UAE-headquartered Truebell, a leading GCC importer of fast-moving consumer goods (FMCG), 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 $4 billion in 2017, and is projected to grow by compound annual growth rate (CAGR) 3.5 per cent to $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 per cent 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.

Mohandas Puthiyapurayil, director, Truebell, 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,” he said.

Already present in 35 countries across the globe, WaterWipes are the only wipes in the world that are as gentle on a baby’s skin as pure water. Scientifically formulated to be as kind to delicate skin as cotton and water – WaterWipes are made with 99.9 per cent water and a drop of grapefruit extract.  

Carefully crafted and designed, WaterWipes do not irritate other sensitive skin conditions such as eczema or psoriasis, and as a result are the only baby wipe on the market to be approved by both Allergy UK and The National Eczema Association of America.

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.

Puthiyapurayil added: “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.”

Truebell has grown exponentially since it was established in 1984, now having a portfolio of over 10,000 products, cementing its position as a leading importer, wholesaler, distributor and exporter in the GCC.

“Plans are already afoot to expand the home and personal care category under our retail division, with new announcements expected in the near future,” Puthiyapurayil concluded. – TradeArabia News Service