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Sanitary Protection in France

France sanitary protection market: Procter & Gamble the leading player during 2012

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2014-01-28 13:03:03 - Sanitary Protection in France - a new market research report on

Procter & Gamble was the category leader in the France sanitary protection market during 2012, thanks to its position as a flagship on the market and wide distribution. With regular new launches, the company maintained the interest of consumers and supported their loyalty to the brand.

The most important driver on the market was pantyliners: In terms of value sales the category grew by more than 2% in 2012 to reach €121 million. In terms of volume sales however, the category was less dynamic with growth of around 1%. At the same time, pantyliners still holds potential as only 40% of French women use this product. One of the strategies to make the usage of pantyliners more attractive is the introduction



of multipurpose products. Thus, in 2011, the Nana brand by SCA Hygiene Products launched a product containing two liners in one: The upper liner can be removed to reveal a second, fresh, liner. This product called "Protège-lingerie 2 en 1" was elected Product of the Year 2012.

Sanitary protection in France is a category with stable and even slightly declining prospects over the forecast period. One of the most important reasons for this is the ageing population and the reduction of the consumer base. According to the statistics, the group of women actively using sanitary protection is growing more slowly than consumers over 65-years-old. Therefore, compared to the recent historic situation, the outlook for the market is not too optimistic.

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Mike King
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