Competitive Landscape
Kimberly-Clark Responds to Rising Competition with Wellness-Focused Wipes
Wipes in Ghana remain fragmented rather than concentrated, as evidenced by the declining market share of the leading manufacturer, Kimberly-Clark Corp, which holds 9% of retail value share in 2025, down from 14% in 2020. Kimberly-Clark and Lexta Ghana have maintained their leadership through sustained investment in brand reputation, product quality, and wellness-oriented attributes.
Simple and Beauty Formulas Target Young Women with Skincare Wipes
The most notable product innovations in 2025 come from the increasing segmentation of wipes by use case and consumer profile, especially the growing appeal of facial cleansing wipes. Brands such as Simple, Beauty Formulas, and Neutrogena have gained traction by offering aloe-based formulas and dermatologist-tested products that appeal to young women, students, and beauty professionals.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Ghana 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 Ghana, 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 Ghana 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 Ghana?
- Which are the leading brands in Wipes in Ghana?
- How are products distributed in Wipes in Ghana?
- 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 Ghana - Category analysis
Key Data Insights
Local Brands Prioritise Affordability, Enabling Better Access for Families
Local Brands Prioritise Affordability, Enabling Better Access for Families
Personal Wipes Reach New Households as Wellness Features Drive Appeal
Linzy and Softcare Respond to Demand for Convenience and Wellness
Busy Households and Institutions Accelerate Demand for Convenient Formats
Personal Wipes Outpace All Others as Wellness Features Drive Loyalty
E-Commerce and Multi-Channel Sales Expand Reach for Trusted Brands
Kimberly-Clark Responds to Rising Competition with Wellness-Focused Wipes
Simple and Beauty Formulas Target Young Women with Skincare Wipes
Health and Beauty Specialists Shape Consumer Choices with Consistent Variety
Modern Retail and E-Commerce Platforms Attract Urban Middle-Income Shoppers
Melcom Leverages Modern Formats to Expand Wipes Accessibility
Tissue and Hygiene in Ghana - Industry Overview
Everpack Expands Value-Driven Tissue Choices to Address Affordability Pressures
Key Data Insights
Everpack Expands Value-Driven Tissue Choices to Address Affordability Pressures
Texstyles Ghana Drives Sustainable Menstrual Solutions with Reusable Pad Innovation
Digital Platforms Accelerate Access to Premium Nappies and Wipes for Urban Families
Local Sourcing and Sustainability Trends Set to Drive Future Growth of Tissue and Hygiene
Sustainable and Eco-Friendly Innovation Expected to Boost Future Growth in Menstrual Care
Social Enterprises and Digital Platforms Anticipated to Reshape Consumer Preferences and Access
Sunda Ghana Investment LTD maintains lead through scale and established distribution networks
Flora Kids and Safare Challenge Incumbents with Local Innovation
Small Local Grocers Retain Shoppers as Modern Outlets Expand
Online Retailers Target Premium Shoppers but Scale Remains Limited
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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