Wipes

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Wet and Dry Wipes

Demand for wipes is expected to advance 2.3% per year off a relatively high base to $4.3 billion in 2026. While this growth rate is relatively slow compared to historical norms, it stems from elevated market levels, as pandemic-related sales spikes for various wipes (notably disinfectant wipes in 2020), supply chain challenges, and higher raw material costs led prices for wipes to jump in 2020 and 2021, inflating market value in those years.

In unit terms, wipe demand growth will accelerate, supported by:

  • consistent increases in the industrial and institutional market, with major submarkets like healthcare and foodservice returning to pre-pandemic levels of operation
  • product development that improves the functionality and environmental profile of available personal care wipes, thereby increasing adoption among consumers

Demand for Surface Disinfectant Wipes to Remain Elevated

While demand for surface disinfectant wipes fell in 2021 from the pandemic-induced spikes of 2020, it remained well above pre-COVID-19 levels; consumers and nonresidential end users continued to purchase these products to protect themselves from potential viral exposure. Major wipes suppliers have invested significantly in expanding their domestic production capacities for surface disinfectant wipes, in some cases enlisting contract manufacturers to help supplement their own lines.

It is expected that demand for surface disinfectant wipes will remain elevated as cleaning regimens in industrial and institutional settings that address healthcare associated infections (HAIs), foodborne illnesses, and other potential viruses continue to be rigorous. While consumer demand for these wipes will decline as households reorient their approach to reducing viral transmission, an expanded base of users will help demand remain above pre-pandemic levels.

Product Development Continues to Create More Sustainable Options

Suppliers of baby, personal hygiene, and household wipe products continue developing items that appeal to consumer desires for sustainability and environmental safety. Consumers increasingly want their products to have ingredient transparency, be biodegradable, and be derived from natural sources. These trends – coupled with regulatory actions to influence the development of products that have improved flushability or less plastic content – will encourage greater use of these products going forward.

Growth in the Industrial & Institutional Market Supports Overall Gains

The market for industrial and institutional wipes rebounded in 2021 following a depressed 2020 that was attributable to the COVID-19 pandemic, as the foodservice market was negatively impacted by restaurant closures, and hospitals saw the cancellation of non-emergency 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
Wipes Historical Demand

Historical Trends

Sales of wipes depend on a variety of market trends, as well as on macroeconomic and demographic factors. For example:

  • Consumer wipes markets rely on economic growth, as it can either encourage or inhibit consumers’ spending on wipes, which are often considered discretionary alternatives to other products on the market.
  • Industrial and institutional wipes markets also rely on economic growth, as it supports the revenues of businesses and other operations and can affect their investment in wipes over alternative products.

Demand for wipes also depends on trends among certain key demographics. Most notably, changes in the infant population have a significant effect on wipes sales since baby wipes account for about 33% of the wipes market. During the 2016-2021 period, the infant population in the US declined. While this trend limited gains in volume terms, strong sales in 2020 and strong price gains helped keep growth solid in value terms.

Overall, 2020 and 2021 were volatile years for the wipes industry. On one hand, the consumer market surged in 2020, but it fell back from those highs in 2021. Consumer demand for certain personal care and household wipes – most notably disinfectant wipes – drove the consumer wipes market up over 20% from 2019 to 2020. Individuals stockpiled products like baby and personal hygiene wipes, and more people used disinfectant wipes regularly to clean their homes.

On the other hand, industrial and institutional wipes declined in 2020 and rebounded in 2021. Industrial and institutional wipes were hampered by shutdowns in early 2020 and decreased economic output overall. Demand then rose as manufacturing rebounded in tandem with the economy in 2021 to erase losses. In addition, non-consumer outlets also increased their usage of wipes in disinfecting and cleaning operations.

Products Overview

Demand for wipes is projected to increase 2.3% annually to $4.3 billion in 2026:

  • Wet wipes comprised 75% of US wipes demand in 2021 and are expected to account for 67% of demand growth through the five-year forecast. Value demand growth will decelerate due to a high price base in 2021. In unit terms, demand will accelerate due to a return to pre-pandemic usage patterns, most notably for personal care wipes. Less stringent cleaning regimens will cause a decline in household cleaning wipes - including disinfectant wipes – limiting further wet wipe growth in 2026.

