In 2021, wipes saw growth constrained by consumers having stocked up on such products in the previous year. This occurred as a result of increased consumer hygiene-awareness due to the COVID-19 crisis, as well as concerns about supply issues and a desire to reduce the frequency of shopping trips in order to reduce the risk of exposure to the SARS-CoV-2 virus.
Consumers’ strong emphasis on hygiene, and demand for convenient, easy to use products drove sales of moist toilet wipes in 2021. Meanwhile, general purpose wipes served mostly for cleaning hands when soaps were not available due to being on-the-go or when only solid soaps were available, which consumers did not want to use because of hygiene concerns.
Wipes remained relatively fragmented in 2021 due mainly to the large number of product categories. However, despite the continuing strong presence of multinationals, private label player, dm-Drogerie Markt sro, extended its lead during the year, having edged ahead of Procter & Gamble to become the category’s overall leader in 2020.
Wipes is expected to become more peripheral for consumers during the forecast period, especially as the threat from COVID-19 recedes and hygiene concerns become less pressing. The enduring economic impact of the COVID-19 crisis and strong inflationary pressures are also set to undermine demand for wipes, as budget-conscious consumers look to rein in their spending and look for the most economical solutions for issues such as household cleaning.
The declining birth rates in the Czech Republic will undermine demand for baby wipes during the forecast period. Manufacturers are likely to look to address the limited potential for volume growth by focusing on adding value through innovation and an emphasis on generating demand for higher-priced products and eco-friendly products.
Moist toilet wipes is set to record notable growth over the forecast period driven by a continuing focus on hygiene in the wake of the pandemic. The category is also expected to benefit from growing consumer awareness stemming from increased promotional and product development activity.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Czech Republic with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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