PROSPECTS AND OPPORTUNITIES
Baby wipes and general purpose wipes to continue growing, while deodorant wipes will struggle from niche positioning
Demand for wipes in the UK is expected to continue growing over the forecast period as consumers seek convenience and ease of use for both household and personal use. In particular, baby wipes and general purpose wipes are expected to see consistent demand, as these products are popular with consumers for their multifunctionality, while moist toilet wipes will continue to gain popularity, albeit from a low base, offering significant growth potential on a per capita basis.
Amazon important for e-commerce sales of wipes
E-commerce is expected to gain further ground as a distribution channel for wipes over the forecast period. The channel offers convenience for consumers as they can have their desired products delivered quickly to their homes, while also adding wipes to any other orders they have placed.
Ban on use of plastic in wipes unlikely to have major impact on demand
In 2024, the UK government announced legislation to ban any wipes that contain plastic to come into effect before summer 2024. When consulting the public on the ban, 95% of respondents agreed or strongly agreed with the proposal, indicating a strong consensus among consumers to reduce the use of plastic in their everyday lives.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in United Kingdom 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 Kingdom, 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 Kingdom 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 Kingdom?
- Which are the leading brands in Wipes in United Kingdom?
- How are products distributed in Wipes in United Kingdom?
- 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 Kingdom - Category analysis
KEY DATA FINDINGS
Wipes continues to perform positively, supported by habitual use
Procter & Gamble retains lead, while WaterWipes records most dynamic growth
Amazon and e-commerce platforms of grocery retailers popular for wipes
Baby wipes and general purpose wipes to continue growing, while deodorant wipes will struggle from niche positioning
Amazon important for e-commerce sales of wipes
Ban on use of plastic in wipes unlikely to have major impact on demand
Tissue and Hygiene in the United Kingdom - 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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