Wipes in Switzerland

PRE-COVID-19 PERFORMANCE

Convenience a key factor underpinning wipes’ performance in 2019, even trumping green credentials

In 2019 convenience continued to play a major role in influencing demand for wipes among Swiss consumers, due to their hectic and busy lifestyles. As a result, products that are quick and easy to use, and which save time and effort, were in high demand.

More specialist products and intimate hygiene wipes see improved performance

Within home care, window and glass cleaning wipes, as well as toilet care wipes and floor cleaning systems, remained in high demand, offering added value due to their specialised nature. Such products supported growing demand in hygiene and cleanliness while saving time and effort for the consumer.

Private label products strong in wipes due to comparable quality and performance at competitive prices

Due to their leading roles within retailing, their high level of popularity and wide penetration in Switzerland, private label providers Migros and Coop held two of the top three positions within the wipes category. Their product range and quality were comparable to regular brands, while prices were significantly lower, and the shelf space dedicated to such products in retail outlets often greater.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 6% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 2% 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 home seclusion factor has had a slightly positive impact on moist toilet wipes, baby wipes, deodorant wipes facial cleansing wipes, and also general purpose wipes. With consumers spending more time at home as a result of lockdown and travel restrictions, products such as moist toilet wipes are being used more frequently in the home rather than the workplace, thereby boosting retail demand.

Recovery and opportunities

Advertising and promotional strategies focussing on consumers’ increasing awareness of antibacterial functionality offer an opportunity to stimulate sales in coming years. As consumers seek to maintain hygiene outside the home, and as an increasing number return to work post-lockdown, there may be demand for smaller presentations suitable for on-the-go use.

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