Wipes consumers value convenience, flushability above all

Freedonia Group: US Wipes Market to Grow 3.1% Annually Through 2023

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Feb 06, 2020, 13:12 ET

CLEVELAND, Feb. 6, 2020 /PRNewswire/ -- Demand for wipes in the US is forecast to hit $3.7 billion in 2023. Despite the relative maturity of product segments like baby wipes and moist towelettes, strong growth opportunities exist in:

continued development to premiumize and diversify products, such as of gentler formulations, greater use of natural additives, and sustainable, biodegradable, or more flushable substrates
introduction of application-specific wipes – such as healthcare acquired infection prevention – and increasingly value-added formulations of existing wipes
continuing adoption of wipes in areas that still see competition from alternatives such as separate cleaners and paper towels
wipes targeting demographics that historically purchase fewer wipes, including men and seniors

Wipes consumers value convenience, flushability above all

A 2019 Freedonia Group survey found that most consumers of wipes prioritize convenience and flushability over other considerations. With sustainability concerns on the rise – and media reports driving doubts over the true flushability of flushable products – consumers want assurance that the personal care wipes they buy won't harm the environment or end up in a fatberg. Furthermore:

A growing number of consumers are concerned about the toxicity of the products they use, increasingly expecting natural additives and gentler formulations with fewer ingredients, especially for products that come in contact with skin or are used on surfaces around children, pets, and food. Ingredient transparency is one way that wipes suppliers are building trust.
Because the packaging needed to enclose individually packed wipes for use on-the-go can feel excessive to eco-conscious consumers, some suppliers are developing biodegradable or flushable substrates for their wipes and using reusable, recyclable, or biodegradable packaging.

Want to learn more?

Be sure to check out the Freedonia Group's latest Wipes study, which analyzes the US market for wipes by type (i.e., wet and dry) and market (i.e., consumer and industrial & institutional, including manufacturing, healthcare, and commercial markets). Demand is further broken out by product type (e.g., baby wipes, personal care wipes, and household wipes among consumer wipes). Pricing data, retail sales by product and other key retail trends (e.g., private label vs. brand name penetration), and consumer insights derived from Freedonia's proprietary consumer survey data are also presented.

About The Freedonia Group – The Freedonia Group, a division of MarketResearch.com, is a leading international industrial research company publishing more than 100 studies annually. Since 1985 we have provided research to customers ranging in size from global conglomerates to one-person consulting firms. More than 90% of the industrial companies in the Fortune 500 use Freedonia Group research to help with their strategic planning. Each study includes product and market analyses and forecasts, in-depth discussions of important industry trends, and market share information. Studies can be purchased at www.freedoniagroup.com and are also available on www.marketresearch.com and www.profound.com.

Press Contact:
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SOURCE The Freedonia Group