Sales of wipes are set to continue declining over the forecast period in value terms (at constant 2024 prices). With prevailing economic uncertainty, households will likely continue to reduce their spending on wipes, opting instead for more affordable cleaning and hygiene alternatives.
Urbanisation is set to significantly boost the growth of e-commerce, with ongoing improvements in logistics also expected to boost online sales of wipes in general. Grocery retailers are likely to make further investments in developing their online offerings, with a growing focus on in-store click and collect solutions.
Sustainability and health concerns will likely shape the direction of innovation within wipes over the forecast period. An example of this was the 2024 launch of Essity’s new line of Libero Wet Wipes, which claim to use 100% plant fibres, thereby reducing their environmental impact.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Sweden 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 Sweden, 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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