In 2025, wipes in the Dominican Republic sustained positive value growth, reaching DOP600 million in retail sales, up 7% from the previous year. This performance aligns with the broader context of Latin America, where wipes continue to be integrated into everyday hygiene habits. The growth trajectory in the Dominican Republic mirrors a shift seen in other emerging markets, where expanding usage occasions for wipes underpin steady but not explosive value gains. However, the consumer base remains

In 2025, wipes in Egypt delivered robust current value growth, with retail sales reaching EGP453 million, marking a 12% increase over the previous year. However, this growth was heavily influenced by persistent high inflation and a weakened currency, which sharply constrained household budgets.

Wipes in Guatemala demonstrated steady value growth in 2025, with retail sales reaching GTQ84 million, an increase of 3% over the previous year, despite a backdrop of global and regional uncertainty. This performance was underpinned by the country’s robust economic expansion, with real GDP growth of 4% and inflation moderating to 2%, providing households with greater disposable income and boosting consumer confidence. The increasing size of the middle class and a population that reached 19 milli

In 2025, wipes in Peru experienced current value growth of 3% in current terms, reaching PEN507 million, marking a recovery from a previously negative performance and reflecting a resilient but highly competitive environment. This growth was shaped by a combination of economic pressures, increased price competition, and pragmatic consumer behaviour, with shoppers prioritising value and efficiency while rewarding brands that delivered tangible benefits such as skin health and natural fibres. The

The performance of wipes in 2025 demonstrated continued growth in retail value, although the pace of growth slowed compared to the previous year. Retail value sales increased to PKR38 million in 2025, representing 15% growth. This expansion occurred against a backdrop of stabilising economic conditions and easing supply, yet persistent inflation and constrained disposable incomes continued to shape purchasing decisions. The total population surpassed 255 million in 2025, with a significant share

Wipes in 2025 sustained steady current value growth, with retail sales reaching QAR41 million, up 4% from the previous year, even as regional markets contend with inflationary headwinds and shifting consumer priorities. In Qatar, high income levels and robust public sector wages are insulating consumers from cost pressures, ensuring stable demand for wipes despite global uncertainty. Promotion awareness is increasing, but there is no evidence of significant trading down, with shoppers showing a

The performance of wipes in 2025 was marked by a clear decline, contrasting with the broader tissue and hygiene landscape across Asia Pacific, where retail tissue continued to expand. Sri Lanka experienced only a marginal increase in retail value sales for wipes, with current value growth at just 1% in 2025, following much stronger growth rates in previous years. This stagnation in value was mirrored in personal wipes retail volume, which rose by only 3%, highlighting a slowdown driven by consum

Wipes in Honduras delivered positive growth in 2025, achieving HNL53.4 million in retail value, a 10% increase from the previous year. This performance was driven by a combination of greater hygiene awareness and increased adoption among a broader consumer base, despite persistent high poverty rates. In a context where wipes are still widely regarded as non-essential, most purchasing households prioritise value, opting for affordable brands, promotional multipacks, and supermarket-exclusive line

Wipes in Azerbaijan achieved strong growth in 2025, with retail current value reaching AZN14.2 million; a 7% increase over 2024. This performance stands out within the regional context, where price sensitivity remains high and inflationary pressures persist, evidenced by inflation of 6% in 2025.

Wipes in Hong Kong in 2025 displayed robust value growth, with retail sales reaching HKD335 million, a 4% increase compared to 2024. This performance is being driven by the city’s ongoing demand for convenient, on-the-go hygiene solutions, as busy urban consumers favour multipacks and easy-dispense packaging across both baby and adult formats. Personal wipes form the largest area within wipes, accounting for HKD230 million in 2025. This is underpinned by broadening demand beyond baby wipes to i

In 2025, wipes in Lithuania experience a marginal value contraction, with retail value sales declining by -1% to EUR5.9 million. This represents a reversal from the rapid growth seen in 2022 and the moderate expansion in 2023, positioning Lithuania’s performance below that of Eastern Europe, where wipes sales are generally more resilient and supported by stronger demographic and income trends. The muted value trend in 2025 is not a result of weakening demand, but rather a consequence of consumer

The performance of wipes in 2025 in Paraguay was shaped by the interplay between affordability, premiumisation, and a flat volume environment, contrasting with some regional peers that saw more dynamic volume gains. Retail value for wipes grew by 4% to PYG29.1 billion, but this masked a near-flat performance in personal wipes volume, which accounted for the bulk of sales and stood at 68.9 million sheets, declining by 1% from the previous year. Volume stagnation was driven by a declining birth ra

