This industry study analyzes the $3.2 billion market for wipes in the US. It presents historical demand data (2008, 2013, and 2018) and forecasts for 2023 by product (wet and dry wipes). Wipes are also analyzed by application (e.g., baby wipes, consumer personal care wipes, household care wipes, manufacturing wipes, healthcare wipes, foodservice wipes, and commercial and institutional 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.
Featuring 54 tables and 66 figures
Table of Contents
1. Executive Summary
2. Overview
- Key Findings
- Historical Market Trends
- Factors Affecting Wipes Demand
- Demographic Trends
- Flushability & Dispersibility Concerns
- Sustainability
- Private Label Premiumization & Diversification
- Wipes Regulations
- FDA (Cosmetic, Therapeutic, & Sunscreen Wipes)
- EPA
- The Wiper Rule
- Wipes Demand by Market
- Pricing Trends
3. Products
- Key Findings
- Wet vs. Dry Wipes: Penetration Comparison
- Demand by Product
- Consumer Markets
- Industrial & Institutional Markets
- Wet Wipes
- Wet Wipes: Demand by Market
- Wet Wipes: Demand by Application
- Dry Wipes
- Dry Wipes: Demand by Market
- Dry Wipes: Demand by Application
4. Consumer & Retail Insights
- Key Findings
- Retail Wipes Market
- Retail Wipes Market Share
- Consumer Purchasing Patterns
- Types of Wipes Purchased
- Wipes Purchased More Than Once in 12 Months
- Attitudes of Wipes Buyers
- Convenience & Price
- Usage Preferences
- Wipes Disposal Trends
- Flushability
5. Baby Wipes
- Key Findings
- Demand by End Use
- Product Innovations
- Natural & Eco-Friendly Formulations
- Improved Packaging
- Retail Market Trends & Market Share
- Private Label Brands & Distributors
- Producers
6. Consumer Personal Care Wipes
- Key Findings
- Consumer Personal Care Wipes: Demand by Application
- Personal Hygiene Wipes
- Personal Hygiene Wipes: Demand by Application
- Bathroom Hygiene Wipes
- Feminine Hygiene Wipes
- General Purpose Bathing Wipes
- Other Personal Hygiene Wipes
- Facial Wipes
- Facial Wipes: Demand by Application
- Facial Cleansing Wipes
- Acne & Other Facial Wipes
- Hand Cleaning Moist Towelettes
- Medicated Wipes
- Other Personal Care Wipes
7. Household Care Wipes
- Key Findings
- Household Care Wipes: Demand by Application
- General Purpose Cleaning Wipes
- General Purpose Cleaning Wipes: Demand by Application
- Disinfectant Cleaning Wipes
- Other General Purpose Cleaning Wipes
- Floor Care Wipes
- Other Household Wipes
8. Manufacturing Wipes
- Key Findings
- Manufacturing Wipes: Demand by Application
- General Purpose Wipes
- Special Purpose Wipes
- Special Purpose Wipes: Demand by Application
- Cleanroom Wipes
- Surface Preparation Wipes
- Printing Wipes
- Other Special Purpose Wipes
9. Healthcare Wipes
- Key Findings
- Healthcare Wipes: Demand by Application
- Patient Care Wipes
- Hard Surface Disinfectant Wipes
- Skin Disinfectant Wipes
- Other Healthcare Wipes
10. Commercial & Institutional Wipes
- Key Findings
- Commercial & Institutional Wipes: Demand by Application
- Foodservice
- Foodservice Wipes: Demand by Application
- Substrate Technologies
- Other Commercial & Institutional Wipes
11. Industry Structure
- Key Findings & Industry Composition
- Market Share: Converters’ Level
- Industry Restructuring
- 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
- List of Industry Participants
12. Appendix
- Scope
- Definitions
- Abbreviations
- Freedonia Methodology
- Study-Specific Methodology
- Sources
- Associations & Agencies
- Related Studies & Reports
- Macroeconomic Assumptions
- Economic Environment
- Demographic Trends
- Housing Stock
- Consumer Spending Trends
- Specialty Household Cleaner Industry Outlook
- Manufacturing Outlook
- Healthcare Providers & Facilities
List of Tables
2. Overview
Table 2-1 - Wipes Market, 2008 – 2018
Table 2-2 - Wipes Demand by Market, 2008 – 2023 (million dollars & billion units)
Table 2-3 - Wipes Prices by Application, 2008 – 2023 (cents per wipe)
3. Products
Table 3-1 - Wipes Demand by Product, 2008 – 2023 (million dollars & billion units)
Table 3-2 - Wet Wipes Demand by Market, 2008 – 2023 (million dollars)
Table 3-3 - Wet Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
Table 3-4 - Dry Wipes Demand by Market, 2008 – 2023 (million dollars)
Table 3-5 - Dry Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