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Purchase Wipes by the Section

  1. Wipes

    $5,600.00

    1. 1 Executive Summary

      $323.00

      1. Figure 1-1. US Market for Wipes

    2. 2 COVID-19 Pandemic

      $895.00

      1. 2.1 Overview

        $323.00

      2. 2.2 Impact on the Economy

        $351.00

        1. Table | Macroeconomic Indicators, 2019 - 2023

        2. Figure 2-1. Real GDP by Economic Sector, 2020 - 2023

      3. 2.3 Impact on the Wipes Industry

        $323.00

        1. Table | Annual Wipes Demand by Market, 2019 - 2022

        2. Table | Annual Wipes Demand by Type, 2019 - 2022

        3. Figure 2-2. Wipes Value Demand by Market, 2019 - 2024

      4. 2.4 COVID-19 Wipes Consumer Trends

        $323.00

        1. Figure 2-3. COVID-19 Consumer Trends in Use of Antibacterial Wipes & Hand Sanitizer, 2021

        2. Table | COVID-19 Consumer Trends in Antibacterial Wipes Use, 2021

    3. 3 Overview

      $1,810.00

      1. 3.1 Study Scope

        $323.00

        1. Figure 3-1. Wipes: Product Examples

      2. 3.2 Historical Trends

        $323.00

        1. Table | Wipes Demand, 2011 - 2021

        2. Figure 3-2. Wipes Demand, 2006 - 2021

      3. 3.3 Products Overview

        $323.00

        1. Table | Wipes Demand: Wet vs. Dry, 2011 - 2031

      4. 3.4 Wet Wipes

        $323.00

        1. 3.4.1 Demand by Market

          $323.00

          1. Table | Wet Wipes Demand by Market, 2011 - 2031

          2. Figure 3-3. Wet Wipes Value Demand by Market, 2011 - 2031

        2. 3.4.2 Demand by Application

          $323.00

          1. Table | Wet Wipes Demand by Application, 2011 - 2031

          2. Figure 3-4. Wet Wipes Demand by Application, 2011 - 2031

      5. 3.5 Dry Wipes

        $323.00

        1. 3.5.1 Demand by Market

          $323.00

          1. Table | Dry Wipes Demand by Market, 2011 - 2031

          2. Figure 3-5. Dry Wipes Value Demand by Market, 2011 - 2031

        2. 3.5.2 Demand by Application

          $323.00

          1. Table | Dry Wipes Demand by Application, 2011 - 2031

          2. Figure 3-6. Dry Wipes Demand Growth by Application, 2011 - 2026

      6. 3.6 Markets Overview

        $575.00

        1. 3.6.1 Demand by Market

          $450.00

          1. Table | Wipes Demand by Market, 2011 - 2031

          2. Table | Major Wipes Markets

        2. 3.6.2 Consumer Markets

          $323.00

          1. Figure 3-7. Wipes Demand in Consumer Markets: Wet vs. Dry, 2011 - 2031

        3. 3.6.3 Industrial & Institutional Markets

          $323.00

          1. Figure 3-8. Wipes Demand in Industrial & Institutional Markets: Wet vs. Dry, 2011 - 2031

      7. 3.7 Pricing Trends

        $323.00

        1. Table | Wipes Prices by Application, 2011 - 2031

        2. Figure 3-9. Selected Wipes Pricing, 2011 - 2031

      8. 3.8 Global Outlook

        $323.00

        1. Figure 3-10. US Share of Global Wipes Demand, 2021

    4. 4 Factors Impacting Wipes Demand

      $532.00

      1. 4.1 Demographic Trends

        $323.00

        1. Table | “Have You Bought Disposable Wipes In the Past 12 Months?” by Gender, Age, &Family Structure, 2021

      2. 4.2 Flushability & Dispersibility Concerns

        $323.00

      3. 4.3 Sustainability

        $323.00

      4. 4.4 Private Label Premiumization & Diversification

        $323.00

      5. 4.5 Raw Materials

        $323.00

      6. 4.6 Supply Chain

        $323.00

      7. 4.7 Wipes Regulations

        $323.00

        1. 4.7.1 FDA (Cosmetic, Therapeutic, &Sunscreen Wipes)

