Wipes in Russia

PRE-COVID-19 PERFORMANCE

Personal wipes dominates and sees strong growth

Wipes saw a second year of dynamic current value growth in 2019. These are products which are cheap and convenient to use, and are affordable by consumers of various income levels.

Growth seen for general purpose wipes due to their multi-purpose nature

Within personal wipes, general purpose wipes continued to witness a strong performance in 2019. It saw one of the highest rates of current value growth due to the wide range of usage occasions.

Low prices and reasonable quality help local players and private label to succeed

Wipes is a category which is strongly dominated by local manufacturers. The leading players, Cotton Club and Avangard, are local, and have wide product portfolios, offering products with decent quality at affordable prices.

2020 AND BEYOND

COVID-19 impact

Wipes is expected to see negligible growth in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is an improvement on the 1% decline 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

Due to temporary lockdowns in light of COVID-19, which brought an end to on-the-go lifestyles, and an end to non-essential purchases due to lower disposable incomes, intimate wipes, deodorant wipes and facial cleansing wipes are expected to see poor performances in 2020. All these categories are forecast to see volume declines, with intimate wipes also expected to turn to decline in current value terms.

Recovery and opportunities

Although some categories are expected to be affected by COVID-19 in 2020, the impact is not expected to be long-term. As lockdowns are eased, consumers will return to more normal purchasing patterns.

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