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 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 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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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.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsThis report originates from Passport, our Wipes research and analysis database.
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