PROSPECTS AND OPPORTUNITIES
Growth in facial cleansing wipes to balance out decline in intimate wipes
Sales of wipes in Estonia are expected to remain steady over the next five years, with growth in facial cleansing wipes balancing out a slight decline in intimate wipes. Rising skincare awareness and demand for convenient, on-the-go cleansing will drive facial wipes, especially as brands introduce gentler, eco-friendly options.
E-commerce growth supported by a wide product range, discounts, fast delivery, and improved digital marketing
E-commerce is expected to grow in wipes over the forecast period as more consumers prioritise convenience, variety, and bulk-buy options. Online platforms will continue to expand their product selection, offering eco-friendly, dermatologically-tested, and premium skincare wipes that may not always be available in physical stores.
Innovation to focus on eco-friendly materials, skincare benefits, and enhanced convenience
Innovation in Estonia’s wipes market will focus on eco-friendly materials, skincare benefits, and enhanced convenience. Manufacturers will develop biodegradable, plastic-free options to meet sustainability demands, whilst facial and intimate wipes will see gentler, pH-balanced formulas for sensitive skin.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Estonia 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 Estonia, 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 Estonia 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 Estonia?
- Which are the leading brands in Wipes in Estonia?
- How are products distributed in Wipes in Estonia?
- 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 Estonia - Category analysis
KEY DATA FINDINGS
Wipes’ demand supported by greater hygiene awareness, their convenience, and product variety
Kenvue Inc benefits from consumer trust and wide availability
Convenient supermarkets offer a broad product range and frequent promotions
Growth in facial cleansing wipes to balance out decline in intimate wipes
E-commerce growth supported by a wide product range, discounts, fast delivery, and improved digital marketing
Innovation to focus on eco-friendly materials, skincare benefits, and enhanced convenience
Tissue and Hygiene in Estonia - Industry Overview
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
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
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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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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