Despite a predicted strong performance, wipes is expected to remain an underdeveloped category in the Philippines over the forecast period. Baby wipes will remain the largest product area, as well as posting the fastest rates of growth in both volume and constant value (2023 prices) terms.
Price competition is also expected to intensify over the forecast period, as cheaper unbranded products enter the market. This trend will be fuelled by the development of e-commerce sites such as Shopee, which will give consumers access to a far wider choice of brands (and price points) than can be found on their local supermarket shelves.
As the market becomes more competitive, players are likely to explore new ways to add value to their products, such as introducing innovative features, in order to protect their profit margins. As such, the incorporation of fragrances into facial cleaning wipes is anticipated to emerge as a significant trend over the forecast period.
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Understand the latest market trends and future growth opportunities for the Wipes industry in Philippines 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 Philippines, 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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