WIPES IN INDIA

Euromonitor International
June 2015

WIPES IN INDIA

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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 1
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 3
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6

Retail Sales of Wipes by Category: Value 2009-2014 .................................. 3

Retail Sales of Wipes by Category: % Value Growth 2009-2014 ................. 3
NBO Company Shares of Retail Wipes: % Value 2010-2014 ...................... 4
LBN Brand Shares of Retail Wipes: % Value 2011-2014 ............................. 5
Forecast Retail Sales of Wipes by Category: Value 2014-2019 ................... 5
Forecast Retail Sales of Wipes by Category: % Value Growth 20142019 ............................................................................................................. 6

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WIPES IN INDIA

WIPES IN INDIA
HEADLINES
Current value sales of personal wipes grow by 20% in 2014 to reach Rs537 million
Home care wipes and floor cleaning systems remain negligible
Baby wipes posts the fastest current value sales growth of 24% in 2014
The average current unit price of personal wipes grows by 2% in 2014
Tainwala Personal Care Products leads personal wipes in 2014
Personal wipes is set to see a 15% retail volume CAGR and 11% value CAGR at constant
2014 prices over the forecast period

TRENDS
Personal wipes grew by 20% in current value terms in 2014, primarily due to a very low sales
base. The customer base increased as wipes gained visibility in modern retail formats, such
as hypermarkets and supermarkets, but remained small compared with that for retail tissue
products.
Low-priced imports were rife in personal wipes, especially general purpose wipes, which
carried 20-30% lower prices than leading brands in 2014. They posed some threat to branded
wipes in India, but existing players used their distribution capabilities to protect shares.
The category largely depends on baby wipes, which accounted for a 59% share of retail
volume sales in 2014. The high birth rate and increasing inclination towards wipes for
cleaning were the key reasons for growth. The convenience of use while travelling makes it
almost mandatory for people who can afford baby wipes to purchase them.
Baby wipes posted the fastest current value sales growth of 24% in 2014, as well as a fast
20% increase in retail volume sales. Aggressive television marketing campaigns by top
manufacturers, such as Johnson & Johnson and Grasim Industries Ltd, along with the
expansion of child-centric retail stores, such as Mothercare, Kidz Shoppe and Kidz World in
metro cities, impacted sales of baby wipes positively.
Home care wipes and floor cleaning systems remained negligible in 2014 as people continued
to use the traditional method of cleaning with wet cloths. For tougher stains, some cleaning
agents were used, but the concept of disposable, single-use wipes did not take off.
The average current unit price of personal wipes grew by 2% in 2014. This was mainly due to
3% unit price growth for baby wipes. Baby wipes prices increased due to the higher cost of
raw materials. Meanwhile, the average current unit prices of general purpose wipes rose by
2% in 2014.
No demand for hand sanitation wipes was observed in India in 2014.
General purpose wipes and baby wipes were available mainly in flexible plastic packaging.

COMPETITIVE LANDSCAPE
Tainwala Personal Care Products continues to lead personal wipes in 2014 with a 20% share
of retail value sales, though it as suffered decline in value share over the review period due to
new entrants and increased competition. Its leading brand, Fresh Ones, is preferred by
customers due to a soft texture and pleasant fragrance, according to company officials.

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WIPES IN INDIA

Fresh Ones enjoys the early mover advantage in personal wipes and tie-ups with bus and
tour operators in India helped the brand to gain recognition.
In personal wipes, Johnsons Baby and Himalaya witnessed the highest current value sales
growth of 30% and 21% respectively among the established brands. Both brands made gains
due to their presence in baby wipes, which registered the fastest growth in personal wipes.
Johnsons Baby grew from a smaller sales base than Himalaya.
Fresh Ones dominated retail value sales of general purpose wipes in 2014 with 52% value
share, followed by Kara, Clarus and Greenlime. Bella, Kara, The Body Shop and Greenlime
are the leading brands in general purpose wipes. The share of others have increased by 37%
in value sales in 2014 due to expansion of local and regional manufacturers.
Grasim Industries has launched two variants of Kara general purpose wipes: Rose & Thyme
and Jojoba & Avocado. This move aims to provide customers with a variety of choice and
expand the customer base by catering to different preferences.
Personal wipes is led by Tainwala Personal Care Products Pvt Ltd which is a domestic
players. Johnson & Johnson, Unicharm, Bella Premier Happy Hygiene Care Pvt Ltd and The
Body Shop were among the foreign personal wipes players in 2014.
Procter & Gamble Hygiene & Health Care differentiated its baby wipes brand with the
introduction of Pampers Sensitive, with absorption layer mechanism, in April 2014. The
company aims to use the new offering to grow its retail value share in baby wipes in India.
No packaging innovation or green brand positioning was observed in wipes in 2014.
Private label found growth opportunities in personal wipes. Pantaloon Retail India Ltd
(Caremate) and Aditya Birla Retail Ltd (Handys) positioned their private label brands in baby
wipes and general purpose wipes, respectively, in 2014.

