Over the forecast period, the wipes category is anticipated to face continued decline, primarily attributed to persistently high inflation rates. This downward trend is exacerbated by the perception among consumers that many of these products are non-essential, leading to their exclusion from purchase consideration during periods of heightened cost-consciousness.
Despite the prevailing challenges, opportunities for growth lie in sustainability initiatives undertaken by leading brands within the wipes category. Sustainability-focused innovation is poised to drive incremental growth during the forecast period, particularly within the hygiene wipes segment.
While supermarkets are expected to retain their dominance as the primary distribution channel for wipes, discounters, and e-commerce platforms present avenues for further category penetration. This trend was particularly evident in 2022, as increasingly price-sensitive consumers sought out more affordable options while embracing the convenience of home delivery offered by e-commerce platforms.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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