Wipes in Sweden

PRE-COVID-19 PERFORMANCE

Different types of personal wipes growing at differing rates

There are a number of different products in personal wipes, one of which is general-purpose wipes. General-purpose wipes is second only in sales size to baby wipes and was continuing to grow in 2019, albeit at a relatively modest rate, as a result of these products already being established and a lack of innovation in this product area.

Players starting to address consumers’ sustainability concerns with wipes products

As the sustainability movement and environmental concerns are very important throughout Swedish society, this also affects how Swedish consumers think about wipes. Even though the convenience of wipes is appealing to Swedish consumers, they do have concerns about the products, as they are disposable and only used once, which consumers consider wasteful.

Orkla Care continues to lead, but Essity records strong growth

Orkla Care is the leading company in wipes in Sweden. It is the owner of the very popular brand Savett, which is active in several of the categories in wipes.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to stagnate with a 0% growth rate at constant 2019 prices in 2020 in light of the impact of COVID-19. This compares to a 1% rise in sales that was forecast at 2019 constant prices in our 2020 edition published in February 2020 (pre-COVID-19).

Affected products within wipes

COVID-19 is expected to have a negative impact on the wipes performance in Sweden in 2020. Facial cleansing wipes will actually see a decline in current value terms in 2020, rather than the previously forecast modest growth.

Recovery and opportunities

Wipes is expected to record a less dynamic value performance in 2020 and 2021 at constant 2019 prices than originally predicted, although sales growth will start to rebound in the final three years of the forecast period, albeit still falling a little short of the previous predictions (at 2019 constant prices). As a result, and particularly because of the lost sales in the first two years of 2019-2024, this will mean that the forecast period average annual growth rate will undershoot the CAGR at constant 2019 prices from our 2020 edition published in February 2020 (pre-COVID-19).

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