Competitive Landscape
Leading Brands Strengthen Market Position through Effective Communication and Pricing Strategies
Wipes in France in 2025 remained concentrated, with Procter & Gamble France SNC holding a 25% value share, followed by Essity AB at 12% and Carrefour France SA at 6%. Over the period from 2020 to 2025, the concentration of the category has increased, as Procter & Gamble France SNC strengthened its lead by three percentage points, while Essity AB improved its share by four percentage points.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in France with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in France, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wipes in France report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wipes in France?
- Which are the leading brands in Wipes in France?
- How are products distributed in Wipes in France?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in France - Category analysis
Key Data Insights
Consumers Prioritise Affordability and Sustainability, Shifting Away From Single-Use Wipes
Consumers Prioritise Affordability and Sustainability, Shifting Away From Single-Use Wipes
Sustainable Alternatives Will Continue to Limit Growth in Disposable Wipes
Leading Brands Strengthen Market Position through Effective Communication and Pricing Strategies
Offline Retail Maintains Dominance as E-Commerce Gains Share
Tissue and Hygiene in France - Industry Overview
Premium and Budget Brands Respond to Polarised Consumer Expectations
Key Data Insights
Premium and Budget Brands Respond to Polarised Consumer Expectations
Menstrual Care Dominates While Adult Incontinence Surges in France
Older Adults Set to Boost Incontinence Demand as Birth Rates Projected to Continue Falling
Brands Expected to Respond to Health Concerns by Improving Product Composition
Private Label Makes Steady Gains as National Brands Lose Ground
Grocery Retailers Retain Leading Channel Place as Shoppers Prioritise Value and Convenience
Retail E-Commerce Gains Traction as Click-And-Collect Reshapes Shopping Habits
Discount Stores Attract Value-Focussed Shoppers with Low-Cost Tissue and Hygiene Products
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Wipes research and analysis database.
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