Competitive Landscape
Low-Cost Challengers Erode Established Brands’ Share through Price
Wipes in Iraq remained highly fragmented, with the level of concentration consistently decreasing over the 2020 to 2025 period. The leading company, Hayat Holding AS, saw its share in wipes fall from 11% in 2020 to just 6% in 2025, while Evyap Sabun Yag Gliserin San ve Tic AS, the second-largest player, declined from 6% to 5% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Iraq 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 Iraq, 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 Iraq 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 Iraq?
- Which are the leading brands in Wipes in Iraq?
- How are products distributed in Wipes in Iraq?
- 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 Iraq - Category analysis
Key Data Insights
Low-Cost Suppliers Reshape Pricing as Demand Broadens
Low-Cost Suppliers Reshape Pricing as Demand Broadens
Small Suppliers Drive Direct-To-Consumer Sales with Digital Outreach
Clean Wellness Gains Traction Due to Oversupply
Small Importers Set to Fuel Oversupply and Drive Down Prices
Brands That Localise and Connect Expected to Gain Consumer Loyalty and Growth
Low-Cost Challengers Erode Established Brands’ Share through Price
Health and Beauty Specialists Sustain Dominance as Access Broadens
Retail Offline Channels Outpace E-Commerce as Delivery Barriers Persist
Tissue and Hygiene in Iraq - Industry Overview
Molfix Expands Bulk Pack Strategy to Defend Price Leadership
Key Data Insights
Molfix Expands Bulk Pack Strategy to Defend Price Leadership
Molped Attracts Young Consumers with Discreet Convenience Focus
Confy Leverages Wellbeing Claims to Capture Trust Amid Competition
New Suppliers Sacrifice Profit to Capture Share, Pressuring Incumbents
Nappies Remain Largest as Birth Rates Slow, Menstrual Care Accelerates
Fragmentation and Price Pressure Fuel Demand for Efficiency and Breadth
Hayat Holding as Defends Lead as Fragmentation Accelerates in Rural Areas
Small Grocers Maintain Lead as Modern Trade Expands Slowly
E-Commerce Remains Negligible as Offline Stores Face No Online Threat
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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