Boston, MA -- (SBWIRE) -- 06/19/2014 -- In 2013, wipes grew by 5%, showing the strongest growth within the last four years and bringing sales to a total of A$244 million. Household care wipes showed 12% growth, with particularly strong 15% growth in all purpose cleaning wipes due to the convenience of these multipurpose products. Special wipes, such as furniture or bathroom wipes, are available but they are increasingly being replaced by the more convenient all purpose wipes. Consumers value convenience above all other factors when it comes to housework. Different carpet cleaners, polishes and liquid surface cleaners are effective, but they are time consuming and generally do not get used that often. Consumers are therefore actively switching from regular cleaning solutions to simple and effective wipes.
Personal wipes experienced 2% value growth with 17% value growth of intimate wipes within the category. The US company Church & Dwight has a 45% value market share with its brand Femfresh. Femfresh wipes are produced and imported into Australia from Spain. European companies, such as Belgium Ansell Healthcare, recognise the growing opportunities for intimate care, and the company launched what are perceived to be high-quality essential Amele intimate wipes, rapidly expanding into other categories with intimate body wash and shaving solutions. Ansell Healthcare entered the category with packs of 20 wipes and 10 individual sachets. Vagisil, with a 39% value market share, focuses on the natural antibacterial formula of its flushable individually wrapped intimate wipes. Vagisil is an established brand in Australia with a number of products for intimate care, including body wash, powder and cream for personal hygiene. New individually wrapped packaging solutions have become a trend in the intimate wipes category.
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Value growth of wipes will continue to grow steadily with a CAGR at constant 2013 prices of 2% over the forecast period. Home care and floor cleaning wipes will continue to grow at 5%, with the strongest 6% growth in both all purpose cleaning and window/glass wipes. Such pleasing growth will be attributable to consumers increasingly switching from gels and sprays to the more convenient wipes for cleaning, particularly all purpose cleaning wipes.
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