Study #: 3722 | Published: 10/2019 | Pages: 216 | Individual User License: US$ 5,600

Demand for wipes in the US is forecast to expand 3.1% per year to $3.7 billion in 2023. Although the market for wipes is either mature or well-established in key areas such as baby wipes and basic moist towelettes, opportunities exist in:

  • continued product developments, such as gentler formulations, greater use of natural additives, and sustainable, biodegradable, or more flushable substrates
  • introduction of application-specific wipes and increasingly value-added formulations of existing wipes
  • continuing adoption of wipes in areas that still see competition from alternatives such as separate cleaners and paper towels
  • wipes targeting demographics that historically purchase fewer wipes, including men and seniors

Formulation Is the Key, Even for Private Label Wipes

Wipes users have increasingly high expectations for product performance, even for lower cost private label versions, as consumers have become more accustomed to using wipes. More consumers are coming to expect natural additives and gentler formulations with fewer ingredients, especially for products that come in contact with skin or are used on surfaces around children, pets, and food. Ingredient transparency is one way that wipes suppliers are building trust, since a growing number of consumers are concerned about the toxicity of the products they use.

Sustainability – in the Wipe and its Packaging

Eco-conscious consumers may be hesitant to use wipes out of concern for the waste generated, as many wipes are single-use products. Additionally, the packaging needed to enclose individually packed wipes intended for use on-the-go can feel excessive. In response, more suppliers are developing wipes featuring biodegradable or flushable substrates and using packaging that is reusable, recyclable, or biodegradable.

Rising Use of Wipes for Surface Disinfection Drives Sales in Consumer and Institutional Markets

Hard surface disinfection and concern about cross-contamination are key needs driving the sale of single-use wipes in a number of markets. In general:

  • Consumers want to limit the spread of illnesses through contact with communal and household surfaces.
  • Healthcare facilities seek to reduce the incidence of healthcare-associated infections.
  • Foodservice operators disinfect to reduce the incidence of foodborne illness.

Innovations continue to drive sales and greater wipes usage for surface disinfection in both the consumer and institutional markets, including value-added naturally derived disinfectants, improved kill rates, and textured surfaces.


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