Competitive Landscape
Dm-Drogerie Markt Leverages Private Label and Online Growth to Consolidate Leadership
Wipes in Croatia remain moderately fragmented, with the leading company, dm-Drogerie Markt, holding a 20% share by retail value in 2025, while the next largest competitors, Procter & Gamble, Beiersdorf, and Johnson & Johnson, held shares of 16%, 13%, and 12% respectively. Over the review period, the category became less concentrated, as all leading manufacturers except dm-Drogerie markt lost share.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Croatia 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 Croatia, 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 Croatia 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 Croatia?
- Which are the leading brands in Wipes in Croatia?
- How are products distributed in Wipes in Croatia?
- 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 Croatia - Category analysis
Key Data Insights
Retailers Respond to Affordability Pressures by Prioritising Basic Value Wipes
Retailers Respond to Affordability Pressures by Prioritising Basic Value Wipes
Dm-Drogerie Markt Drives E-Commerce-Led Shift to Planned, Bulk Purchases
Beba Leverages Gentle Care Positioning to Win Trust in Value-Driven Launches
Dm Focuses on E-Commerce and Value Packs to Capture Dispersed Demand
Dm-Drogerie Markt Leverages Private Label and Online Growth to Consolidate Leadership
Health and Beauty Specialists Reinforce Leadership through Trusted Product Portfolios
Tissue and Hygiene in Croatia - Industry Overview
Government Price Caps Reshape Purchasing as Affordability Dominates
Key Data Insights
Government Price Caps Reshape Purchasing as Affordability Dominates
Premiumisation Holds Firm in Retail Tissue
E-Commerce Gains Ground as a Strategic Channel
Private Label Strengthens as Brands Expected to Prioritise Value Messaging
Adult Incontinence Leads Growth as Nappies Set to Face Demographic Headwinds
Retailers Expand E-Commerce and Delivery to Reach Rural Consumers
Violeta and Private Label Increase Pressure on Mid-Tier Brands
Discounters Attract Cost-Conscious Shoppers with Affordable Tissue and Hygiene
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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