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Wipes in Germany

Germany wipes market: EUR 431 million industry in 2012

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2014-02-04 00:01:01 - Wipes in Germany - a new market research report on

Procter & Gamble continues to be the clear leader in the Germany wipes market during 2012, without even being represented in the majority of related categories. Its on-going success, granting it a market share of 34%, is due to the great acceptance and market penetration of its brands Swiffer in home care (dry electro-static wipes and wet floor wipes) and Pampers in baby wipes.

Compared with the review period CAGR, the performance in 2012, with growth of 1%, is slightly above average in current value terms. Even though most years in the review period saw a small growth of between zero and 1%, the years 2009 and 2010 faced a decline by 1% each leading to an almost even, just slightly



negative CAGR for the last five years. Value sales in wipes most likely suffered the consequences of the financial crisis in 2008/2009, which motivated a significant part of the population to resort to more cost-effective products and buy only what is really necessary.

Over the forecast period to 2017, retail value sales of wipes in Germany are expected to face a negative CAGR of 1% in constant value terms, to expected value sales of €415 million in 2017; €16 million lower than in 2012. Due to the lack of focus and innovation in this category, there are also few to no growth opportunities in wipes over the forecast period. Negative growth rates of categories like starter kits/sweepers/sticks (dry electro-static) will override the few rather low expected increases in retail value share of categories like wipes and refill.

Key Headlines

- Wipes increases by 1% in current value terms in Germany in 2012, to reach €431 million.
- Positive developments are evident in almost all categories, resulting in the overall growth of wipes in 2012
- Stable to slightly increasing average unit prices are seen in wipes in 2012
- Procter & Gamble maintains leading position in wipes in Germany in 2012, with a value share of 35%
- Wipes is predicted to see a negative constant value CAGR of 1% over the forecast period

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