Saturation, the weak economy and demographic trends affect the performance of the market
In 2010 tissue and hygiene saw a modest increase in current value terms, as many key categories continued to be affected by saturation, slow population growth, unfavourable demographic trends in terms of the ageing population and the slow pace of economic recovery, which saw consumers watching their budgets. Retail tissue remained amongst the most affected by saturation, reflected in slow volume gains, whilst slow movement in nappies/diapers/pants and sanitary protection reflected the shrinking consumer base and the growing proportion of older people. Bright spots, however, included home care wipes and incontinence products, with sales of the former driven by healthy demand for convenient cleaning options, whilst the latter benefited from the growing proportion of older people.
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Price increases are mitigated by promotional activities and bulk purchases
In the conditions of a mature market and unfavourable demographic trends, manufacturers sought to add value by increasing prices through product development and premiumisation. However, weak economic recovery, continuously high unemployment and strong retail competition for consumer dollars led to price increases being mitigated by retailers’ reluctance to increase prices. In addition, there was a high level of promotional activity to maintain customer flow, and consumers opted for bulk purchases, either in the form of larger rolls or multipacks. Consequently, despite attempted premiumisation, value growth remained modest in 2010.
Sales remain fairly consolidated, with a sizeable private label presence
Retail sales of tissue and hygiene products in Canada remained fairly consolidated in 2010; led by Procter & Gamble, Kimberly-Clark and Kruger Products. All of these companies remained active in terms of marketing and product development to maintain a high degree of brand awareness, with a focus on key flagship brands, and attention also paid to eco-friendly trends. However, private label also retained a sizeable presence in the Canadian tissue and hygiene market, with products marketed towards various price tiers – from economy to premium – as well as green products. Aside from attracting consumers seeking value, private label has become one of the key components of revenue growth in a highly competitive retail environment in Canada.
Grocery retailers lead, and price wars intensify
Overall, grocery retailers remained the leading distribution channel in retail tissue and hygiene in Canadain 2010, with supermarkets/hypermarkets accounting for the largest share of sales. The latter also saw an increase in share, as the hypermarkets format continued to expand in Canada (not least through the ongoing expansion of Walmart Supercenters). Within grocery retailers the competition is intense, also reflected in retailers’ pricing strategies, with some, such as Sobeys, announcing that prices would not go up, and others, such as Walmart Supercenters, featuring strong promotions and price discounts. The competition is likely to intensify further as Target moves into Canada. Due to the strong degree of promotional activity and the consumer quest for value, retailers which did not compete well on pricing saw their shares of sales decline, such as small grocery retailers and health and beauty retailers (drugstores being the key channel in the latter).
Modest growth ahead, as volume sales have little room for organic growth
Over the forecast period the issues of market saturation and demographic shifts will remain on the agenda; thus only modest increases in constant value terms, and slow/marginal growth in volume terms are projected for the next five years for many key categories in tissue and hygiene. Whilst incremental product innovation and further attempts at premium positioning, chiefly through marketing, will be seen once again, these will have limited opportunities to drive significant growth.
