Recent Study: Wipes in Belgium

From: Fast Market Research, Inc.
Published: Thu Sep 11 2014

In 2013 growth in wipes in Belgium slowed down, essentially due to the fragile economic circumstances. Growth of only 1% was seen in current value terms in 2013, in comparison with 2% in 2012. Home care wipes and floor cleaning systems in particular suffered from saturation, and was the major cause of the slowdown. For years, sales had been driven by promotional offers and the novelty of these products. Once manufacturers stopped investing, sales dropped drastically. Also, the explosion of different task-specific wipes generated confusion in the minds of consumers. The good news was that personal wipes recorded good growth, despite a minor slowdown related to the bleak economy.

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Competitive Landscape

The competitive landscape in wipes is fairly fragmented, with international players such as Procter & Gamble, SCA Hygiene and Beiersdorf, and private label. In 2013 Procter & Gamble led wipes with a 35% value share. This leadership reflects the large portfolio of brands in different categories that Procter & Gamble owns: for example, Swiffer in home care wipes and floor cleaning systems, Pampers in baby wipes and Mr Propre in impregnated wipes. In 2013 the Swiffer brand was probably the most affected by the continuous decline of floor cleaning systems. During the review period Pampers baby wipes also experienced the aggressiveness of private label.

Industry Prospects

Wipes is expected to fare better during the forecast period than in the review period, but only slightly, and a decline is still expected. Despite economic recovery, it will take time for most brands to regain the confidence of Belgian consumers. Moreover, environmental questions are likely to intensify and challenge the category. There is the risk that some home care wipes and floor clearing systems will be discontinued. Whilst Belgians demand more and more efficient and all-purpose products in surface care, they are likely to be disappointed by the value of home care wipes during the forecast period. Moreover, wipes reflect a very negative image with regard to the environment. Belgian consumers, who are very concerned about environmental issues, are likely to reject these products. Ecological associations are very critical of wipes. Often, Test Achat criticises the high level of waste generated by wipes.

Report Overview

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

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