Wipes in South Africa

PROSPECTS

Baby wipes enjoys positive growth across 2019, with consumers using these wipes for make-up, cleaning, travel, as well as for babies

Baby wipes continued to experience positive growth during 2019, with necessity driving purchasing. However, baby wipes are not exclusively used to clean babies, but also children and adults.

In 2019, private label options gain popularity amongst lower-income consumers, with many retailers offering special discounts and deals

Private label retained its strong position in wipes in 2019, with solid growth over the review period. Private label offerings, most notably from leading retailers, often enjoy optimal space on shelves as consumers are encouraged to purchase these alternatives which are almost always cheaper than leading brands.

Johnson & Johnson lead in 2019, however, private label offerings continue to gain popularity, boosting growth

Johnson & Johnson led wipes in 2019 offering Johnson’s Baby to the landscape, with second-placed position going to Procter & Gamble (Pty) Ltd with Pampers. Both players continued to record significant value shares and growth over the review period, and into 2019.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by just 4% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 5% 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 impact of the COVID-19 pandemic will see reduced growth compared to the pre-COVID 19 forecast.

Recovery and opportunities

Demand for wipes is set to remain stable across the forecast period, with growth continuing to be driven by general purpose wipes, intimate wipes and baby wipes. Window/glass wipes will experience the biggest decline in growth, with lower-income consumers viewing these as luxury items.

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