Wipes continued to register strong value growth in 2021, as consumers sought to protect themselves from the spread of COVID-19. At the height of the pandemic, consumer focus shifted strongly towards heightened levels of personal and home hygiene.
In 2021, demand for many wipes continued to be driven by a heightened focus on hygiene, which also saw increased frequency of hand sanitising, as well as general household cleaning. As a result, general purpose wipes recorded another year of dynamic growth rates in 2021, as local consumers increasingly understood the benefits of being able to use these products for both personal and home hygiene.
Wipes continued to be led by Johnson & Johnson in 2021, followed by Procter & Gamble and Kimberly-Clark. The key reason for the strength of these large, multinational companies in the category is mainly attributed to their strong presence in baby wipes, which dominates value sales.
Wipes is predicted to record stable growth over the forecast period, as the economy recovers and consumers continue to prioritise high standards of personal hygiene, as well as cleanliness in the home. As a result, wipes is expected to see high demand, used for both cleaning hands, as well as surfaces and other objects in the home.
General purpose wipes is set to post the strongest retail volume growth over the forecast period, as consumers continue to sanitise and clean surfaces more often than in pre-pandemic years. While general purpose wipes, often referred to by local consumers as “wet wipes”, remains one of the smaller areas of the category, it witnessed greater demand following the outbreak of COVID-19, as South Africans valued higher levels of personal hygiene, while many have even started using these wipes to sanitise new surfaces and objects.
The pandemic encouraged consumers to be more focused in terms of personal protection against COVID-19 than on purchasing eco-friendly, or green brands. However, as the threat of the pandemic gradually subsides over the forecast period, the focus is set to shift back to the protection of the environment, both from the point of view of consumers and businesses.
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Understand the latest market trends and future growth opportunities for the Wipes industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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