Wipes in the Philippines

PRE-COVID-19 PERFORMANCE

Baby wipes growing in popularity in 2019 thanks to convenience and multipurpose usage

Wipes remains in the relatively early stages of development in the Philippines, with the category having seen strong growth over the review period as consumers placed a stronger emphasis on good hygiene. Baby wipes accounts for most volume sales of wipes with these products being popular not only in urban areas but also rural areas too.

Wipes benefits from new product development as large players show a growing interest

With interest growing in personal wipes there were several new product launches seen towards the end of the review period. For example, Sanitary Care Products Asia Inc, which is the leading player in retail tissue, launched its Sanicare Mini Wipes in 2019.

Baby wipes brands lead the way with competitive prices being key

Gentro International Products Inc continued to lead wipes in 2019, with its value share deriving from its popular Giggles brand of baby wipes. Giggles benefits mainly from its competitive price point which allows it to cater to a wider audience of consumers who might be unable to afford more expensive brands.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 4% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 6% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Baby wipes is the dominant category within wipes and it is also expected to see the most dynamic growth in 2019 constant value terms in 2020. The affordability of baby wipes makes these products a more attractive proposition, while the fact they are promoted as being multipurpose products should also help drive demand.

Recovery and opportunities

Baby wipes is likely to remain key to the development of wipes over the forecast period. While some categories may struggle due to their higher price points, baby wipes offers an affordable and convenient solution to maintaining personal hygiene when at home and on the go.

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