Personal wipes in 2021 experienced stronger volume growth than in 2020, but the category’s volume growth is still lagging behind the rates being seen prior to the pandemic. The current value performance also improved in 2021, although a certain amount of this improvement was down to rising unit prices.
Sales of cosmetic wipes continued to fall in 2021, although this is an ongoing decline, rather than one that can be attributed to the pandemic. This category continues to be disrupted by alternatives such as baby wipes or facial foam cleansers.
Mamypoko from Unicharm Thailand and Karisma from Lison Vision continued to lead overall wipes in Thailand thanks to their dominance of baby wipes, the main wipes category. While both brands offer alcohol-free baby wipes and Karisma also offers baby wipes that contain over 99% water, these innovations have become mainstream in wipes.
Over the forecast period, personal wipes are expected to continue performing well. Baby wipes are expected to register good positive growth rates, with general-purpose wipes predicted to register faster growth, albeit from a smaller sales base.
Intimate wipes and deodorant wipes still do not have any significant presence in the Thai market, with their presence expected to remain limited over the forecast period. These products continue to lack popularity as consumers do not see a need to use them and would prefer using specific products, such as intimate washes or deodorants, rather than wipes.
Some consumers continue to have concerns about the suitability of wipes, which influence their general purchasing decisions. One is the disposable nature of wipes, which causes concern over their impact on the environment, particularly when some consumers have the habit of flushing wipes down the toilet.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
This report originates from Passport, our Wipes research and analysis database.
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