Wipes maintained healthy value sales in Singapore in 2024, with personal wipes being the best performing category. Functionality remains a critical driver in the mature category of wipes, particularly as consumers demand more efficient, multipurpose products that integrate easily into their busy lifestyles. Wipes that offer both cleansing and sanitising capabilities are especially popular among parents, office workers, and commuters who value on-the-go solutions, for example. Products like Detto

Wipes recorded steady value growth in 2024 thanks to greater hygiene awareness, their convenience, and more product options. Estonians continue to use wipes for personal care, baby care, and quick cleaning tasks, especially with busy lifestyles and more travel. The habit of using wipes for hygiene, which increased during the pandemic, has not waned. In addition, more eco-friendly and biodegradable wipes are becoming available, attracting consumers looking for more sustainable options.

The rate of growth in retail current value sales of wipes slowed in 2024, with personal wipes–particularly baby wipes and, to a lesser extent, general purpose wipes–accounting for the bulk of demand. Growth for baby wipes was limited by a declining birth rate amid elevated immigration, with growth in retail current value sales mainly driven by price increases, rather than rising volume sales.

Despite a bleak economic picture, wipes registered healthy volume growth in Ecuador 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 continued to account for most volume sales, as they are considered essential by parents looking after their babies. On the other hand, other offerings within personal wipes

Wipes in Lithuania faced a slowdown in value sales over 2024. Despite being a staple household item, the product area encountered hurdles stemming from factors such as a restricted and, in some instances, diminishing consumer base. Additionally, wipes, often considered non-essential commodities, witnessed a decline in demand as households grappled with economic uncertainties. Seasonality is a clear driver in this category as consumers typically purchase more personal wipes during the hot season.

Wipes reported modest value growth in 2024 even as the inflation rate fell in Austria. Baby wipes is the largest category within wipes with consumers valuing the convenience of these products as a quick and efficient solution to clean their baby’s skin. Moreover, wipes are a key part of the hygiene process when changing diapers, especially when on-the-go. Parents were still keen to prioritise the care of their children, despite the high costs of living, with volume sales rising steadily. Moist t

Wipes in Brazil maintained solid double-digit retail current value growth in 2024. This increase can be attributed to several factors, including heightened consumer awareness of hygiene, and the incorporation of wipes into consumers’ daily routine following the COVID-19 pandemic. Personal wipes continued to account for the vast majority of sales, and also experienced remarkable growth in 2024, significantly outpacing other retail hygiene categories. It saw double-digit increases in both current

Wipes in South Africa continued to record strong current value growth in 2024, despite inflation at the beginning of the year pushing up unit prices, thereby placing pressure on consumers. As a result, individuals turned to cost-reducing opportunities. In health and beauty specialists, rewards programmes and promotional activity were effective in creating greater brand awareness and sales. Examples include three-for-the-price-of-two, encouraging consumers to buy more and boosting volume sales.

During the pandemic, many consumers adopted wipes in the UK as a staple in their lives, with the product considered convenient while also contributing to a higher degree of hygiene, both in the home and on a personal level. Post-pandemic, many local consumers have continued to purchase wipes due to habitual use, with these products considered convenient and easy to use, widely available and offering different brands with various functions.

Wipes in Algeria recorded another solid performance in current value terms in 2024, with total sales growing at a marginally faster pace than in 2023. This was partly the result of price hikes imposed to offset enduring inflationary pressures, however, as all categories saw volume growth rates slow from the previous year due to weakened purchasing power among consumers. Nonetheless, demand remained robust on the whole thanks to rising appreciation for the convenience of these products and increa

Wipes in Chile recorded a second consecutive year of value sales decline in 2024, indicating a slowdown following double-digit growth at the height of the pandemic. This was primarily due to decreasing birth rates affecting baby wipes, the largest value category overall, and consumers abandoning more stringent cleaning habits initially adopted in response to COVID-19, instead opting for more economical options. In the case of facial cleansing wipes, consumers have shifted to micellar water and f

