Competitive Landscape
Consumer Trust and Brand Recognition Keeps Legacy Brands in the Lead
Wipes in the UAE remained relatively concentrated in 2025, with the top five companies accounting for the majority of retail value share. Johnson & Johnson Middle East FZ-LLC maitained its lead with a 19% value share, followed by Reckitt Benckiser Arabia FZE at 13%, Truebell Marketing & Trading LLC at 13%, Majid Al Futtaim Hypermarkets LLC at 12%, and Sara Marketing Co LLC at 11%.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in United Arab Emirates 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 United Arab Emirates, 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 United Arab Emirates 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 United Arab Emirates?
- Which are the leading brands in Wipes in United Arab Emirates?
- How are products distributed in Wipes in United Arab Emirates?
- 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 United Arab Emirates - Category analysis
Key Data Insights
Premium Brands Attract Higher-Income Families with Sensitive-Skin Launches
Premium Brands Attract Higher-Income Families with Sensitive-Skin Launches
Personal Wipes Remains the Largest Category, Due in Part to Population Growth
Rapid-Delivery Online Retailers Set to Accelerate Online-Driven Growth
Sensitive-Skin and Eco-Friendly Launches Expected to Win over Higher-Income Shoppers
Consumer Trust and Brand Recognition Keeps Legacy Brands in the Lead
Grocery Retailers Anchor Weekly Family Purchases with Promotions
Tissue and Hygiene in the United Arab Emirates - Industry Overview
Retail Tissue Leads as Price Sensitivity Persists
Key Data Insights
Retail Tissue Leads as Price Sensitivity Persists
Private Label Drives Affordability and Convenience for Households
Premiumisation Sees High-Income Consumers Prioritise Comfort
E-Commerce and Bulk Buying Reshape Replenishment and Value Strategies
Online Subscriptions and Pack Mix Optimisation Set to Drive Value Gains
Legacy Brands Defend Leadership as Private Label Narrows the Gap
Carrefour, Lulu and Union Coop Leverage Variety and Promotions to Sustain Leadership
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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