Wipes in Ukraine

PROSPECTS

Personal wipes drive sales

Personal wipes was the key driver for wipes value growth in 2018. Although in volume none of the categories grew very much, in value they demonstrated significant growth because of the unit price increase.

Value of home care wipes and floor cleaning systems deteriorates

In 2018, value sales of home care wipes and floor cleaning systems declined even though volume sales increased, largely because of changes within all-purpose cleansing wipes. This was because premium brand LOC was partially replaced with much more affordable private label and Freken Bok.

Manufacturers increase their mark-ups, boosting unit prices

Unit prices for most categories of wipes grew in 2018, which was connected with both inflation rate and the increase of the manufacturers’ mark-up. If over the review period, producers tried to keep unit price more or less stable at the expense of their mark-ups, in 2018 with the improved economy, they started raising their level of profit by increasing unit prices.

COMPETITIVE LANDSCAPE

Biosphere Corp improves its value

The number one company within the category, Biosphere improved its value share in 2018. The company operates within nearly all the categories of wipes and its brands Smile and Freken Bok are the most widely known amongst consumers.

Private label improves its position

Private label posted the fastest value growth in 2018. Mainly, this is because convenience stores, supermarkets and hypermarkets offering their private label lines became more popular amongst consumers of wipes.

Amway Ukraine loses its value

Offering premium-priced wipes, Amway Ukraine is losing value share. Apart from offering low affordable products, the company uses direct selling to distribute wipes.

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