Cotton Wool/Buds/Pads in Poland

TRENDS

In 2014 cotton wool/buds/pads grew by 3% in both retail volume and value sales. The category continued to grow but at a slower pace than seen in the entire review period as demand of cotton wool/buds/pads is close to saturation. Polish women are aware how harmful leaving make-up on overnight is; thus, they remove it regularly by using cotton wool/buds/pads. Almost each woman uses cotton wool/buds/pads and there is hardly room to increase their consumption.

COMPETITIVE LANDSCAPE

The strongest player in the category is Harper Hygienics SA, which gathered 27% of total value sales in 2014. The company succeeded thanks to offering two successful brands: Cleanic and Ola. Each of them represents different price segments, premium and economy respectively, as well as availability of a wide range of products within both brands.

PROSPECTS

Cotton wool/ buds/pads is predicted to see 1% value CAGR at constant 2014 prices over the forecast period. It is much slower forecast growth compared to the constant value performance in the review period. The slowdown will be a result of increasing saturation of demand. Application of cotton wool/buds/pads is quite limited, concentrating basically on make-up removal and nail polish removal. In addition, it is hardly possible to find new utilisation fields for cotton wool/buds/pads. It is also difficult to increase sales by reaching new consumer groups because cotton wool/ buds/pads are applied by almost each Polish woman.

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