Wipes in Belarus: New research report available at Fast Market Research

From: Fast Market Research, Inc.
Published: Fri Sep 11 2015

Wipes in Belarus in 2014 was characterised by fragmentation, rapid development and an increasing share of imports. The variety of products and brands on offer in the category continued to increase in 2014, particularly in the larger category of personal wipes. This meant increasing competition within wipes, which further stimulated manufacturers into expand their ranges of offered products. Within home care wipes and floor cleaning systems, value sales remained substantially lower than in personal wipes, although some products were present on retailers’ shelves. The share of imports increased in 2014, which was due to the stronger position of the Belarus rubel given a lower level of devaluation against the major currencies than previously. The relatively stronger Belarus rubel resulted in conditions being favourable for imports, causing imports of wipes to increase and their share of sales to rise in 2013-2014.

Full Report Details at
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Competitive Landscape

Wipes is characterised by fragmentation, with many companies being present with rather small shares; however, the strong international company Procter & Gamble led the sales in 2014 with a value share of 10%. The company registered the largest value share increase of one percentage point in 2014. The leading position of Procter & Gamble within wipes is due to the company’s strong presence in the larger category of nappies/diapers/pants, as the company is present in both categories with its brand Pampers. Wide recognition of the brand Pampers and consumer trust in it within nappies/diapers/pants also supports its success in wipes, mainly in baby wipes. Baby wipes Pampers are considered by Belarusian consumers as complementary products to the nappies/diapers/pants brand of Pampers, and often purchased together.

Industry Prospects

Wipes is expected to grow at a CAGR of 4% at constant 2014 prices over the forecast period. This growth is likely to come from expansion of the consumer base, from rising consumer hygiene awareness and because of increasing product segmentation. Volume sales of wipes are expected to be boosted by the convenience trend, which is expected to play a more important role given the improvements to the Belarusian economy and growth of disposable incomes.

Report Overview

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

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Contact Name: Bill Thompson
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