Wipes
As Quoted In Nonwovens Markets
9th Edition
Featuring 54 tables and 66 figures – now available in Excel and Powerpoint! Learn More
This study analyzes the US market for wipes. For the purpose of this study, “wipe” is defined as a paper or nonwoven substrate that is soaked or otherwise infused with water or chemical additives (wet or dry) for the purpose of cleaning, disinfecting, sanitizing, chemical delivery, and other functions that are carried out on surfaces such as skin, countertops and floors, tools and parts, and many others.
Most wipes are single-use products. However, this study also covers reusable products that can be laundered and reused for a short period of time.
Excluded from the scope of this study are standard paper alternatives, such as napkins, paper towels, facial tissues, and toilet tissue, as well as long-term reusable cloths.
Demand for wipes is examined by product and market in US dollars at the converters’ level. Sales at the retail level are also provided. Historical data for 2008, 2013, and 2018 and forecasts for 2023 are presented in current dollars (which are not adjusted to account for inflation).
Key market segments for wipes include both consumer and industrial and institutional markets.
Back to Top
Purchase
Wipes
by the Section
Wipes
$5,600.00
1 Executive Summary
$183.00
Figure 1-1 | Key Trends in the US Wipes Market
2 Overview
$1,208.00
2.1 Key Findings
$82.00
Figure 2-1 | Key Trends in the Wipes Market
2.2 Historical Market Trends
$136.00
Table | Wipes Market, 2008 – 2018
Figure 2-2 | Wipes Demand w/ Economic & Demographic Indicators, 2008 – 2018
2.3 Factors Affecting Wipes Demand
$401.00
2.3.1 Demographic Trends
$82.00
Figure 2-3 | "Have you bought disposables wipes in the past 12 months?", 2019
2.3.2 Flushability & Dispersibility Concerns
$133.00
2.3.3 Sustainability
$130.00
2.3.4 Private Label Premiumization & Diversification
$82.00
2.4 Wipes Regulations
$371.00
2.4.1 FDA (Cosmetic, Therapeutic, &Sunscreen Wipes)
$158.00
2.4.2 EPA
$123.00
2.4.3 The Wiper Rule
$89.00
2.5 Wipes Demand by Market
$115.00
Table | Wipes Demand by Market, 2008 – 2023
Figure 2-4 | Wipes Demand by Market, 2008 – 2023
2.6 Pricing Trends
$132.00
Table | Wipes Prices by Application, 2008 – 2023
Figure 2-5 | Selected Wipes Pricing, 2008 – 2018
3 Products
$860.00
3.1 Key Findings
$82.00
Figure 3-1 | Key Trends Among Wet & Dry Wipes Products
3.2 Wet vs. Dry Wipes: Penetration Comparison
$315.00
3.2.1 Demand by Product
$82.00
Table | Wipes Demand by Product, 2008 – 2023
Figure 3-2 | Wipes Demand by Product, 2008 – 2023
3.2.2 Consumer Markets
$82.00
Figure 3-3 | Consumer Wipes Markets: Demand Share by Product, 2018
3.2.3 Industrial & Institutional Markets
$165.00
Figure 3-4 | Industrial & Institutional Wipes Markets: Demand Share by Product, 2018
3.3 Wet Wipes
$291.00
3.3.1 Wet Wipes: Demand by Market
$104.00
Table | Wet Wipes Demand by Market, 2008 – 2023
Figure 3-5 | Wet Wipes Demand, 2008 – 2023
3.3.2 Wet Wipes: Demand by Application
$186.00
Table | Wet Wipes Demand by Application, 2008 – 2023
Figure 3-6 | Wet Wipes Demand Growth by Application, 2008 – 2023
3.4 Dry Wipes
$203.00
3.4.1 Dry Wipes: Demand by Market
$84.00
Table | Dry Wipes Demand by Market, 2008 – 2023
Figure 3-7 | Dry Wipes Demand, 2008 – 2023
3.4.2 Dry Wipes: Demand by Application
$118.00
Table | Dry Wipes Demand by Application, 2008 – 2023
Figure 3-8 | Dry Wipes Demand Growth by Application, 2008 – 2023
4 Consumer & Retail Insights
$1,168.00
4.1 Key Findings
$94.00
