Greater awareness of hygiene as a consequence of the pandemic resulted in wearing face masks, as well as regular hand-washing and wiping down of surfaces. Whilst some consumers saw these as hygienic habits even before the pandemic, they have since become a proactive course of action against the risk of infection.
With the vaccination programme against COVID-19 rolling out in the UK, the government allowed the reopening of horeca outlets and public spaces, and started to allow workers to return to their offices. With an uptake in the use of colour cosmetics later in 2021 as a consequence of people being able to go out once again, facial cleansing wipes saw an uptick compared with 2020.
In 2021, the use of wipes continued to be popular thanks to greater awareness of hygiene overall. However, wipes were reported negatively in various media over the course of the year.
As the Delta variant lingered throughout the UK in 2021, the convenience and versatility of personal wipes aided the physical and psychological safety of people who ventured back into public. During the pandemic, there was a surge in searches online on how to disinfect surfaces, door handles and laptops.
The consumer stockpiling that resulted in toilet paper shortages forced some of the consumer base to try moist toilet wipes. Consumers experienced the benefits of these wipes, such as greater hygiene, comfort and antibacterial properties.
At the end of the forecast period, the expectation is that the retail volume performance of facial cleansing wipes will see a negative trend. It is expected that alternatives will gain momentum, as awareness is being created about the polluting consequences of using facial cleansing wipes containing plastic, with facial cleansing wipes facing a similar fate as other impregnated wipes.
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Understand the latest market trends and future growth opportunities for the Wipes industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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