Surface Disinfectant & Cleaning Wipes

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Cleaning Wipes

Demand for surface disinfectant and cleaning wipes is expected to advance 1.1% per year off a relatively high 2021 base to $736 million in 2026. While this growth rate is relatively slow compared to historical norms, it stems from elevated market levels spurred by pandemic-related sales hikes in 2020. Due to their significant market penetration over these two years, demand will remain well above pre-pandemic levels throughout the forecast period.

Surface disinfectant and cleaning wipe sales will also be supported by:

consistent increases in the industrial and institutional market, with both healthcare and foodservice returning to pre-pandemic levels of operation and usage
product development that improves the functionality and environmental profile of available cleaning wipes, thereby increasing adoption among consumers

Demand for Surface Disinfectant Wipes to Remain Elevated

Efforts to prevent transmission of COVID-19 in 2020 led many to abruptly adopt the use of wipes, and all users – new or established – used wipes in large quantities that year, as they adopted behaviors such as wiping down all purchases. Though this extreme usage was unsustainable over the long term, demand for surface disinfectant wipes remained quite elevated in 2021 as more was learned about the pandemic and new variants swept through the population.

As a result of these elevated sales levels, major wipes suppliers have made significant investments to expand domestic production capacities for surface disinfectant wipes, in some cases enlisting contract manufacturers to help supplement their own lines.

While consumer use of surface disinfectant wipes has toned down in 2022, changes in behavior patterns and increases in commercial usage will sustain the market. Cleaning regimens in industrial, commercial, and institutional settings – which are meant to address healthcare associated infections (HAIs), foodborne illnesses, and other potential viruses – remain rigorous.

Growth in Non-Household Markets Supports Overall Gains

Surface disinfectant and cleaning wipe demand in non-household markets rebounded in 2021 following a depressed 2020, which was directly attributable to the COVID-19 pandemic. The foodservice market was negatively impacted by restaurant closures, while hospitals cancelled non-emergent procedures and focused more on telehealth. Going forward, both markets will continue to grow as:

foodservice revenues rise and the number of restaurants and other foodservice establishments increases
healthcare spending increases due to an aging population and an uptick in surgical procedures

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Table of Contents

1. Executive Summary

2. About This Report

Report Details

Study Scope & Product Description

Impact of COVID-19 Pandemic

3. Overview

Historical Market Trends

Pricing Trends

Competitive Products

Sustainability

Private Label Premiumization & Diversification

Raw Materials

Supply Chain

Wipes Regulations

4. Consumer Insights

Demographic Trends

Consumer Purchasing Patterns

Types of Wipes Purchased

Wipes Purchased More than Once in 12 Months

Attitudes of Wipes Buyers

Convenience & Price

Usage Preferences

Hygiene Perspectives

Environment

5. Functions

Demand by Function

Surface Disinfectant Wipes

Demand by Market

Market Share

General Purpose Cleaning Wipes

Specialty Cleaning Wipes

6. Markets

Demand by Market

Household

Healthcare

Foodservice

Other Markets

7. Key Suppliers & Market Share

Industry Composition

Key Suppliers

Mergers & Acquisitions

Competitive Strategies

New Product Development

Product Line Extension

Low-Cost Position

Product Placement

Market Segmentation

Cooperative Agreements

Manufacturing

Contract Manufacturing

Packaging Trends

Marketing Strategies: Portability, Convenience, Eco-Friendliness, & New Demographics

Distribution Channels

8. Appendix

Scope

Definitions

Freedonia Methodology

Study-Specific Methodology

Sources

Associations & Agencies

Related Studies & Reports

Macroeconomic Assumptions

Economic Environment

Demographic Trends

Housing Stock

Consumer Spending

Specialty Household Cleaners

Manufacturing Outlook

Healthcare Providers & Facilities

List of Tables

2. About This Report

Table 2-1. Annual Surface Disinfectant & Cleaning Wipes Demand by Function, 2019 - 2022 (million dollars)

Table 2-2. Annual Surface Disinfectant & Cleaning Wipes Demand by Market, 2019 - 2022 (million dollars)

3. Overview

Table 3-1. Surface Disinfectant & Cleaning Wipes Demand, 2011 - 2021 (million dollars)

Table 3-2. Surface Disinfectant & Cleaning Wipes Pricing by Product, 2011 - 2031 (dollars per unit)

4. Consumer Insights

Table 4-1. "Have You Bought Disposable Wipes In the Past 12 Months?" by Gender, Age Group, & Family Structure, 2021 (% of respondents)

Table 4-2. "Which kind of disposable wipes did you buy at any point in the past 12 months?" by Gender & Presence of Children in Household, 2021 (percent responding affirmatively)

Table 4-3. "Which kind of disposable wipes did you buy at any point in the past 12 months?" by Household Income Bracket, 2021 (percent responding affirmatively)

Table 4-4. "Which kind of disposable wipes did you buy more than once in the past 12 months?" by Gender & Presence of Children in the Household, 2021 (percent responding affirmative)

