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P&G expanding worldwide markets.

Several moves were recently initiated by Procter & Gamble, Cincinnati, OH, in an attempt to counter efforts by competitors and remain competititive in absorbent product markets.

Firstly, hot on the heels of the announcement by Molnlycke (see above), P&G is expanding the distribution of its own training pants product, "Pampers Trainers," in markets in Holland, the U.K. and Canada. The company began test marketing the Pampers Trainers product in Northern Ireland earlier this spring. Meanwhile, in the U.S., P&G is test marketing training pants in Omaha, NE, although it has no current plans for expansion into the rest of the U.S.A variation of the product is also expected to be unveiled in Japan in the near future.

As part of its plan to gain access to the Scandinavian adult incontinence market, P&G will acquire the assets of LIC Hygien, a Scandinavian manufacturer of adult incontinence and healthcare products. While terms of the deal were not disclosed, P&G will gain 300 employees and a manufacturing facility in Aneby, Sweden. Currently, P&G sells "Attends" adult incontinence products in various European markets but not in the Scandinavian countries. LIC Hygien, with its established "Daisy" and "Adam" incontinence brands, has the number two market position in Norway and Sweden and the number three position in Finland, with total sales of $60 million.

P&G also introduced "Pampers Baby Wipes" in Italy earlier this year. Pampers baby wipe products are not currently offered in the U.S. In addition, in conjunction with Arbora, P&G's 50/50 Spanish joint venture, the company has introduced a baby wipe product in Spain and Portugal. The wipe, tradenamed "Dodot Baby Wipe," is manufactured locally.

Finally, Procter & Gamble do Brasil, Barueri, Brazil, has introduced a new disposable diaper for the Brazilian market. Tradenamed "Pampers Uni," the product is manufactured on a Pantene Pro-V line. The company expects very strong sales from the product.
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Title Annotation:Procter and Gamble Co.
Publication:Nonwovens Industry
Date:Aug 1, 1993
Words:322
Previous Article:Molnlycke launches training pant product in Europe.
Next Article:DSG establishes diaper ventures.
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