THE WET WIPE MARKET IS GROWING RAPIDLY

During the past 10 years and more notably during the past five years, an immense surge in the consumption of wipes on a global level has been seen. The market has developed from almost non-existence to a $4.5 billion-plus powerhouse.

Developed regions like the U.S., Western Europe and Japan will continue to lead the global wipes market because of the large affluent population and lifestyle trends focused on time saving products. Developing regions like Asia-Pacific Areas like China and India will show a rapid growth for wipes – due to the industrial expansions leading to express economic growth. Middle-Eastern countries and Africa, South America and Eastern Europe are predicted to grow over smaller bases but stable rising demand is still being witnessed in recent years.

In the booming markets like BRIC (Brazil, Russia, India and China) countries alone, an estimated one billion customers are expected to enter the middle class in the next 10 years.

Wet Wipes Growth Projection In Key Booming Markets(2)

Wipes in Algeria

TRENDS

Convenience remained a major trend in 2016, with consumers working longer hours and leading more hectic lifestyles. Thus, wipes benefited from a shift towards more modern baby care practices in Algeria during the review period, with parents becoming increasingly focused on hygiene and convenience. Urbanisation also encouraged this trend, resulting in a growing number of parents having easy access to affordable baby wipes. Indeed, the distribution of lower-priced domestic brands widened during the review period, which enabled more households to afford these products.

PROSPECTS

The demand for wipes is expected to continue growing strongly over the forecast period in Algeria. Baby wipes will continue to see the strongest growth rate, driving sales in wipes. Ongoing growth in the size of cities is also expected to encourage a stronger focus on hygiene, whilst busier lifestyles will result in more consumers being willing to pay for convenience and time-saving.

Wipes in Colombia

TRENDS

The strong attachment of consumers of all ages to baby wipes continued to hamper growth in other wipes categories. The wide availability and low prices of baby wipes attract all family members. The only category that was able to compete with baby wipes was intimate wipes, which were marketed as a specific solution and complementary to intimate hygiene. Other products were unable to achieve differentiation significant enough to encourage purchases. Additionally, baby wipes benefited from innovation and promotional activities.

PROSPECTS

The strong awareness of baby wipes represents a challenge but also an opportunity for other personal wipes. Manufacturers can leverage that familiarity and the fact that consumers already use baby wipes for different purposes such as face and hand cleansing. Promoting segmented wipes with specific benefits and natural ingredients proved attractive to consumers. New fragrances also differentiate these products from baby wipes.

Wipes in Iran

TRENDS

Using different forms of wipes remained a new concept in Iran during 2015. Most consumers do not have sufficient awareness about the applications and consumption of wipes and the use of alternative products such as tissues is very common. In spite of these cultural issues, wipes became more popular during 2014 and 2015 and good growth rates were recorded in the category in both volume and value terms.

PROSPECTS

With consumer awareness increasing, sales of wipes are expected to see considerable growth during the forecast period. Home care wipes and floor cleaning systems is expected to generate the highest value growth rates in constant 2015 terms over the forecast period. The launch of domestic brands is set to give a much needed boost to windows/glass wipes, dry electro-static wipes and furniture wipes. Other wipes categories, meanwhile, are set to see increased sales as they become more widely distributed in urban areas and beyond.

Wipes in Kazakhstan

TRENDS

Wipes in Kazakhstan continued to record stable development in 2015, with innovative formulas, new scents and the enhancement of a number of brands. One of the key drivers of wipes consumption was their convenience. In addition, the increasing standard of living and busy lifestyles of consumers in urban areas supported growth of wipes in Kazakhstan. Many Kazakhstanis looked for wipes with antibacterial and refreshing effects.

COMPETITIVE LANDSCAPE

Kimberly-Clark Central Asia was the leading company within wipes in 2015, recording a 19% value share. The company’s success was linked to the ongoing development and success of its Huggies brand. Baby wipes are the largest category among wipes in Kazakhstan. The Huggies brand is present in baby wipes and benefits from widespread distribution via grocery retailers, health and beauty specialist retailers and chemists/pharmacies.

PROSPECTS

It is expected that wipes will continue to be popular due to the convenience they offer. The popularity of baby wipes and general purpose wipes, combined with an expected increase in multi-functional products and an extended number of brands, will continue to attract consumers; however, the key consumers will continue to be working women and families that are financially stable.

Source: Euromonitor&online images

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