South America Personal Care Wipes Market Outlook, 2027

Personal wipes in South America continue to see growth, despite economic disruptions, recording one of the highest growth rates worldwide. The growing tendency among consumers to look for more natural products has resulted in the launch of many products across the region that are chemical free, hypoallergenic, and/or include natural ingredients. Leading players and small brands in the industry have been influenced by the trend, which will continue to remain relevant in future years. Personal wipes are projected to see growth across all product types in the region, with especially high growth rates in Brazil through 2022. In 2017, the country continued to recover from the economic recession, with a reported GDP increase of 1%. Positive economic outlooks are expected to support demand for and increase consumption of personal wipes.

According to the report, South America Personal Care Wipes Market Outlook, 2027 the market is anticipated to grow at more than 8% CAGR during the forecast period. The development in South America is following the path of North America and Europe. In terms of market share, Brazil holds almost half of the region’s share, while Colombia is likely to hover within the bracket of less than 10%. The lack of growth in Venezuela can be attributed to an overall decrease in the consumption of non-essential goods within the country. The markets in Uruguay and Peru saw the best performance. South American consumers see these wipes as a quality, affordable product that can be applied to a variety of tasks. The presence of high-count bulk packages also offers an advantage to consumers, making baby wipes the cheapest option for easy cleaning.

Despite economic disruptions, personal care wipes in South America are expected to grow, but the region remains one of the least contributors to the global market.All countries in the region maintain a positive trend in value and volume sales. Since the year 2016, baby wipes still account for the majority of sales, while the facial wipes segment is likely to gain more growth by the end of the forecasted period. The region is expected to enjoy ongoing innovation and product differentiation within personal wipes.

Pharmacy and drug stores have been the to-go outlets for the purchase of personal wipes in the region. Even though it is the market dominator, the segment is likely to show a decline in market share by the end of 2027. Retail value share for private labels in personal wipes has been on the rise. Although still small in absolute value, the private label continues to capture consumer attention. Competing on a combination of quality and price, these products appeal to cost-conscious consumers, especially low-income consumers. The online sales channel in the region is to gain a warm welcome in the future and is likely to encounter the highest anticipated CAGR of more than 16%.

The growing tendency among consumers towards the purchase of more natural products has resulted in the launch of many products across the region. The marketers are now focusing on advertising the variants of personal wipes that are chemical-free, hypoallergenic, and/or include natural ingredients. Leading players and small brands in the industry have been influenced by the trend, which will continue to remain relevant in future years. Innovation has continued to drive the sales of personal care products in the country. For instance, Johnson & Johnson's baby line announced a complete brand renewal. However, the company's packaging has not witnessed any prominent changes since 1973.

COVID-19 Impacts:

The COVID-19 pandemic has led to some dramatic shifts in consumer behavior as people spend more time at home. One notable area where changes have occurred is in the home and personal care products market, which includes products like dryer sheets, cleaning wipes, laundry and dishwashing solutions, and baby wipes. However, due to a change in consumer behavior, the market is anticipated to witness higher market growth during the forecast period.

Major Companies Present In the Market

Edgewell Personal Care Company, Johnson & Johnson, Kimberly-Clark Corporation, PDI International, The Procter & Gamble Company, Unicharm Corporation.

Considered In the Report

• Geography: South America
• Historical year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecasted year: 2027

Countries covered:

• Brazil
• Argentina
• Columbia

Aspects Covered In the Report

• Market Size By Value for the historic time period (2016-2021)
• Market Size By Value for the forecast time period (2022-2027)
• Market Share by Product Type (Baby wipes, facial & cosmic wipes, hand & body wipes, flushable wipes)
• Market Share by Sales Channel (Pharmacy & Drug Stores, Hypermarket & Super market, Traditional Retail, Online)
• Market Share by Country

Intended Audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the personal care wipes industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.