Table of Contents
Tissue and Hygiene in Canada – Industry Overview
EXECUTIVE SUMMARY
Saturation, the weak economy and demographic trends affect the performance of the market
Price increases are mitigated by promotional activities and bulk purchases
Sales remain fairly consolidated, with a sizeable private label presence
Grocery retailers lead, and price wars intensify
Modest growth ahead, as volume sales have little room for organic growth
Saturation, the weak economy and demographic trends affect the performance of the market
Price increases are mitigated by promotional activities and bulk purchases
Sales remain fairly consolidated, with a sizeable private label presence
Grocery retailers lead, and price wars intensify
Modest growth ahead, as volume sales have little room for organic growth
KEY TRENDS AND DEVELOPMENTS
Demographic trends remain a challenge for some, and an opportunity for others
The focus on value continues as economic recovery is slow
Green is still on the agenda
Marketing and presentation are in the spotlight
Retailers battle for share in the conditions of slow recovery
Demographic trends remain a challenge for some, and an opportunity for others
The focus on value continues as economic recovery is slow
Green is still on the agenda
Marketing and presentation are in the spotlight
Retailers battle for share in the conditions of slow recovery
MARKET INDICATORS
Table 1 Birth Rates 2005-2010
Table 2 Infant Population 2005-2010
Table 3 Female Population by Age 2005-2010
Table 4 Total Population by Age 2005-2010
Table 5 Households 2005-2010
Table 6 Forecast Infant Population 2010-2015
Table 7 Forecast Female Population by Age 2010-2015
Table 8 Forecast Total Population by Age 2010-2015
Table 9 Forecast Households 2010-2015
Table 1 Birth Rates 2005-2010
Table 2 Infant Population 2005-2010
Table 3 Female Population by Age 2005-2010
Table 4 Total Population by Age 2005-2010
Table 5 Households 2005-2010
Table 6 Forecast Infant Population 2010-2015
Table 7 Forecast Female Population by Age 2010-2015
Table 8 Forecast Total Population by Age 2010-2015
Table 9 Forecast Households 2010-2015
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2005-2010
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010
Table 12 Tissue and Hygiene Retail Company Shares 2006-2010
Table 13 Tissue and Hygiene Retail Brand Shares 2007-2010
Table 14 Penetration of Private Label by Category 2005-2010
Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010
Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis 2010
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2010-2015
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2010-2015
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2005-2010
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010
Table 12 Tissue and Hygiene Retail Company Shares 2006-2010
Table 13 Tissue and Hygiene Retail Brand Shares 2007-2010
Table 14 Penetration of Private Label by Category 2005-2010
Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010
Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis 2010
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2010-2015
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2010-2015
DEFINITIONS
Summary 1 Research Sources
Tissue and Hygiene in Canada – Company Profiles
Cascades Inc in Tissue and Hygiene (Canada)
Summary 1 Research Sources
Tissue and Hygiene in Canada – Company Profiles
Cascades Inc in Tissue and Hygiene (Canada)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
PRIVATE LABEL
Fempro Inc in Tissue and Hygiene (Canada)
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
PRIVATE LABEL
Fempro Inc in Tissue and Hygiene (Canada)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
PRIVATE LABEL
Irving Tissue Corp in Tissue and Hygiene (Canada)
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
PRIVATE LABEL
Irving Tissue Corp in Tissue and Hygiene (Canada)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Irving Tissue Corp: Competitive Position 2010
Kruger Products Ltd in Tissue and Hygiene (Canada)
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Irving Tissue Corp: Competitive Position 2010
Kruger Products Ltd in Tissue and Hygiene (Canada)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Kruger Products Ltd: Competitive Position 2010
Away-From-Home Tissue and Hygiene in Canada – Category Analysis
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Kruger Products Ltd: Competitive Position 2010
Away-From-Home Tissue and Hygiene in Canada – Category Analysis
HEADLINES
TRENDS
In 2010 demand for AFH tissue and hygiene products remained somewhat slow. This was particularly the case with tissue products, which continued to be affected by the slow pace of recovery, including still high unemployment, the slow pace of foodservice recovery and the slow pace of recovery of business activity. In 2010 total sales of AFH products reached C$553 million, with an increase of 3% in current value terms.
TRENDS
In 2010 demand for AFH tissue and hygiene products remained somewhat slow. This was particularly the case with tissue products, which continued to be affected by the slow pace of recovery, including still high unemployment, the slow pace of foodservice recovery and the slow pace of recovery of business activity. In 2010 total sales of AFH products reached C$553 million, with an increase of 3% in current value terms.
PROSPECTS
Over the forecast period, AFH tissue and hygiene is expected to see a CAGR of 2% in constant value terms. Volume sales are expected to see modest increases across various product categories, falling behind value growth, which is indicative of further price increases for tissue and hygiene products, as manufacturers will pass higher production costs along the supply chain.
Over the forecast period, AFH tissue and hygiene is expected to see a CAGR of 2% in constant value terms. Volume sales are expected to see modest increases across various product categories, falling behind value growth, which is indicative of further price increases for tissue and hygiene products, as manufacturers will pass higher production costs along the supply chain.
CATEGORY DATA
Table 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2005-2010
Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010
Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010
Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis 2010
Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value 2010-2015
Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2010-2015
Table 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2005-2010
Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2005-2010
Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis 2005-2010
Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis 2010
Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value 2010-2015
Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2010-2015
Cotton Wool/Buds/Pads in Canada – Category Analysis
HEADLINES
TRENDS
In 2010 retail sales of cotton wools/buds/pads in Canada reached C$63 million, increasing by 2% in current value terms, whilst remaining largely flat (slight positive trend) in volume terms. These products have nearly universal household penetration, and are used for a variety of purposes.
TRENDS
In 2010 retail sales of cotton wools/buds/pads in Canada reached C$63 million, increasing by 2% in current value terms, whilst remaining largely flat (slight positive trend) in volume terms. These products have nearly universal household penetration, and are used for a variety of purposes.
COMPETITIVE LANDSCAPE
Although Unilever Canada and its Q-Tips brand remained the leading branded product in 2010, with a 36% share of value sales, it was private label which controlled sales overall, with a 50% share of value sales in 2010 in GBO terms.
Although Unilever Canada and its Q-Tips brand remained the leading branded product in 2010, with a 36% share of value sales, it was private label which controlled sales overall, with a 50% share of value sales in 2010 in GBO terms.
PROSPECTS
Over the forecast period, cotton wool/buds/pads is projected to reach sales of C$67 million, with a CAGR of 1% in retail constant value terms and a CAGR of 1% in volume terms.
Over the forecast period, cotton wool/buds/pads is projected to reach sales of C$67 million, with a CAGR of 1% in retail constant value terms and a CAGR of 1% in volume terms.
CATEGORY DATA
Table 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2005-2010
Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2005-2010
Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2007-2010
Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2006-2010
Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2007-2010
Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2010-2015
Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2010-2015
Table 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2005-2010
Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2005-2010
Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2007-2010
Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2006-2010
Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2007-2010
Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2010-2015
Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2010-2015
Incontinence in Canada – Category Analysis
HEADLINES
TRENDS
Whilst other hygiene products, such as sanitary protection and nappies/diapers/pants, were unfavourably affected by demographic shifts in Canada, these shifts were good news for incontinence products. The trend towards an ageing population stood behind the healthy demand for incontinence products, which increased by 6% in current value terms and 4% in retail volume terms in 2010.
TRENDS
Whilst other hygiene products, such as sanitary protection and nappies/diapers/pants, were unfavourably affected by demographic shifts in Canada, these shifts were good news for incontinence products. The trend towards an ageing population stood behind the healthy demand for incontinence products, which increased by 6% in current value terms and 4% in retail volume terms in 2010.
COMPETITIVE LANDSCAPE
Retail sales of incontinence products remained fairly concentrated in 2010, with Kimberly-Clark leading with a 58% share of value sales. SCA Hygiene Products Canada was in second position with a 30% share. Procter & Gamble had a small presence, with a 3% share of value sales, and private label accounted for a 6% share of value sales in GBO terms in 2010.
Retail sales of incontinence products remained fairly concentrated in 2010, with Kimberly-Clark leading with a 58% share of value sales. SCA Hygiene Products Canada was in second position with a 30% share. Procter & Gamble had a small presence, with a 3% share of value sales, and private label accounted for a 6% share of value sales in GBO terms in 2010.
PROSPECTS
Over the forecast period retail sales of incontinence products are expected to continue to experience healthy growth, with a projected CAGR of 5% in constant value terms over 2010-2015, to reach C$194 million. Healthy growth is also expected in volume terms, reflecting actual consumer demand for these products.
Over the forecast period retail sales of incontinence products are expected to continue to experience healthy growth, with a projected CAGR of 5% in constant value terms over 2010-2015, to reach C$194 million. Healthy growth is also expected in volume terms, reflecting actual consumer demand for these products.
