Wipes in the United Arab Emirates

PROSPECTS

Less convenient products slow down sales

After the previous year’s slowdown in wipes retail current value growth, wipes registered negative retail current value growth in 2018. This sudden change occurred mainly because of the decline in consumer spending on personal wipes.

Price is the key factor influencing buying decisions

In 2018, the supply of cheaper wipes increased as consumers looked for ways to save money. Pricing remains the key factor in consumers’ purchasing decisions, and companies selling cheap in-bulk quantities have benefited from this.

Government warnings affect the outlook

In 2018, the Dubai Municipality cautioned parents against the excess usage of wet wipes. All major media outlets reported that wet wipes cause children to develop allergies because of the chemical contents inside them.

COMPETITIVE LANDSCAPE

Johnson & Johnson leads in wipes

Johnson & Johnson Middle East continued to lead in wipes in 2018. The company has a strong presence with the Johnson’s brand.

Private label increasing its share

In 2018, private label continued to increase its share in wipes. Carrefour introduced new packaging for its wipes as well as increasing awareness of the products by improving their shelf allocated space with bright attractive designs.

Chubs is the new leader in baby wipes

The Chubs brand became the new leader in baby wipes in 2018, overtaking the former number one brand Johnson’s Baby. Sara Marketing Co increased the popularity of its Chubs brand in the United Arab Emirates with its attractive pricing and high-quality wipes, which are being produced in Turkey.

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