4.2 Retail Wipes Market
$132.00
Table | Retail Wipes Sales by Application, 2008 – 2023
4.3 Retail Wipes Market Share
$82.00
Figure 4-1 | Retail Wipes Market Share by Company, 2018
4.4 Consumer Purchasing Patterns
$518.00
4.4.1 Types of Wipes Purchased
$298.00
Table | "Which kind of disposable wipes did you buy at any point in the past 12 months?" by Gender & Family Structure, 2019
Table | "Which kind of disposable wipes did you buy at any point in the past 12 months?" by Household Income, 2019
4.4.2 Wipes Purchased More Than Once in 12 Months
$218.00
Table | "Which kind of disposable wipes did you buy more than once in the past 12 months?" by Gender & Household Structure, 2019
Table | "Which kind of disposable wipes did you buy more than once in the past 12 months?" by Household Income, 2019
4.5 Attitudes of Wipes Buyers
$369.00
4.5.1 Convenience & Price
$82.00
Figure 4-2 | Attitudes of Wipes Consumers: Price & Convenience
4.5.2 Usage Preferences
$82.00
Figure 4-3 | Attitudes of Wipes Consumers: Usage Preferences
4.5.3 Wipes Disposal Trends
$127.00
Figure 4-4 | Wipes Consumers: Disposal Trends
Table | "How do you primarily dispose of your disposable wipes?" by Gender & Age Group, 2019
4.5.4 Flushability
$94.00
Figure 4-5 | Attitudes of Wipes Consumers: Flushability
Table | "I would buy more types of disposable wipes if they were flushable" by Age Group, 2019
5 Baby Wipes
$1,003.00
5.1 Key Findings
$82.00
Figure 5-1 | Key Trends in Baby Wipes
5.2 Demand by End Use
$264.00
Table | Baby Wipes Demand by End Use, 2008 – 2023
Figure 5-2 | Baby Wipes Demand & Infant Population Growth, 2008 – 2023
5.3 Product Innovations
$232.00
5.3.1 Natural & Eco-Friendly Formulations
$153.00
5.3.2 Improved Packaging
$82.00
5.4 Retail Market Trends & Market Share
$150.00
Figure 5-3 | Baby Wipes Retail Market Share by Company, 2018
5.5 Private Label Brands & Distributors
$196.00
Figure 5-4 | Baby Wipes Retail Sales: Private Labels vs. Named Brands, 2003 – 2018
Table | Selected Private Label Baby Wipes Distributors & Product Lines
5.6 Producers
$108.00
Table | Selected Baby Wipes Converters & Product Lines
6 Consumer Personal Care Wipes
$1,917.00
6.1 Key Findings
$82.00
Figure 6-1 | Key Trends in Personal Care Wipes
6.2 Consumer Personal Care Wipes: Demand by Application
$183.00
Table | Personal Care Wipes Demand by Application, 2008 – 2023
Figure 6-2 | Personal Care Body Wipes Value & Volume Demand Share by Application, 2018
6.3 Personal Hygiene Wipes
$627.00
6.3.1 Personal Hygiene Wipes: Demand by Application
$196.00
Table | Personal Hygiene Wipes Demand by Application, 2008 – 2023
Figure 6-3 | Personal Hygiene Wipes Demand & Wipes Use Per Capita, 2008 – 2023
Figure 6-4 | Personal Hygiene Wipes Demand & CAGR by Application, 2018 - 2023
6.3.2 Bathroom Hygiene Wipes
$145.00
6.3.3 Feminine Hygiene Wipes
$82.00
6.3.4 General Purpose Bathing Wipes
$100.00
6.3.5 Other Personal Hygiene Wipes
$126.00
6.4 Facial Wipes
$465.00
6.4.1 Facial Wipes: Demand by Application
$169.00
Table | Facial Wipes Demand by Application, 2008 – 2023
Figure 6-5 | Facial Wipes Demand & Wipes Use Per Capita, 2008 – 2023
6.4.2 Facial Cleansing Wipes
$178.00
Table | Facial Cleansing Wipes Demand by Product, 2008 – 2023
Figure 6-6 | Facial Cleansing Wipes Demand & Wipes Use Per Capita, 2008 – 2023
6.4.3 Acne & Other Facial Wipes
$117.00
Table | Acne & Other Facial Wipes Demand, 2008 – 2023
Figure 6-7 | Acne & Other Facial Wipe Demand & Teen/Young Adult Population Annual Growth, 2008 – 2023
