Wipes in Switzerland

PROSPECTS

The stronger economy benefits wipes

In 2018, the unemployment rate in Switzerland recorded further declines, whilst real GDP and annual disposable incomes per household kept rising. With more consumers employed and lifestyles generally becoming more hectic and stressful, many consumers sought more convenient solutions for everyday chores and activities.

Innovation and convenience drive demand for impregnated wet wipes

Within home care wipes and floor cleaning systems, impregnated wet wipes see particularly high demand. They allow consumers to clean surfaces easily and thoroughly without having to use any additional products.

Convenience trumps conscience

Personal care wipes are already widely accepted and enjoy a high level of popularity in Switzerland; therefore, representing the vast majority of value sales of wipes in 2018. Value growth in personal wipes was more moderate in 2018, partly due to the comparably high level of saturation in baby wipes.

COMPETITIVE LANDSCAPE

Strong presence and penetration support Migros

In 2018, Migros Genossenschaftsbund continued to lead value sales of wipes in Switzerland, thanks to its large variety of private label lines and products. The company maintains a strong presence across various categories, offering different home care wipes and floor cleaning systems and personal wipes, such as baby wipes and even moist toilet wipes.

Promotions, advertisements and expertise ensure success

Procter & Gamble is the largest brand provider in wipes in Switzerland. It ranked second after Migros in 2018; albeit with a fairly large gap in terms of value share.

Well-positioned Essity and Hakle-Kimberly Schweiz boost sales

As an effect of the continuously growing acceptance and popularity of moist toilet wipes, Essity and Hakle-Kimberly Schweiz managed to achieve the fastest value growth in 2018. Their portfolios and marketing activities widely focus on personal wipes, and moist toilet wipes in particular.

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