Wipes in Slovakia - New Market Report

From: Fast Market Research, Inc.
Published: Mon Jul 21 2014

Wipes sales increased during the whole review period due to manufacturers expanding the product range, introducing product innovations with better effectiveness and offering low prices which Slovak consumers could afford. This development did not change in 2013. The category recorded a 2% value sales increase and for consumers, wipes (mostly personal wipes) were an important component for everyday life. However, wipes were not a highly needed product in each Slovak household and those who were affected by the negative development of the Slovak economy were not using these products regularly in order to save some money. Personal wipes were used only when needed and the use of household wipes was replaced by traditional cleaning methods in Slovak households, like mops and facial cleaning wipes by buds and pads.

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Competitive Landscape

The category was led by Procter & Gamble spol sro, which held 34% value share in 2013 thanks to its well-established brand Pampers and strong marketing activities. However, the company lost one percentage point of value share due to the activities of its competitors, as private label producers launched new wipes which gained popularity due to their low price and good quality. The second ranked company was Feminia Family sro with 13% value share in 2013 thanks to its wide product portfolio and main focus on general purpose wipes.

Industry Prospects

More consumers are expected to be interested in wipes for cleaning purposes of their households as well as for taking increasing care of their bodies, from which personal wipes will benefit. The new product development in terms of new added value such as antibacterial preparations or products following the "green" trend might be more visible and push the volume growth of the category. However, in value terms, the increasing number of products available and the increasing popularity of private label products will strengthen the competition, meaning that value sales will grow more slowly than during the review period and only a constant value CAGR of 1% is predicted for wipes over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Slovakia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Slovakia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Slovakia market research report includes:

* Analysis of key supply-side and demand trends  

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