General purpose wipes and home care wipes and floor cleaning systems each registered a strong performance during 2020, pushing the overall performance of wipes as demand for products that can help consumers to hygienically clean and sanitise their homes took off at the peak of the COVID-19 pandemic. This also applied to intimate wipes, facial cleansing wipes and deodorant wipes, all of which rode the wave of increased demand that emerged from the COVID-19 situation during the year.
Baby wipes registered a muted sales performance in 2020 and this was a reflection of the moderate growth that was registered in the category throughout the review period. The underperformance of baby wipes in comparison with other wipes categories can be attributed to two main factors.
Slovenia’s strong economic performance in recent years is one of the most important factors that continued to support sales of wipes in Slovenia during the review period. Indeed, the economic pressures created by the COVID-19 pandemic during 2020 were not enough to push category growth rates into the negative as wage levels continued to rise in Slovenia in real terms during the year.
Sales of wipes are expected to increase merely moderately over the forecast as the strong interest in using wipes more frequently as part of the more stringent personal and home hygiene routines that emerged from the COVID-19 situation steadily wanes. As the threat of contagion diminishes and people feel more comfortable returning to their pre-COVID-19 hygiene routines, demand for various categories of wipes is likely to tail off.
The marketing of wipes has until now targeted mainly affluent consumers, with marketing messages focusing mainly on the convenience that they offer, especially to time-poor urban professionals with a very busy lifestyles. However, the forecast period is expected to see the importance of ethical consumerism continue to increase and this can be expected to motivate the leading players in wipes to communicate their approach to corporate social responsibility more explicitly in their marketing campaigns.
One of the key factors that is expected to support the performance of wipes during the forecast period is the return of mass tourism after the COVID-19 situation has been resolved to the point where Slovenia’s borders can open once again and any threat of travel restrictions being imposed on the local population can be lifted. The reason for the crucial influence of the recovery of the travel and tourism industry is the suitability for wipes to be used as on-the-go personal hygiene tools by travellers.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Wipes research and analysis database.
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