Wipes in Slovakia

PROSPECTS

Wipes continues its dynamic development

Consumption of wipes continued to rise in Slovakia in 2018 fuelled by households’ increasing purchasing power and the further development of the convenience trend, with rising demand for products that save time and bring quick, easy and effective help in home care and personal care. Unlike other categories, wipes has not reached its potential for further volume growth, which offers manufacturers the opportunity to establish a strong presence through active marketing and new product development.

Demand rises for natural and eco-friendly products

In line with the growing awareness of sustainability and environment protection, Slovak consumers are increasingly prone to reach for products that are marketed as biodegradable, dispersible and eco-friendly. The demand for alcohol-free and organic ingredients is also on the rise.

Moist toilet wipes sees the most dynamic growth

Despite seeing the most dynamic growth within wipes in 2018, sales of moist toilet wipes remain small, benefiting from improving presence within modern grocery retailers. The consumption of moist toilet wipes in 2018 was fuelled by rising awareness and hygiene among consumers, their good purchasing power, and the wider offer of private label products.

COMPETITIVE LANDSCAPE

Procter & Gamble and Beiersdorf Slovakia continue to lead

Although wipes is highly fragmented, there are two strong leading companies. Procter & Gamble spol sro held first place in 2018 thanks to its Pampers brand generating most of the sales in baby wipes.

Private label increases its value share

The improving quality of private label wipes products supported their sales over the review period. Dm-Drogerie Markt sro and Lidl Slovenská Republika vos ranked among the top five players in wipes in 2018 as they offer a wide range of wipes in different fragrances.

The presence of domestic players is limited

In the competitive landscape of wipes, only one domestic company, Herba Drug sro, held a reasonable value share in 2018. The company offers a narrow product portfolio under its Oli brand of baby wipes.

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