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Tissue and Hygiene in France

France hygiene market: Sales expected to slow down between 2012-17

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2014-01-29 05:22:02 - Tissue and Hygiene in France - a new market research report on

In 2012, the France hygiene market maintained its growth in comparison with the previous year. This was thanks to an increase in prices from retailers and the general lack of substitute products. Retailers were able to apply such a price increase as the overall economic situation was considered tough and the prices of raw materials as well as labour costs also increased. On the other hand, the demand remained stable as nappies and diapers benefited from the relatively high birth rate in France and incontinence products from the increasing ageing population.

French consumers welcomed new product developments, and in particular novelties allowing them to save money. For instance, Nana pantyliners from SCA Hygiene Products SA, which allow consumers to use a



pad twice as long as regular pantyliners, was a success in France. Another example was the brand Provera in kitchen towels that offered kitchen rolls with half-sheets, helping consumers to only use what they need in order to avoid wasting kitchen towel. While making the tissue and hygiene market more dynamic, these new introductions on the market also positively impacted unit price in a number of categories.

Due to the difficult economic situation in France, consumers remained very attentive to their expenditure and chose to trade down to private label products in tissue and hygiene. As a result, retailers also reduced their branded product ranges on their shelves to limit the choice to a number of key brands and private label products. The majority of tissue and hygiene products do not need to show a strong brand image however, in some categories, like incontinence, the role of branding and marketing is much more important to consumers. French therefore, preferred brands to private label products for a number of tissue and hygiene categories but only when they were not familiar with the product.

In 2012, tissue and hygiene products were mainly distributed via modern grocery channels, including hypermarkets and supermarkets. Consumers chose to purchase tissue and hygiene products in these channels for convenience as consumers did their main grocery purchases in hypermarkets and supermarkets. In addition, both formats offered a large choice of tissue and hygiene products as well as prices. Sales through drive formats and internet retailing also became more important as French consumers preferred to get more bulky products such as nappies or toilet paper delivered to their homes instead of transporting them by themselves.

Despite a stable performance in 2012, the sales of tissue and hygiene products in France are expected to significantly slow down over the forecast period. One of the reasons for this is the expected slowdown in child birth in France, impacting sales of nappies and diapers products. Another reason is French consumers paying increasing attention to product usage in order to reduce waste. Finally, consumers increasingly switching to private label products should also negatively impact value sales of the overall category.

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