Competitive Landscape
Private Label Gains Ground As Promotional Offers Reshape Consumer Choices
The competitive environment in wipes is notably fragmented, with no single company holding a dominant position. In 2025, the largest manufacturer by retail value share was Kimberly-Clark with 12%, followed by Procter & Gamble Nederland at 11%, and AS Watson (Health & Beauty Benelux) at 9%.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Wipes in Netherlands?
- How are products distributed in Wipes in Netherlands?
- 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 the Netherlands - Category analysis
Key Data Insights
Personal Wipes Leads with Clean Natural Formulations
Personal Wipes Leads with Clean Natural Formulations
Convenience Reshapes Consumer Expectations
Sustainability Pressures Drive Reformulation
Dutch Drugstores Use Private Label to Set New Standards
Baby Wipes to Remain Resilient as Reusable Options Gain Traction
Private Label Gains Ground As Promotional Offers Reshape Consumer Choices
Kruidvat and Etos Outperform Supermarkets by Leveraging Private Label Strength
Bol.Com and Drugstore Websites Accelerate Bulk Sales of Baby Wipes Online
Tissue and Hygiene in the Netherlands - Industry Overview
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Key Data Insights
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Edet’S Coreless Launch Raises Sustainability Standards and Brand Value
Seni Active Normalises Incontinence with Discreet, Lifestyle-Led Solutions
Retailers and Brands Shift to Premium and Sustainable Formats to Drive Value
Adult Incontinence Brands Set to Accelerate Innovation as Population Ages and Stigma Falls
Sustainability Requirements to Reshape Portfolios and Supply Chains
Albert Heijn and Branded Leaders Shape Value with Premiumisation
Albert Heijn and Jumbo Retain Shopper Loyalty through Weekly Convenience
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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