PROSPECTS AND OPPORTUNITIES
Mixed outlook for wipes as consumers focus on hygiene and the environment
Sales of wipes are set to continue declining over the forecast period in value terms (at constant 2024 prices). With prevailing economic uncertainty, households will likely continue to reduce their spending on wipes, opting instead for more affordable cleaning and hygiene alternatives.
E-commerce set to play a bigger role in wipes
Urbanisation is set to significantly boost the growth of e-commerce, with ongoing improvements in logistics also expected to boost online sales of wipes in general. Grocery retailers are likely to make further investments in developing their online offerings, with a growing focus on in-store click and collect solutions.
Innovation likely to focus on health and the environment
Sustainability and health concerns will likely shape the direction of innovation within wipes over the forecast period. An example of this was the 2024 launch of Essity’s new line of Libero Wet Wipes, which claim to use 100% plant fibres, thereby reducing their environmental impact.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Wipes in Sweden?
- How are products distributed in Wipes in Sweden?
- 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 Sweden - Category analysis
KEY DATA FINDINGS
Economic pressures impact sales of wipes in 2024
Essity leads thanks to well-established trust in its brands
Distribution landscape sees a slight shift towards budget-friendly options
Mixed outlook for wipes as consumers focus on hygiene and the environment
E-commerce set to play a bigger role in wipes
Innovation likely to focus on health and the environment
Tissue and Hygiene in Sweden - Industry Overview
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
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
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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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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