PROSPECTS
Wipes in India is estimated to see an 11% value CAGR at constant 2014 prices over the
forecast period, due wholly to the performance of personal wipes. In retail volume terms, a
15% CAGR is expected.
Home care wipes and floor cleaning systems are unlikely to pick up in India in the short term.
Alternative cleaning methods are cost-effective while more affluent households usually hire
someone to clean the home on a daily basis.
Baby wipes and cosmetic wipes are expected to see double-digit retail volume and value
growth over the forecast period. Cosmetic wipes is set to record slightly higher retail volume
growth than baby wipes, due to a smaller sales base. Baby wipes will continue to consolidate
its leading position in personal wipes, and its retail volume share is expected to reach 63% by
2019.
The development and growth of modern retailing will push sales of wipes. Companies will
have opportunities to display new products and variants in baby wipes or cosmetic wipes in
hypermarkets, which should grow awareness and sales. The discounts and special offers in
modern retail outlets will also create growth opportunities for wipes.
Internet retailing can help intimate wipes to grow as shy customers find it more convenient
and less embarrassing to order such products online.
The possibility of adverse skin reactions and rashes attributed to higher chemical and other
hazardous compositions in baby wipes and general purpose wipes may hamper the growth in
sales of wipes in India. Thus, companies need to approach this aspect cautiously in new
product development and marketing terms.

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The average unit price of personal wipes is expected to see a negative 3% CAGR at constant
2014 prices over the forecast period. This is based on increased scales of production and
stronger competition. The average unit price (at constant 2014 prices) of both general
purpose wipes and cosmetic wipes is set to see a negative 5% CAGR compared with a
negative 2% CAGR for baby wipes.

CATEGORY DATA
Table 1

Retail Sales of Wipes by Category: Value 2009-2014

INR million

Home Care Wipes and

Floor Cleaning Systems
- Dry Electro-Static
Wipes
-- Starter Kits/
Sweepers/Sticks (Dry
Electro-Static)
-- Wipes and Refills
(Dry Electro-Static)
- Floor Cleaning Systems
-- Refills
-- Starter Kits/Trigger
Device
- Impregnated Wet Wipes
-- All Purpose Cleaning
Wipes
-- Furniture Polish Wipes
-- Toilet Care Wipes
-- Window/Glass Wipes
-- Other Impregnated
Wipes
- Starter Kits/Sweepers/
Sticks (Excluding Wipes)
- Wipes (Excluding
Starter Kits/Sweepers/
Sticks)
Personal Wipes
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
- Cosmetic Wipes
-- Facial Cleansing Wipes
-- Deodorant Wipes
Wipes
Source:

Table 2

2009

2010

2011

2012

2013

2014

212.9
99.6
94.0
19.3
19.3
212.9

255.0
112.7
118.4
23.9
23.9
255.0

307.8
129.0
149.7
29.1
29.1
307.8

374.5
147.7
187.6
39.1
35.1
4.1
374.5

448.7
168.8
232.8
47.1
42.1
5.0
448.7

537.0
192.2
288.4
56.5
50.4
6.1
537.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Retail Sales of Wipes by Category: % Value Growth 2009-2014

% current value growth

2013/14

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2009-14 CAGR

2009/14 Total

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Home Care Wipes and Floor Cleaning

Systems
- Dry Electro-Static Wipes
-- Starter Kits/Sweepers/Sticks (Dry
Electro-Static)
-- Wipes and Refills (Dry ElectroStatic)
- Floor Cleaning Systems
-- Refills
-- Starter Kits/Trigger Device
- Impregnated Wet Wipes
-- All Purpose Cleaning Wipes
-- Furniture Polish Wipes
-- Toilet Care Wipes
-- Window/Glass Wipes
-- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks
(Excluding Wipes)
- Wipes (Excluding Starter Kits/
Sweepers/Sticks)
Personal Wipes
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
- Cosmetic Wipes
-- Facial Cleansing Wipes
-- Deodorant Wipes
Wipes
Source:

19.7
13.9
23.9
20.1
19.6
23.8
19.7

20.3
14.1
25.1
24.0
21.2
20.3

152.3
93.0
206.8
192.8
161.1
152.3

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3

NBO Company Shares of Retail Wipes: % Value 2010-2014

% retail value rsp

Company
Tainwala Personal Care
Products Pvt Ltd
Zen Hygiene Pvt Ltd
Grasim Industries Ltd
Pigeon India Pvt Ltd
Pristine Care Products
Pvt Ltd
Himalaya Drug Co, The
Unicharm India Hygenic
Pvt Ltd
Bella Premier Happy
Hygiene Care Pvt Ltd
Pudumjee Hygiene
Products Ltd
Johnson & Johnson
(India) Ltd
Quest Retail Pvt Ltd
Farlin Infant Products
Corp
SCA Group
Procter & Gamble
Hygiene & Health Care Ltd
Others