          $323.00

        2. 4.7.2 EPA

          $323.00

        3. 4.7.3 The Wiper Rule

          $323.00

      8. 4.8 Competitive Products

        $323.00

        1. Figure 4-1. Comparative Growth: Wipes & Competitive Products, 2021 - 2026

    5. 5 Consumer & Retail Insights

      $2,357.00

      1. 5.1 Retail Wipes Market

        $323.00

        1. Table | Retail Wipes Sales by Application, 2011 - 2031

      2. 5.2 Retail Wipes Market Share

        $323.00

        1. Figure 5-1. Retail Wipes Market Share by Company, 2021

      3. 5.3 Consumer Purchasing Patterns

        $1,378.00

        1. 5.3.1 Types of Wipes Purchased

          $688.00

          1. Figure 5-2. “Which kind of disposable wipes did you buy at any point in the past 12 months?”, 2021 & 2019

          2. Table | “Which kind of disposable wipes did you buy at any point in the past 12 months?” by Gender & Presence of Children in Household, 2021

          3. Table | “Which kind of disposable wipes did you buy at any point in the past 12 months?” by Household Income Bracket, 2021

        2. 5.3.2 Wipes Purchased More than Once in 12 Months

          $684.00

          1. Figure 5-3. “Which kind of disposable wipes did you buy more than once in the past 12 months?”, 2021 & 2019

          2. Table | “Which kind of disposable wipes did you buy more than once in the past 12 months?” by Gender & Presence of Children Household, 2021

          3. Table | “Which kind of disposable wipes did you buy more than once in the past 12 months?” by Household Income Bracket, 2021