4. Consumer & Retail Insights
Table 4-1 - Retail Wipes Sales by Application, 2008 – 2023 (million dollars)
Table 4-2 - “Which kind of disposable wipes did you buy at any point in the past 12 months?” by Gender & Family Structure, 2019 (percent responding affirmative)
Table 4-3 - “Which kind of disposable wipes did you buy at any point in the past 12 months?” by Household Income, 2019 (percent responding affirmative)
Table 4-4 - “Which kind of disposable wipes did you buy more than once in the past 12 bmonths?” by Gender & Household Structure, 2019 (percent responding affirmative)
Table 4-5 - “Which kind of disposable wipes did you buy more than once in the past 12 bmonths?” by Household Income, 2019 (percent responding affirmative)
Table 4-6 - “How do you primarily dispose of your disposable wipes?” by Gender & Age nGroup, 2019
Table 4-7 - “I would buy more types of disposable wipes if they were flushable” by Age Group, 2019
5. Baby Wipes
Table 5-1 - Baby Wipes Demand by End Use, 2008 – 2023 (million dollars & billion units)
Table 5-2 - Selected Private Label Baby Wipes Distributors & Product Lines
Table 5-3 - Selected Baby Wipes Converters & Product Lines
6. Consumer Personal Care Wipes
Table 6-1 - Personal Care Wipes Demand by Application, 2008 – 2023 (million dollars & nbillion units)
Table 6-2 - Personal Hygiene Wipes Demand by Application, 2008 – 2023 (million dollars n& billion units)
Table 6-3 - Facial Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
Table 6-4 - Facial Cleansing Wipes Demand by Product, 2008 – 2023 (million dollars & nbillion units)
Table 6-5 - Acne & Other Facial Wipes Demand, 2008 – 2023 (million dollars &m ,million units)
Table 6-6 - Hand Cleaning Moist Towelettes Demand by Application, 2008 – 2023m (million dollars & billion units)
Table 6-7 - Medicated Wipes Demand by Application, 2008 – 2023 (million dollars & million units)
Table 6-8 - Other Personal Care Wipes Demand, 2008 – 2023 (million dollars & million units)
7. Household Care Wipes
Table 7-1 - Household Care Wipes Demand by Application, 2008 – 2023 (million dollars b& billion units)
Table 7-2 - General Purpose Cleaning Wipes Demand by Application, 2008 – 2023 v(million dollars & billion units)
Table 7-3 - Floor Care Wipes Demand by Product, 2008 – 2023 (million dollars & billion units)
Table 7-4 - Other Household Care Wipes Demand by Application, 2008 – 2023 (million dollars & million units)
8. Manufacturing Wipes
Table 8-1 - Manufacturing Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
Table 8-2 - General Purpose Wipes Demand by Product, 2008 – 2023 (million dollars & billion units)
Table 8-3 - Special Purpose Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
9. Healthcare Wipes
Table 9-1 - Healthcare Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
Table 9-2 - Patient Care Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
Table 9-3 - Hard Surface Disinfectant Wipes Demand, 2008 – 2023 (million dollars & million units)
Table 9-4 - Skin Disinfectant Wipes Demand by Application, 2008 – 2023 (million dollars & million units)
Table 9-5 - Other Healthcare Wipes Demand, 2008 – 2023 (million dollars & billion units)
10. Commercial & Institutional Wipes
Table 10-1 - Commercial & Institutional Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
Table 10-2 - Foodservice Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
Table 10-3 - Other Commercial & Institutional Wipes Demand by Application, 2008 – 2023 (million dollars & billion units)
11. Industry Structure
Table 11-1 - US Wipes Sales by Company, 2018 (million dollars)
Table 11-2 - Selected Cooperative Agreements
12. Appendix
Table 12-1 - Study Scope: Major Wipes Markets
Table 12-2 - Relevant Industry Codes
Table 12-3 - Relevant HS Codes
Table 12-4 - Abbreviations & Acronyms Used in Study
Table 12-5 - Macroeconomic Indicators, 2008 – 2023 (billion 2012 dollars)
Table 12-6 - Population & Households, 2008 – 2023 (million persons)
Table 12-7 - Housing Stock by Type, 2008 – 2023 (million units)
Table 12-8 - Personal Consumption Expenditures, 2008 – 2023 (billion dollars)
Table 12-9 - Specialty Household Cleaner Demand, 2008 – 2023 (million dollars)
Table 12-10 - Manufacturers’ Shipments, 2008 – 2023 (billion dollars)
Table 12-11 - Selected Healthcare Facilities, 2008 – 2023
List of Figures
1. Executive Summary
