Wipes in Slovenia

PROSPECTS

Wipes benefits from multi-purpose usage

Wipes continued to see steady growth in current value terms in 2018 with sales supported by rising disposable income. With the standard of living improving in the country consumers have become more focused on products which can provide added convenience.

New product development expected in baby wipes

Baby wipes remains the largest category within wipes and it continued to record modest growth in 2018. Two factors limiting the category’s growth is the declining population of children aged 0-3 years and the strong presence of private label.

Mixed performances predicted within wipes

Moist toilet wipes witnessed another year of strong growth in 2018, albeit from a relatively low base. These products benefit from the convenience they offer plus the targeting of children and toddlers with child-friendly products which claim to help with toilet training.

COMPETITIVE LANDSCAPE

Pure water baby wipes proving popular

Orbico doo launched Pampers Aqua Pure baby wipes in 2018, with this range being free from chlorine bleaching, fragrances, parabens and latex. This is a premium range featuring premium cotton and plant-based materials to help care for a baby’s soft and sensitive skin.

International brands lead

Beiersdorf (Croatia) doo maintained a narrow lead in wipes in 2018 with its popular Nivea brand. Nivea produces a range of products within personal wipes including baby wipes and cosmetic wipes, with it being trusted for its skin care properties.

Private label sees further increase in value share

Leading retailers including Poslovni Sistem Mercator dd, Spar Slovenija doo, Lidl doo kd and Hofer doo offer personal wipes in Slovenia. During the great recession a large number of consumers shifted to private label as their budgets became tighter and this helped to generate increased awareness about the quality of the products available and the value they provide.

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