Growth of personal wipes is attributed to greater penetration of wipes in the marketplace. Such products are now widely available through modern trade channels.
In the economic crunch, consumers are looking to buy multipurpose cleaners as opposed to buying specialised products separately for bathroom, kitchen and floor cleaning purposes, in order to save money but still get the intended jobs done. This is why all-purpose cleaning wipes continued to see strong retail volume and current value sales growth in 2018.
The negative cultural implications of using the product as well as the abundance of running water in washrooms in Saudi Arabia severely restricts the popularity of moist toilet wipes to a select group of consumers. Moist toilet wipes therefore remains a niche category in Saudi Arabia.
Arabian Trading Supplies was the leading wipes company in 2018, with its Dettol brand benefiting from growing hygiene concerns, due to its well-known antiseptic and antibacterial properties. Furthermore, the company has extended its penetration in modern retail channels and its range of products currently occupies considerable shelf space in stores.
Wipes is still dominated by international brands, which offer premium quality and are supported by their owners’ large advertising budgets and investments in technological innovations. They continue to dominate because of their long-term presence in the country, which has enabled them to gain consumers’ confidence and loyalty over the years.
Wipes are mainly sold in supermarkets, followed by hypermarkets and health and beauty specialist retailers. Manufacturers are now focused on expanding their distribution through other channels such as non-food retail channels and household tuck shops to reach out to a wider segment of consumers.
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This industry report originates from Passport, our Tissue and Hygiene market research database.