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Wipes in the United Kingdom

UK wipes market: £490 million industry in 2012

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2014-02-24 01:44:01 - Wipes in the United Kingdom - a new market research report on

Procter & Gamble UK Ltd remained the category leader in the UK wipes market in 2012 with a 27% value share and sales totalling £130 million, up from £128 million in 2011. The company ranked first in home care wipes and floor cleaning systems thanks to its Flash brand and second in personal wipes thanks its Pampers brand of baby wipes.

In the home care wipes category, the unit prices of cleaning devices and cleaning solutions increased in 2012. Their volume sales declined drastically but with high prices, value sales remained stable. Home care wipes themselves, as well as personal wipes, had stable unit prices in 2012.

Over the forecast period the wipes category is expected to perform well, posting a constant



value CAGR of 2%, with sales reaching £527 million. This growth will be generated mainly by the rising demand for personal wipes, which is anticipated a CAGR of over 2%. This positive growth stands in stark contrast to home care wipes and floor cleaning systems.

Key Headlines

- Wipes in the UK grows by 3% in current value terms in 2012 to reach sales of £487 million
- While demand for home care wipes and floor cleaning systems declined drastically in 2012, demand for personal wipes remained strong
- Unit prices remained fairly stable
- Procter & Gamble UK Ltd maintained its leading position in 2012 with a 27% retail value share
- Wipes set to post a constant value CAGR of 2% over the forecast period to reach sales of £527 million by 2017.

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Mike King
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