Proctor & Gamble was the leading player in wipes throughout the review period and in 2013 accounted for 19% value share. This company mainly benefits from the strength of its Pampers brand in baby wipes, where it led with almost 41% value share. Pampers benefits from its strong reputation in nappies/diapers/pants and frequent TV advertising and enjoys strong customer loyalty. As disposable income levels rose towards the end of the review period, many consumers traded up to this brand in baby wipes, where it thus gained over half a percentage point in value share in 2013 over the previous year. The company thus gained around a third of a percentage point in value share in overall wipes in the year, which was one of the strongest growth rates.
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Wipes is expected to benefit from a number of trends during the forecast period. Perhaps the most significant of these will be a widening range of product areas and brands being distributed via supermarkets and hypermarkets, alongside a growing range of private label wipes. Domestic players are expected to prove particularly active in new product development and in pushing for wider distribution, particularly beyond the more saturated sales areas of Moscow and St Petersburg. Domestic players are also expected to be responsible for a wider range of private label products becoming available, with players such as Cotton Club and Hygiene Kinetics having a strong focus on growing private label production.
Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Russia with research from Euromonitor's team of in-country analysts.
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The Wipes in Russia market research report includes:
* Analysis of key supply-side and demand trends
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