Boston, MA -- (SBWIRE) -- 08/06/2014 -- Convenience remained the key driving trend in wipes in 2013, although within the category there are two distinguished trends which characterise wipes. Demand for personal wipes, and in particular intimate, facial cleansing and baby wipes, is attributable almost entirely to the convenience of these products. However, there is a different scenario for home care wipes and floor cleaning systems, which are starting to suffer from an environmentally-unfriendly image and from high prices, with Italian consumers opting for traditional products and using home care wipes only on specific occasions and for specific chores.

Competitive Landscape

Procter & Gamble Italia continued to lead wipes in Italy in 2013, with a 24% value share. The company is present in both home care wipes and personal wipes through the respective brands Swiffer and Pampers. Even though it clearly leads important categories such as dry electrostatic and baby wipes, the company's share declined in 2012 and 2013, mainly because of the stagnating performance of Swiffer, which is still strongly present in the category, but has not produced any particular new appealing features in its products or been promoted by any recent advertising.

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Industry Prospects

Growth in wipes is expected to remain fairly flat in value terms over the forecast period, exclusively thanks to the positive performance of personal wipes and cosmetic wipes, which are expected to register 1-2% CAGRs in constant value terms and 2-3% CAGRs in volume terms. The wipes category that is expected to register the worst performance is furniture polish wipes, with a negative value CAGR of 10% at constant 2013 prices. This is because, as part of impregnated wipes, the category is not seen as essential, and these products are not seen as efficient enough to be worth the higher price. Overall home care wipes is expected to see a 1% decline at constant 2013 prices over the forecast period, and the only category expected to maintain stability in value sales is dry wipes and refills, thanks to consumers already having purchased the corresponding starter kits/sweepers/sticks, and due to the fact that consumers are used to buying these products, and still find the convenience and quality to be appealing.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Italy 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 Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Italy 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 Italy?
- What are the major brands in Italy?
- 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

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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