Wipes in Ukraine

2020 IMPACT

Increased hygiene concerns lead to sharp rise in demand for general purpose wipes

Personal wipes witnessed significantly stronger growth in retail volume terms in 2020 compared to the previous year. The main driver behind this improvement was the spike in demand for general purpose wipes, which is the second most popular category of wipes after baby wipes.

Facial cleansing wipes retain attraction as a convenient way to retain clear skin

Facial cleansing wipes continued to record dynamic growth in retail volume terms in 2020. These products have benefited from the growing demand for convenience, as well as the growing interest in facial cleansing routines.

Biosphere builds on strong lead thanks to large and affordable range of products

Biosphere Corp remained the clear leader in wipes in 2020, with it increasing its value share by a further three percentage points. One of the company’s key strengths is its presence across most categories within wipes with its Smile and Superfresh brands, among others, having a strong presence in personal wipes, while its Freken Bok brand holds a significant value share in home care wipes and floor cleaning systems.

RECOVERY AND OPPORTUNITIES

Mixed fortunes predicted within personal wipes

After the dynamic growth seen in 2020, personal wipes is projected to see more stable growth from 2021 onwards. General purpose wipes benefited from the sudden focus on hygiene in 2020, but they still represent a less economical way of maintaining good personal hygiene or keeping surfaces clean and therefore with disposable income set to drop sales growth is likely to stabilise.

Demand for moist toilet wipes expected to expand thanks to increased hygiene awareness

Moist toilet wipes are expected to see steady growth over the forecast period, albeit with growth coming from a low base. Parents with young children are becoming increasingly aware of the benefits of these products, which are proving particularly popular when children are going through potty training.

Baby wipes set for bright future despite demographic challenges

Baby wipes is projected to see stable retail volume growth over the forecast period, although growth is expected to slow alongside the ongoing decline in the birth rate. Baby wipes are used for a variety of uses aside from just for cleaning children, such as for removing makeup and cleaning surfaces, and their versatility should ensure they retain a healthy demand even as the population aged 0-3-years continues to shrink.