Wipes

Wipes in Australia witnessed notable growth in current value terms in 2023, primarily driven by the continued appeal of wipes amongst consumers for their convenience and ease of use, especially as people resumed their busy lifestyles post-pandemic.…

In 2023, wipes maintained dynamic double-digit retail volume and current value growth in India. Sales of home care wipes and floor cleaning systems remained negligible in 2023, therefore all sales were accounted for by personal wipes. The surge in…

Amidst the aftermath of the pandemic and with the prevailing socioeconomic challenges, wipes has consolidated as an essential category in retail hygiene in Brazil, and maintained dynamic current value growth in 2023. As the pandemic instilled a…

In 2023, wipes in Mexico demonstrated a notable growth trend in both retail volume and current value terms, which is indicative of increased consumer awareness of the product varieties available, and the benefits they offer. Personal wipes in…

Wipes in Switzerland continues to benefit from consumers’ higher hygiene standards since the COVID-19 pandemic. Swiss consumers were drawn to the portability and efficiency of wipes as life outside the home and travel resumed in 2023. Additionally,…

Wipes in Nigeria suffered category-wide declines in terms of volume sales in 2023, in response to negative economic conditions. In particular, high inflation caused by hikes in fuel prices, and a weakened local currency collaborated to severely…

Overall wipes continued to decline in current value terms in Japan in 2023, although at a slower rate than seen in the previous two years. However, performances differed across categories. While many saw decline, facial cleansing wipes and deodorant…

Wipes in Austria saw continued growth in current value terms in 2023. However, this was driven to a large extent by inflationary pressures, which led to an increase in unit prices. Personal wipes remained highly popular with consumers, having…

Wipes in Germany have been enjoying popularity since the pandemic, given their hygiene efficiency and portability function. Despite the impact of the pandemic continuing to wane, hygiene habits persist in Germany, and wipes meet the needs of busy…

High inflation towards the end of the review period, where some products faced significant unit price increases, placed pressure on demand for wipes in South Africa, while value sales continued to record impressive growth. Therefore, consumers turned…

Wipes in the UK grew by 9% in current value terms in 2023, with all types recording a positive performance except for toilet care wipes and deodorant wipes as a result of low volume demand. While overall value growth was sustained by demand for some…

As hygiene and living standards improve in Vietnam, a growing number of consumers are now using wipes in their daily activities. Wipes have become particularly popular during periods of high air-pollution in the country’s larger cities with young…

Sales in wipes were supported by ubiquitous baseline demand in 2023. Indeed, the usage of wipes has become an integral component of the daily routine for Uzbekistani consumers, in a trend which gained momentum during the pandemic, and which continues…

Most categories in wipes witnessed heavy volume declines in 2023, as the issue of small-scale smuggling impacted Uruguay. Wipes were a very popular item to be purchased in Argentina, due to the relatively high unit price and small easy-to-carry…

Overall, wipes saw volume sales decline in Ukraine in 2023. However, deodorant wipes experienced a notable increase in volume and value sales during the year. This growth was largely a result of deodorant wipes being a relatively small and emerging…

While wipes in Tunisia registered double-digit percentage value growth, constant value growth was much more moderate, as inflation continued to be high and consumers prioritised essentials, as purchasing power fell. Baby wipes continued to account…

Despite challenging economic conditions in 2023, the sales volume of personal wipes in Turkey experienced a modest increase. This growth can be attributed to the availability of a wider range of specialised wipes catering to specific needs and…

Wipes experienced a notable upswing in demand in 2023 driven by the versatility of these products, particularly in the context of their convenience for use while on the move but also at home. This increase in demand is reflective of evolving consumer…

Wipes in Taiwan saw a positive performance in 2023, continuing the trend of the previous year. The category remained dominated by personal wipes, notably general purpose wipes, which were second only to moist toilet wipes in terms of volume growth…

In 2023, retail value sales of wipes registered a moderate rise. Inflation drove up retail prices of wipes in 2023 as manufacturers faced rising costs from energy, raw materials and imports. Cost inflation, increased input prices, supply chain…

Wipes experienced growth both in volume and value terms in Slovenia in 2023, with deodorant wipes emerging as one of the fastest-growing subcategories. This growth is primarily attributed to increased hygiene awareness among consumers, coupled with a…

Sales of wipes in Slovakia continued to enjoy steady growth in retail volume terms, while current value growth benefited from rising prices. Consumers have become more hygiene conscious since the outbreak of COVID-19, with this helping to support the…

Demand for wipes in Serbia has been supported by elevated hygiene standards since the COVID-19 pandemic. Though wipes registered double-digit current value growth in 2023, constant value sales were flat. Prices have been rising due to the soaring…

Wipes in Saudi Arabia continued to be driven by increased hygiene awareness, a rising demand for convenience, improving disposable incomes, travel, the rebound and development of tourism and hospitality as consumers continued to resume pre-COVID-19…

In 2023, wipes in Portugal recorded positive retail value growth, driven by rising price points. Personal wipes continued to record a solid volume performance, with baby wipes and moist toilet wipes performing well. The economic constraints and…