Wipes experienced significant retail current value growth in Mexico in recent years, and although a slowdown in the rate of increase was observed in 2024 compared with the previous three years, it remained dynamic. The strong growth trend has been influenced by changing consumer cleaning habits post-pandemic, and the steady rise in consumers’ purchasing power. An increasing number of people have been shifting away from traditional cleaning methods, such as reusable cloths, in favour of more conv

The demand for wipes continued to rise in Tunisia in 2024, driven by growing awareness of these products due to the strong advertising efforts from major companies and the wider distribution of wipes through modern retail stores. The ongoing improvement in living standards in Tunisia, particularly in urban areas, where people tend to maintain higher hygiene standards, further boosted demand.

Retail current value sales of wipes saw only negligible growth in South Korea in 2024. However, performances differed widely across categories. Baby wipes remained the dominant category within wipes in 2024, but as South Korea’s birth rate has been on a declining trend, this category experienced a continued decline in value terms in 2024. Meanwhile, all other wipes categories saw growth in this year, with all purpose cleaning wipes (within home care wipes and floor cleaning systems) seeing the s

Retail value sales of wipes increased in 2024, with growth supported by demand for convenient and skincare-aligned solutions. Facial cleansing wipes remained the largest and most dynamic category, with value sales rising notably. Swiss consumers increasingly value time-saving products that support hygiene and skincare routines on the go, particularly those that require minimal commitment or cost. Facial cleansing wipes provided an accessible and portable option, especially for busy individuals a

In North Macedonia, wipes are recognised as providing a wide variety of convenient and practical uses, including surface care in personal and office environments. The widespread availability of wipes across distribution channels contributed to consistent demand for these products in 2024. Recent price increases, driven by inflation, also contributed to the robust current retail performance.

Wipes in Slovenia continued to perform well in 2024. Some categories of home care wipes and floor cleaning systems registered moderate increases in retail volume sales, while all categories of personal wipes posted positive, if slight, rises. Enhanced consumer demand was underpinned by the higher awareness of and increased focus on cleanliness and hygiene practices. Inflationary pressure on prices slowed in 2024, albeit remaining significant. Moderate price increases resulted in healthy, if slow

Wipes in Croatia experienced a moderate increase in value sales during 2024. This growth is attributable to several factors, including heightened consumer awareness of hygiene practices, particularly following recent health concerns. The versatility of wipes, used for various purposes from personal care to household cleaning, contributes to sustained demand. Additionally, the availability of specialised wipes, such as those for sensitive skin or specific cleaning tasks, has broadened their appea

In 2024, wipes showed a mixed performance in Japan, with the overall category seeing only low current value growth, while specific categories either thrived or declined. Cosmetic wipes remained the largest category within personal wipes in 2024. Within this, facial cleansing wipes experienced notable value growth, driven by an increase in activities outside the home, and rising demand for convenient products with skin care benefits. The summer of 2024 was particularly warm, with record-breaking

Wipes experienced continued dynamic retail current value growth in India in 2024, driven by rising disposable incomes, urbanisation, and increasing awareness of hygiene. Wipes offer a convenient and mess-free way to maintain hygiene on-the-go, appealing to busy individuals and parents. Growing hygiene awareness, health-consciousness, and concerns about germs have been propelling demand for wipes, especially in urban areas. However, personal wipes accounts for the entirety of sales, with home car

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 educated about the differences between various types of wipes, including cleaning wipes, and personal wipes, and care more about their skin care functionalities.

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 consider is the development in consumer education, with an increasing number of Australians considering the environmental impact of using disposable wipes, thereby driving up demand for more sustainable

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 beneficiaries of improvements in consumer confidence and purchasing power as inflationary pressures receded. At the same time, the trend towards busier lifestyles continued to reinforce appreciation

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 Cameroon. Amid growing demand, category performance was hindered by significant supply issues in 2024. There are lingering effects from the government’s crackdown on the wipes category during the pandemic