Wipes recorded strong value sales growth in 2021 mainly driven by the strong recovery and growing popularity of personal wipes. With consumers spending more time away from home in the year, wipes represented a quick and easy way to wipe surfaces and hands in order to maintain increased hygiene demands.
Facial cleansing wipes additionally benefitted from consumers wearing more make-up and generally spending more time in public again in 2021. At the same time, ongoing working from home and home seclusion particularly boosted sales of moist toilet wipes.
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 in 2021. 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.
Despite rising environmental concerns of Swiss consumers, wipes is set to record further value and volume sales growth over the forecast period. This will again be mainly driven by personal wipes, in particular moist toilet wipes.
With a continuously growing selection of products and brands, especially with a focus on natural care and green solutions, intimate and facial cleansing wipes are set to record strong growth. Baby wipes, meanwhile, show further signs of recovery (after the decline in 2020 due to the discontinuation of Penaten wipes) and rising popularity as general purpose or facial cleansing wipes due to their versatile and gentle nature.
Home care wipes are also expected to see an increase in popularity and demand over the forecast period as they offer quick and easy cleaning solutions. With lives becoming more active and hectic again going forward, it will be solutions like these that grow in demand and sales.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Switzerland 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.
If you're in the Wipes industry in Switzerland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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