Competitive Landscape
Premium Brands Leverage Consumer Loyalty to Sustain Lead
Johnson & Johnson (Pty) Ltd sustains its leading position in wipes, maintaining a value share of 27% in 2025, which marks only a marginal increase from 26% in 2020. Procter & Gamble (Pty) Ltd follows with a 14% share in 2025, up slightly from 14% five years earlier.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Wipes in South Africa?
- How are products distributed in Wipes in South Africa?
- 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 South Africa - Category analysis
Key Data Insights
Retailers Use Consumer Reliance on Promotions to Boost Sales
Retailers Use Consumer Reliance on Promotions to Boost Sales
Pick 'N Pay App Capitalises on Mass Adoption of Online Grocery Retailing
Municipalities Challenge Flushable Claims Amid Infrastructure Issues
Major Retailers to Continue Using Digital Campaigns to Drive Sales Growth
Private Label Quality Expected to Improve Further as Consumers Trade Down
Kimberly-Clark Southern Africa (Holdings) Pty Ltd Leads Shift to Biodegradable Wipes as Regulatory Scrutiny Intensifies
Premium Brands Leverage Consumer Loyalty to Sustain Lead
Supermarkets Strengthen Lead as Home Delivery Expands Access
Grocery Delivery Apps Drive Online Share as E-Commerce Edges Higher
Tissue and Hygiene in South Africa - Industry Overview
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Key Data Insights
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Convenience and Affordability Remain Key Purchase Drivers for South African Parents
Always Wins Trust as Parents and Women Choose Comfort over Cost
South African Consumers Expected to Become Increasingly Driven by Price-To-Value Ratio
Nappies/Diapers/Pants and Retail Adult Incontinence Set to Drive Category Growth
Legacy Brands Retain Lead in Key Categories, Despite Intensifying Value Focus
Supermarkets Expand Delivery Capabilities to Reinforce Consumer Loyalty
Grocery Delivery Boosts E-Commerce but Offline Retail Remains Dominant
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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