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Wipes in France

France wipes market: Procter & Gamble the key industry player with 22% value share

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2014-01-28 11:53:01 - Wipes in France - a new market research report on

Procter & Gamble led the France wipes market with a 22% value share in 2012 as it did in previous years. This player was present in several areas of this category with its three brands, Pampers, Swiffer and Mr Propre. The company had a particularly strong position in baby wipes with its Pampers brand, holding a 25% value share.

In 2012, with the global slowdown in the economy, sales of wipes decreased due to the changes in consumer behaviour. As consumers paid more attention to their expenditure, wipes were considered less important and alternative products were used. To clean their homes, for example, consumers continued to opt for traditional products, mainly because they are more economical, but also because they are



familiar. That said, wipes of all types continued to benefit from their convenience of being highly useful for specific occasions. Moreover, in 2012, wipes continued to suffer from an environmentally "unfriendly" image: Traditional pieces of clothing became a "green" alternative to disposable wipes.

Wipes suffer from not being deemed essential. They are also perceived as expensive and not environmentally friendly. Thus, wipes is expected to increasingly experience difficulties in performing well in the future. In fact, to counter the decline in sales, branded manufacturers are expected to invest further in product innovation in order to bring out alternative eco-friendly wipes that can be washed and reused.

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