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 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 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.
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.
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 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.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Wipes industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!