Competitive Landscape
Procter & Gamble Inc Leverages Brand Strength to Sustain Leadership
Wipes in Canada is highly concentrated, with Procter & Gamble Inc commanding a substantial 60% retail value share in 2025, up from 56% five years prior. This increase in concentration reflects Procter & Gamble’s consistent ability to capture consumer spending across all price tiers through its leading Pampers and Always brands in personal wipes, supported by broad national distribution in major mass retailers both in-store and online.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wipes in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wipes in Canada?
- Which are the leading brands in Wipes in Canada?
- How are products distributed in Wipes in Canada?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Canada - Category analysis
Key Data Insights
Consumers Respond to Economic Pressures by Trading Down and Seeking Value
Consumers Respond to Economic Pressures by Trading Down and Seeking Value
Walmart’S Private Label and Waterwipes Capture Distinct Shopper Needs
E-Commerce Broadens Access to Premium and Value-Driven Wipe Options
Premiumisation and Clean Wellness to Evolve to Include Value-Driven Consumers
E-Commerce to Further Integrate Itself as a Key Channel
Municipal Campaigns and Sustainability Pressures Force Innovation in Wipes
Procter & Gamble Inc Leverages Brand Strength to Sustain Leadership
Supermarkets and Health and Beauty Specialists Continue to Lead as Retail Channels
E-Commerce and Direct-To-Consumer Models Shift Manufacturer Distribution Focus
Tissue and Hygiene in Canada - Industry Overview
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Key Data Insights
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Consumer Demand for Gentle and Clean Wellness Solutions Continues
Sustainable Demands Expand Eco-Friendly Menstrual Care
Premiumisation to Drive Growth through Retail Tissue and Adult Incontinence
Retailers to Strengthen Omnichannel Strategies as E-Commerce Accelerates
Continued Sustainability Focus to Reshape Product Development and Consumer Loyalty
Procter & Gamble and Kruger Strengthen Brand Leadership through Broad Retail Reach
Supermarkets and Hypermarkets Retain In-Store Strength
E-Commerce Accelerates as Direct-To-Consumer Brands Shift Online Shopping Habits
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Wipes research and analysis database.
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