Wipes in the Czech Republic

PROSPECTS

The moderate but positive development of wipes continues

In 2018, wipes maintained the dynamism seen over previous years, with moderate current value growth. Gradually rising awareness and product availability, together with the convenience trend, drove sales of wipes at the end of the review period.

Home care wipes and floor cleaning systems sees the best performance

Home care wipes and floor cleaning systems registered a slightly better performance than personal wipes in current value terms in 2018, driven mainly by its underdevelopment, the mild growth in product penetration and the strengthening convenience trend. Impregnated wet wipes drove sales, with other impregnated wipes seeing the most dynamic performance within wipes in 2018.

Baby wipes is the main influencer of sales in personal wipes

Personal wipes registered moderate volume and current value growth in 2018, driven mainly by the weak performance of baby wipes, the most developed category within wipes. Although the mildly growing birth rate supported demand for baby wipes at the end of the review period, the volume growth rate is expected to gradually slow towards 2023, as the number of new born babies is expected to decline.

COMPETITIVE LANDSCAPE

Wipes remains fragmented, with Procter & Gamble Czech Republic leading

Due to the wide product assortment within wipes, the category is fragmented, with many (mainly multinational) players operating in the category. In 2018, Procter & Gamble Czech Republic continued to lead wipes with a stable value share.

Melitrade is a successful domestic player

Although wipes is dominated by strong multinationals, there is one successful domestic producer active in the country. In 2018, Melitrade remained within the top five players and maintained a stable value share.

Private label maintains a strong position within wipes in 2018

Private label has very strong position within wipes, and it strengthened its share further in 2018 (albeit only moderately). The strong penetration of private label is attributable to the wide offer of these products in most wipes categories, together with the fact that private label products are considered to have satisfactory quality for a reasonable price.

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