Wipes recorded significantly stronger retail value sales in 2020 compared to 2019, with the COVID-19 pandemic boosting sales in a majority of categories across both home care and personal wipes due to consumers’ increased focus on health and wellness. This trend was particularly strong within home care wipes, with triple-digit value growth for all purpose cleaning wipes, reflecting the fact that consumers spent more time at home in 2020.
Within personal wipes, general purpose wipes recorded the strongest growth as many consumers regarded them as a functional solution to maintaining their personal hygiene within the context of the COVID-19 pandemic. The category also benefited from the widespread availability of products under an extensive array of brands.
Europack Media Srl remained the leading player in wipes in 2020 in an otherwise relatively fragmented competitive landscape. This reflected the strength of the player’s Doctor Wipe’s brand in general purpose wipes.
Following the significant spikes during 2020 due to the COVID-19 pandemic, sales of wipes are expected to remain strong in 2021 before gradually subsiding as demand normalises. This will reflect consumers’ continued strong focus on hygiene for as long as COVID-19 remains a major threat to health.
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.
Counterfeit products are expected to remain a threat to the growth of wipes over the forecast period. However, in line with consumers’ increasingly sophisticated demands, many are likely to gravitate towards strong brands that they trust.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Wipes research and analysis database.
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