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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)
© by The Freedonia Group, a division of MarketResearch.com