Boston, MA -- (ReleaseWire) -- 06/24/2014 -- In 2010, facial cleansing wipes was led by Procter & Gamble, and specifically through its Olay brand. Since then, Johnson & Johnson's Neutrogena brand has almost doubled its share, Unilever Home & Personal Care USA's Simple lifted its share by four percentage points, and Procter & Gamble fell to a distant third. This momentous shift in balance largely occurred due to the respective marketing efforts of Johnson & Johnson and Unilever. In Neutrogena's case, these efforts involved being one of the first major brands to break new ground on social media marketing with its "One Less Stress" campaign in 2010. Unilever's efforts were more concentrated on providing coupons that would offer its Pond's and Simple facial wipes at a heavy discount or, in some cases, at no cost. The effects of these marketing campaigns are still being felt today as they have driven facial cleansing wipes as a whole to 11% and 10% current value growth for 2012 and 2013, respectively.
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Procter & Gamble continued to lead value sales of wipes in 2013 with a 28% share. This was largely due to its Swiffer starter kits, which command significantly higher prices than wipes. With the exit of Clorox Ready Mop in 2011, Swiffer Wet Jet held a 97% value share of floor cleaning systems. At the top-line level, value sales of Procter & Gamble wipes stood at US$1 billion in 2013.
Wipes is expected to increase by a value CAGR of 2% in constant 2013 prices over the forecast period. Growth is largely expected to come as a result of the improved economy and a growing cultural predilection for wipes. Wipes is increasingly viewed as an effective and useful cleaning solution and a possible replacement for napkins, kitchen towels and tissues. Growth was marginally weaker during the review period as the stagnant state of the economy reduced consumer demand. While wipes can be useful, the product is not deemed necessary. Now that the US economy is growing once again, consumers are expected to be more comfortable purchasing wipes.
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