In 2021, current value sales of wipes saw positive growth, albeit at a lower rate than in the previous year when value sales rose at an exceptionally high rate due mainly to the rise in VAT from 5% to 15% from July 2020. The main reason for the positive retail current value sales growth in wipes in 2021 was the ongoing COVID-19 pandemic, with especially strong demand seen for antibacterial wipes.
Within personal wipes, general purpose wipes saw the strongest retail volume growth, with such products valued for their antibacterial properties due to COVID-19, as well as their wide range of uses for both personal care and cleaning. Meanwhile, baby wipes, the biggest category within wipes, also saw strong increases in both retail volume and current value terms in 2021, as consumers not only used these for their babies, but also for their own personal hygiene.
Arabian Trading Supplies maintained its lead in wipes in value terms in 2021. It holds the international brands Dettol and Garnier.
Wipes is expected to maintain solid growth in current value terms over the forecast period. However, as the virus has come under better control in the country through vaccination, many consumers are gradually returning to their normal cleaning and purchasing behaviour, despite the fact that more home care brands manufacture and launch antibacterial wipes.
Personal wipes is also expected to see constant retail current value growth in the forecast period. Such products are now widely available through modern trade channels.
There are not many organic or eco-friendly references in wipes in Saudi Arabia. However, since there is a general development in this direction in the country in different categories, players might develop brand extensions in order to attract the emerging consumer group focused on environmental solutions.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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