In 2025, wipes in Iraq demonstrated robust current value growth, with retail sales reaching IQD69,377,363,015 and an annual growth rate of 6%. This pace outperforms the regional average, reflecting both a surge in affordability and an expanded consumer base. The market is now characterised by widespread access, moving beyond urban centres as inexpensive Chinese imports drive prices down and make wipes accessible to consumers in both cities and rural areas. These low-cost imports have not only fl

In 2025, wipes in Tanzania posted robust retail value growth, with sales rising to TZS9 million, an increase of 8%. This rate, while slightly slower than previous years, is underpinned by urbanisation, rising hygiene awareness, and the rapid expansion of the young population— Tanzania’s total population reached 71 million in 2025, with 30 million aged 0-14, reinforcing sustained demand for baby and personal care products. Although wipes remain predominantly an urban phenomenon and are still rega

In 2025, wipes in Jordan experienced marginal current value growth of 1%, reaching JOD6 million, reflecting a considerable slowdown compared to previous years. The rise in cost of living and persistent high unemployment have made price the decisive factor for most consumers, as evidenced by the growing preference for super-saver bundles and larger pack sizes that lower the cost per unit. This environment has allowed local and regional companies to capitalise on widespread boycotts of internation

In 2025, wipes in Ghana experienced a notable shift as rising price sensitivity among consumers drove demand for affordable products. Retail value sales of wipes reached GHS9.9 million in current terms, a decline of 3% compared to the previous year, following several years of robust double-digit value growth. This performance stands out in the context of regional and global trends, where many markets continued to grow but faced similar pressures from economic uncertainty and inflation, as eviden

In 2025, wipes in Angola experienced notable current value growth, rising to AOA652 million, up 6% from the previous year. This performance reflected Angola’s consumer response to persistent inflation and currency instability. Volume expansion was particularly robust in low-cost formats, a direct result of consumers’ heightened price sensitivity and the dominance of affordability as a market driver. Local and regional players, most notably Suave, introduced competitively priced, essential hygie

In 2025, wipes in Ethiopia achieved strong value growth, with retail value sales reaching ETB264,000, a 25% increase on the previous year. This robust performance is notably above-average for the region, reflecting both heightened hygiene awareness and the persistent influence of economic pressures. The population’s continued expansion also created a wide consumer base for affordable hygiene products. However, this growth was underpinned by significant price sensitivity, as ongoing inflation of

In 2025, wipes experienced robust volume demand, underpinned by favourable regulatory support and improvements in economic stability. The exemption of VAT on imported raw materials for locally produced hygienic products, extended until June 2030, directly contributed to price control and made wipes more accessible to a broader consumer base. This regulatory measure, combined with a stabilised political situation, created an environment in which volume sales improved compared to 2024, when busine

Wipes in Ireland recorded 2% current value growth in 2025, with sales reaching EUR40.9 million. This performance came against the backdrop of a stabilising pricing environment across Europe, where inflationary pressures eased and brands were able to shift focus from price competition to added-value features. While there was a decline in value in 2024, the rebound in 2025 reflects renewed consumer engagement with branded, premium products, supported by innovation in texture, skin-friendliness and

The performance of wipes in 2025 is characterised by robust current value growth, with retail sales reaching TND36 million, representing an increase of 11% compared to the previous year. This growth rate outpaces the broader regional trend and signals the resilience of wipes amid ongoing economic pressures and heightened price sensitivity. Despite inflation, which reached 5% in 2025, the category benefits from a growing perception of wipes, especially baby wipes, as essential products for Tunisi

The performance of wipes in 2025 was shaped by a combination of lingering inflation and shifting consumer behaviour, which has resulted in a clear tilt towards price sensitivity and value-driven purchasing. Retail value sales of wipes reached BAM21.8 million in 2025, up 6% from the previous year, which represents a slowdown compared to the high single- and double-digit growth recorded in 2022 and 2023. This modest growth is largely the result of continued economic pressure on households, with in

Affordability defined the performance of wipes in 2025, as households in Laos remain highly price sensitive due to rising living costs and limited disposable income. The category is shaped by a strong consumer preference for value packs, bulk bundles, and low-unit-price options, particularly among parents, students, and young families who view wipes as essential for daily hygiene and baby care. In this context, Milako private label emerged as a pivotal player, positioning itself as an affordable

Wipes in Uganda delivered notable current value growth in 2025, with retail sales reaching UGX5.4 billion, up 7% from 2024. While this marks a deceleration compared to double-digit growth rates recorded in the previous two years, the trajectory still outpaces the broader regional context, underpinned by a surge in hygiene awareness and urbanisation. Uganda’s population is increasingly concentrated in urban centres, amplifying the demand for easy-to-use, portable hygiene solutions as access to cl