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Nappies/Diapers/Pants in France

France nappies market: Procter & Gamble lead with Pampers brand

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2014-01-28 11:59:01 - Nappies/Diapers/Pants in France - a new market research report on

Procter & Gamble enjoyed its leading position in the France nappies market with more than 55% value share in 2012. The company´s brand, Pampers, is a substitute for the word "diaper" and has a very high recognition among all consumers – those who have children and those who are not parents yet. The brand offers a large range of products covering all consumers´ needs in terms of nappies, diapers and pants.

After a strong positive trend in birth rate over the last several years, French nappies/diapers/pants performed well in 2012. This trend is different from previous years, as consumers change their preferences and opt for less expensive products.

Over the forecast period, the category is expected to see a similar performance in



terms of key trends: Economy segment would grow due to the lack of consumer purchasing power and strong position of private label products. But at the same time, green, eco-friendly products would also see rather high demand from consumers that become more conscious about the impact of the usage of disposable nappies on the environment. In line with such demand, the main retailers in France introduced eco-friendly products on their shelves and thus helped to promote them among consumers.

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