Wipes in Sweden

2021 DEVELOPMENTS

Overall demand for wipes remains robust despite slowdown

Wipes was among the areas of the Swedish tissue and hygiene market that benefited most from changes in consumer behaviour brought about by COVID-19 in 2020, with larger categories such as baby wipes, general purpose wipes, facial cleansing wipes and all purpose cleaning wipes experiencing a spike in demand due to increased hygiene concerns. Demand in these categories stabilised in 2021 as fear of the virus receded with the rollout of vaccines and consumers became more aware that it is primarily spread through the air rather than via surface contact.

Intimate and moist toilet wipes benefit from increased focus on hygiene

Intimate wipes was one of the best performing wipes categories in volume and current value growth terms in 2021. This was partly because sales are still emerging from a relatively low base, as it remains something of a niche area in Sweden.

Private label lines claim larger value share than any branded player

Private label continued to account for a larger share of total wipes value sales than any single branded manufacturer in 2021. A number of major grocery retailers and health and beauty specialist retailers in Sweden now have well developed private label wipes lines that span multiple categories and price points, and offer more affordable products than leading brands.

PROSPECTS AND OPPORTUNITIES

Wipes will continue to benefit from increased hygiene-consciousness

The outlook for wipes over the forecast period is broadly favourable, with total current value sales set to grow steadily and most categories expected to expand in volume terms. The fact that COVID-19 has made Swedes more hygiene-conscious will help to ensure overall demand remains buoyant, while appreciation for the convenience of wipes should continue to increase as the pace of consumer lifestyles picks up with the further easing of the pandemic.

Efforts to address environmental concerns likely to intensify

Sustainability concerns could temper the expansion of wipes over the forecast period, as while Swedes appreciate the convenience of these products, many are also conscious that they can have a negative impact on the environment. Manufacturers will continue to try to address this challenge by investing in the development of more eco-friendly products that are made with natural, ethically sourced and biodegradable ingredients.

Private label and larger packs should gain popularity as inflationary pressures bite

It is expected high inflation resulting from the fallout of the pandemic and the war in Ukraine will continue to drive up unit prices for wipes over the forecast period. Together with further investment in the development of wipes ranges by leading retailers, this should create opportunities for more affordable private label products to gain ground in many categories.