PROSPECTS AND OPPORTUNITIES
Wipes will continue to appeal to consumers seeking convenience
Value sales of wipes in Germany (at constant 2024 prices) are set to marginally decline over the forecast period. Nevertheless, a combination of factors, including persistent habits from the pandemic, the preference for effective and often multifunctional wet wipes, and the portability of some formats, will continue to grow, with local consumers appreciating convenient solutions that fit their modern lifestyle needs.
Sustainability trend to drive demand for more ecological options
Over the forecast period, sustainability will remain an extremely important factor for consumers of wipes in Germany. Therefore, they expect brands to provide eco-friendly solutions such as biodegradable wipes to address growing environmental concerns.
Issues relating to flushing of wipes cause increasing concern among Germans
Some consumers in Germany are set to increasingly search for alternative methods to using disposable wipes for their cleaning or cleansing requirements, which is likely to pose a challenge to the category’s future growth potential. Sustainability concerns will play a part in consumers looking for other options that can be reused as they attempt to reduce waste and their impact on the environment.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Wipes in Germany?
- How are products distributed in Wipes in Germany?
- 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 Germany - Category analysis
KEY DATA FINDINGS
Wipes remain essential hygiene item for many local consumers
Procter & Gamble strengthens leadership of wipes, while Hipp grows from low base
Despite dominance of specialists, retail e-commerce makes gains
Wipes will continue to appeal to consumers seeking convenience
Sustainability trend to drive demand for more ecological options
Issues relating to flushing of wipes cause increasing concern among Germans
Tissue and Hygiene in Germany - 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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