6.5 Hand Cleaning Moist Towelettes
$257.00
Table | Hand Cleaning Moist Towelettes Demand by Application, 2008 – 2023
Figure 6-8 | Hand Cleaning Moist Towelettes Demand & Wipes Use Per Capita, 2008 – 2023
6.6 Medicated Wipes
$102.00
Table | Medicated Wipes Demand by Application, 2008 – 2023
Figure 6-9 | Medicated Wipes Demand & Wipes Use Per Capita, 2008 – 2023
6.7 Other Personal Care Wipes
$227.00
Table | Other Personal Care Wipes Demand, 2008 – 2023
Figure 6-10 | Other Personal Care Wipes Demand & Wipes Use Per Capita, 2008 – 2023
7 Household Care Wipes
$1,035.00
7.1 Key Findings
$82.00
Figure 7-1 | Key Trends in Household Care Wipes
7.2 Household Care Wipes: Demand by Application
$164.00
Table | Household Care Wipes Demand by Application, 2008 – 2023
Figure 7-2 | Household Care Wipes Demand & US Households Annual Growth, 2008 – 2023
Figure 7-3 | Household Care Wipes Demand & CAGR by Application, 2008 – 2023
7.3 General Purpose Cleaning Wipes
$378.00
7.3.1 General Purpose Cleaning Wipes: Demand by Application
$255.00
Table | General Purpose Cleaning Wipes Demand by Application, 2008 – 2023
Figure 7-4 | General Purpose Cleaning Wipes Demand & Wipes Use Per Household, 2008 – 2023
7.3.2 Disinfectant Cleaning Wipes
$82.00
7.3.3 Other General Purpose Cleaning Wipes
$82.00
7.4 Floor Care Wipes
$187.00
Table | Floor Care Wipes Demand by Product, 2008 – 2023
Figure 7-5 | Floor Care Wipes Demand & Wipes Use Per Household, 2008 – 2023
7.5 Other Household Wipes
$259.00
Table | Other Household Care Wipes Demand by Application, 2008 – 2023
Figure 7-6 | Other Household Care Wipes Demand & Wipes Use Per Capita, 2008 – 2023
8 Manufacturing Wipes
$726.00
8.1 Key Findings
$82.00
Figure 8-1 | Key Trends in Manufacturing Wipes
8.2 Manufacturing Wipes: Demand by Application
$150.00
Table | Manufacturing Wipes Demand by Application, 2008 – 2023
Figure 8-2 | Manufacturing Wipes Demand & Wipes Use Per Manufacturing Establishment, 2008 – 2023
8.3 General Purpose Wipes
$121.00
Table | General Purpose Wipes Demand by Product, 2008 – 2023
Figure 8-3 | General Purpose Wipes Demand & Wipes Use Per Manufacturing Establishment, 2008 – 2023
8.4 Special Purpose Wipes
$404.00
8.4.1 Special Purpose Wipes: Demand by Application
$154.00
Table | Special Purpose Wipes Demand by Application, 2008 – 2023
Figure 8-4 | Special Purpose Wipes Demand & Wipes Use Per Manufacturing Establishment, 2008 – 2023
Figure 8-5 | Special Purpose Wipes Demand & CAGR by Application, 2008 – 2023
8.4.2 Cleanroom Wipes
$82.00
8.4.3 Surface Preparation Wipes
$82.00
8.4.4 Printing Wipes
$82.00
8.4.5 Other Special Purpose Wipes
$82.00
9 Healthcare Wipes
$815.00
9.1 Key Findings
$82.00
Figure 9-1 | Key Trends in Healthcare Wipes
9.2 Healthcare Wipes: Demand by Application
$180.00
Table | Healthcare Wipes Demand by Application, 2008 – 2023
Figure 9-2 | Healthcare Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
Figure 9-3 | Healthcare Wipes Demand & CAGR by Application, 2018 – 2023
9.3 Patient Care Wipes
$163.00
Table | Patient Care Wipes Demand by Application, 2008 – 2023
Figure 9-4 | Patient Care Wipes Demand & Senior Population Annual Growth, 2008 – 2023
9.4 Hard Surface Disinfectant Wipes
$194.00
Table | Hard Surface Disinfectant Wipes Demand, 2008 – 2023
Figure 9-5 | Hard Surface Disinfectant Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
9.5 Skin Disinfectant Wipes
$99.00
Table | Skin Disinfectant Wipes Demand by Application, 2008 – 2023
Figure 9-6 | Skin Disinfectant Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