      4. 5.4 Attitudes of Wipes Buyers

        $713.00

        1. 5.4.1 Convenience & Price

          $323.00

          1. Figure 5-4. Attitudes of Wipes Consumers: Convenience & Price, 2021

        2. 5.4.2 Usage Preferences

          $323.00

          1. Figure 5-5. Attitudes of Wipes Consumers: Usage Preferences, 2021

        3. 5.4.3 Hygiene Perspectives

          $323.00

          1. Figure 5-6. Wipes Consumers: Hygiene Perspectives, 2021

          2. Table | “Disposable wipes are more hygienic than reusable cloths” by Gender & Age Group, 2021

        4. 5.4.4 Environment

          $323.00

          1. Figure 5-7. Wipes Consumers: Environment Perspectives, 2021

          2. Table | “Disposable wipes are bad for the environment” by Gender & Age Group, 2021

        5. 5.4.5 Flushability

          $323.00

          1. Figure 5-8. Attitudes of Wipes Consumers: Flushability, 2021

          2. Table | “I would buy more types of disposable wipes if they were flushable” by Age Group, 2021

    6. 6 Baby Wipes

      $949.00

      1. 6.1 Scope & Product Description

        $323.00

        1. Figure 6-1. Baby Wipes: Product Examples

      2. 6.2 Demand by End Use

        $323.00

        1. Table | Baby Wipes Demand by End Use, 2011 - 2031

        2. Figure 6-2. Baby Wipes Demand & Population Under 3 Years Old, 2011 - 2026

      3. 6.3 Product Innovations

        $323.00

        1. 6.3.1 Natural & Eco-Friendly Formulations

          $323.00

        2. 6.3.2 Improved Packaging

          $323.00

      4. 6.4 Retail Market Trends & Market Share

        $323.00

        1. Figure 6-3. Baby Wipes Retail Market Share by Company, 2021

      5. 6.5 Private Label Brands & Distributors

        $323.00

        1. Figure 6-4. Baby Wipes Retail Sales: Private Labels vs. Named Brands, 2011 - 2021,

        2. Table | Selected Private Label Baby Wipes Distributors & Product Lines

      6. 6.6 Producers

        $323.00

        1. Table | Selected Baby Wipes Converters & Product Lines

    7. 7 Consumer Personal Care Wipes

      $2,131.00

      1. 7.1 Scope & Product Description

        $323.00

        1. Figure 7-1. Consumer Personal Care Wipes: Product Examples

      2. 7.2 Demand by Application

        $323.00

        1. Table | Personal Care Wipes Demand by Application, 2011 - 2031

        2. Figure 7-2. Personal Care Body Wipes Demand Share by Application, 2021

      3. 7.3 Personal Hygiene Wipes

        $431.00

        1. 7.3.1 Demand by Application

          $323.00

          1. Table | Personal Hygiene Wipes Demand by Application, 2011 - 2031

          2. Figure 7-3. Personal Hygiene Wipes Demand & Wipes Use Per Capita, 2011 - 2031

          3. Figure 7-4. Personal Hygiene Wipes Demand Growth by Application, 2021 - 2026

        2. 7.3.2 Bathroom Hygiene Wipes

          $323.00

        3. 7.3.3 Feminine Hygiene Wipes

          $323.00

        4. 7.3.4 General Purpose Bathing Wipes

          $323.00

        5. 7.3.5 Other Personal Hygiene Wipes

          $323.00

      4. 7.4 Facial Wipes

        $632.00

        1. 7.4.1 Demand by Application

          $323.00

          1. Table | Facial Wipes Demand by Application, 2011 - 2031

          2. Figure 7-5. Facial Wipes Demand & Wipes Use Per Capita, 2011 - 2031

        2. 7.4.2 Facial Cleansing Wipes

          $323.00

          1. Table | Facial Cleansing Wipes Demand by Product, 2011 - 2031

          2. Figure 7-6. Facial Cleansing Wipes Demand & Wipes Use Per Capita, 2011 - 2031

        3. 7.4.3 Acne & Other Facial Wipes

          $323.00

          1. Table | Acne & Other Facial Wipes Demand by Application, 2011 - 2031

          2. Figure 7-7. Acne & Other Facial Wipe Demand & Teen/Young Adult Population Annual Growth, 2011 - 2031

      5. 7.5 Hand Cleaning Moist Wipes & Towelettes

        $323.00

        1. Table | Hand Cleaning Moist Wipes & Towelette Demand by Application, 2011 - 2031

        2. Figure 7-8. Hand Cleaning Moist Wipes & Towelettes Demand & Wipes Use Per Capita, 2011 - 2031

      6. 7.6 Medicated Wipes

        $323.00

        1. Table | Medicated Wipes Demand by Application, 2011 - 2031

        2. Figure 7-9. Medicated Wipes Demand & Wipes Use Per Capita, 2011 - 2031

      7. 7.7 Other Personal Care Wipes

        $323.00

        1. Table | Other Personal Care Wipes Demand by Application, 2011 - 2031

