US market for consumer wipes set for solid growth

By Simon Pitman contact

- Last updated on GMT

Related tags: Hygiene

US market for consumer wipes set for solid growth
Demand for consumer wipes in the United States is set to grow at above market average personal care growth rates for the next five years, according to a new report from the Freedonia Group.

Researchers at the company claim that the category will edge towards the $3bn mark by 2018, with annual growth rates expected to come in at 3.6% during the period, according to its latest report titled Wipes.

The research takes into consider both the consumer and industrial sectors of the market, but it is the consumer market which is continuing to carve out the lions’ share of the total category value, off the back of continued innovation and consumer interest.

Baby wipes growth slows

Breaking the consumer segment down does show some disparity though, with the report highlighting that overall growth in the consumer segment will be held back by the dominant baby wipes category (78% of total consumer wipes) as it shows signs of maturing.

On the other hand, growth in the segment will be boosted by developments in personal hygiene, pre-moistened facial cleansing and disinfecting wipes, which are being increasingly incorporated into consumers’ daily habits.

“The market will continue to see ongoing introductions of new or innovative wipes,”​ notes analyst Katherine Brink, "although the number of product introductions is expected to slow due to the large variety of wipes already available on the market.”

Watch out for task specific wipes

The researchers also notes that advances will be driven by consumers who will return to more expensive, task-specific wipes after they downgraded during the recession-plagued 2008-2013 period. 

Meanwhile, the report also notes that growth in the industrial market will be spurred by Environmental Protection Agency’s passage of the Wiper Rule, which was passed in July of 2013.

                                                                                                                                               

US WIPES DEMAND

(million dollars)

 

% Annual Growth

Item     

2008

2013

2018

2008-

2013

2013-

2018

 

 

 

 

 

 

Wipes Demand

2075

2450

2930

3.4

3.6

Baby Wipes

796

877

954

2.0

1.7

General Purpose Industrial Wipers

164

180

219

1.9

4.0

Disinfectant Wipes

281

355

451

4.8

4.9

Medicated Wipes

123

146

179

3.5

4.2

Moist Towelettes

86

100

122

3.1

4.1

Electrostatic Wipes

50

62

78

4.4

4.7

Other Wipes

575

730

927

4.9

4.9

 

 

 

 

 

 

 © 2014 by The Freedonia Group, Inc.

Related topics: Market Trends

Related news

Show more

Follow us

Products

View more

Webinars