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2010

2011

2012

2013

2014

27.2

25.4

23.9

22.6

20.1

14.3
3.8
3.5
3.5

14.0
4.7
3.4
3.5

14.3
5.2
3.3
3.4

14.5
5.7
3.3
3.3

13.6
5.5
3.1
2.9

1.4
1.1

1.8
1.6

2.1
1.7

2.3
2.0

2.3
1.9

1.0

1.3

1.3

1.4

1.4

0.9

0.8

0.8

0.8

0.8

0.2

0.3

0.4

0.4

0.5

0.2
0.1

0.2
0.1

0.2
0.1

0.2
0.1

0.2
0.2

42.8

43.0

43.4

43.3

47.5

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Total
Source:

100.0

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

LBN Brand Shares of Retail Wipes: % Value 2011-2014

% retail value rsp

Brand
Fresh Ones
Garfield
Kara
Pigeon
Clarus
Himalaya
Mamy Poko
Bella Baby Happy
Greenlime
Johnson's Baby
The Body Shop
Farlin Baby Wipes
Tempo
Tempo
Others
Total
Source:

100.0

Company

2011

2012

2013

2014

Tainwala Personal Care

Products Pvt Ltd
Zen Hygiene Pvt Ltd
Grasim Industries Ltd
Pigeon India Pvt Ltd
Pristine Care Products
Pvt Ltd
Himalaya Drug Co, The
Unicharm India Hygenic
Pvt Ltd
Bella Premier Happy
Hygiene Care Pvt Ltd
Pudumjee Hygiene
Products Ltd
Johnson & Johnson
(India) Ltd
Quest Retail Pvt Ltd
Farlin Infant Products
Corp
Procter & Gamble
Hygiene & Health Care Ltd
SCA Group

25.4

23.9

22.6

20.1

14.0
4.6
3.4
3.5

14.3
5.2
3.3
3.4

14.5
5.7
3.3
3.3

13.6
5.4
3.1
2.9

1.8
1.6

2.1
1.7

2.3
2.0

2.3
1.9

1.3

1.3

1.4

1.4

0.8

0.8

0.8

0.8

0.3

0.4

0.4

0.5

0.2
0.1

0.2
0.1

0.2
0.1

0.2
0.2

43.0
100.0

43.4
100.0

43.3
100.0

47.6
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

Forecast Retail Sales of Wipes by Category: Value 2014-2019

INR million

Home Care Wipes and

Floor Cleaning Systems
- Dry Electro-Static
Wipes
-- Starter Kits/
Sweepers/Sticks (Dry
Electro-Static)
-- Wipes and Refills
(Dry Electro-Static)
- Floor Cleaning Systems
-- Refills
-- Starter Kits/Trigger
Device
- Impregnated Wet Wipes
-- All Purpose Cleaning
Wipes

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2014

2015

2016

2017

2018

2019

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-- Furniture Polish Wipes

-- Toilet Care Wipes
-- Window/Glass Wipes
-- Other Impregnated
Wipes
- Starter Kits/Sweepers/
Sticks (Excluding Wipes)
- Wipes (Excluding
Starter Kits/Sweepers/
Sticks)
Personal Wipes
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
- Cosmetic Wipes
-- Facial Cleansing Wipes
-- Deodorant Wipes
Wipes
Source:

Table 6

537.0
192.2
288.4
56.5
50.4
6.1
537.0

596.0
202.6
330.6
62.8
55.8
7.0
596.0

663.3
213.6
379.8
69.8
62.0
7.9
663.3

739.6
225.4
436.5
77.7
68.9
8.8
739.6

822.7
236.9
499.7
86.1
76.5
9.6
822.7

912.7
247.7
569.9
95.1
84.5
10.6
912.7

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Retail Sales of Wipes by Category: % Value Growth 2014-2019

% constant value growth

Home Care Wipes and Floor Cleaning

Systems
- Dry Electro-Static Wipes
-- Starter Kits/Sweepers/Sticks (Dry
Electro-Static)
-- Wipes and Refills (Dry ElectroStatic)
- Floor Cleaning Systems
-- Refills
-- Starter Kits/Trigger Device
- Impregnated Wet Wipes
-- All Purpose Cleaning Wipes
-- Furniture Polish Wipes
-- Toilet Care Wipes
-- Window/Glass Wipes
-- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks
(Excluding Wipes)
- Wipes (Excluding Starter Kits/
Sweepers/Sticks)
Personal Wipes
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
- Cosmetic Wipes
-- Facial Cleansing Wipes
-- Deodorant Wipes
Wipes
Source:

2014/2015

2014-19 CAGR

2014/19 TOTAL

10.9
4.6
14.1
10.4
10.6
9.4
10.9

11.2
5.2
14.6
11.0
10.9
11.5
11.2

70.0
28.9
97.6
68.3
67.8
72.2
70.0

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trade sources

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