Report Published: "Wipes in Ireland"

Consumers are choosing convenience in personal care. When it comes to personal wipes, most consumers who purchase these products do so for reasons of convenience. Instead of using traditional methods for facial cleansing, such as cotton wool and lotions, they are using wipes for make-up removal, as they are handy to pop into a handbag and can be used on-the-go. Whilst many consumers may deem facial care a necessity, they are willing to stretch the budget a little further for the convenience factor. This is not the case in home care. Consumers are reducing their purchases of wipes, as they are proving to be an expensive product when related to the work they are expected to do. Whilst home care wipes are designed to be used and discarded, it is not unusual for consumers to stretch out their use. Always aware of the cost of living, consumers want to make the most of their money. The idea of using a wipe for one purpose and throwing it away is not received well. They are used until every inch is dirty before being discarded. Consumers prefer to use household sprays and diluteable products which allow them to control the volume used and therefore the cost.

Full Report Details at
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Competitive Landscape

Johnson & Johnson ranked first in wipes in 2014, with a 22% value share, remaining static from the previous year. In second place was Procter & Gamble with a static 20% share, and in third place was Boots Retail with an 18% share; an increase of one percentage point from 2013.

Industry Prospects

Consumers seeking cheap yet high-quality products is a trend which is expected to continue throughout the forecast period. They are happy to purchase premium products when they are on offer, in bulk or on deals, but with the quality of products from discounters and private label improving year-on-year, consumers are switching to these to save money.

Report Overview

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

The Wipes in Ireland 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

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