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United States Wipes Market 2022-2026

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    Report

  • 228 Pages
  • June 2022
  • Region: United States
  • The Freedonia Group
  • ID: 5661570
Description Jump to:

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

Table of Contents


1. Executive Summary
2. COVID-19 Pandemic
  • Overview
  • Impact on the Economy
  • Impact on the Wipes Industry
  • COVID-19 Wipes Consumer Trends
3. Overview
  • Study Scope
  • Historical Trends
  • Products Overview
  • Wet Wipes
  • Demand by Market
  • Demand by Application
  • Dry Wipes
  • Demand by Market
  • Demand by Application
  • Markets Overview
  • Demand by Market
  • Consumer Markets
  • Industrial & Institutional Markets
  • Pricing Trends
  • Global Outlook
4. Factors Impacting Wipes Demand
  • Demographic Trends
  • Flushability & Dispersibility Concerns
  • Sustainability
  • Private Label Premiumization & Diversification
  • Raw Materials
  • Supply Chain
  • Wipes Regulations
  • FDA (Cosmetic, Therapeutic, & Sunscreen Wipes)
  • EPA
  • The Wiper Rule
  • Competitive Products
5. Consumer & Retail Insights
  • 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
  • Hygiene Perspectives
  • Environment
  • Flushability
6. Baby Wipes
  • Scope & Product Description
  • Demand by End Use
  • Product Innovations
  • Natural & Eco-Friendly Formulations
  • Improved Packaging
  • Retail Market Trends & Market Share
  • Private Label Brands & Distributors
  • Producers
7. Consumer Personal Care Wipes
  • Scope & Product Description
  • Demand by Application
  • Personal Hygiene Wipes
  • Demand by Application
  • Bathroom Hygiene Wipes
  • Feminine Hygiene Wipes
  • General Purpose Bathing Wipes
  • Other Personal Hygiene Wipes
  • Facial Wipes
  • Demand by Application
  • Facial Cleansing Wipes
  • Acne & Other Facial Wipes
  • Hand Cleaning Moist Wipes & Towelettes
  • Medicated Wipes
  • Other Personal Care Wipes
  • Producers
8. Household Care Wipes
  • Scope & Product Description
  • Demand by Application
  • General Purpose Cleaning Wipes
  • Demand by Application
  • Disinfectant Cleaning Wipes
  • Other General Purpose Cleaning Wipes
  • Floor Care Wipes
  • Other Household Wipes
  • Producers
9. Manufacturing Wipes
  • Scope & Product Description
  • Demand by Application
  • General Purpose Wipes
  • Special Purpose Wipes
  • Demand by Application
  • Cleanroom Wipes
  • Surface Preparation Wipes
  • Printing Wipes
  • Other Special Purpose Wipes
  • Producers
10. Healthcare Wipes
  • Scope & Product Description
  • Demand by Application
  • Patient Care Wipes
  • Hard Surface Disinfectant Wipes
  • Skin Disinfectant Wipes
  • Other Healthcare Wipes
  • Producers
11. Commercial & Institutional Wipes
  • Scope & Product Description
  • Demand by Application
  • Foodservice
  • Demand by Application
  • Substrate Technologies
  • Other Commercial & Institutional Wipes
  • Producers
12. Industry Structure
  • Key Findings & Industry Composition
  • Market Share: Converters' Level
  • 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
  • List of Industry Participants
13. Appendix
  • Report Details
  • Definitions
  • Abbreviations
  • 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. COVID-19 Pandemic
Table 2-1. Macroeconomic Indicators, 2019-2023 (billion 2012 dollars)<br/>
Table 2-2. Annual Wipes Demand by Market, 2019-2022 (million dollars)<br/>
Table 2-3. Annual Wipes Demand by Type, 2019-2022 (million dollars)<br/>
Table 2-4. COVID-19 Consumer Trends in Antibacterial Wipes Use, 2021 (% of respondents)<br/>
3. Overview
Table 3-1. Wipes Demand, 2011-2021 (million dollars)<br/>
Table 3-2. Wipes Demand: Wet vs. Dry, 2011-2031 (million dollars & billion units)<br/>
Table 3-3. Wet Wipes Demand by Market, 2011-2031 (million dollars)<br/>
Table 3-4. Wet Wipes Demand by Application, 2011-2031 (million dollars)<br/>
Table 3-5. Dry Wipes Demand by Market, 2011-2031 (million dollars)<br/>
Table 3-6. Dry Wipes Demand by Application, 2011-2031 (million dollars)<br/>
Table 3-7. Wipes Demand by Market, 2011-2031 (million dollars & billion units)<br/>
Table 3-8. Major Wipes Markets<br/>
Table 3-9. Wipes Prices by Application, 2011-2031 (cents per wipe)<br/>
4. Factors Impacting Wipes Demand
Table 4-1. "Have You Bought Disposable Wipes In the Past 12 Months?" by Gender, Age, & Family Structure, 2021 (% of respondents)<br/>
