Study #: 3868 | Published: 07/2020 | Pages: 80 | Individual User License: US$ 3,900

Demand for surface disinfectant wipes is expected to grow 4.0% per year through 2024 to $490 million. While the market is fundamentally affected by macroeconomic factors, such as consumer spending and manufacturing activity, the primary driver of gains is the growing concern for potential bacterial and viral contamination. Additionally, wipes are a convenient and easy-to-use alternative to competitive products like traditional spray cleaners. Going forward, surface disinfectant wipes will find opportunities in:

  • households increasing their use of disinfectants, particularly those feeling elevated concern about the spread of illness since the coronavirus pandemic
  • healthcare facilities expanding protocols to prevent healthcare-associated infections (HAI)
  • foodservice and food and beverage manufacturing establishments looking to prevent foodborne illnesses
  • businesses and institutions introducing more rigorous routine cleaning protocols as they reopen following pandemic-related closures

COVID-19 Pandemic Causing Spike in Demand for Surface Disinfectant Wipes

Across the US, governments, businesses, and consumers have taken significant steps to prevent the spread of the novel coronavirus. In addition to practicing social distancing and wearing personal protective equipment, surface disinfecting habits are increasing. As such, early in 2020, surface disinfectant wipes quickly sold out both in stores and online as consumers stockpiled. “Essential” businesses that remained open during stay-at-home orders, like supermarkets and other food establishments, increased surface disinfection to provide safer experiences for consumers. Other businesses and institutions implemented similar practices as they reopened following pandemic-related closures.

Wipes suppliers have taken steps to ramp up production to meet the spike in demand, hiring new employees and running production 24/7. Meanwhile, wipes suppliers are prioritizing healthcare facilities to ensure they have the supplies they need before fulfilling demand from other areas.

Household & Healthcare Markets Will Lead Gains Through 2024

Through 2024, households and healthcare facilities will account for the greatest demand gains for surface disinfectant wipes due to a continued emphasis on preventing illness at home and in hospitals and healthcare facilities. Additionally, product improvements will create sales opportunities in each market. Bio-based disinfectants will find demand in the consumer market, while disinfectant wipes with improved dwell times and those that are effective against more pathogens will increase sales in the healthcare market.

Market Position of Private Labels Continues to Improve

Well-known brands still account for the majority of the $900 million retail market for surface disinfectant wipes. However, private label sales continue to grow at a faster pace compared to name brands, as they are comparable products that are often available at a fraction of the cost. Private labels established an improved foothold during the pandemic as major brands struggled to keep pace with rapid demand gains. Offering innovations that match the major brands will allow them to retain and grow that position.


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Table of Contents

1. Executive Summary

2. Factors Impacting Demand

COVID-19 Pandemic

Virus Trends

Impact on Economy

Impact on Surface Disinfectant Wipes Demand

Demographic Trends

Sustainability

Private Label Premiumization & Diversification

Wipes Regulations

Pricing Trends

3. Consumer Insights

Retail Demand

Any Surface Cleaning Wipes Purchase in the Past 12 Months

Gender & Presence of Children

Income

Multiple Surface Cleaning Wipes Purchases in Last 12 Months

Gender & Presence of Children

Income

4. Markets

Historical Market Trends

Demand by Market

Household Surface Disinfectant Wipes

Healthcare Surface Disinfectant Wipes

Foodservice Surface Disinfectant Wipes

Other Markets

5. Competitive Analysis

Key Suppliers

Supply Chain Challenges Due to COVID-19 Pandemic

Competitive Strategies

New Product Development

Low-Cost Position

Product Placement

Market Segmentation

Cooperative Agreements

6. Appendix

Scope

Definitions

Abbreviations

Freedonia Methodology

Study-Specific Methodology

Sources

Associations & Agencies

Related Studies & Reports

Macroeconomic Assumptions

Economic Environment

Demographic Trends

Housing Stock

Consumer Spending

Manufacturers' Shipments


List of Tables

3. Consumer Insights

Table 3-1 | "Which kind of disposable wipes did you buy at any point in the past 12 months?" by Gender & Family Structure, 2019 vs. 2020 (percent responding affirmative)

Table 3-2 | Percent of Households Purchasing Surface Cleaning Wipes at Any Point in the Past 12 Months by Household Income Bracket, 2019 vs. 2020 (percent)

Table 3-3 | Percent of Individuals & Households Purchasing Multiple Surface Cleaning Wipes at Any Point in the Past 12 Months by Gender & Presence of Children, 2019 vs. 2020 (percent)

