Wipes in Romania

PRE-COVID-19 PERFORMANCE

Growth was driven by consumers opting for more expensive wipes in 2019, with an increasing availability of diverse goods, boosting value sales

Although there was a host of low quality, cheaper wipes available in Romania in 2019, consumers were becoming more sceptical and moving towards well-established brands. This behaviour was linked to consumers becoming more informed about the potential risks of cheaper products.

In 2019, baby wipes become more popular, as moist toilet wipes shows potential for strong growth

In 2019, Romanians were willing to spend more on their babies, since they were becoming more affluent and more educated about the benefits of products like baby wipes. Furthermore, growth in baby wipes was also driven by the perception that these products are safer for skin than other wipes, and therefore also used by adults, on their skin.

Europack Media SRL retains its lead, as second-placed product Pampers releases baby wipes with no chemical ingredients

Europack Media SRL is the best-selling player in wipes in Romania, mainly due to its good presence within general-purpose wipes. Its Spring Line brand is commonly available throughout the country, and its good geographical coverage is contributing to its strong share.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 7% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 9% 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

The impact on COVID-19 in Romania is driving sales of general purpose wipes and cleaning wipes, with consumers keen to have these at home to keep the household hygienic. Moist toilet wipes are also benefiting from an increased interest in hygiene, as well as a lack of toilet roll supplies across the country, forcing consumers to reach for these as an alternative.

Recovery and opportunities

Although wipes in Romania will initially record less growth due to the impact of the COVID-19 pandemic in 2020, this will gradually begin to improve over the forecast period. Growth will experience a boost in 2021, higher than the pre-COVID-19 prediction, before aligning with the previously predicted results for the remainder of the forecast period.

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