Cotton Wool/Buds/Pads in Canada

TRENDS

Consumers generally perceive cotton wool/buds/pads as commodities that have specific, well-defined uses that are largely limited to personal hygiene, grooming and first aid. The category is highly established to the point of being status quo, and with little in the way of innovation or development to stimulate changes in usage or habits, performance is quite stable from year to year. The 1% increase in current value for 2014 was supported by organic factors that closely align to general population growth and increases in related complementary markets of make-up and personal hygiene products. In fact, while complementary products, such as make-up and colour cosmetics, realised higher growth in 2014, rising use of personal wipes captured sales from cotton wool, thereby dampening potential growth for the category.

COMPETITIVE LANDSCAPE

Unilever leads the category in 2014 with a 33% value share with this top ranking position supported by the Q-Tips brand as the single most recognisable consumer brand of cotton wool/bud/pad in the country. The products are used widely for applications ranging from personal care, hygiene, colour make-up and cosmetics to arts and crafts and hobbies. The wide range of uses makes the product almost ubiquitous in most households, while personal care and make-up/cosmetics drives frequent purchases.

PROSPECTS

Cotton wool/buds/pads is expected to record moderate growth over the five years to 2019 at a CAGR of 2% in value sales at constant 2014 prices to reach CAD74 million by 2019. The retail performance will align to general macro and demographic factors in Canada, supported by a moderate rise in housing and population, as product development is not anticipated to play a significant role in driving sales due to the continued commodity status of these products. Cotton wool/buds/pads is perceived by consumers as a generic category, being utility based rather than providing a high amount of added value, and this is not expected to change over the forecast period.

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