Wipes in South Africa

PROSPECTS

Baby wipes not only utilised for babies

Baby wipes are not exclusively used to clean babies, but also children and adults. These products are used for facial cleansing and refreshing, as well as for make-up removal, travel wipes and in some cases for sanitary needs.

The power of social media and pressure groups need to be considered

The year 2018 witnessed the power of social media and pressure groups dealing a heavy blow to multinationals and governments. In the UK, the Kleenex brand from Kimberly-Clark decided to rebrand its Mansize tissues after consumers complained that the name was sexist, which touched off a social media conversation about what is in a name.

Private label remains popular amongst cash-strapped consumers

Private label retained its strong position in wipes, with strong 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.

COMPETITIVE LANDSCAPE

Wide product assortment bodes well for value sales and growth

Leading brands, Johnson’s Baby and Pampers, continued to record significant value shares and growth over the review period. Other significant brands, including Huggies and Bumbies, with the latter being acquired by Twinsaver Group in 2017, also performed well.

Home care wipes and floor cleaning systems continues to grow, mainly due to the presence of private label

In home care wipes and floor cleaning systems, the presence of private label, most notably from Pick ‘n’ Pay Retailers, presents consumers with a range of formats to choose from over and above the leading brands. General purpose wipes, however, recorded the strongest retail value growth in 2018, as the multifunctional use of these products remains relevant for household cleaning.

Convenience and effectivness the most popular attributes among consumers

Convenience and effectiveness remain key in wipes, where differentiation is difficult as a number of products make the same claims. Despite the proven efficiency of some brands, many cash-strapped consumers seek cheaper alternatives.

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