Baby wipes have been on the market the longest in terms of wipes in the Philippines and also continue to make up the bulk of sales in the overall wipes category. Unlike other countries, where consumers use specific products for specific purposes, people in the Philippines prefer to use baby wipes products for all type of usage.
Wipes in the Philippines are typically used when outdoors for convenience as, when indoors, people tend to use soap and water. As a result, home seclusion during the pandemic worked against the use of wipes among local consumers.
The latest innovations in baby wipes, the main product area in wipes, have been focusing on skin care and hypoallergenic features, placing an emphasis on purity and naturalness. Examples include: Cycles sensitive baby wipes or Johnson’s Baby skin care fragrance-free wipes and Johnson’s Baby Messy Times Wipes (new rayon blend, no added alcohol, parabens, phthalates or dyes).
Baby wipes will remain the dominant category within overall wipes as well posting the fastest growth rates over the forecast period. The convenience, portability and relatively low unit prices of baby wipes have made these products popular among local consumers.
Wipes in the Philippines are expected to continue seeing steady growth for environmentally-friendly products, with the pandemic and its association with health and environmental issues supporting this development. As the eco-friendly trend is set to be sustained over the forecast period, brands not positioned as sustainable are expected to be at a disadvantage.
While baby wipes registers relatively strong sales in the Philippines, wipes is expected to remain an underdeveloped category as a whole over the forecast period. Growth is projected to come from personal wipes, especially baby wipes.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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