5. Consumer & Retail Insights
Table 5-1. Retail Wipes Sales by Application, 2011-2031 (million dollars)<br/>
Table 5-2. "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)<br/>
Table 5-3. "Which kind of disposable wipes did you buy at any point in the past 12 months?" by Household Income Bracket, 2021 (percent responding affirmatively)<br/>
Table 5-4. "Which kind of disposable wipes did you buy more than once in the past 12 months?" by Gender & Presence of Children Household, 2021 (percent responding affirmative)<br/>
Table 5-5. "Which kind of disposable wipes did you buy more than once in the past 12 months?" by Household Income Bracket, 2021 (percent responding affirmative)<br/>
Table 5-6. "Disposable wipes are more hygienic than reusable cloths" by Gender & Age Group, 2021<br/>
Table 5-7. "Disposable wipes are bad for the environment" by Gender & Age Group, 2021<br/>
Table 5-8. "I would buy more types of disposable wipes if they were flushable" by Age Group, 2021<br/>
6. Baby Wipes
Table 6-1. Baby Wipes Demand by End Use, 2011-2031 (million dollars & billion units)<br/>
Table 6-2. Selected Private Label Baby Wipes Distributors & Product Lines<br/>
Table 6-3. Selected Baby Wipes Converters & Product Lines<br/>
7. Consumer Personal Care Wipes
Table 7-1. Personal Care Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 7-2. Personal Hygiene Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 7-3. Facial Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 7-4. Facial Cleansing Wipes Demand by Product, 2011-2031 (million dollars & billion units)<br/>
Table 7-5. Acne & Other Facial Wipes Demand by Application, 2011-2031 (million dollars & million units)<br/>
Table 7-6. Hand Cleaning Moist Wipes & Towelette Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 7-7. Medicated Wipes Demand by Application, 2011-2031 (million dollars & million units)<br/>
Table 7-8. Other Personal Care Wipes Demand by Application, 2011-2031 (million dollars & million units)<br/>
8. Household Care Wipes
Table 8-1. Household Care Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 8-2. General Purpose Cleaning Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 8-3. Floor Care Wipes Demand by Product, 2011-2031 (million dollars & billion units)<br/>
Table 8-4. Other Household Care Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
9. Manufacturing Wipes
Table 9-1. Manufacturing Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 9-2. General Purpose Manufacturing Wipes Demand by Product, 2011-2031 (million dollars & billion units)<br/>
Table 9-3. Special Purpose Manufacturing Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
10. Healthcare Wipes
Table 10-1. Healthcare Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 10-2. Patient Care Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 10-3. Hard Surface Disinfectant Wipes Demand, 2011-2031 (million dollars & billion units)<br/>
Table 10-4. Skin Disinfectant Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 10-5. Other Healthcare Wipes Demand, 2011-2031 (million dollars & billion units)<br/>
11. Commercial & Institutional Wipes
Table 11-1. Commercial & Institutional Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 11-2. Foodservice Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
Table 11-3. Other Commercial & Institutional Wipes Demand by Application, 2011-2031 (million dollars & billion units)<br/>
12. Industry Structure
Table 12-1. US Wipes Sales at the Converter Level by Company, 2021 (million dollars)<br/>
Table 12-2. Selected Mergers & Acquisitions<br/>
Table 12-3. Selected Cooperative Agreements<br/>
Table 12-4. Selected Industry Participants<br/>
13. Appendix
Table 13-1. Major Wipes Markets & Applications<br/>
Table 13-2. Relevant Industry Codes<br/>
Table 13-3. Relevant HS Codes<br/>
Table 13-4. Abbreviations & Acronyms Used in Study<br/>
Table 13-5. Macroeconomic Indicators, 2011-2031 (billion 2012 dollars)<br/>
Table 13-6. Population & Households, 2011-2031 (million persons)<br/>
Table 13-7. Housing Stock by Type, 2011-2031 (million units)<br/>
Table 13-8. Personal Consumption Expenditures, 2011-2031 (billion dollars)<br/>
Table 13-9. Specialty Household Cleaner Demand, 2011-2031 (million dollars)<br/>
Table 13-10. Manufacturers' Shipments, 2011-2031 (billion dollars)<br/>
Table 13-11. Selected Healthcare Providers, 2011-2031<br/><br/>

