Wipes in Serbia

PRE-COVID-19 PERFORMANCE

Multi-functional baby wipes dominate overall category, thanks to their wide range of uses

Personal wipes and particularly baby wipes made up the strongest value shares of wipes in 2019. Baby wipes are widely used by virtually all consumers in Serbia, whether they have babies or not.

Saturated category of baby wipes balanced by gradual growth in other personal wipes

However, due to the high popularity of baby wipes in Serbia, the category was becoming saturated in 2019. It is therefore expected that growth rates will be small over the remainder of the forecast period.

Beiersdorf doo leads wipes thanks to Nivea brand and product innovations, and private label fares reasonably well

Beiersdorf doo led wipes in 2019, thanks to its top Nivea Baby brand. During 2019 Beiersdorf launched a new product, Nivea MicellAIR Skin Breathe With Rose Water, catering to a trend of growing popularity in products which contain micellar water.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to decline by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 1% decline forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Intimate wipes, baby wipes, and facial cleansing wipes are expected to see a poor performance in both volume and value terms. With baby wipes, in particular, this expected trend will impact the category of wipes overall, due to the popularity of baby wipes for multi-purpose use in Serbia.

Recovery and opportunities

Due to the saturation of baby wipes and the expected decrease in sales over the forecast period, this gives opportunities for players to develop and market different types of personal hygiene and home cleaning wipes, along with multi-purpose options. New multi-purpose wipes which offer a variety of home cleaning solutions, along with bacterial options, will lend themselves well to consumers’ home care needs during the lockdown period.

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