Wipes in Russia

PROSPECTS

Baby wipes demonstrates resilience

Baby wipes was the only major wipes category which continued to post positive growth in current value sales in 2018. It is a wipes category that is most resistant to economic turmoil.

Intimate wipes loses its dynamic

Intimate wipes is close to saturation in Russia. It therefore lost significant growth momentum during the late review period.

Home care wipes turns to the economy segment

Home care wipes also follows the general trend in Russian fmcg of consumers shifting towards cheaper products and brands. All purpose cleaning wipes is the indisputable champion among home care wipes in terms of popularity and sales.

COMPETITIVE LANDSCAPE

Local grip remains

Cotton Club OOO and Avangard OOO were the two leading players in Russian wipes in 2018. Their position is very well deserved as, throughout the review period, the companies invested highly in the production, quality, design and marketing of their products.

Private label gains share in wipes

Private label continued to gain share in Russia in 2018. Wipes is not a category which needs significant research and development expenses for production.

Private label leads baby wipes and takes over in general purpose wipes

Private label has a strong presence in baby wipes. Retailers continue to be interested in the development of private label baby wipes, mainly as this is a category where consumers tend to save least and, therefore, still demand quality even in cheaper products.

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