Competitive Landscape
Biosphere Strengthens Lead as Local Brands Outperform Global Rivals
Wipes in Ukraine are moderately concentrated, with clear evidence of increasing concentration from 2020 to 2025. The share held by the leading company, Biosphere Corp (Smile), rose from 30% in 2020 to 35% in 2025, representing a marked consolidation at the top.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Ukraine 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 Ukraine, 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 Ukraine 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 Ukraine?
- Which are the leading brands in Wipes in Ukraine?
- How are products distributed in Wipes in Ukraine?
- 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 Ukraine - Category analysis
Key Data Insights
Smile and Ruta Drive Demand as Large Packs Become Essential for Daily Hygiene
Smile and Ruta Drive Demand as Large Packs Become Essential for Daily Hygiene
Snow Panda and Sleepy Respond to Clean Wellness and Eco-Labelling Demands
Balancing Eco-Responsibility with Value through Targeted Innovation
New Hygiene Habits to Persist as Routines Normalise Post-War
Personal Wipes to Lead as Experimentation Drives Niche Growth
Biosphere to Help Drive Eco-Design as Regulations and Online Sales Accelerate
Biosphere Strengthens Lead as Local Brands Outperform Global Rivals
Grocery Retailers Continue to Lead Distribution
Online Multipacks and Delivery Reliability Reshape Shopper Habits
Tissue and Hygiene in Ukraine - Industry Overview
Local Players Defend Share by Prioritising Affordability and Essentials
Key Data Insights
Local Players Defend Share by Prioritising Affordability and Essentials
Convenience Features Sustain Demand for Hygiene and Personal Care
Eva, Watsons and Rozetka Shift Sales Online with Value Bundles and Fast Delivery
Bulk-Focused Local Brands to Extend Value Leadership through Digital Sales
Digital-First Shopping Habits Set to Reshape Competition and Pricing Dynamics
Normalised Hygiene Habits and Shrinking Population Will Define Demand Outlook
Procter & Gamble Loses Further Share to Local Players
Supermarkets and Hypermarkets Appeal with Convenience Purchases of High-Frequency Items
Rozetka and Watsons Drive Digital Sales with Promotions and Delivery
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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