Wipes in Singapore

PRE-COVID-19 PERFORMANCE

New entrants from tissue, while K-beauty trend supports cosmetic wipes in 2019

Cosmetic wipes continued to see good growth in 2019, in line with ongoing beauty and fashion trends in Asian countries and the strong K-beauty trend. The hype surrounding South Korean drama shows and music has encouraged many to adopt South Korean beauty regimes, with many keen to mimic their favourite Korean artists.

Baby wipes benefit from awareness-boosting bundling with nappies/diapers/pants in 2019

While the population aged 0-3-years-old decreased in number over the review period, manufacturers sought to increase the usage of nappies/diapers/pants via marketing efforts and promotions in 2019. In order to drive sales of nappies/diapers/pants, promotional bundles with baby wipes were often used.

Increasing competition encourages innovation in 2019

Beiersdorf and its brand Nivea Visage continued to lead fragmented wipes in 2019. The company gained share in the year, benefiting from the growing popularity of cosmetic wipes in Singapore and years of building its presence in the country.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is the same as the 3% rise 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

With a growing focus on preventing the spread of germs, many stockpiled general purpose wipes in February, with panic buying resulting in these products being out of stock in most retail outlets. Most stores only succeeded in fully restocking general purpose wipes from March onwards.

Recovery and opportunities

The COVID-19 pandemic is likely to have only a short-term impact on sales of wipes, with demand likely to normalise by the end of 2020. Hygiene concerns are likely to remain heightened in the wake of the pandemic, however, which is likely to support an ongoing share gain for antibacterial general purpose wipes, particularly those that are skin-friendly, being alcohol-free and dermatologically-tested.

Files are delivered directly into your account within a few minutes of purchase.