Wipes in Slovenia

PRE-COVID-19 PERFORMANCE

Demand for wipes continues to increase in line with income levels

Wipes had another good year in 2019 as sales continued to increase. The main driver behind the positive performances seen in the category during the review period was the rising disposable incomes of many consumers.

International brands continue to lead sales, with private label the main challenger

At the end the review period, the leading names in wipes were all well-known international brands offered by major manufacturers. Nivea, Domestos, Huggies, Pampers, Vileda, Carefree and Pronto were the leading brands in wipes in 2019, and these are all famous international names that benefit from high levels of consumer awareness and the backing of major multinational corporations.

The focus on environmental credentials has not yet reached wipes

Slovenian consumers are becoming more environmentally conscious and this is related in the prevailing trends in numerous tissue and hygiene categories. Over the course of the review period, consumers slowly shifted towards brands and products with superior ecological credentials, including biodegradable products, products made using recycled materials and those made using organic cotton.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to register static growth in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This represents a slowdown from the 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

The wipes categories that have been most seriously affected by the impact of COVID-19 are in personal wipes, including intimate wipes, baby wipes and facial cleansing wipes. General purpose wipes have managed to escape the worst of the slowdown in sales growth this is because these products are often seen as essential due to their versatility, which means that they can be used for a variety of different purposes.

Recovery and opportunities

With spending on wipes having already been negatively affected by COVID-19, it remains to be seen how long it will take for spending on these products to return to normal. The relaxation of social distancing rules will likely bring with it greater demand for wipes to use that side of the home, although it remains to be seen whether people will want to return to their previous levels socialising outside of the home immediately, or whether they will remain reticent about spending time outside of the home for an extended period.

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