CATEGORY DATA
Table 32 Retail Sales of Incontinence by Category: Value 2005-2010
Table 33 Retail Sales of Incontinence by Category: % Value Growth 2005-2010
Table 34 Incontinence Retail Company Shares 2006-2010
Table 35 Incontinence Retail Brand Shares 2007-2010
Table 36 Forecast Retail Sales of Incontinence by Category: Value 2010-2015
Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2010-2015
Table 32 Retail Sales of Incontinence by Category: Value 2005-2010
Table 33 Retail Sales of Incontinence by Category: % Value Growth 2005-2010
Table 34 Incontinence Retail Company Shares 2006-2010
Table 35 Incontinence Retail Brand Shares 2007-2010
Table 36 Forecast Retail Sales of Incontinence by Category: Value 2010-2015
Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2010-2015
Nappies/Diapers/Pants in Canada – Category Analysis
HEADLINES
TRENDS
Similar to other hygiene products, demand for nappies/diapers/pants in Canada is largely driven by the expansion or contraction of the respective consumer base of children of nappy/diaper-wearing age. Overall, nappies/diapers have nearly universal penetration in households with children in the country. Canada, however, continues to experience an ageing population. Although a small baby boom did occur in 2007 and 2008, on the whole the birth rate in the country remains low to declining.
TRENDS
Similar to other hygiene products, demand for nappies/diapers/pants in Canada is largely driven by the expansion or contraction of the respective consumer base of children of nappy/diaper-wearing age. Overall, nappies/diapers have nearly universal penetration in households with children in the country. Canada, however, continues to experience an ageing population. Although a small baby boom did occur in 2007 and 2008, on the whole the birth rate in the country remains low to declining.
COMPETITIVE LANDSCAPE
Kimberly-Clark and Procter & Gamble remained the two principal marketers of nappies/diapers/pants in Canada in 2010, with a combined value share of 74%. Kimberly-Clark maintained its lead over Procter & Gamble, with the former holding a 44% share and the latter a 30% share of value sales. A high level of consolidation, and active marketing and promotional activities on the part of both companies are behind the negligible share moves between the two contenders on an annual basis.
Kimberly-Clark and Procter & Gamble remained the two principal marketers of nappies/diapers/pants in Canada in 2010, with a combined value share of 74%. Kimberly-Clark maintained its lead over Procter & Gamble, with the former holding a 44% share and the latter a 30% share of value sales. A high level of consolidation, and active marketing and promotional activities on the part of both companies are behind the negligible share moves between the two contenders on an annual basis.
PROSPECTS
Over the forecast period retail sales of nappies/diapers/pants are expected to be almost static in constant value terms, and are projected to decline by a CAGR of 1% in volume terms. In actual value terms, retail sales are expected to reach C$630 million.
Over the forecast period retail sales of nappies/diapers/pants are expected to be almost static in constant value terms, and are projected to decline by a CAGR of 1% in volume terms. In actual value terms, retail sales are expected to reach C$630 million.
CATEGORY DATA
Table 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2005-2010
Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2005-2010
Table 40 Nappies/Diapers/Pants Retail Company Shares 2006-2010
Table 41 Nappies/Diapers/Pants Retail Brand Shares 2007-2010
Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2010-2015
Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2010-2015
Table 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2005-2010
Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2005-2010
Table 40 Nappies/Diapers/Pants Retail Company Shares 2006-2010
Table 41 Nappies/Diapers/Pants Retail Brand Shares 2007-2010
Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2010-2015
Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2010-2015
Retail Tissue in Canada – Category Analysis
HEADLINES
TRENDS
In 2010 retail tissue in Canada showed a modest increase of 2% in current value terms, against a 1% gain in volume terms, to reach a total of C$1.7 billion. In constant value terms, the growth trend was in most parts consistent, with slow growth of retail tissue in Canada seen during the review period. These products are household staples, with practically universal level household penetration for products such as toilet paper, which creates a challenging environment for manufacturers and retailers to grow sales any further. Price increases and attempts to move consumers to higher-priced premium-positioned products were key components of value growth in 2010.
TRENDS
In 2010 retail tissue in Canada showed a modest increase of 2% in current value terms, against a 1% gain in volume terms, to reach a total of C$1.7 billion. In constant value terms, the growth trend was in most parts consistent, with slow growth of retail tissue in Canada seen during the review period. These products are household staples, with practically universal level household penetration for products such as toilet paper, which creates a challenging environment for manufacturers and retailers to grow sales any further. Price increases and attempts to move consumers to higher-priced premium-positioned products were key components of value growth in 2010.
COMPETITIVE LANDSCAPE
Retail sales of tissue products are quite consolidated in Canada; essentially, five manufacturers and private label accounted for a 95% share of value sales in 2010. Private label in fact led with a 32% share of sales in GBO terms. For the rest, Kruger Products, Procter & Gamble, Irving Tissue, Kimberly-Clark Canada and Cascades accounted for a combined 63% share of value sales in 2010.
