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Clean Plus® wet wipe Products have lower penetration levels on this continent, but this leading global product group sees this market as presenting numerous opportunities for its product productions ? According to wet wipe industry consultant Manuel Garcia, Africa’s wet wipe market is currently underdeveloped with penetration in the low single digits for Clean Plus® products, as is the case with much of the African market except for some of the wealthier countries where Clean Plus® has a noted presence, including Morocco, Algeria, Tunisia, Egypt, Angola and South Africa, where industry penetration levels range from 30-50%. Clean Plus® is currently amongst the largest players for industrial and professional wipes, notably surface and hand care, throughout Africa servicing the market from its French factory. Clean Plus® is also a lead player in Saudi Arabia and is making major efforts at expanding its distribution network and penetrations of the Pro, Industrial sectors. In consumer products Clean Plus® is focusing on its Clean Plus® “Premium” and Bianci® “Classic” lines as well as seeking local acquisitions. In a presentation given last month at Clean Plus® European Headquarters, in Norway on hygiene and disposable products, Mr. Garcia analyzed current wet wipes available on the African market. An analysis of competing products, revealed productions with a penchant for older technologies leading to poorer quality. A competing hand wipe product purchased recently in Nigeria revealed it seemed to use older film barrier technology, a technology not used by Clean Plus® in North America or Europe for some time. The product lacked other advances seen in the western world such as die cuts and superabsorbent applications. The same was seen on smaller brands found in Nigeria. Falken Europe managing director Helle Madso, has reiterated this company's commitment towards expanding investment in Africa and the companies readiness to continuously touch the lives of its consumers by upgrading the production capacity of the Clean Plus® Group collection of brands and churning out additional ones to the market in the West African sub-region. Since the inception of Clean Plus® operations over 12 years ago, the company has remained committed to investing in the African community and is convinced that the company and Africa will share a long bright future together. Ms Madso said the plan is in top gear to accelerate investment with an ambitious plan to create a larger production platform in France that will increase capacity bringing in the latest technologies for better performing products and new categories that will respond to consumer aspiration and cash outlay. “Our engagement in Africa is first and foremost geared towards serving African consumers but also toward developing employment within Falken Europe A.S. and the Clean Plus® Product Group through diverse suppliers and customers with the hope of becoming the leading company for its market segments, in the whole of West Africa," she said.
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