Sales of wipes continued to enjoy steady growth in retail volume and current value terms in 2021. Consumers have become more hygiene conscious since the outbreak of COVID-19 with this helping to support demand for a range of cleaning products for the home and for themselves and their family.
With further waves of COVID-19 seen in Slovakia in 2021 the government was forced to introduce a range of measures throughout the year in an effort to contain them. As a result consumers continued to spend much of their time at home for both work and leisure.
Baby wipes remained the dominant category within wipes in 2021 with these products being used for a variety of purposes in addition to cleaning children and babies, such as cleaning surfaces and removing make-up. Nonetheless, while baby wipes remain popular the category has been affected by growing concerns over the environmental impact of these products on the environment.
Wipes is projected to enjoy stable growth over the forecast period with sales benefiting from the convenience that these products offer. Consumers are expected to remain more hygiene conscious even if fears around COVID-19 subside, with this being likely to inform new product development.
General purpose wipes is projected to be one of the most dynamic categories within wipes over the forecast period. This is largely based on the variety of uses for these products which can be used not only for cleaning hands, but also for cleaning babies or pets (such as dogs returning from a walk), and a range of surfaces.
With an increasing number of marketing activities pushing consumers online and with a growing number of internet shops, e-commerce is expected to increase its share in wipes over the forecast period. These products could benefit from basket recommendations when consumers are shopping for other products, such as nappies/diapers/pants or surface care, for example.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Slovakia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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