"Wipes in Colombia" now available at Fast Market Research

Despite the rapid growth of wipes during the review period, the category remained underdeveloped in Colombia, except for baby wipes, which accounted for an 82% value share of wipes in 2014. Other products such as home care wipes were still niche areas and faced competition from other cleaning products such as traditional cloths, paper towels and specific surface cleaners, which are cheaper than wipes.

Competitive Landscape

Productos Familia Sancela continued strengthening its position within wipes and in 2014 reached a 72% value share. The company is characterised by high levels of innovation and segmentation, leading in baby wipes, home care wipes and floor cleaning systems, intimate wipes and general purpose wipes. The main strategy of the company is orientated towards developing products for different age groups and thus grow with its consumers. For example, it offers the Pequeñín brand for baby wipes, but has developed Fres Kids for children, which does not identify them with baby care products as they instead prefer a more apt presentation.

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Industry Prospects

Over the forecast period, wipes is predicted to grow at a CAGR of 9% at constant 2014 prices, which is slightly higher than growth registered over the review period. Baby wipes will continue to account for the majority of sales, with per capita consumption continuing to increase, underpinned by rising disposable incomes. Other types of personal wipes are expected to record rapid growth but will continue to record much lower sales than baby wipes. For such categories, the challenge is to educate consumers about their multiple uses and benefits in order to encourage more-frequent use.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Colombia 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 Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Colombia 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 Colombia?
* What are the major brands in Colombia?
* What is the biggest category within household care wipes?

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