Boston, MA -- (ReleaseWire) -- 06/20/2014 -- The overall performance of wipes is driven by personal wipes only in Tunisia. Within personal wipes, baby wipes dominated volume and value sales in 2013. Despite a declining birth rate, baby wipes still enjoyed consumer demand as it is a cheaper alternative to cosmetic wipes. Women tended to use baby wipes as facial cleansing wipes thanks to lower unit prices. Overall wipes could therefore register volume and value growth in Tunisia in 2013.
The competitive landscape within wipes is fragmented. The industry is partly dominated by international key players. Beiersdorf AG ranked in first position with a value share of 18% in 2013. The company enjoyed strong brand recognition thanks to its long standing presence in Tunisia. Additionally, its Nivea brand is well accepted and trusted by consumers thanks to quality products. Beiersdorf AG markets baby wipes and personal wipes, resulting in an increase in its value share in 2013.
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Wipes should perform well over the forecast period. Such products should enjoy growing consumer demand based on the popularity of baby wipes thanks to the birth rate. Lower purchasing power should lead female consumers to prefer baby wipes instead of personal wipes as a cheaper alternative. Overall, wipes should thus grow at a faster pace in volume terms compared to the review period. Conversely, the success of baby wipes should slow down the forecast value growth due to lower retail prices compared with the review period.
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The Wipes in Tunisia market research report includes:
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