Table 4-5. "Which kind of disposable wipes did you buy more than once in the past 12 months?" by Household Income Bracket, 2021 (percent responding affirmative)

Table 4-6. "Disposable wipes are more hygienic than reusable cloths" by Gender & Age Group, 2021 (percent of respondents)

Table 4-7. "Disposable wipes are bad for the environment" by Gender & Age Group, 2021 (percent of respondents)

5. Functions

Table 5-1. Surface Disinfectant & Cleaning Wipes Demand by Function, 2011 - 2031 (million dollars & billion units)

Table 5-2. Surface Disinfectant Wipes Demand by Market, 2011 - 2031 (million dollars & billion units)

Table 5-3. General Purpose Cleaning Wipes Demand by Market, 2011 - 2031 (million dollars & billion units)

Table 5-4. Specialty Cleaning Wipes Demand by Market, 2011 - 2031 (million dollars & billion units)

6. Markets

Table 6-1. Surface Disinfectant & Cleaning Wipes Demand by Market, 2011 - 2031 (million dollars & billion units)

Table 6-2. Household Surface Disinfectant & Cleaning Wipes Demand by Function, 2011 - 2031 (million dollars & billion units)

Table 6-3. Healthcare Surface Disinfectant & Cleaning Wipes Demand, 2011 - 2031 (million dollars & billion units)

Table 6-4. Foodservice Surface Disinfectant & Cleaning Wipes Demand, 2011 - 2031 (million dollars & billion units)

Table 6-5. Other Markets for Surface Disinfectant & Cleaning Wipes by Function, 2011 - 2031 (million dollars & billion units)

7. Key Suppliers & Market Share

Table 7-1. Selected Mergers & Acquisitions

Table 7-2. Selected Cooperative Agreements

8. Appendix

Table 8-1. Relevant Industry Codes

Table 8-2. Relevant HS Codes

Table 8-3. Macroeconomic Indicators, 2011 - 2031 (billion 2012 dollars)

Table 8-4. Population & Households, 2011 - 2031 (million persons)

Table 8-5. Housing Stock by Type, 2011 - 2031 (million units)

Table 8-6. Personal Consumption Expenditures, 2011 - 2031 (billion dollars)

Table 8-7. Specialty Household Cleaner Demand, 2011 - 2031 (million dollars)

Table 8-8. Manufacturers' Shipments, 2011 - 2031 (billion dollars)

Table 8-9. Selected Healthcare Providers, 2011 - 2031

List of Figures

1. Executive Summary

Figure 1-1 | Surface Disinfectant & Cleaning Wipes Market Outlook

2. About This Report

Figure 2-1. Annual Surface Disinfectant & Cleaning Wipes Demand by Market, 2019 - 2023 (% annual change)

3. Overview

Figure 3-1. Annual Surface Disinfectant & Cleaning Wipes Demand, 2011 - 2021 (million dollars)

Figure 3-2. Surface Disinfectant & Cleaning Wipes Pricing, 2011 - 2031 (cents per unit)

Figure 3-3. Comparative Growth: Surface Disinfection & Cleaning Wipes vs. Competitive Products, 2016 - 2026 (% CAGR)

4. Consumer Insights

Figure 4-1. "Which kind of disposable wipes did you buy at any point in the past 12 months?", 2021 & 2019 (percent responding affirmatively)

Figure 4-2. "Which kind of disposable wipes did you buy more than once in the past 12 months?", 2021 & 2019 (percent responding affirmatively)

Figure 4-3. Attitudes of Wipes Consumers: Convenience & Price, 2021 (percent of respondents)

Figure 4-4. Attitudes of Wipes Consumers: Usage Preferences, 2021 (percent of respondents)

Figure 4-5. Wipes Consumers: Hygiene Perspectives, 2021 (percent of respondents)

Figure 4-6. Wipes Consumers: Environment Perspectives, 2021 (percent of respondents)

5. Functions

Figure 5-1. Surface Disinfectant Wipes Market Share, 2021 (million dollars)

6. Markets

Figure 6-1. Surface Disinfectant & Cleaning Wipes Demand by Market, 2011 - 2031 (million dollars)

Figure 6-2. Household Surface Disinfectant & Cleaning Wipes Demand by Function, 2011 - 2031 (million dollars)

Figure 6-3. Household Surface Disinfectant & Cleaning Wipes Demand & US Households, 2011 - 2031 (million dollars)

Figure 6-4. Healthcare Surface Disinfectant & Cleaning Wipes Demand & Wipes Use per Hospital, 2011 - 2031 (million dollars)

Figure 6-5. Foodservice Surface Disinfectant & Cleaning Wipes Demand & Wipes Use per Eating & Drinking Establishment, 2011 - 2031 (million dollars)

Figure 6-6. Other Markets for Surface Disinfectant & Cleaning Wipes by Function, 2011 - 2031 (million dollars)

Figure 6-7. Other Markets for Surface Disinfectant & Cleaning Wipes & Wipes Use per Business Establishment, 2011 - 2031 (million dollars)

8. Appendix

Figure 8-1. Housing Stock: Share by Year of Construction, 2021 (percent)