Wipes in the United Kingdom

PROSPECTS

Impregnated wet wipes set to gain ground

In line with the convenience trend, impregnated wet wipes registered strong current value growth in 2018, and sales are set to gain momentum over the forecast period. As they are ready to use and disposable, they represent a practical solution for consumers who want to reduce cleaning time whilst still achieving good results.

Greater attention is placed on cleaning and hygiene

Wipes with disinfectant and antibacterial properties are increasingly popular in the country, as a growing number of UK consumers are looking for products specifically designed to kill harmful germs and bacteria. Consumers are increasingly focused on the importance of living in clean homes.

Sustainability becomes of greater importance in wipes

Personal care wipes were in the firing line over their sustainability in 2018, with the government including them in its plan to eliminate plastic waste. The government is encouraging manufacturers to innovate so that their products can be recycled efficiently.

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead wipes

Procter & Gamble maintained its lead in wipes in retail value terms in 2018, although the company lost share during the year. This can be attributed to a lack of significant product developments and to the growing competition, particularly from private label.

Reckitt Benckiser gains share thanks to its Dettol brand

Reckitt Benckiser witnessed a value share increase in wipes in 2018. This can be related to the strong performance of its Dettol brand, and to recent additions to its product line.

Johnson & Johnson leads personal wipes

Johnson & Johnson benefits from a strong presence and good reputation in baby wipes and cosmetic wipes, in which it holds an important competitive position. The strategy by Johnson & Johnson to focus its products on the two biggest value categories in personal wipes allows it to remain competitive against manufacturers which offer products in many categories.

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