Executive Summary

Mar 2019
PROSPECTS
Personal wipes continue to see value growth in 2018

Growth of personal wipes is attributed to greater penetration of wipes in the marketplace. Such products are now widely available through modern trade channels.

All-purpose cleaning wipes record strong growth in 2018

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.

Low potential demand for moist toilet wipes in Saudi Arabia

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.

COMPETITIVE LANDSCAPE
Arabian Trading Supplies maintains its leading position in 2018

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.

International brands dominate wipes in Saudi Arabia

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.

Supermarkets the leading retail channel for wipes

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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Wipes in Saudi Arabia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Saudi Arabia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Saudi Arabia market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wipes in Saudi Arabia?
  • What are the major brands in Saudi Arabia?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Wipes in Saudi Arabia - Category analysis

HEADLINES

PROSPECTS

Personal wipes continue to see value growth in 2018
All-purpose cleaning wipes record strong growth in 2018
Low potential demand for moist toilet wipes in Saudi Arabia

COMPETITIVE LANDSCAPE

Arabian Trading Supplies maintains its leading position in 2018
International brands dominate wipes in Saudi Arabia
Supermarkets the leading retail channel for wipes

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2013-2018
Table 2 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 5 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Tissue and Hygiene in Saudi Arabia - Industry Overview

EXECUTIVE SUMMARY

Growth continues to slow amidst economic reforms and rising living costs
Changing consumer shopping behaviour in Saudi Arabia
International brands continue to lead the Saudi Arabian tissue and hygiene market
Discounters gaining a foothold in tissue and hygiene
Tissue and hygiene to see a slowdown in growth over forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources