US Household Care Wipes
Description
Household Care Wipes
Demand for household care wipes is expected to grow just 1.1% percent per year (off of a high 2021 base) to $448 million in 2026, limited by a decline in unit sales. Consumer use of wipes will continue to normalize following a pandemic-related spike in 2020. However, growth in market value will be supported by:
Wet wipes have historically been more widely used in household settings due to the convenience they offer over traditional towels and spray bottles. This trend will continue, though dry wipes will gain some market share due to strong demand for electrostatic floor care wipes as the installation of hard surface flooring in homes continues to rise in popularity. Wet wipes will still be heavily favored for surface disinfection, glass cleaning, and general purpose cleaning.
Prices Stabilize after Turbulent 2020-2022
The average price of household care wipes dipped during the pandemic. This was attributable to a shift in consumer habits, as buyers began to use less expensive general cleaning wipes instead of specialty products. This was exacerbated by an influx of lower-cost private label brands that came on the market to help meet the sharp increase in demand, and then remained on shelves after the immediate wave subsided. Consequently, retailers were left with a glut of commodity disinfectant wipes.
Following an inflation-related spike in 2022, prices will remain elevated as consumers revert back to pre-pandemic buying habits that include reduced use of less expensive private label general purpose cleaning wipes and greater use of more specialized household care wipes. These prices will also be sustained by continued innovation in product formulations that incorporate higher value substrates and additives.
Demand to Remain Well Above Pre-Pandemic Levels
Growth for household care wipes will be moderate as consumers adapt and rethink their cleaning habits, in many cases (especially with surface disinfection) returning to habits that more closely resemble pre-pandemic routines. However, demand will remain well above pre-pandemic levels due to new habits that became established during the pandemic. In addition, the surge in demand during the initial phase of the pandemic expanded the base of wipes users, making a greater number of consumers more amenable to products that provide both convenience and the ability to reduce cross-contamination for house cleaning tasks.
Study Description
This Freedonia industry study analyzes the $443 million US household care wipes industry. It presents historical demand data (2011, 2016 and 2021) and forecasts (2026 and 2031) by application (general purpose, floor care, other), and type (wet, dry). Floor care wipes are broken into electrostatic and wet wipes. Other household care wipes are broken into dusting & polishing wipes and glass wipes. The study also evaluates company market share and competitive analysis on industry competitors including Nice-Pak, Proctor & Gamble, Clorox, Rockline, and Kimberly-Clark.
Demand for household care wipes is expected to grow just 1.1% percent per year (off of a high 2021 base) to $448 million in 2026, limited by a decline in unit sales. Consumer use of wipes will continue to normalize following a pandemic-related spike in 2020. However, growth in market value will be supported by:
- growing demand for sustainably sourced materials, which will support higher pricing and greater market value
- value-added features, such as natural scents from essential oils and custom scent blends
Wet wipes have historically been more widely used in household settings due to the convenience they offer over traditional towels and spray bottles. This trend will continue, though dry wipes will gain some market share due to strong demand for electrostatic floor care wipes as the installation of hard surface flooring in homes continues to rise in popularity. Wet wipes will still be heavily favored for surface disinfection, glass cleaning, and general purpose cleaning.
Prices Stabilize after Turbulent 2020-2022
The average price of household care wipes dipped during the pandemic. This was attributable to a shift in consumer habits, as buyers began to use less expensive general cleaning wipes instead of specialty products. This was exacerbated by an influx of lower-cost private label brands that came on the market to help meet the sharp increase in demand, and then remained on shelves after the immediate wave subsided. Consequently, retailers were left with a glut of commodity disinfectant wipes.
Following an inflation-related spike in 2022, prices will remain elevated as consumers revert back to pre-pandemic buying habits that include reduced use of less expensive private label general purpose cleaning wipes and greater use of more specialized household care wipes. These prices will also be sustained by continued innovation in product formulations that incorporate higher value substrates and additives.
Demand to Remain Well Above Pre-Pandemic Levels
Growth for household care wipes will be moderate as consumers adapt and rethink their cleaning habits, in many cases (especially with surface disinfection) returning to habits that more closely resemble pre-pandemic routines. However, demand will remain well above pre-pandemic levels due to new habits that became established during the pandemic. In addition, the surge in demand during the initial phase of the pandemic expanded the base of wipes users, making a greater number of consumers more amenable to products that provide both convenience and the ability to reduce cross-contamination for house cleaning tasks.
Study Description
This Freedonia industry study analyzes the $443 million US household care wipes industry. It presents historical demand data (2011, 2016 and 2021) and forecasts (2026 and 2031) by application (general purpose, floor care, other), and type (wet, dry). Floor care wipes are broken into electrostatic and wet wipes. Other household care wipes are broken into dusting & polishing wipes and glass wipes. The study also evaluates company market share and competitive analysis on industry competitors including Nice-Pak, Proctor & Gamble, Clorox, Rockline, and Kimberly-Clark.
Table of Contents
84 Pages
- Figure 1-1. Household Care Wipes Market Outlook
- Report Details
- Market Scope & Product Description
- Impact of COVID-19 Pandemic
- Historical Market Trends
- Demand by Type
- Pricing Trends
- Sustainability
- Private Label Premiumization & Diversification
- Raw Materials
- Supply Chain
- Wipes Regulations
- Competitive Products
- Demand by Application
- General Purpose Cleaning Wipes
- Floor Care Wipes
- Other Household Care Wipes
- Industry Composition
- Market Share
- Mergers & Acquisitions
- Competitive Strategies
- Manufacturing
- Packaging Trends
- Marketing Strategies: Eco-Friendliness & Sustainability
- Distribution Channels
- Scope
- Definitions
- Freedonia Methodology
- Study-Specific Methodology
- Sources
- Associations & Agencies
- Related Studies & Reports
- Macroeconomic Assumptions
Pricing
Currency Rates
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