Wipes in Russia - New Market Research Report

In 2015, the wipes category was driven by an evolving health and hygiene culture as well as demand for convenience. The category also benefited from improving distribution through modern grocery retailers, increasing competition and the development of private label products. However, as wipes are not perceived as essential products, they have been more affected than other categories by the economic climate. A combination of factors continued to negatively affect the category in 2015, including the ongoing economic downturn, political instability, sanctions and import replacement, devaluation of the Russian rouble, rising inflation and falling disposable incomes and subsequent increased price- sensitivity.

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Competitive Landscape

Unlike other categories, wipes in Russia is characterised by a large number of companies. However, Procter & Gamble remained the leading player in 2015 with a value share of 19%. The company benefits from offering extensions of strong brands in other areas, namely Pampers in nappies/diapers/pants and Olay in skin care, with Pampers in particular enjoying strong customer loyalty and a reputation for quality in Russia. The company also benefits from widespread distribution. Johnson & Johnson and Cotton Club ranked joint second, each with a value share of 12%.

Industry Prospects

Widening distribution and increasing production of wipes will help to boost consumer awareness, especially in less developed regions. Marketing activities and new product launches will also support the development of wipes in Russia, particularly personal wipes.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Russia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Russia market research report includes:

* Analysis of key supply-side and demand trends  
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Wipes in Russia?
* What are the major brands in Russia?
* What is the biggest category within household care wipes?
* What are the key new product launches in the wipes market?

Reasons to Get this Report

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