        2. Figure 7-10. Other Personal Care Wipes Demand & Wipes Use Per Capita, 2011 - 2031

      8. 7.8 Producers

        $323.00

    8. 8 Household Care Wipes

      $1,167.00

      1. 8.1 Scope & Product Description

        $323.00

        1. Figure 8-1. Household Care Wipes: Product Examples

      2. 8.2 Demand by Application

        $323.00

        1. Table | Household Care Wipes Demand by Application, 2011 - 2031

        2. Figure 8-2. Household Care Wipes Demand & US Households, 2011 - 2031

        3. Figure 8-3. Household Care Wipes Demand Growth by Application, 2021 - 2026

      3. 8.3 General Purpose Cleaning Wipes

        $337.00

        1. 8.3.1 Demand by Application

          $323.00

          1. Table | General Purpose Cleaning Wipes Demand by Application, 2011 - 2031

          2. Figure 8-4. General Purpose Cleaning Wipes Demand & Wipes Use Per Household, 2011 - 2031

        2. 8.3.2 Disinfectant Cleaning Wipes

          $323.00

        3. 8.3.3 Other General Purpose Cleaning Wipes

          $323.00

      4. 8.4 Floor Care Wipes

        $323.00

        1. Table | Floor Care Wipes Demand by Product, 2011 - 2031

        2. Figure 8-5. Floor Care Wipes Demand & Wipes Use Per Household, 2011 - 2031

      5. 8.5 Other Household Wipes

        $323.00

        1. Table | Other Household Care Wipes Demand by Application, 2011 - 2031

        2. Figure 8-6. Other Household Care Wipes Demand & Wipes Use Per Capita, 2011 - 2031

      6. 8.6 Producers

        $323.00

    9. 9 Manufacturing Wipes

      $868.00

      1. 9.1 Scope & Product Description

        $323.00

        1. Figure 9-1. Manufacturing Wipes: Product Examples

      2. 9.2 Demand by Application

        $323.00

        1. Table | Manufacturing Wipes Demand by Application, 2011 - 2031

        2. Figure 9-2. Manufacturing Wipes Demand & Wipes Use Per Manufacturing Establishment, 2011 - 2031

      3. 9.3 General Purpose Wipes

        $323.00

        1. Table | General Purpose Manufacturing Wipes Demand by Product, 2011 - 2031

        2. Figure 9-3. General Purpose Wipes Demand & Wipes Use Per Manufacturing Establishment, 2011 - 2031

      4. 9.4 Special Purpose Wipes

        $361.00

        1. 9.4.1 Demand by Application

          $323.00

          1. Table | Special Purpose Manufacturing Wipes Demand by Application, 2011 - 2031

          2. Figure 9-4. Special Purpose Manufacturing Wipes Demand & Wipes Use Per Manufacturing Establishment, 2011 - 2031

          3. Figure 9-5. Special Purpose Manufacturing Wipes Demand Growth by Application, 2021 - 2026

        2. 9.4.2 Cleanroom Wipes

          $323.00

        3. 9.4.3 Surface Preparation Wipes

          $323.00

        4. 9.4.4 Printing Wipes

          $323.00

        5. 9.4.5 Other Special Purpose Wipes

          $323.00

      5. 9.5 Producers

        $323.00

    10. 10 Healthcare Wipes

      $1,231.00

      1. 10.1 Scope & Product Description

        $323.00

        1. Figure 10-1. Healthcare Wipes: Product Examples

      2. 10.2 Demand by Application

        $323.00

        1. Table | Healthcare Wipes Demand by Application, 2011 - 2031

        2. Figure 10-2. Healthcare Wipes Demand & Wipes Use Per Hospital, 2011 - 2031

        3. Figure 10-3. Healthcare Wipes Demand Growth by Application, 2021 - 2026

      3. 10.3 Patient Care Wipes

        $323.00

        1. Table | Patient Care Wipes Demand by Application, 2011 - 2031

        2. Figure 10-4. Patient Care Wipes Demand & Population Aged 65 & Over, 2011 - 2026

      4. 10.4 Hard Surface Disinfectant Wipes

        $323.00

        1. Table | Hard Surface Disinfectant Wipes Demand, 2011 - 2031

        2. Figure 10-5. Hard Surface Disinfectant Wipes Demand & Wipes Use Per Hospital, 2011 - 2031

      5. 10.5 Skin Disinfectant Wipes

        $323.00

        1. Table | Skin Disinfectant Wipes Demand by Application, 2011 - 2031

        2. Figure 10-6. Skin Disinfectant Wipes Demand & Wipes Use Per Hospital, 2011 - 2031

        3. Figure 10-7. Skin Disinfectant Wipes Demand Growth by Application, 2021 - 2026

      6. 10.6 Other Healthcare Wipes

        $323.00

        1. Table | Other Healthcare Wipes Demand, 2011 - 2031

        2. Figure 10-8. Other Healthcare Wipes Demand & Wipes Use Per Hospital, 2011 - 2026

      7. 10.7 Producers

        $323.00

    11. 11 Commercial & Institutional Wipes

      $869.00

      1. 11.1 Scope & Product Description

