Wipes

In 2023, the 3-year growth streak for general purpose wipes ended as emergent demands coming from the pandemic saw sharp decline and the growth pattern for the category returned to normal. While personal hygiene awareness is here to stay, Chinese…

Wipes continued to grow in current retail value and retail volume across most categories in 2023, but growth was definitely led by current retail value, while retail volume growth was reduced to close to pre-pandemic levels. Wipes is facing strong…

Despite the easing of pandemic-related restrictions, established hygiene habits and the need for convenience have continued to drive demand for wipes, and this is set to continue. Consumers are still concerned about maintaining a clean and germ-free…

Wipes in Argentina, heavily dominated by baby wipes, faced challenges in 2023 primarily due to the country's declining birth rate. With baby wipes accounting for nearly 80% of value sales, the category's performance is intricately linked to the birth…

Wipes in Azerbaijan was seeing moderate sales in 2023, with shrinkflation trends noted as players aim to protect their margins against cost hikes. In this way, players are able to avoid steep price increases and, instead, keep prices the same whilst…