new category, but with growth potential in a context in which personal hygiene is becoming a topic of interest for Romanian consumers. Currently, there is very little awareness regarding this product, and consumers perceive that moist toilet wipes can be substituted by baby wipes.

COMPETITIVE LANDSCAPE

Mega Disposables becomes the new leader

In 2018, the top player in wipes in 2017, Asil was overthrown by Mega Disposables. Romanian consumers’ preference for higher-quality products led to a change in the ranking at the top.

A fragmented category in which innovation and research are key

Innovation and research are paramount in wipes, given that the category is quite fragmented. Not only are big international players present in the market, but also local producers are developing impressive production capacities.

Private label is increasing in popularity

In a context in which hypermarkets is the main retail channel, the category is fragmented, and demand is increasing, private label is expanding in wipes. Whilst most brands are focusing on developing premium products to address the increase in salaries and the overall improved economic context, through private label the main retailers are targeting a different audience – more price-oriented and with financial constraints.

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