In 2012, the French ear care market recorded a 1% decline in current value terms, with the sector remaining at a value of €11 million.
According to a recent report, 'Ear Care in France,' the most common ear care products in France (at more than 50%) is those which are positioned for removing ear wax.
Otitis-related issues are the second most frequent ear problems for which French households spend on OTC ear care products.
Elderly people are more likely to suffer from auditory and otitis complications. This population group predominantly favours Rx drugs for treatment, due to their historic socio-cultural habits, as well as a higher dependence on social reimbursement schemes available in France for the elderly population.
In 2012, Laboratoires Chauvin led the French ear care market, accounting for a 61% value share thanks to its diverse range of products and its strong historical brand presence in France.
Merck Médication Familiale saw a decline of 2% in value terms in 2012. Aurigoutte, which is sold in a rigid plastic container of 15ml at €5.90, represented a more economical choice for the short term treatment of otitis and related ear pain in a context of economic downturn.
Players which have maintained communication efforts to generate strong brand recognition and top-of-mind, and have positioned their products as the most convenient for ear care (such as Audispray), are most likely to reap the best growth potential in a context of highly probable economic recovery in France by 2013.
Over the next five years, the French ear care market is expected to see a negative constant value compound annual growth rate (CAGR) of 1%.
It is non-priority healthcare expenditure for the majority of French households, except when faced with severe problems. Besides, the use of traditional ear care methods, such as cotton buds, could easily make a comeback during harsh economic times, and hinder the potential growth of more recent products.
For more information on the French ear care market, see the latest research: French Ear Care Market
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