Wipes has seen very mixed performances by product type in 2020 and 2021 that are related to upended consumer habits as a result of the pandemic. Facial cleansing wipes, for example, saw volume sales collapse in 2020, as consumers working from home or self-isolating paid less attention to the way they looked.
Baby wipes is by a distance the largest part of the category in Uruguay. However, the ongoing decline in the birth rate has seen volume sales of these products fall again in 2021, although this is partially offset by some consumers that use these products as multi-purpose cleaners.
Baby wipes’ dominance of the category, in terms of volume and, despite their relatively low unit price, value means that baby wipes brands are the dominant products, and the competitive environment is highly concentrated as a result. Kimberly-Clark Uruguay SA’s Huggies leads the category, generating around a third of total values in 2021, three times greater than the next brand, Johnson & Johnson de Uruguay SA’s Johnson's Baby.
COVID-19 has seen a sea change in consumer habits; sanitation and hygiene habits, for example, have become embedded in many households, and consumers will continue to wash their hands more often, disinfect products brought into the home, maintain social distancing, and use face masks. Medical professionals continue to emphasise the importance of these habits as the best preventative measures.
Due to the increased awareness of the need to disinfect and clean surfaces and hands, there are good chances for wipes’ brands to expand its market size over the forecast period. Stemming from Covid-19, the attributes hygiene and disinfection climbed to the top of the list of priorities.
Over the forecast period, wipes as a whole category is set to see falling volume and value sales. This is a reflection of the dominance of baby wipes, which generated well over half of total value sales in 2021.
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Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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