Competitive Landscape
Nivea Visage, Biore and Pigeon Defend Leadership through Premium Innovation
Wipes in Singapore is a moderately concentrated market, with a handful of established manufacturers capturing the largest shares, though no single player commands an overwhelming lead. Kao (S) Pte Ltd held the highest retail value share in 2025 at 15%, followed by Beiersdorf (S) Pte Ltd at 12% and Pigeon Singapore Pte Ltd at 11%.
Local Upstarts Like Zappy Steal Market Thunder
While these global brands have maintained their lead, local players such as Zappy, under Freshening Industries, are gaining momentum through targeted innovation. Zappy’s introduction of water-based antiseptic wipes, biodegradable food-contact wipes, and eco-conscious packaging demonstrates how focused innovation and sustainability credentials enable smaller brands to rise in prominence.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Wipes in Singapore?
- How are products distributed in Wipes in Singapore?
- 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 Singapore - Category analysis
Key Data Insights
Singaporeans Show a Healthy Appetite for Premium Wipes
Singaporeans Show a Healthy Appetite for Premium Wipes
Brands Expand Their Eco and Convenience-Led Wipes Portfolios
Nufresh and Pigeon Target Wellness and Convenience to Win Shoppers
Brands Respond to Wellness and Digital Shifts with Targeted Innovations
Optimising Online Strategies to Capture Value-Driven Shoppers
Premiumisation and Polarisation Set to Be a Growing Feature of the Market
Nivea Visage, Biore and Pigeon Defend Leadership through Premium Innovation
Local Upstarts Like Zappy Steal Market Thunder
Supermarkets Strengthen Their Position as Shoppers Seek Convenience and Value
Retail E-Commerce Captures Share as Shoppers Embrace Digital Convenience
Habit, Digital Engagement and Bulk Buying Reshape Retail Dynamics
Tissue and Hygiene in Singapore - Industry Overview
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Key Data Insights
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Beautex and Ntpm Accelerate Demand with Sustainable and Convenient Innovations
Private Label Is Becoming More Sophisticated
Brands Invest in Ultra-Soft Designs as Comfort Sets New Benchmarks
Eco-Friendly Launches Gain Traction as Green Credentials Become the Norm
Digital Convenience and E-Commerce Reshape Shopper Habits and Competition
Kimberly-Clark and Unicharm Sustain Lead as Emerging Brands Gain Ground
Purpose-Led Brands Drive Momentum
Supermarkets Retain Dominance as Shoppers Value Bulk and Choice
E-Commerce Accelerates with Digital Value Bundles and Privacy
Online Exclusives and Digital Services Reshape Brand Competition
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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