Demand for wipes in the UK is expected to continue growing over the forecast period as consumers seek convenience and ease of use for both household and personal use. In particular, baby wipes and general purpose wipes are expected to see consistent demand, as these products are popular with consumers for their multifunctionality, while moist toilet wipes will continue to gain popularity, albeit from a low base, offering significant growth potential on a per capita basis.
E-commerce is expected to gain further ground as a distribution channel for wipes over the forecast period. The channel offers convenience for consumers as they can have their desired products delivered quickly to their homes, while also adding wipes to any other orders they have placed.
In 2024, the UK government announced legislation to ban any wipes that contain plastic to come into effect before summer 2024. When consulting the public on the ban, 95% of respondents agreed or strongly agreed with the proposal, indicating a strong consensus among consumers to reduce the use of plastic in their everyday lives.
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Understand the latest market trends and future growth opportunities for the Wipes industry in United Kingdom 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 United Kingdom, 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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