Retail sales of tissue products are quite consolidated in Canada; essentially, five manufacturers and private label accounted for a 95% share of value sales in 2010. Private label in fact led with a 32% share of sales in GBO terms. For the rest, Kruger Products, Procter & Gamble, Irving Tissue, Kimberly-Clark Canada and Cascades accounted for a combined 63% share of value sales in 2010.
PROSPECTS
Over the forecast period, retail tissue is expected to grow only modestly, with a CAGR of 1% in retail constant value terms, to achieve sales of C$1.8 billion in 2015. Volume sales are also only expected to see a modest CAGR of 1%. Although some products are indispensable (such as toilet paper), tissue products are staples in Canada which have been available for many years, and have by now mostly reached the limit as far as product development and innovation are concerned. The combination of these factors stands behind the projected slow increase in demand and sales.
Over the forecast period, retail tissue is expected to grow only modestly, with a CAGR of 1% in retail constant value terms, to achieve sales of C$1.8 billion in 2015. Volume sales are also only expected to see a modest CAGR of 1%. Although some products are indispensable (such as toilet paper), tissue products are staples in Canada which have been available for many years, and have by now mostly reached the limit as far as product development and innovation are concerned. The combination of these factors stands behind the projected slow increase in demand and sales.
CATEGORY DATA
Table 44 Retail Tissue Sales by Category: Value 2005-2010
Table 45 Retail Tissue Sales by Category: % Value Growth 2005-2010
Table 46 Retail Tissue Company Shares 2006-2010
Table 47 Retail Tissue Brand Shares 2007-2010
Table 48 Forecast Retail Tissue Sales by Category: Value 2010-2015
Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2010-2015
Table 44 Retail Tissue Sales by Category: Value 2005-2010
Table 45 Retail Tissue Sales by Category: % Value Growth 2005-2010
Table 46 Retail Tissue Company Shares 2006-2010
Table 47 Retail Tissue Brand Shares 2007-2010
Table 48 Forecast Retail Tissue Sales by Category: Value 2010-2015
Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2010-2015
Sanitary Protection in Canada – Category Analysis
HEADLINES
TRENDS
In 2010 retail sales of sanitary protection in Canada saw a modest increase of 2% in current value terms, to reach C$385 million. The modest increase was largely in line with the growth trend seen in Canada over the review period. Volume growth in most categories fell behind value growth; once again indicative of price increases as a driving force behind value growth.
TRENDS
In 2010 retail sales of sanitary protection in Canada saw a modest increase of 2% in current value terms, to reach C$385 million. The modest increase was largely in line with the growth trend seen in Canada over the review period. Volume growth in most categories fell behind value growth; once again indicative of price increases as a driving force behind value growth.
COMPETITIVE LANDSCAPE
Overall, sanitary protection in Canada remained fairly consolidated in 2010, and was led by Procter & Gamble, Kimberly-Clark Canada and Johnson & Johnson (Canada). Together these three companies accounted for an 80% share of value sales. Both Procter & Gamble and Kimberly-Clark saw share gains in 2010 over the previous year, whilst Johnson & Johnson experienced a slight decline due to strong competitive activity from the former two players.
Overall, sanitary protection in Canada remained fairly consolidated in 2010, and was led by Procter & Gamble, Kimberly-Clark Canada and Johnson & Johnson (Canada). Together these three companies accounted for an 80% share of value sales. Both Procter & Gamble and Kimberly-Clark saw share gains in 2010 over the previous year, whilst Johnson & Johnson experienced a slight decline due to strong competitive activity from the former two players.
PROSPECTS
Sanitary protection in Canada is expected to reach retail sales of C$391 million in 2015, and over the forecast period is it expected see a negligible positive CAGR in constant value terms and a marginal decline in volume terms in most categories. Sanitary protection products are necessities, with purchases and use driven by demographic shifts in the female population. These trends are expected to remain negative in Canada, with the number of post-menopausal women increasing, whilst the proportion of girls and women in the age group 10-54 is expected to see a further decline, from 31% in 2011 to an estimated 30% in 2015.
