Wipes in the Netherlands - New Market Report

Wipes saw a decline for a number of years running, and in 2014 there was a further decline in current value terms. The category has been struggling to deal with the impact of the economic crisis. After seeing strong double-digit growth almost a decade ago, the current trend is negative. Consumers are turning away from wipes, as they see them as overpriced and unnecessary. In 2014 wipes declined by another 2% in current value terms.

Competitive Landscape

Baby wipes is one of the largest categories within wipes, and as Procter & Gamble was the leading branded company in baby wipes in 2014, it also led the way in overall wipes. Pampers is not the only major Procter & Gamble brand, however. With Swiffer, Procter & Gamble has another ace up its sleeve, as this was the second brand in wipes in 2014. Its third major brand is Oil of Olaz, a leading brand in facial cleansing wipes. In 2014 Procter & Gamble retained its leading position in wipes, but the company did lose minor share. The major issue for the company is the fact that many Pampers wipes are sold in bulk at lower promotional prices.

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Industry Prospects

Wipes has hit rock bottom, and this is why in the forecast period wipes is projected to remain static in value terms at constant 2014 prices. In 2015 and 2016 wipes is expected to continue to see a decline in value terms at constant 2014 prices, but in the years that follow, the category is expected to see a modest increase. The fact that the economy is expected to see a further improvement will certainly be a major factor for improvement in the category.

Report Overview

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

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

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