Wipes in Slovakia

PRE-COVID-19 PERFORMANCE

Rising demand for premium and eco-friendly wipes in 2019

Wipes continued to record value growth in Slovakia in 2019, fuelled by a rising interest in premium wipes that offer the convenience of effective cleaning, last longer and are gentle on the skin. Growth was seen across the board with the increasing ubiquity of wipes across all channels and appreciation for products that save time and bring quick and easy help in home care and personal care.

Baby wipes dominate, whilst moist toilet wipes record dynamic growth

Baby wipes was the largest category of wipes with strong sales growth in 2019 which was supported by an increasing number of new product developments and greater shelf space in retail outlets. Also more adult consumers preferred to use these products instead of intimate wipes as they are usually free from chemical substances and are very gentle on the skin.

Procter & Gamble and Beiersdorf Slovakia lead a highly fragmented category

Although wipes is highly fragmented, there are two strong leading companies. Procter & Gamble spol sro held first place in 2019 thanks to its Pampers brand generating most of the sales in baby wipes.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 4% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVD-19).

Affected products within wipes

Baby wipes, moist toilet wipes and general purpose wipes are all seeing a slightly positive impact of COVID-19 due to the preventative health trend and the growing importance of personal hygiene in and out of the home. Home seclusion has also benefited moist toilet wipes, whilst stockpiling to prepare for an uncertain future has benefited general purpose wipes.

Recovery and opportunities

Whilst some areas of wipes benefited slightly from the COVID-19 pandemic, for most areas there is not expected to be a significant long-term impact. Future growth will come from the significant growth potential of wipes in Slovakia, the rising demand for convenience and comfort and the increasing ubiquity of wipes across all channels.

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