FRANCE: THE TOILET PAPER MARKET

Article Abstract:

Standard toilet paper products totalled 61.6% of the French market by volume in the year which was ended on 26 September 1999 (down 1.2%), and 55.5% by value (down 2.3%). On the other hand, the 'specific' products (decorated, scented, etc.) took 21% of the market by volume (up 12.9%) and 23.6% by value, up 10.8%. Kleenex Decore's range of decorated products comes as a way to inject added value into the sector while helping Kimberly-Clark catch on leading brand Lotus (Fort James). The same strategy to bring an actually higher service standard to the client prevails with Kleenex Premium, a new white toilet paper which comes with strong assets in smoothness and absorption. Wadded, three-fold toilet paper is the third big sector worth 13.8% of the market by volume (up 13.4%) and 18.3% by value (up 9.6%). During this period, Fort James took 34.5% of the market with its Lotus, Lotus Petite Fleur and Moltonel brands (stable compared to the year before), followed by Kimberly Clark (Kleenex, Le Trefle, Scottex) with 11.7% (9.1% the year before). Own label brands cornered 44.2% of the market (48.3% the year before) while low price products took the remaining 9.2% (8.3%).

Market information - general

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FRANCE: TAMPAX MULTI-PACK FROM PROCTER & GAMBLE

Article Abstract:

Procter & Gamble have launched a new concept in France. The Tampax Multi-Pack, retailing at FFr 30, contains three different absorbencies of tampons (12 super, 14 regular and 4 mini), all in the same box. Only one third of French women vary the absorbency of tampon used, compared to 70% of American women, thus there is a significant potential in France for this product. The launch will be accompanied by a television campaign (mid-June 1999) and other promotional activities. Procter & Gamble is also completely updating its Alldays range of panty-liners (a product used by just one-quarter of French women). An advertising campaign will accompany this launch, and it is studying the possibility of linked promotions with a lingerie company. The new line has prettier, more feminine packaging and ranges from Alldays light for 12-45 years olds, to Alldays for the over 45s, boasting a special system to keep nasty smells at bay. Procter & Gamble controls 43% of the 'female hygiene' market, which was worth EUR 380mn in 1998.

Tampons, Procter and Gamble Co.

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FRANCE: THE PAPER-TOWEL MARKET IN 1ST HALF 98

Article Abstract:

The Lotus department of Fort James has launched a 'Pure White' range of paper-towelling in response to the strong consumer demand for white paper-towelling (users of the white product consume 25% more than users of the patterned products). 'Pur Blanc' is offered in a 6-unit pack in French hypermarkets and a 2-unit maxi pack in supermarkets. Fort James intends to gain a market share in the region of 10% (by value) in the sector in the next 12 to 18 months . In the first-half of 1998, own-brand labels of paper-towelling led the market, with a 41.6% share (by value), followed by low-price products (26.7%), Fort James (26.5%) and Kimberly Clark (5.2%). Overall sales were up 3% with 574mn rolls sold. Pattered products accounted for 52% of the market (by value).

Fort James Corp., FJ

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