Boston, MA -- (SBWIRE) -- 06/13/2014 -- Using different forms of wipes remains a very new concept among Iranian consumers. The majority of Iranians do not have sufficient awareness of the applications for wipes and, as such, the use of alternative products such as tissues remains very common. In spite of this, wipes is a category of products which became increasingly popular in Iran over the course of the review period and strong volume and value growth rates were recorded in the category in 2013 as a result.

Competitive Landscape

Wipes remained a very consolidated category in Iran during 2013. Among key players in the category in 2013 were Morvarid-E-Panberes Co, which maintained the highest value share of 52%. The main competitive advantage of Morvarid-E-Panberes Co and its Panberes brand is the diverse range of products which it offers in different tissue and hygiene categories. In wipes, the company leads in intimate wipes, baby wipes and cosmetic wipes as well as in all-purpose cleaning wipes. Panberes was the first domestic wipes brand available in Iran and is sold at an affordable unit price. The company benefits from its first mover advantage in this respect and has performed well in terms of building consumer awareness of its products.

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Industry Prospects

In line with rising awareness of wipes in Iran, sales in the category are expected to register considerable growth during the forecast period. All-purpose cleaning wipes us expected to register the highest value growth during the forecast period. The launch of domestic brands is set to provide a much-needed boost to demand for window/glass wipes, dry electro-static wipes and furniture wipes. Other types of wipes, meanwhile, are set to record rising sales as they become more widely distributed in urban areas and beyond.

Product coverage: Home Care Wipes and Floor Cleaning Systems, Personal Wipes.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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