Sanitary protection in Canada is expected to reach retail sales of C$391 million in 2015, and over the forecast period is it expected see a negligible positive CAGR in constant value terms and a marginal decline in volume terms in most categories. Sanitary protection products are necessities, with purchases and use driven by demographic shifts in the female population. These trends are expected to remain negative in Canada, with the number of post-menopausal women increasing, whilst the proportion of girls and women in the age group 10-54 is expected to see a further decline, from 31% in 2011 to an estimated 30% in 2015.
CATEGORY DATA
Table 50 Retail Sales of Sanitary Protection by Category: Value 2005-2010
Table 51 Retail Sales of Sanitary Protection by Category: % Value Growth 2005-2010
Table 52 Retail Sales of Tampons by Application Format: % Value Analysis 2005-2010
Table 53 Sanitary Protection Retail Company Shares 2006-2010
Table 54 Sanitary Protection Retail Brand Shares 2007-2010
Table 55 Forecast Retail Sales of Sanitary Protection by Category: Value 2010-2015
Table 56 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2010-2015
Table 50 Retail Sales of Sanitary Protection by Category: Value 2005-2010
Table 51 Retail Sales of Sanitary Protection by Category: % Value Growth 2005-2010
Table 52 Retail Sales of Tampons by Application Format: % Value Analysis 2005-2010
Table 53 Sanitary Protection Retail Company Shares 2006-2010
Table 54 Sanitary Protection Retail Brand Shares 2007-2010
Table 55 Forecast Retail Sales of Sanitary Protection by Category: Value 2010-2015
Table 56 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2010-2015
Wipes in Canada – Category Analysis
HEADLINES
TRENDS
On the whole, convenience remained a prevailing trend which crossed all wipes products and stood behind healthy demand in Canada. In 2010 retail sales of wipes saw an increase of 5% in current value terms, with positive growth recorded in volume terms across many product categories.
TRENDS
On the whole, convenience remained a prevailing trend which crossed all wipes products and stood behind healthy demand in Canada. In 2010 retail sales of wipes saw an increase of 5% in current value terms, with positive growth recorded in volume terms across many product categories.
COMPETITIVE LANDSCAPE
Retail sales of wipes remained highly consolidated in 2010, with Procter & Gamble by far the principal player in the country, with a 56% share of value sales. Kimberly-Clark was a distant second, with a 14% share of value sales in 2010. Unlike in many other tissue and hygiene categories, the share of private label remained small, with no significant gains over the review period, including in 2010.
Retail sales of wipes remained highly consolidated in 2010, with Procter & Gamble by far the principal player in the country, with a 56% share of value sales. Kimberly-Clark was a distant second, with a 14% share of value sales in 2010. Unlike in many other tissue and hygiene categories, the share of private label remained small, with no significant gains over the review period, including in 2010.
PROSPECTS
Over the forecast period, wipes overall is expected to see a CAGR of 2% in retail constant value terms, to reach C$523 million in 2015. Convenience will remain the key driving force behind demand for and sales of wipes, as they have increasingly become indispensable in many Canadian households.
Over the forecast period, wipes overall is expected to see a CAGR of 2% in retail constant value terms, to reach C$523 million in 2015. Convenience will remain the key driving force behind demand for and sales of wipes, as they have increasingly become indispensable in many Canadian households.
CATEGORY DATA
Table 57 Retail Sales of Wipes by Category: Value 2005-2010
Table 58 Retail Sales of Wipes by Category: % Value Growth 2005-2010
Table 59 Wipes Retail Company Shares 2006-2010
Table 60 Wipes Retail Brand Shares 2007-2010
Table 61 Forecast Retail Sales of Wipes by Category: Value 2010-2015
Table 62 Forecast Retail Sales of Wipes by Category: % Value Growth 2010-2015
Table 57 Retail Sales of Wipes by Category: Value 2005-2010
Table 58 Retail Sales of Wipes by Category: % Value Growth 2005-2010
Table 59 Wipes Retail Company Shares 2006-2010
Table 60 Wipes Retail Brand Shares 2007-2010
Table 61 Forecast Retail Sales of Wipes by Category: Value 2010-2015
Table 62 Forecast Retail Sales of Wipes by Category: % Value Growth 2010-2015
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