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Wipes in the United Kingdom

Publisher Euromonitor International
Published Apr 16, 2026
Length 41 Pages
SKU # EP21132321

Description

Wipes in the United Kingdom registered growth in retail current value and volume sales in 2025, driven by the continued adoption of these products in daily routines following the Coronavirus (COVID-19) pandemic.

Euromonitor International's Wipes in United Kingdom report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Home Care Wipes and Floor Cleaning Systems, Personal Wipes.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Wipes market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

41 Pages
Wipes in the United Kingdom
Euromonitor International
April 2026
List Of Contents And Tables
WIPES IN THE UNITED KINGDOM
Key Data Insights
2025 Developments
Andrex Drives Convenience-Led Growth as Everyday Use Expands
Key Industry Trends
CHART 1 Key Industry Trends for Wipes
Industry Performance
CHART 2 Andrex Ultimate Fresh XL Hygiene Wipes
Personal Wipes Outpace Home Care Wipes and Private Label Expands Reach
CHART 3 Andrex Launches New Format for New Moist Toilet Wipes Range
Wype Challenges Disposables as Eco Concerns Shift Consumer Choices
CHART 4 Wype Turns Toilet Paper into a Moist Toilet Wipe
CHART 5 Value Sales 2020-2030
CHART 6 Value Sales by Category 2025
What's Next?
Personal Wipes to Sustain Momentum as Innovation Shifts Value Propositions
Sustainability Concerns Reshape Consumer Habits and Product Development
E-Commerce and Channel Diversification Enable Accessible and Convenient Purchasing
CHART 7 Forecast Value Sales 2020-2030
CHART 8 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Procter & Gamble and Kimberly-Clark Maintain the Leading Positions as Investment and Trust Offset Share Erosion
CHART 9 Analyst Insight for Wipes
CHART 10 Company Shares 2025
CHART 11 Brand Shares 2025
Channels
Direct-To-Consumer Brands and Online Grocers Boost E-Commerce
Subscription Services and Omnichannel Strategies Fuel Online Sales Growth
CHART 12 Retail Channels 2020-2025
Economic Context
CHART 13 Economic Context for Wipes
CHART 14 Real Gdp Growth 2020-2030
CHART 15 Inflation 2020-2030
Consumer Context
CHART 16 Consumer Context for Wipes
CHART 17 Population 2020-2030
CHART 18 Consumer Expenditure 2020-2030
CHART 19 Population by Generation 2025
Country Reports Disclaimer
CHART 20 Key Industry Trends for Tissue and Hygiene
CHART 21 Andrex Ultimate Fresh XL Hygiene Wipes
CHART 22 Fluus Launches in Tesco
CHART 23 The Cheeky Panda Unveils Bamboo based Products
CHART 24 Value Sales 2020-2030
CHART 25 Value Sales by Category 2025
CHART 26 Forecast Value Sales 2020-2030
CHART 27 Forecast Value Sales by Category 2025-2030
CHART 28 Analyst Insight for Tissue and Hygiene
CHART 29 Company Shares 2025
CHART 30 Brand Shares 2025
CHART 31 Retail Channels 2020-2025
CHART 32 Economic Context for Menstrual Care
CHART 33 Real Gdp Growth 2020-2030
CHART 34 Inflation 2020-2030
CHART 35 Consumer Context for Menstrual Care
CHART 36 Population 2020-2030
CHART 37 Consumer Expenditure 2020-2030
CHART 38 Population by Generation 2025
TISSUE AND HYGIENE IN THE UNITED KINGDOM
Executive Summary
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Key Data Insights
Key Industry Trends
Industry Performance
Demographic Trends Play a Strong and Growing Role in Tissue and Hygiene
Novelties Address Consumers' Sustainability, Hygiene and Convenience Concerns
What's Next?
Demographic Trends to Continue to Exert a Strong Influence on Category Performances
Eco-Innovation and Premiumisation to Reshape Consumer Loyalty and Competition
Competitive Landscape
Kimberly-Clark and Procter & Gamble Maintain Lead as Private Label Competes on Price
Channels
Shift From Retail Offline to Online
Subscription Models, Seamless Shopping and Broad Assortments Fuel Online Loyalty
Economic Context
Consumer Context
Country Reports Disclaimer

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