List of Figures
1. Executive Summary
Figure 1-1. US Market for Wipes<br/>
2. COVID-19 Pandemic
Figure 2-1. Real GDP by Economic Sector, 2020-2023 (% annual change)<br/>
Figure 2-2. Wipes Value Demand by Market, 2019-2024 (% annual change)<br/>
Figure 2-3. COVID-19 Consumer Trends in Use of Antibacterial Wipes & Hand Sanitizer, 2021 (% of respondents)<br/>
3. Overview
Figure 3-1. Wipes: Product Examples<br/>
Figure 3-2. Wipes Demand, 2006-2021 (million dollars)<br/>
Figure 3-3. Wet Wipes Value Demand by Market, 2011-2031 (% CAGR)<br/>
Figure 3-4. Wet Wipes Demand by Application, 2011-2031 (million dollars)<br/>
Figure 3-5. Dry Wipes Value Demand by Market, 2011-2031 (% annual change)<br/>
Figure 3-6. Dry Wipes Demand Growth by Application, 2011-2026 (million dollars)<br/>
Figure 3-7. Wipes Demand in Consumer Markets: Wet vs. Dry, 2011-2031 (million dollars)<br/>
Figure 3-8. Wipes Demand in Industrial & Institutional Markets: Wet vs. Dry, 2011-2031 (million dollars)<br/>
Figure 3-9. Selected Wipes Pricing, 2011-2031 (cents per wipe)<br/>
Figure 3-10. US Share of Global Wipes Demand, 2021 (billion dollars)<br/>
4. Factors Impacting Wipes Demand
Figure 4-1. Comparative Growth: Wipes & Competitive Products, 2021-2026 (% CAGR)<br/>
5. Consumer & Retail Insights
Figure 5-1. Retail Wipes Market Share by Company, 2021 (billion dollars)<br/>
Figure 5-2. "Which kind of disposable wipes did you buy at any point in the past 12 months?", 2021 & 2019 (percent responding affirmatively)<br/>
Figure 5-3. "Which kind of disposable wipes did you buy more than once in the past 12 months?", 2021 & 2019 (percent responding affirmatively)<br/>
Figure 5-4. Attitudes of Wipes Consumers: Convenience & Price, 2021<br/>
Figure 5-5. Attitudes of Wipes Consumers: Usage Preferences, 2021<br/>
Figure 5-6. Wipes Consumers: Hygiene Perspectives, 2021<br/>
Figure 5-7. Wipes Consumers: Environment Perspectives, 2021<br/>
Figure 5-8. Attitudes of Wipes Consumers: Flushability, 2021<br/>
6. Baby Wipes
Figure 6-1. Baby Wipes: Product Examples<br/>
Figure 6-2. Baby Wipes Demand & Population Under 3 Years Old, 2011-2026 (million dollars)<br/>
Figure 6-3. Baby Wipes Retail Market Share by Company, 2021 (billion dollars)<br/>
Figure 6-4. Baby Wipes Retail Sales: Private Labels vs. Named Brands, 2011-2021, (million dollars)<br/>
7. Consumer Personal Care Wipes
Figure 7-1. Consumer Personal Care Wipes: Product Examples<br/>
Figure 7-2. Personal Care Body Wipes Demand Share by Application, 2021 (million dollars & billion units)<br/>
Figure 7-3. Personal Hygiene Wipes Demand & Wipes Use Per Capita, 2011-2031 (million dollars)<br/>
Figure 7-4. Personal Hygiene Wipes Demand Growth by Application, 2021-2026 (million dollars)<br/>
Figure 7-5. Facial Wipes Demand & Wipes Use Per Capita, 2011-2031 (million dollars)<br/>
Figure 7-6. Facial Cleansing Wipes Demand & Wipes Use Per Capita, 2011-2031 (million dollars)<br/>
Figure 7-7. Acne & Other Facial Wipe Demand & Teen/Young Adult Population Annual Growth, 2011-2031 (million dollars)<br/>
Figure 7-8. Hand Cleaning Moist Wipes & Towelettes Demand & Wipes Use Per Capita, 2011-2031 (million dollars)<br/>
Figure 7-9. Medicated Wipes Demand & Wipes Use Per Capita, 2011-2031 (million dollars)<br/>
