Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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Wipes in Australia
Value sales of wipes in Australia continued to rise in 2024, albeit more slowly than the previous four years as post-pandemic routines continued to normalise. Nevertheless, wipes has become a highly attractive category for new players to introduce more innovative options. One important aspect to con ... Read More
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Wipes in China
Although the rate of increase was slower than seen the previous year, due to sluggish economic recovery post-pandemic, in 2024 wipes maintained retail current value growth in China. An increasing number of Chinese consumers understand the benefits of such products, and are also becoming more educate ... Read More
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Wipes in Turkey
Overall value sales of wipes experienced healthy growth in Turkey in 2024, however, volume sales across the different categories within wipes varied. Of the different styles of wipes covered in volume terms, starter kits/sweepers/sticks (dry electro-static), general purpose wipes, personal wipes, an ... Read More
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Wipes in Nigeria
Value sales of wipes in Nigeria recorded a double-digit increase in 2024, driven by rising inflation and foreign exchange instability, which led to price hikes. While this contributed to value sales growth, volume sales declined as consumers sought more affordable alternatives due to reduced purchas ... Read More
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Wipes in Cameroon
Wipes are in strong demand by Cameroonians, with baby wipes increasingly used in place of toilet paper. Rising awareness of the dangers of using toilet paper on baby skin is expanding the consumer base for wipes. Cosmetic wipes are gaining appeal driven by the proliferation of makeup culture in Came ... Read More
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Wipes in Kazakhstan
Wipes in Kazakhstan performed strongly in 2024, with growth in total current value sales picking up from 2023 and most categories expanding in volume terms. Because these items are less likely to be considered household essentials, this area of the local tissue and hygiene market was among the chief ... Read More
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Wipes in Uzbekistan
The rate of growth in retail current value sales of wipes slowed slightly but remained robust in 2024. However, this growth was from a very low base. The use of wipes has become an integral component of the daily routine for Uzbekistani consumers, a trend that gained momentum during the pandemic and ... Read More
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Wipes in Morocco
Retail sales of wipes in Morocco increased by 7% in current value terms in 2024, reflecting consumers’ increasing appreciation of their convenience and hygiene benefits. While some categories, such as general-purpose wipes, face competition from pocket handkerchiefs and boxed facial tissues, others ... Read More
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Wipes in Uruguay
Wipes registered both healthy current value and volume growth in Uruguay in 2024. One key factor that contributed to the positive performance was a significant drop in cross-border shopping into Argentina, due to the appreciation of the Argentine peso. There was also a significant decline in smuggli ... Read More
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Wipes in Serbia
Wipes registered healthy current value growth in Serbia in 2024, though volume growth was more muted, but still positive. Value sales were also boosted due to increased prices. Euromonitor International's Wipes in Serbia report offers a comprehensive guide to the size and shape of the market at a na ... Read More
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Wipes in Indonesia
Overall, wipes sales in Indonesia declined in 2024, influenced by the downturn in baby diaper sales, which accounted for the vast majority of sales in the category. Although baby wipes were also used for adult incontinence, the slower growth in adult incontinence sales further contributed to the sta ... Read More
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Wipes in Finland
Growth in wipes in Finland in 2024 continued to be driven by consumer demand for convenience, efficiency, and ease of use. Whether for home care or personal hygiene, wipes appeal to consumers looking to minimise effort and simplify cleaning routines. Their ready-to-use, disposable nature also makes ... Read More
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Wipes in Belgium
Retail value sales of wipes in Belgium saw an increase in 2024, although most categories recorded a decline in retail volume. General-purpose wipes, cosmetic wipes, facial cleansing wipes, and intimate wipes all experienced volume declines, primarily due to economic pressures that led consumers to d ... Read More
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Wipes in Spain
In 2024, value sales of wipes in Spain registered solid growth, as local consumers continued to be increasingly driven by hygiene and skincare concerns. Consumers are more conscious than ever of their personal care routines - a trend that has had a significant impact on the performance of personal w ... Read More
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Wipes in Taiwan
Wipes saw relatively healthy value growth in Taiwan in 2024, with personal wipes seeing the strongest performance. Meanwhile, personal wipes is also the largest category in terms of value. General purpose wipes was also a strong performer in 2024, both in terms of growth and category size. Euromonit ... Read More
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Wipes in Ukraine
Overall sales of wipes declined in current value terms in 2024, although performances varied across the different categories. For instance, the popularity and applications of personal wipes have increased since Russia's invasion of Ukraine, with these products now commonly used as the primary person ... Read More
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Wipes in Poland
Wipes in Poland saw a modest increase in retail current value sales in 2024, following double-digit growth in 2022 and 2023. Strong price increases drove these high levels of growth; retail current value growth stabilised as price rises slowed in the final year of the review period. Nonetheless, dem ... Read More
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Wipes in Slovakia
Wipes in Slovakia continued to grow in 2024, supported by their affordability, effectiveness, and convenience. Consumers increasingly valued these products for their ability to save time and deliver immediate results, whether for cleaning or personal care purposes. During a period of economic cautio ... Read More
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Wipes in Portugal
Following a two-year period of significant current value growth, driven by inflation and substantial price increases, wipes experienced a slowdown in Portugal in 2024. Personal wipes dominate sales, with private label products gaining prominence as consumers seek more affordable options. Meanwhile, ... Read More
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Wipes in Sweden
Sales of wipes declined in current value terms in 2024, with many consumers having to exercise caution in their spending due to cost-of-living pressures. Due to prevailing economic uncertainty, many households cut back their spending on wipes and switched to more affordable cleaning and hygiene alte ... Read More
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Wipes in Hungary
Current value sales performance of wipes in Hungary was affected by rising prices in 2024, as local consumers sought products that were low-cost, convenient, and highly effective. These attributes applied to wipes, whether for cleaning or personal purposes. This, while growth was still robust, it wa ... Read More
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Wipes in Georgia
Volume sales of wipes in Georgia experienced solid growth in 2024, driven by rising hygiene standards. Wet wipes provide a quick and easy cleaning solution, saving time and effort for those with busy lifestyles. The introduction of new options, including eco-friendly and biodegradable wipes, also at ... Read More
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Wipes in Guatemala
Wipes registered healthy volume growth in Guatemala in 2024, though there was a marginal fall in constant value sales. The volume growth was driven by increased availability and also aggressive promotions. These promotions have also seen new consumers trying wipes for the first time. Baby wipes cont ... Read More
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Wipes in Thailand
Wipes in Thailand recorded robust growth in both volume and value terms in 2024, following a similarly strong performance in 2023. Value sales of wipes rose at the same pace as volume sales in 2024, reflecting the products’ sustained popularity. Baby wipes remained the largest segment within wipes, ... Read More
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Wipes in New Zealand
Value sales of wipes in New Zealand experienced positive growth in 2024, although at a slower rate compared to the previous two years. This moderation in growth can be attributed to easing inflationary pressures that had driven unit price increases during 2022 and 2023. Alongside the softening of un ... Read More
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