Competitive Landscape
Category Leader Arabian Trading Supplies Strengthens Its Hold as Rivals Diversify
Wipes in Saudi Arabia remains moderately concentrated, with the top five companies accounting for a combined share of over 72% in 2025 by retail value. Arabian Trading Supplies increased its lead to 31% in 2025, up from 29% in 2020, representing the most notable gain among leading players.
Premium and Clean-Label Disruptors Edge into Entrenched Brands
Changes in company shares in 2025 were observed primarily in the baby wipes and general-purpose wipes areas. Global megabrands such as Pampers, Huggies, Baby Joy, and Johnson’s Baby continued to dominate baby wipes by leveraging their diaper brand equity, broad presence in modern grocery and pharmacies, and sensitive and 99% water lines that appeal to parental wellness concerns.
Nahdi Pharmacy Enters the Market as a Key Private Label Competitor
Pharmacy-led private label has gained strong traction in Saudi Arabia, with Nahdi Medical Co emerging as one of the most successful new wipes competitors. Leveraging its position as the country's largest pharmacy chain, Nahdi Pharmacy has built credibility through quality assurance, dermatologist-tested claims, and affordable pricing, winning share from both multinationals and budget players.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Saudi Arabia 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 Saudi Arabia, 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 Saudi Arabia 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 Saudi Arabia?
- Which are the leading brands in Wipes in Saudi Arabia?
- How are products distributed in Wipes in Saudi Arabia?
- 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 Saudi Arabia - Category analysis
Key Data Insights
Travel Formats Grow in Popularity as Families Demand Convenience
Travel Formats Grow in Popularity as Families Demand Convenience
Brands Adapt to Meet Clean Wellness Demand with Water-Based Innovations
Rapid Delivery Fuels Digital Migration for Wipes Purchases
Multipurpose Wipes Grow in Popularity
Personal Wipes Projected to Remain Popular as Usage Occasions Diversify
Rapid Delivery and Ingredient Transparency Set to Drive Consumer Loyalty
Category Leader Arabian Trading Supplies Strengthens Its Hold as Rivals Diversify
Premium and Clean-Label Disruptors Edge into Entrenched Brands
Nahdi Pharmacy Enters the Market as a Key Private Label Competitor
Hypermarkets and Supermarkets Anchor Family Buying Habits
Quick-Commerce Platforms Boost Online Retail Sales
Skincare Retailers Focus on Trending Facial Wipes
Tissue and Hygiene in Saudi Arabia - Industry Overview
Private Label and Multipacks Drive Tissue Gains
Key Data Insights
Private Label and Multipacks Drive Tissue Gains
Convenience Shapes Purchasing Decisions and Innovation
Nappies and Pants Lead in Size While Adult Incontinence Outpaces on Growth
Rapid Delivery Redefines Everyday Purchasing
Private Label Set to Drive Value Focus as Households Shift to Bulk Packs
Quick Commerce Set to Accelerate Digital Shelf Competition
Premium Skin-Health Launches Outperform Standard Lines as Parents Seek Transparency
Legacy Brands Face Mounting Pressure From Nimble Challengers
Private Label Leverages Consumer Trust to Grow Sales
Hypermarkets Anchor Family Stock-Ups as E-Commerce Shapes Habits
Grocery Retailers Leverage Private Label to Capture Share
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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