Wipes in Ukraine

PRE-COVID-19 PERFORMANCE

Lower constant value prices drive consumption of baby wipes

Baby wipes remained one of the most popular categories in overall wipes in Ukraine in 2019. Consumption of baby wipes is high because parents often use these wipes several times a day for their babies and young children.

Personal wipes by far the most popular due to convenience

Personal wipes remained the largest category in volume terms, with baby wipes and general purpose wipes remaining the most popular in 2019. These products appeal to Ukrainians who are living increasingly rapid lifestyles due to their ease of use, convenience and portability, whilst wider availability also supported sales in 2019.

Highly active competitive environment

Biosphere Corp extended its strong lead in wipes in 2019. The company operates within nearly all the categories of wipes and its Smile and Superfresh brands are the most widely known amongst consumers.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to decline by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a negligible decline forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Facial cleansing wipes is expected to witness a dramatic decline in constant 2019 value sales in 2020 after two years of strong growth as the economy recovered from the negative political and economic influences earlier in the review period. Women tend to keep these products in their pockets or handbags when travelling or out of the home, and, with the travel restrictions in place due to COVID-19, together with home seclusion, demand for facial cleansing wipes is set to decline in 2020 as these products are regarded as less essential in the home where alternative methods are available.

Recovery and opportunities

Over the rest of the forecast period, products with a strong hygiene positioning, such as moist toilet wipes, general purpose wipes (and anti-bacterial wipes in particular) and toilet care wipes, are expected to continue to perform well as consumer awareness of the importance of good personal and household hygiene remains high after the COVID-19 epidemic recedes, although some shoppers may switch to economy brands in order to protect their limited budgets. Consumers may well stockpile these types of items to some degree in order to ensure they have a supply in case of similar events in the future or a second wave of COVID-19.

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