Competitive Landscape
Reckitt Benckiser Loses Share as Local Brands Gain Ground
Wipes in Lebanon is relatively fragmented, and became more so between 2020 and 2025, with the combined share of the leading companies declining over this period. In 2020, Reckitt Benckiser Group Plc (RB) led with a 32% value share, but its share fell to 22% by 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Lebanon 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 Lebanon, 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 Lebanon 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 Lebanon?
- Which are the leading brands in Wipes in Lebanon?
- How are products distributed in Wipes in Lebanon?
- 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 Lebanon - Category analysis
Key Data Insights
Sanita Drives Value Pack Uptake Amid Price Sensitivity
Sanita Drives Value Pack Uptake Amid Price Sensitivity
Gipsy Multipurpose Wipes Capture Demand for Convenience and Bulk
Local Producers Embrace Survival Hygiene and Digital Loyalty to Outpace Imports
Influencer-Driven Price Transparency Accelerates Online Sales and Bulk Buying
Reckitt Benckiser Loses Share as Local Brands Gain Ground
Supermarkets Boost Bulk Buying as Small Local Grocers Declines
Familialist and Instagram Sellers Enable Bulk Buying and Price Transparency
Tissue and Hygiene in Lebanon - Industry Overview
Households Increasingly Value the Affordability of Larger Packs and Local Brands
Key Data Insights
Households Increasingly Value the Affordability of Larger Packs and Local Brands
Happies Ultra Dry Sees Popularity in Nappies/Diapers as Families Seek Value
Gipsy Wet Wipes Value Pack Captures Demand for Convenient Essentials
Robust Value Growth, with the Localisation of Supply Chains Expected
Private Label to Drive Demand, Provided Safety and Functionality Needs Are Met
Dynamism for Adult Incontinence as the Potential Consumer Base Expands
Sanita Leverages Local Trust to Expand Its Share Lead
Supermarkets and Hypermarkets Such as Twafeer and Spinneys Drive Bulk Buying
Retail E-Commerce Gains Ground as Households Seek Consistency and Value
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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