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New Market Study Published: Wipes in the US

Fast Market Research recommends "Wipes in the US" from Euromonitor International, now available


Boston, MA -- (SBWIRE) -- 06/24/2014 -- In 2010, facial cleansing wipes was led by Procter & Gamble, and specifically through its Olay brand. Since then, Johnson & Johnson's Neutrogena brand has almost doubled its share, Unilever Home & Personal Care USA's Simple lifted its share by four percentage points, and Procter & Gamble fell to a distant third. This momentous shift in balance largely occurred due to the respective marketing efforts of Johnson & Johnson and Unilever. In Neutrogena's case, these efforts involved being one of the first major brands to break new ground on social media marketing with its "One Less Stress" campaign in 2010. Unilever's efforts were more concentrated on providing coupons that would offer its Pond's and Simple facial wipes at a heavy discount or, in some cases, at no cost. The effects of these marketing campaigns are still being felt today as they have driven facial cleansing wipes as a whole to 11% and 10% current value growth for 2012 and 2013, respectively.

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Competitive Landscape

Procter & Gamble continued to lead value sales of wipes in 2013 with a 28% share. This was largely due to its Swiffer starter kits, which command significantly higher prices than wipes. With the exit of Clorox Ready Mop in 2011, Swiffer Wet Jet held a 97% value share of floor cleaning systems. At the top-line level, value sales of Procter & Gamble wipes stood at US$1 billion in 2013.

Industry Prospects

Wipes is expected to increase by a value CAGR of 2% in constant 2013 prices over the forecast period. Growth is largely expected to come as a result of the improved economy and a growing cultural predilection for wipes. Wipes is increasingly viewed as an effective and useful cleaning solution and a possible replacement for napkins, kitchen towels and tissues. Growth was marginally weaker during the review period as the stagnant state of the economy reduced consumer demand. While wipes can be useful, the product is not deemed necessary. Now that the US economy is growing once again, consumers are expected to be more comfortable purchasing wipes.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in USA market research report includes:

- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Wipes in USA?
- What are the major brands in USA?
- What is the biggest category within household care wipes?
- What are the key new product launches in the wipes market?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

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