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Country Report

Wipes in

Wipes in Singapore

19 pages, Mar 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Personal wipes continues to gain popularity with increasing hygiene awareness

As consumers in the humid climate of Singapore are increasingly conscious of personal hygiene, demand for general purpose wipes and facial cleansing wipes increases. Consequently, many consumers replace pocket handkerchiefs with general purpose wipes as the latter provides improved comfort and cleaning, leading to very strong growth within wipes.

Uncertain outlook for specific wipes due to social factors

Despite consumers generally observing better hygiene, certain wipes categories fail to thrive due to demographic and social reasons. Consistently low fertility rates over the years led to slow volume growth of baby wipes, which are tailored specifically for babies and not commonly used by other demographic groups.

Wipes with additional features are expected to grow in the coming years

As the difference between brands of wipes is not significant, producers of brands such as Zappy Boy and Beautex engage in bundling and price promotions to attract consumers. Alternatively, manufacturers also aim to differentiate themselves through value-added features such as anti-bacterial and hypoallergenic properties.

COMPETITIVE LANDSCAPE

Beiersdorf (S) Pte Ltd leads a fragmented category

Beiersdorf (S) Pte Ltd leads in terms of value sales in 2017 through its flagship brand, Nivea, having established itself as a manufacturer of good skin care products. Over the years, Nivea’s facial cleansing wipes enjoyed good growth thanks to its strong brand awareness and reputation in Singapore.

Innovation to address consumer concerns

Players innovate with different product variants in order to cater to consumers’ concerns when considering wipes. For example, Universal Sovereign Trading Pte Ltd recently released its PurSoft Food-Safe Wipes that are dermatologically tested and safe for usage.

Private label gains traction at the expense of mass brands

While mass brands captured most sales of wipes in 2017, private label is picking up pace as consumers value the cost savings from purchasing less expensive products over the slightly higher quality of wipes from international players. Private label such as Watsons, Guardian and FairPrice stand to gain as consumers turn to cheaper wipes with increasing usage.

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Samples

Wipes Market Sample Report Wipes Market Sample Data

Overview

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.

Samples: FAQs about samples

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Singapore 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 Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Singapore 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 Singapore?
What are the major brands in Singapore?
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.

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Wipes in Singapore - Category analysis

HEADLINES

PROSPECTS

Personal wipes continues to gain popularity with increasing hygiene awareness

Uncertain outlook for specific wipes due to social factors

Wipes with additional features are expected to grow in the coming years

COMPETITIVE LANDSCAPE

Beiersdorf (S) Pte Ltd leads a fragmented category

Innovation to address consumer concerns

Private label gains traction at the expense of mass brands

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2012-2017
Table 2 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 5 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Tissue and Hygiene in Singapore - Industry Overview

EXECUTIVE SUMMARY

Changes in population structure result in trade-offs for different product categories

Environmentally-friendly options are slow to catch on in Singapore

International players continue to lead with strong brand reputation and trust

Supermarkets remains most popular channel despite competition

Expected growth driven by premiumisation and additional features in products

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Wipes in Singapore

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Personal wipes continues to gain popularity with increasing hygiene awareness

Uncertain outlook for specific wipes due to social factors

Wipes with additional features are expected to grow in the coming years

COMPETITIVE LANDSCAPE

Beiersdorf (S) Pte Ltd leads a fragmented category

Innovation to address consumer concerns

Private label gains traction at the expense of mass brands

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Wipes in Singapore - Category analysis

HEADLINES

PROSPECTS

Personal wipes continues to gain popularity with increasing hygiene awareness

Uncertain outlook for specific wipes due to social factors

Wipes with additional features are expected to grow in the coming years

COMPETITIVE LANDSCAPE

Beiersdorf (S) Pte Ltd leads a fragmented category

Innovation to address consumer concerns

Private label gains traction at the expense of mass brands

CATEGORY DATA

Tissue and Hygiene in Singapore - Industry Overview

EXECUTIVE SUMMARY

Changes in population structure result in trade-offs for different product categories

Environmentally-friendly options are slow to catch on in Singapore

International players continue to lead with strong brand reputation and trust

Supermarkets remains most popular channel despite competition

Expected growth driven by premiumisation and additional features in products

MARKET INDICATORS

MARKET DATA

SOURCES

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