There was a slight spike in volume growth of wipes in 2020, with cleanliness to the fore, particularly with convenient options like wipes, although current value growth was negatively impacted by falling unit prices. While volume growth was then slower in 2021, current value growth was speeding up due to unit price increases.
While wipes are a useful and convenient way of cleaning, as they can easily be disposed of straight away, thus minimising the chance of cross-contamination, consumer interest in these products remains lacklustre in Spain, since wipes in general are often viewed as non-essential and rather expensive products. Many Spaniards therefore tend to prefer more traditional cleaning methods than wipes, such as home care products and reusable cloths.
Combined private label continued to account for by far the largest share, making up just over half of total retail value sales. Consumers value the affordable prices offered by supermarket and discounter private label lines and do not see a great deal of difference between these products and their branded counterparts.
Products across the whole spectrum in the wipes category, from baby products to those designed for cosmetic or cleaning use, are currently focused on innovation in terms of using biodegradable materials and recycled and recyclable packaging, a trend that is expected to be present in more than 50% of products manufactured in 2022 among the main players, and which will continue to see a growing tendency in the coming years. Communication of innovation and sustainability will be a key factor behind future growth in wipes, as the new improved greener image needs to be transmitted to the consumer, stressing the use of environmentally-friendlier materials and less polluting formulas.
Hygiene concerns are likely to remain heightened, even in the post-pandemic period, with convenience also a popular product characteristic, which should help all-purpose and general-purpose wipes continue to see above-average growth in the coming years. Value sales of all-purpose cleaning wipes have already doubled during the pandemic, between 2019 and 2021, and they are expected to more than double over the forecast period.
After a poor performance in 2020, with people staying at home more and therefore using less make-up, cosmetic wipes returned to recording positive growth in 2021. Cosmetic wipes will continue to record positive growth rates in both volume and current value terms over the forecast period, with COVID-19 restrictions being eased or completely lifted and consumers returning to activities outside of the home, such as work, meals out and other social occasions.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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