Wipes in the Philippines

PROSPECTS

Wipes expected to register a strong performance as demand continues to increase

Sales of wipes continues to register positive growth in 2018 as the category benefited from increasing public concern about health and hygiene, a trend which has been evident since around 2013. Virtually all sales in the category are accounted by personal wipes.

A more diverse product range likely to emerge

Although baby wipes are likely to remain the most common types of wipes in the Philippines over the forecast period, these products are increasingly being used for a wide variety of purposes. By the end of the review period, baby wipes brands such as Pigeon were explicitly conveying the message that their baby wipes can be used for other purposes such as make-up removal, bodily cleansing and the cleansing of a variety of household surfaces and objects.

Wipes retain their novelty, but this is likely to fade as time passes

Because wipes and wet tissues have only relatively recently become available in the Philippines, some consumers remain tentative about using them. In addition, as many Filipinos have only just started to learn about wipes, many prefer basic products and are not yet accustomed to wipes with a specific purpose.

COMPETITIVE LANDSCAPE

Giggles maintains the leading position in wipes

Giggles remained the leading brand in wipes in 2018 due to strong consumer demand for baby wipes generally and widely available products which offer good value for money in particular. Giggles is manufactured by local company Gentro International Products and this is the reason for its wide distribution and low prices.

Pigeon is still the second leading wipes brand

Pigeon Corp continues to rank second in baby wipes with its popular brand Pigeon. Pigeon is a well-known brand that offers a wide range of baby care products and this has helped Pigeon baby wipes to remain relevant and sought-after in the country despite a relatively limited presence on retail shelves.

Innovation remains an important brand strategy

Innovation was a major feature of baby wipes towards the end of the review period. Philippines-based international apparel and footwear player Bench recently launched antibacterial and alcogel baby wipes to tap into growing demand for such items, making these products available in a wide range of retail channels, including convenience stores.

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