Figure 9-7 | Skin Disinfectant Wipes Demand & CAGR by Application, 2018 – 2023
9.6 Other Healthcare Wipes
$130.00
Table | Other Healthcare Wipes Demand, 2008 – 2023
Figure 9-8 | Other Healthcare Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
10 Commercial & Institutional Wipes
$634.00
10.1 Key Findings
$82.00
Figure 10-1 | Key Trends in Commercial & Institutional Wipes
10.2 Commercial & Institutional Wipes: Demand by Application
$135.00
Table | Commercial & Institutional Wipes Demand by Application, 2008 – 2023
Figure 10-2 | Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2008 – 2023
10.3 Foodservice
$210.00
10.3.1 Foodservice Wipes: Demand by Application
$133.00
Table | Foodservice Wipes Demand by Application, 2008 – 2023
Figure 10-3 | Foodservice Wipes Demand & Wipes Use Per Foodservice Establishment, 2008 – 2023
Figure 10-4 | Foodservice Wipes Demand & CAGR by Application, 2008 – 2023
10.3.2 Substrate Technologies
$82.00
10.4 Other Commercial & Institutional Wipes
$227.00
Table | Other Commercial & Institutional Wipes Demand by Application, 2008 – 2023
Figure 10-5 | Other Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2008 – 2023
11 Industry Structure
$2,876.00
11.1 Key Findings & Industry Composition
$239.00
Table | US Wipes Sales by Company, 2018
11.2 Market Share: Converters' Level
$459.00
Figure 11-1 | Converters' Level Wipes Market Share, 2018
Figure 11-2 | Wipes: Leading Supplier
Figure 11-3 | Wipes: Second Leading Supplier
Figure 11-4 | Wipes: Third Leading Supplier
Figure 11-5 | Wipes: Co-Fourth Leading Supplier
Figure 11-6 | Wipes: Co-Fourth Leading Supplier
11.3 Industry Restructuring
$87.00
11.4 Competitive Strategies
$544.00
11.4.1 New Product Development
$124.00
11.4.2 Product Line Extension
$82.00
11.4.3 Low-Cost Position
$82.00
11.4.4 Product Placement
$82.00
11.4.5 Market Segmentation
$112.00
11.4.6 Cooperative Agreements
$121.00
Table | Selected Cooperative Agreements
11.5 Manufacturing
$148.00
11.6 Contract Manufacturing
$82.00
11.7 Packaging Trends
$206.00
11.8 Marketing Strategies: Portability, Convenience, Eco- Friendliness, &New Demographics
$176.00
11.9 Distribution Channels
$82.00
11.10 List of Industry Participants
$865.00
12 Appendix
$3,271.00
12.1 Scope
$193.00
Table | Study Scope: Major Wipes Markets
Table | Relevant Industry Codes
Table | Relevant HS Codes
12.2 Definitions
$131.00
12.3 Abbreviations
$82.00
Table | Abbreviations & Acronyms Used in Study
12.4 Freedonia Methodology
$1,455.00
12.5 Study-Specific Methodology
$82.00
12.6 Sources
$82.00
12.7 Associations & Agencies
$82.00
12.8 Related Studies & Reports
$82.00
12.9 Macroeconomic Assumptions
$1,225.00
12.9.1 Economic Environment
$199.00
Table | Macroeconomic Indicators, 2008 – 2023
Figure 12-1 | Annual Growth in Real GDP, 2000 – 2018, Compared to 1980 – 2005 Average
12.9.2 Demographic Trends
$191.00
Table | Population & Households, 2008 – 2023
Figure 12-2 | Annual Population Growth, 2003 – 2018
12.9.3 Housing Stock
$93.00
Table | Housing Stock by Type, 2008 – 2023
Figure 12-3 | Housing Stock by Year of Construction, 2018
12.9.4 Consumer Spending Trends
$138.00
Table | Personal Consumption Expenditures, 2008 – 2023
12.9.5 Specialty Household Cleaner Industry Outlook
$95.00
Table | Specialty Household Cleaner Demand, 2008 – 2023
12.9.6 Manufacturing Outlook
$182.00
Table | Manufacturers' Shipments, 2008 – 2023
12.9.7 Healthcare Providers & Facilities
$316.00
Table | Selected Healthcare Facilities, 2008 – 2023
Back to Top