Competitive Landscape
Procter & Gamble and Kimberly-Clark Maintain the Leading Positions as Investment and Trust Offset Share Erosion
Procter & Gamble UK?Ltd and Kimberly-Clark Holding Ltd consistently held the top positions by retail value share during the review period. In 2025, Procter & Gamble held an 19% retail value share, while Kimberly-Clark followed with an 11% share.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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 Insights
Andrex Drives Convenience-Led Growth as Everyday Use Expands
Andrex Drives Convenience-Led Growth as Everyday Use Expands
Personal Wipes Outpace Home Care Wipes and Private Label Expands Reach
Wype Challenges Disposables as Eco Concerns Shift Consumer Choices
Personal Wipes to Sustain Momentum as Innovation Shifts Value Propositions
Sustainability Concerns Reshape Consumer Habits and Product Development
E-Commerce and Channel Diversification Enable Accessible and Convenient Purchasing
Procter & Gamble and Kimberly-Clark Maintain the Leading Positions as Investment and Trust Offset Share Erosion
Direct-To-Consumer Brands and Online Grocers Boost E-Commerce
Subscription Services and Omnichannel Strategies Fuel Online Sales Growth
Tissue and Hygiene in the United Kingdom - Industry Overview
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Key Data Insights
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Demographic Trends Play a Strong and Growing Role in Tissue and Hygiene
Novelties Address Consumers' Sustainability, Hygiene and Convenience Concerns
Demographic Trends to Continue to Exert a Strong Influence on Category Performances
Eco-Innovation and Premiumisation to Reshape Consumer Loyalty and Competition
Kimberly-Clark and Procter & Gamble Maintain Lead as Private Label Competes on Price
Shift From Retail Offline to Online
Subscription Models, Seamless Shopping and Broad Assortments Fuel Online Loyalty
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- 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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!