Wipes in the United Arab Emirates

2021 DEVELOPMENTS

Antibacterial wipes to drive sales

Growing awareness regarding stringent hygiene practices to combat the spread of COVID-19 and encourage healthy living is fuelling high demand for wipes in the United Arab Emirates, particularly those with antibacterial properties. Wipes are convenient to use and are easily available, making them one of the best-selling products for the home.

Leading players in baby wipes continue to upgrade product quality and diversify the offer

Leading brands in baby wipes, the largest volume and value category, are continuing to improve and upgrade their product quality in terms of softness, size, purity and thickness. Johnson & Johnson is diversifying its offer by launching Johnson’s Kids Pure Protect wipes which are intended to wipe away dirt and germs while protecting the child’s skin.

Larger wipes and disinfecting properties

All purpose cleaning wipes continued to record growth momentum in 2021 in line with demand for convenience as consumers adopted more frequent and stringent cleaning routines. Dettol is the leading brand in all purpose cleaning wipes in the United Arab Emirates and claims to offer antibacterial and sanitising properties.

PROSPECTS AND OPPORTUNITIES

Wipes to sustain further growth over the forecast period

Since wipes effectively serve the purpose of maintaining hygiene standards and removal of germs, dirt, and dust that builds up on the skin and other physical surfaces, in addition to being convenient to use and readily available, it is highly likely that the category will continue growing over the forecast period. Moreover, the emergence of local and small players, innovative product development, smart marketing strategies adopted by leading manufacturers, and the commercialisation of wipes will improve the stronger growth prospects for wipes moving forward.

Key players to innovate by using natural materials

Over the forecast period, it is highly likely that players will launch eco-friendly and biodegradable variants of wipes made from wood pulp and cotton as a replacement for synthetic fibres, which in turn will drive sales more in line with other countries with the same vision as well global direction. There was a limited range of organic or eco-friendly wipes in the United Arab Emirates at the end of the review period.

Innovation will lead to drive value growth

Key players are expected to launch new innovative products that will further drive up the growth of wipes. With the reopening of schools, parents are likely to be keen for their children to carry small packs of wipes for personal use in the near future.