Wipes in Singapore

PROSPECTS

The development of features in general purpose wipes continues

General purpose wipes continue to be in great demand due to their multifunctionality, catering to an array of cleaning needs. However, the category is very competitive, as most general purpose wipes offer the same function of cleaning; therefore, brands are easily substitutable with one another.

Specific wipes see low demand...

Moist toilet wipes is a rather new category in the market, and the response to these products has not been as positive as anticipated. Low demand can mainly be attributed to lifestyle habits, which are difficult to reverse.

...but opportunities remain

Overall volume demand for specific wipes remains low. However, the situation could be reversed with more marketing efforts for these products to ensure they are heard about and seen.

COMPETITIVE LANDSCAPE

Private label is popular in general purpose wipes

Private label lines such as FairPrice, Watsons and Giant from NTUC FairPrice Co-operative, Watson’s Personal Care Stores and Dairy Farm International Holdings respectively, accounted for half the value share in general purpose wipes in Singapore in 2018. Their affordable general purpose wipes cater to the mass-market.

Beiersdorf continues to lead in a highly fragmented environment

Beiersdorf’s Nivea brand continued to lead facial cleansing wipes in value terms in 2018. Its strong brand awareness and early entry into wipes successfully secured its top position for many years.

Innovation to try and stimulate sales

Dettol is a long-standing brand in the market and its wipes are well-received for their signature antibacterial feature. Competitors are also innovating in a similar way to offer greater value and meet cleaning needs.

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