Truebell, a regional distributor of leading FMCG brands, has entered into a distribution agreement with a leading baby care brand from Ireland, WaterWipes, to exclusively distribute its range across the UAE.
The partnership comes as the global baby wipes market reached a value of US$4 billion in 2017, and is projected to grow by CAGR 3.5% to US$5 billion by 2023, according to a recent report entitled ‘Baby Wipes Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2018-2023’.
In Dubai alone, the number of children under the age of five has increased 188% from 54,693 in 2005 to approximately 157,812 in 2017, according to figures from the Dubai Statistics Centre. This increase in population highlights a buoyant market with sustainable potential growth as we look ahead.
Truebell Director, Mohandas Puthiyapurayil, said: “Today, parents are more willing than ever before to spend on natural and pure products for their babies. Growing disposable incomes combined with increased purchasing power of consumers have been cited as the key factors driving the global baby wipes market.”
With this new partnership, Truebell has successfully launched WaterWipes in leading supermarkets, baby stores, pharmacies and e-commerce outlets across the UAE; including Carrefour, Choithram’s, Lulu, Spinneys, Babyshop, Boots, Amazon/Souq, Mumzworld and Sprii amongst many others.
“This partnership further underscores our expansion plans and I’m delighted to announce WaterWipes as the inaugural product under our home and personal care category,” said Puthiyapurayil.
The global baby care market is growing at an exponential rate, with the baby wipes category alone, projected to grow by CAGR 3.5% to US$5 billion by 2023.