Wipes in the United Arab Emirates

PRE-COVID-19 PERFORMANCE

Baby wipes records strong growth in 2019

Even though people are looking for ways to save money and reduce expenditure on quality tissue and hygiene products, purchases of baby wipes remain strong. As a baby’s skin tends to be very sensitive, the ingredients of any products that will come into contact with it are seen as highly important.

Water-based wipes gaining popularity

Various companies are offering water-based wipes, which are a greener alternative free from alcohol and chemicals. Brands such as WaterWipes, Corine de Farme and PureBorn can be found on hypermarket and supermarket shelves, as well as in internet retailing stores.

Johnson & Johnson using promotions and displays to defend its lead in wipes

In 2019, Johnson & Johnson Middle East FZE continued to hold the leading position in wipes. The company enjoys a strong presence as well as high levels of brand awareness and trust in its products.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 5% in 2020 at constant 2019 prices due to the COVID-19 pandemic. This compares to the 3% increase forecast in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

All-purpose cleaning wipes and baby wipes, as versatile wipes products, will see the fastest growth in 2020, as people look to ensure high levels of hygiene in the home and about their own person. General-purpose wipes will also be a growth driver in 2020, although facial cleansing wipes, already struggling in the face of competition from substitute products, will struggle for growth with consumers spending much less time outside their homes.

Recovery and opportunities

Wipes will remain a favoured hygiene product over the forecast period, with the increased sales expected in 2020 also likely to be followed by improved performances at constant 2019 prices in most years of the forecast period than were predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19) – albeit with slightly less marked differences in the “before” and “after” annual growth rates. It is likely that consumers will continue to maintain high levels of hygiene going forward in the wake of the COVID-19 pandemic, even when they are spending more time outside the home as society and the economy gradually normalise.

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