While value sales continued to be relatively low in 2023, wipes in Pakistan registered healthy volume growth, though constant value sales fell, as rising costs hit profitability. There is increased availability of various more affordable imported…

Hygiene awareness was supporting sales in wipes in Malaysia in 2023. Notably, we see a healthy performance in personal wipes and intimate wipes, with the latter being attributed to greater numbers of women in the workforce (including in senior…

There was a significant fall in constant value sales in wipes in Kazakhstan in 2023. High inflation continue to impact profitability and also dampened volume sales. Only personal wipes registered any significant value sales and this was mainly baby…

Wipes saw current value growth in Israel in 2023. During the year, the prices of wipes, along with many other products, continued to rise, while discounts became smaller and less frequent. Israeli consumers are usually loyal to brands in the baby…

Personal wipes in Cameroon continues to be dominated by baby wipes in 2023 as the shift to disposable baby diapers has spurred demand for baby wipes. The increased presence of several economically priced brands, including Softcare, Familia, Cutties,…

Wipes in the Philippines saw buoyant growth in current value terms in 2023. Growth was supported by improved economic conditions and an increase in consumer mobility, as the country emerged from the COVID-19 pandemic. There was also a persisting…

The challenges faced by the wipes category were similar to those affecting other tissue and hygiene products, with the inflation crisis causing a shift in consumer behaviour and priorities. The drop in demand for wipes was associated with the…

The prevailing economic landscape in Romania in 2023 was characterised by persistent inflationary pressures, exerting upward pressure on unit prices across various product categories, including wipes. Rising costs associated with raw materials and…

In 2023, wipes in Poland recorded double-digit retail value growth, with these high levels of growth driven by ongoing price rises. General purpose wipes continued to experience positive retail volume growth as consumers increasingly appreciated the…

In 2023, the wipes landscape in Peru was significantly impacted by price rises. As such, while retail value growth was positive, retail volume sales were challenged in areas including cosmetic wipes and baby wipes. Due to this scenario, there has…

In 2023, in the wipes product area in Norway there was a notable increase in product claims focusing on clean wellness, highlighting the absence of harmful substances and the use of plant-based or natural ingredients. This trend is driven by…

In 2023, current value sales of wipes witnessed a second year of double-digit growth in North Macedonia. Much of this growth was fuelled by inflation which led to price increases. Despite lowering birth rates and inflationary pressures, baby wipes…

Wipes experienced a loss of momentum in 2023 compared to previous years, where hygiene habits acquired following the emergence of the pandemic boosted sales. This slowdown in growth was primarily attributed to consumers prioritising their expenses in…

Value sales growth of wipes in the Netherlands continued to be significant in 2023, driven by high increases in price. Underlying factors that led to price increases included high transport costs, high energy costs and increased costs of raw…

2023 marked the first year without COVID-19 restrictions since the onset of the pandemic in 2020. With New Zealanders spending more time at home between 2020-2022 due to lockdowns and various restrictions, there was a surge in demand for cleaning…

In 2023, the wipes landscape saw increased penetration in Moroccan, leading to double-digit retail value growth, with consumers appreciating the convenience and hygiene offered by these products. While some wipes categories, such as general-purpose…

The sales performance of wipes in Lithuania faced multifaceted challenges throughout 2023. Despite being a staple household item, the product area encountered hurdles stemming from factors such as a restricted and, in some instances, diminishing…

Moist toilet wipes experienced an unprecedented surge in demand throughout 2023, marking a significant milestone in the evolution of the wipes market. This surge was reflected in both value and volume metrics, with notable implications for consumer…

Wipes are extremely underdeveloped in Kenya, with close to all sales generated by baby wipes. There are no visible sales of household products; in addition, the consumer base is limited to urban middle- and upper-income consumer bases with higher…

Consumers’ remained price-sensitive in Italy in 2023, which translates into the popularity of discounter stores for products such as wipes. Indeed, non-food discounter stores offer lower prices for many basic and essential products, which is notable…

Wipes in Ireland witnessed robust current value growth in 2023, aided largely by higher unit prices caused by inflationary conditions. In constant value terms, sales are now back on a par with pre-pandemic levels. The largest category baby wipes saw…

In 2023, wipes recorded high levels of double-digit retail value growth in Hungary, driven by rising price points. As such, while the overall retail value was positive, retail volume levels were challenged. Personal wipes, moist toilet wipes, baby…

Overall, wipes in Guatemala registered modest constant value growth, as retail prices continued to rise. In households, baby wipes have become versatile tools and are often use for various cleaning purposes. For baby care, trusted brands like Huggies…

In 2023, wipes in Greece recorded a retail value decline, with retail volume declining in all areas apart from baby wipes. These declines were the result of higher price points and the rising cost of living, with consumers prioritising essential…

Despite being a mature product area, wipes in Finland continued to thrive in 2023, propelled by the enduring appeal of convenience. The price increase during the year prompted consumers to adopt a more discerning approach, carefully evaluating…