        $323.00

        1. Figure 11-1. Commercial & Institutional Wipes: Product Examples

      2. 11.2 Demand by Application

        $323.00

        1. Table | Commercial & Institutional Wipes Demand by Application, 2011 - 2031

        2. Figure 11-2. Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2011 - 2031

      3. 11.3 Foodservice

        $323.00

        1. 11.3.1 Demand by Application

          $323.00

          1. Table | Foodservice Wipes Demand by Application, 2011 - 2031

          2. Figure 11-3. Foodservice Wipes Demand & Wipes Use Per Foodservice Establishment, 2011 - 2031

          3. Figure 11-4. Foodservice Wipes Demand Growth by Application, 2021 - 2026

        2. 11.3.2 Substrate Technologies

          $323.00

      4. 11.4 Other Commercial & Institutional Wipes

        $323.00

        1. Table | Other Commercial & Institutional Wipes Demand by Application, 2011 - 2031

        2. Figure 11-5. Other Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2011 - 2031

      5. 11.5 Producers

        $323.00

    12. 12 Industry Structure

      $3,431.00

      1. 12.1 Key Findings & Industry Composition

        $385.00

        1. Table | US Wipes Sales at the Converter Level by Company, 2021

      2. 12.2 Market Share: Converters’ Level

        $323.00

        1. Figure 12-1. Converters’ Level Wipes Market Share by Company, 2021

        2. Figure 12-2. US Wipes Market: Leading Supplier, 2021

        3. Figure 12-3. US Wipes Market: Second Leading Supplier, 2021

        4. Figure 12-4. US Wipes Market: Third Leading Supplier, 2021

        5. Figure 12-5. US Wipes Market: Fourth Leading Supplier, 2021

        6. Figure 12-6. US Wipes Market: Fifth Leading Supplier, 2021

      3. 12.3 Mergers & Acquisitions

        $323.00

        1. Table | Selected Mergers & Acquisitions

      4. 12.4 Competitive Strategies

        $341.00

        1. 12.4.1 New Product Development

          $323.00

        2. 12.4.2 Product Line Extension

          $323.00

        3. 12.4.3 Low-Cost Position

          $323.00

        4. 12.4.4 Product Placement

          $323.00

        5. 12.4.5 Market Segmentation

          $323.00

        6. 12.4.6 Cooperative Agreements

          $323.00

          1. Table | Selected Cooperative Agreements

      5. 12.5 Manufacturing

        $323.00

      6. 12.6 Contract Manufacturing

        $323.00

      7. 12.7 Packaging Trends

        $323.00

      8. 12.8 Marketing Strategies: Portability, Convenience, Eco- Friendliness, &New Demographics

        $323.00

      9. 12.9 Distribution Channels

        $323.00

      10. 12.10 List of Industry Participants

        $1,911.00

        1. Table | Selected Industry Participants

    13. 13 Appendix

      $3,792.00

      1. 13.1 Report Details

        $433.00

        1. Table | Major Wipes Markets & Applications

        2. Table | Relevant Industry Codes

        3. Table | Relevant HS Codes

      2. 13.2 Definitions

        $323.00

      3. 13.3 Abbreviations

        $323.00

        1. Table | Abbreviations & Acronyms Used in Study

      4. 13.4 Freedonia Methodology

        $501.00

      5. 13.5 Study-Specific Methodology

        $323.00

      6. 13.6 Sources

        $323.00

      7. 13.7 Associations & Agencies

        $323.00

      8. 13.8 Related Studies & Reports

        $323.00

      9. 13.9 Macroeconomic Assumptions

        $2,311.00

        1. 13.9.1 Economic Environment

          $323.00

          1. Table | Macroeconomic Indicators, 2011 - 2031

        2. 13.9.2 Demographic Trends

          $323.00

          1. Table | Population & Households, 2011 - 2031

        3. 13.9.3 Housing Stock

          $323.00

          1. Table | Housing Stock by Type, 2011 - 2031

          2. Figure 13-1. Housing Stock: Share by Year of Construction, 2021

        4. 13.9.4 Consumer Spending

          $323.00

          1. Table | Personal Consumption Expenditures, 2011 - 2031

        5. 13.9.5 Specialty Household Cleaners

          $323.00

          1. Table | Specialty Household Cleaner Demand, 2011 - 2031

        6. 13.9.6 Manufacturing Outlook

          $323.00

          1. Table | Manufacturers’ Shipments, 2011 - 2031

        7. 13.9.7 Healthcare Providers & Facilities

          $985.00

          1. Table | Selected Healthcare Providers, 2011 - 2031

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