Figure 1-1 - Key Trends in the US Wipes Market
2. Overview
Figure 2-1 - Key Trends in the Wipes Market
Figure 2-2 - Wipes Demand w/ Economic & Demographic Indicators, 2008 – 2018 (percent annual change)
Figure 2-3 - “Have you bought disposables wipes in the past 12 months?”, 2019 (percent responding)
Figure 2-4 - Wipes Demand by Market, 2008 – 2023 (million dollars)
Figure 2-5 - Selected Wipes Pricing, 2008 – 2018 (cents per wipe)
3. Products
Figure 3-1 - Key Trends Among Wet & Dry Wipes Products
Figure 3-2 - Wipes Demand by Product, 2008 – 2023 (million dollars)
Figure 3-3 - Consumer Wipes Markets: Demand Share by Product, 2018
Figure 3-4 - Industrial & Institutional Wipes Markets: Demand Share by Product, 2018
Figure 3-5 - Wet Wipes Demand, 2008 – 2023 (million dollars)
Figure 3-6 - Wet Wipes Demand Growth by Application, 2008 – 2023 (million dollars)
Figure 3-7 - Dry Wipes Demand, 2008 – 2023 (million dollars)
Figure 3-8 - Dry Wipes Demand Growth by Application, 2008 – 2023 (million dollars)
4. Consumer & Retail Insights
Figure 4-1 - Retail Wipes Market Share by Company, 2018 (billion dollars)
Figure 4-2 - Attitudes of Wipes Consumers: Price & Convenience
Figure 4-3 - Attitudes of Wipes Consumers: Usage Preferences
Figure 4-4 - Wipes Consumers: Disposal Trends
Figure 4-5 - Attitudes of Wipes Consumers: Flushability
5. Baby Wipes
Figure 5-1 - Key Trends in Baby Wipes
Figure 5-2 - Baby Wipes Demand & Infant Population Growth, 2008 – 2023 (billion dollars)
Figure 5-3 - Baby Wipes Retail Market Share by Company, 2018 (billion dollars)
Figure 5-4 - Baby Wipes Retail Sales: Private Labels vs. Named Brands, 2003 – 2018
6. Consumer Personal Care Wipes
Figure 6-1 - Key Trends in Personal Care Wipes
Figure 6-2 - Personal Care Body Wipes Value & Volume Demand Share by Application, 2018
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
Figure 6-5 - Facial Wipes Demand & Wipes Use Per Capita, 2008 – 2023
Figure 6-6 - Facial Cleansing Wipes Demand & Wipes Use Per Capita, 2008 – 2023
Figure 6-7 - Acne & Other Facial Wipe Demand & Teen/Young Adult Population Annual Growth, 2008 – 2023
Figure 6-8 - Hand Cleaning Moist Towelettes Demand & Wipes Use Per Capita, 2008 – 2023
Figure 6-9 - Medicated Wipes Demand & Wipes Use Per Capita, 2008 – 2023
Figure 6-10 - Other Personal Care Wipes Demand & Wipes Use Per Capita, 2008 – 2023
7. Household Care Wipes
Figure 7-1 - Key Trends in Household Care Wipes
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
Figure 7-4 - General Purpose Cleaning Wipes Demand & Wipes Use Per Household, 2008 – 2023
Figure 7-5 - Floor Care Wipes Demand & Wipes Use Per Household, 2008 – 2023 (million dollars)
Figure 7-6 - Other Household Care Wipes Demand & Wipes Use Per Capita, 2008 – 2023
8. Manufacturing Wipes
Figure 8-1 - Key Trends in Manufacturing Wipes
Figure 8-2 - Manufacturing Wipes Demand & Wipes Use Per Manufacturing Establishment, 2008 – 2023
Figure 8-3 - General Purpose Wipes Demand & Wipes Use Per Manufacturing Establishment, 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
9. Healthcare Wipes
Figure 9-1 - Key Trends in Healthcare Wipes
Figure 9-2 - Healthcare Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
Figure 9-3 - Healthcare Wipes Demand & CAGR by Application, 2018 – 2023
Figure 9-4 - Patient Care Wipes Demand & Senior Population Annual Growth, 2008 – 2023
Figure 9-5 - Hard Surface Disinfectant Wipes Demand & Wipes Use Per Hospital, 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
Figure 9-8 - Other Healthcare Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
10. Commercial & Institutional Wipes
Figure 10-1 - Key Trends in Commercial & Institutional Wipes
Figure 10-2 - Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 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
Figure 10-5 - Other Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2008 – 2023
11. Industry Structure
Figure 11-1 - Converters’ Level Wipes Market Share, 2018 (billion dollars)
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
12. Appendix
Figure 12-1 - Annual Growth in Real GDP, 2000 – 2018, Compared to 1980 – 2005 Average (percent)
Figure 12-2 - Annual Population Growth, 2003 – 2018 (percent)
Figure 12-3 - Housing Stock by Year of Construction, 2018 (percent)
Methodology
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