The emergence of the pandemic drove up demand for most types of wipes in Serbia in 2020 due to heightened hygiene awareness, and a greater focus by local consumers to follow stringent and frequent cleaning routines whilst they were confined to their homes during lockdowns and various restrictions. This resulted in double-digit volume growth for personal wipes such as baby wipes, which had previously been experiencing a subdued performance, as well as home care wipes such as impregnated wet wipes with antibacterial properties.
The distribution of wipes continued to be dominated by modern grocery retailers in 2021, led by hypermarkets and supermarkets, in accordance with the wider retailing modernisation trend. On the other hand, share of wipes through traditional grocery retailers continued to decline at the end of the review period.
Beiersdorf retained its overall leadership of wipes in 2021, due to its popular Nivea Baby brand, and Nivea Intimo, with the latter gaining marginal value share. While the category remained fairly consolidated in 2021, several brands appeared in the second half of 2020 and in 2021 with claims that their wipes are biodegradable; Bambo Nature claims to be made using durable viscose that does not contain plastic, and therefore have a more environmentally-friendly positioning as they are 100% biodegradable (its newer packaging also contains less plastic), whilst being dermatologically tested and vegan, while Kit & Kin baby wipes claim to contain 99% water and no plastic, therefore also making them 100% biodegradable, are dermatologically tested and chlorine free.
While overall value sales (at constant 2021 prices) are predicted to continue to gradually decline over the forecast period in line with the maturity of larger categories such as baby wipes, demand for home care wipes and floor cleaning systems is expected to further increase due to further heightened hygiene awareness, and the discovery of more convenient ways of cleaning various areas of the home. This will drive up demand for smaller areas of the category including all purpose cleaning wipes, particularly those with antibacterial properties, and toilet care wipes.
While demand for general purpose wipes or intimate wipes is expected to grow over the forecast period, with smaller portable packs suitable for mobility outside of the home, demand for baby wipes is expected to continue to marginally decline in retail volume terms over the forecast period. While it will continue to hold the highest value share overall, favoured by many consumers for its range of uses apart from cleaning babies and smaller children, including cleansing the skin, removing cosmetics, cleaning computer keyboards, in addition to being generally more affordable to other types of wipes, the trend of moving towards more specialised products and the visible saturation of baby wipes (particularly as the birth rate in Serbia is set to decline) will hinder a stronger performance over the forecast period.
Window/glass wipes is predicted to record one of the strongest retail volume growth rates over the forecast period, in line with the performance of home care wipes and floor cleaning systems, although this growth will from a niche status in Serbia. This will be mostly due to the perceived convenience that these products offer, and their expected improved distribution and hence greater consumer awareness of their availability and functionality.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Wipes industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!