Wipes in Thailand

PROSPECTS

Thailand remains vigilant against bird flu and other illnesses

With bird flu and influenza having been national crises in recent times, the Thai government places an emphasis on educating Thai consumers about standard hygiene practices to avoid the spread of flu and to be alert to new methods to take with any new flu outbreaks. However, the basic knowledge that Thai consumers are most familiar with is to keep their hands clean either by frequently washing them with anti-bacteria alcohol-based products or using wipes containing bacteria-killing agents.

Facial cleansing wipes struggling due to perceived negative effects

Facial cleansing wipes used to be appreciated by consumers due to their convenience in the daily make-up cleansing routine. However, many traditional cleansing products also have their own unique benefits.

COMPETITIVE LANDSCAPE

Mamy Poko maintains the lead thanks to a strong base in baby wipes

Mamy Poko continued to rank as the number one brand in 2018. Despite seeing increasing pressure from the number two brand Karisma in recent years, Mamy Poko has been able to maintain its ranking due to its strong brand image.

Karisma’s share rising

Karisma continued to capture share from the leader in 2018. Karisma focuses more on both baby and general-purpose wipes.

Pigeon fortifies its position with food-grade ingredients

Stressing that its Pigeon brand products are for washing/wiping hands and mouths, Moong Pattana has gained parental trust that the products are totally safe for their babies as the anti-bacterial baby wipes are formulated with 100% food-grade ingredients. They can be used for cleaning baby hands, toys, pacifiers and other things that a baby would normally touch that might harbour dangerous germs.

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