Figure 7-10. Other Personal Care Wipes Demand & Wipes Use Per Capita, 2011-2031 (million dollars)<br/>
8. Household Care Wipes
Figure 8-1. Household Care Wipes: Product Examples<br/>
Figure 8-2. Household Care Wipes Demand & US Households, 2011-2031 (million dollars)<br/>
Figure 8-3. Household Care Wipes Demand Growth by Application, 2021-2026 (million dollars)<br/>
Figure 8-4. General Purpose Cleaning Wipes Demand & Wipes Use Per Household, 2011-2031 (million dollars)<br/>
Figure 8-5. Floor Care Wipes Demand & Wipes Use Per Household, 2011-2031 (million dollars)<br/>
Figure 8-6. Other Household Care Wipes Demand & Wipes Use Per Capita, 2011-2031 (million dollars)<br/>
9. Manufacturing Wipes
Figure 9-1. Manufacturing Wipes: Product Examples<br/>
Figure 9-2. Manufacturing Wipes Demand & Wipes Use Per Manufacturing Establishment, 2011-2031 (million dollars)<br/>
Figure 9-3. General Purpose Wipes Demand & Wipes Use Per Manufacturing Establishment, 2011-2031 (million dollars)<br/>
Figure 9-4. Special Purpose Manufacturing Wipes Demand & Wipes Use Per Manufacturing Establishment, 2011-2031 (million dollars)<br/>
Figure 9-5. Special Purpose Manufacturing Wipes Demand Growth by Application, 2021-2026 (million dollars)<br/>
10. Healthcare Wipes
Figure 10-1. Healthcare Wipes: Product Examples<br/>
Figure 10-2. Healthcare Wipes Demand & Wipes Use Per Hospital, 2011-2031 (million dollars)<br/>
Figure 10-3. Healthcare Wipes Demand Growth by Application, 2021-2026 (million dollars)<br/>
Figure 10-4. Patient Care Wipes Demand & Population Aged 65 & Over, 2011-2026 (million dollars & million people)<br/>
Figure 10-5. Hard Surface Disinfectant Wipes Demand & Wipes Use Per Hospital, 2011-2031 (million dollars)<br/>
Figure 10-6. Skin Disinfectant Wipes Demand & Wipes Use Per Hospital, 2011-2031 (million dollars)<br/>
Figure 10-7. Skin Disinfectant Wipes Demand Growth by Application, 2021-2026 (million dollars)<br/>
Figure 10-8. Other Healthcare Wipes Demand & Wipes Use Per Hospital, 2011-2026 (million dollars)<br/>
11. Commercial & Institutional Wipes
Figure 11-1. Commercial & Institutional Wipes: Product Examples<br/>
Figure 11-2. Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2011-2031 (million dollars)<br/>
Figure 11-3. Foodservice Wipes Demand & Wipes Use Per Foodservice Establishment, 2011-2031 (million dollars)<br/>
Figure 11-4. Foodservice Wipes Demand Growth by Application, 2021-2026 (million dollars)<br/>
Figure 11-5. Other Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2011-2031 (million dollars)<br/>
12. Industry Structure
Figure 12-1. Converters' Level Wipes Market Share by Company, 2021 (billion dollars)<br/>
Figure 12-2. US Wipes Market: Leading Supplier, 2021<br/>
Figure 12-3. US Wipes Market: Second Leading Supplier, 2021<br/>
Figure 12-4. US Wipes Market: Third Leading Supplier, 2021<br/>
Figure 12-5. US Wipes Market: Fourth Leading Supplier, 2021<br/>
Figure 12-6. US Wipes Market: Fifth Leading Supplier, 2021<br/>
13. Appendix
Figure 13-1. Housing Stock: Share by Year of Construction, 2021 (percent)<br/>

Samples

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Companies Mentioned

  • Kimberly-Clark
  • Nice-pak
  • Procter & Gamble
  • Rockline Industries
  • Stryker

Methodology

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