Competitive Landscape
Mercadona Accelerates Share Gains as Private Label Pressure Intensifies
The landscape for wipes demonstrates a clear trend towards greater concentration over the period from 2020 to 2025, with Mercadona achieving a notable increase in its share. In 2020, Mercadona held a 21% share by retail value, and by 2025 had achieved 25%, marking an increase of nearly four percentage points and reinforcing its position as the leading company.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Spain 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 Spain, 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 Spain 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 Spain?
- Which are the leading brands in Wipes in Spain?
- How are products distributed in Wipes in Spain?
- 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 Spain - Category analysis
Key Data Insights
Spain's Regulatory Environment Drives Plastic-Free and Premium Innovation
Spain's Regulatory Environment Drives Plastic-Free and Premium Innovation
Facial Cleansing Wipes and Baby Wipes Lead Premiumisation and Skin Health Shift
Regulatory Bans Force Adaptation and Redefine Category Survival
Brands Set to Focus on Innovation to Reduce Waste and Costs
Personal Wipes Projected to Sustain Leadership as Smart Packaging Drives Compliance
Mercadona Accelerates Share Gains as Private Label Pressure Intensifies
Discounters Challenge Supermarket Dominance as Pricing and Innovation Drive Channel Shifts
Mercadona and Carrefour Drive Digital Grocery as E-Commerce Lags in Daily Hygiene
Tissue and Hygiene in Spain - Industry Overview
Private Label Reshapes Tissue Aisles as Shoppers Prioritise Affordability
Key Data Insights
Private Label Reshapes Tissue Aisles as Shoppers Prioritise Affordability
Brands Drive Premiumisation and Segmentation as Innovation Offsets Price Wars
Mercadona Shifts Shopping Habits as Digital-First Habits Expected to Accelerate
Menstrual Cup Overtakes Pads as Reusables Expected to Continue Disrupting Disposables
Store Brands Expected to Invest in Premium Features to Win Loyalty and Value
Mercadona Grows Share as Private Label Powers Value Expansion
Supermarkets Remain in the Lead as Discounters Capture Increased Walletshare
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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