Wipes in France

PROSPECTS

Moist toilet wipes lead growth

Personal wipes are not projected to post strong growth over the forecast period due to rising concerns over health and environmental impact. Moist toilet wipes was a niche area until Essity made such products more visible via its Lotus Toilet wipe range.

Composition and ecological concerns to fuel new product development activity

Bad press surrounding the composition of personal wipes will negatively impact the area over the coming years. Baby wipes is the most affected area as parents are increasingly concerned about the health of their babies.

Strengthening growth within premium intimate wipes

Concerns over potentially toxic components in wipes are driving sales towards more medically specialised intimate wipes such as brands sold in pharmacies, which benefit from having a healthier image. This should drive value sales during the forecast period and will also encourage mass retail players to offer more natural and medically endorsed products.

COMPETITIVE LANDSCAPE

Growing focus on natural and ecological wipes

As a result of the bad press surrounding the potential impact of toxic components in wipes on the health of consumers, demand for natural products is influencing the new product development activity of companies within wipes. This trend towards natural products is particularly evident within baby wipes, with parents typically being prepared to spend more when it comes to the health of their children.

Shift towards more eco-friendly brands continues

Manufacturers are not only developing more natural products, but also environmentally friendly ones, in response to rising consumer concerns. For example, Procter & Gamble launched Pampers Harmonie in late 2018, with this new baby wipe range comprising 99% water and organic cotton and 1% soft cleaning solution that is clinically tested and hypoallergenic.

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