Sales of personal care wipes in the Middle East & Africa recorded a share of less than 10% of the global market in 2020. The market is to grow with demand boosted during the initial stage of lockdown, as many consumers in the region took to panic buying and stockpiling goods. This was particularly the case for baby wipes, as interest in health and hygiene was bolstered by the outbreak of COVID-19, and consumers took to buying wipes to ensure the household remained a clean, healthy environment. Find hidden opportunities in accordance with the most current research data available and understand competitive threats along with detailed market analysis mentioned in the recent release of Actual Market Research- the Middle East & Africa Personal Care Wipes Market Outlook, 2026.
Private label retained its strong position in wipes in 2020, even though the Covid 19 outbreak with the increasing consumers’ appreciation for products with an appealing price-point. With many consumers losing work due to COVID-19 restrictions and others working from home, price sensitivity increased in the region. Johnson & Johnson led wipes in 2020, thanks to leading the biggest category of baby wipes. Johnson & Johnson offers Johnson’s Baby to the landscape, with the second-placed position going to Procter & Gamble (Pty) Ltd with Pampers. Leading brands continued with aggressive promotional activities to gain market share. Average unit prices are also moving upwards. Private label brands are placed strategically next to leading brands as a way to increase sales. Pampers wipes are placed next to the company’s diapers, as a way to encourage impulse purchases. Consumers’ demand for convenience as well as targeted, solution-orientated goods has continued to increase the sales for wipes in the region. Huggies introduced new Huggies Pure wipes that claim to offer pure, gentle cleaning like cotton wool and water. Differentiation is difficult within baby wipes, but trust and quality are key considerations for consumers, followed by price as consumers continue to demand value offerings. Baby wipes are proving to be a highly profitable category as there is a wide range of products to choose from. Leading brands offer a good range of pack sizes, side by side with private label options that tend to target consumers with more limited budgets. As the global baby care market continues to grow, the region’s parents demand natural, safe, and earth-friendly products for their babies.
In terms of the competitive landscape, the most lucrative categories in personal wipes are baby wipes and facial cleansing wipes. Huggies wipes are also increasing their market share, as well as local brands Bumbies, which was recently acquired by Twinsaver Group. Johnson & Johnson leads in facial cleansing wipes closely followed by private label, which has been showing continued growth. One can assume that the price attractiveness of private labels has been the biggest driver of this growth. Beiersdorf’s Nivea products also command a strong share. These products are more widely available from supermarkets, as they lead channel sales, followed by health and beauty specialist retailers. Price competition is expected to bring down unit prices. Local producers such as Wemy Industries are also using lower prices to ward off the threat posed by cheaper imported brands. Cosmetic wipes are expected to show the fastest volume growth in wipes. The middle and upper-income consumers who are seeking value-added products for their cosmetic needs are helping to drive the volumes for cosmetic wipes. The offering is a novelty and has attracted the interest of this consumer.
Different income groups purchase different products, with premium baby wipes brands being purchased mostly by high-income earners, while the Dr. Browns and Nightingale brands of baby wipes from Wemy Industries, which are a standard offering, are demanded by both middle and low-income earners. Wemy Industries’s baby wipes lead compared with other brands, particularly premium brands, because of their good prices and their high quality. Owing to a more challenging economic environment, wipes manufacturers that offer premium products face headwinds with their positioning and also have pricing challenges to contend with. Egyptian consumers are slowly becoming accustomed to using general-purpose wipes. As imported wipes such as Dettol have become more expensive, they are opting for domestic brands such as Easy Care and Maxi Touch, which are produced locally by Easy Group For Health & Beauty Care and KANDEEL Industry & Trade, respectively, and which both offer cheaper prices and reasonable quality.