Boston, MA -- (ReleaseWire) -- 07/16/2014 -- In 2013, wipes proved to be both mature yet still having growth potential. Products were highly diversified and there was a lack of brand loyalty. Value for money deals such as larger packs offered by most of the leading players were common. Wipes had high penetration in Bulgaria and consumers were considered to be mature in their consumption habits. Companies tended to introduce packaging with more sheets (50-72 sheets) to encourage usage at more competitive prices. Multi-buys also continued as a common practice, with players offering two or three packs at reduced prices. Expectations are that the usage of wipes will also mature from an on-the-go purchase decision to a planned purchase of a product actively used at home.
Agiva, the local company which led in 2011 and 2012, also saw strong growth in 2013 to expand its value share to 15%. The company is a local producer, active in various hygiene categories but its greatest focus is on wipes. The company offers a value for money product in all categories, pricing at an affordable level to capture the majority of consumer segments. The Baby Crema line of baby wipes is one of the most widely available, regardless of distribution outlets. A strength of the company is distribution, as it is one of the few competing companies in wipes that is present in all categories in most stores. In a category where brand loyalty is secondary to the price/quality offer, Agiva is effective in making use of its distribution excellence and its affordable pricing.
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Wipes is expected to see stagnant value growth at constant 2013 prices over the forecast period, in contrast with the 9% constant value CAGR in the review period. The trend of price competition and the lack of brand loyalty are the reasons for the sluggish value growth. Review period growth was strong as this was when wipes was being introduced to the market and the forecast period will see more maturity. While wipes grew by double digits every year, driven by baby wipes, the baby category reached its peak and will not be able to sustain this growth in the forecast period.
Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Bulgaria with research from Euromonitor's team of in-country analysts.
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The Wipes in Bulgaria market research report includes:
- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
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Our market research reports answer questions such as:
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Product coverage: Home Care Wipes and Floor Cleaning Systems, Personal Wipes.
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