Table 3-4 | Percent of Households Purchasing Multiple Surface Cleaning Wipes at Any Point in the Past 12 Months by Household Income Bracket, 2019 vs. 2020 (percent)

4. Markets

Table 4-1 | Surface Disinfectant Wipes Demand, 2009 - 2024 (million dollars & million units)

Table 4-2 | Household Surface Disinfectant Wipes Demand, 2009 - 2024 (million dollars & million units)

Table 4-3 | Healthcare Surface Disinfectant Wipes Demand, 2009 - 2024 (million dollars & million units)

Table 4-4 | Foodservice Surface Disinfectant Wipes Demand, 2009 - 2024 (million dollars & million units)

Table 4-5 | Surface Disinfectant Wipes Demand in Other Markets, 2009 - 2024 (million dollars & million units)

5. Competitive Analysis

Table 5-1 | Selected Cooperative Agreements

6. Appendix

Table 6-1 | Relevant Industry Codes

Table 6-2 | Relevant HS Codes

Table 6-3 | Abbreviations & Acronyms Used in Study

Table 6-4 | Macroeconomic Indicators, 2009 - 2024 (billion 2012 dollars)

Table 6-5 | Population & Households, 2009 - 2024 (millions)

Table 6-6 | Housing Stock by Type, 2009 - 2024 (million units)

Table 6-7 | Personal Consumption Expenditures, 2009 - 2024 (billion dollars)

Table 6-8 | Manufacturers' Shipments, 2009 - 2024 (billion dollars)


List of Figures

1. Executive Summary

Figure 1-1 | Key Findings in the Surface Disinfectant Wipes Market

2. Factors Impacting Demand

Figure 2-1 | Number of Confirmed COVID-19 Cases by Region & Country (as of July 6, 2020)

Figure 2-2 | Economic Indicators: Annual Percent Change, 2020 - 2023 (% CAGR)

Figure 2-3 | Surface Cleaning Wipes Purchases in Past 12 Months by Gender, Presence of Children, & Age Group, 2020 (percent responding)

Figure 2-4 | Average Surface Disinfectant Wipes Price, 2009 - 2024 (cents per unit)

3. Consumer Insights

Figure 3-1 | Surface Disinfectant Wipes Retail Demand, 2009 - 2024 (million dollars)

Figure 3-2 | Surface Disinfectant Wipes Retail Level Market Share, 2019 (million dollars)

Figure 3-3 | Surface Cleaning Wipes Purchase Trends: 2019 vs. 2020

Figure 3-4 | Percent of Households Purchasing Surface Cleaning Wipes at Any Point in the Past 12 Months by Household Income Bracket, 2019 vs. 2020 (percent)

Figure 3-5 | Percent of Individuals & Households Purchasing Multiple Surface Cleaning Wipes at Any Point in the Past 12 Months by Gender & Presence of Children, 2019 vs. 2020 (percent)

Figure 3-6 | Percent of Households Purchasing Multiple Surface Cleaning Wipes at Any Point in the Past 12 Months by Household Income Bracket, 2019 vs. 2020 (percent)

4. Markets

Figure 4-1 | Surface Disinfectant Wipes Demand, 2000 - 2019 (million dollars)

Figure 4-2 | Surface Disinfectant Wipes Demand, 2009 - 2020 (million dollars)

Figure 4-3 | Household Surface Disinfectant Wipes Demand, 2009 - 2020 (million dollars)

Figure 4-4 | Healthcare Surface Disinfectant Wipes Demand, 2009 - 2020 (million dollars)

Figure 4-5 | Foodservice Surface Disinfectant Wipes Demand, 2009 - 2020 (million dollars)

Figure 4-6 | Surface Disinfectant Wipes Demand in Other Markets, 2009 - 2020 (million dollars)

Figure 4-7 | Short vs. Long-Term Impact of COVID-19 on Surface Disinfectant Wipes in Other Markets

5. Competitive Analysis

Figure 5-1 | Surface Disinfectant Wipes Converters' Level Market Share, 2019 (million dollars)

6. Appendix

Figure 6-1 | Annual Growth in Real GDP, 2000 - 2019, Compared to 1980 - 2005 Average (percent)

Figure 6-2 | Annual Population Growth, 2004 - 2019 (percent)

Figure 6-3 | Housing Stock by Year of Construction, 2019 (percent)


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