Wipes

Wipes

US demand for wipes – including wet and dry types – is forecast to grow 3.1% per year to $3.7 billion in 2023, supported by favorable economic conditions and demographic trends. Despite market maturity in key segments such as baby wipes, expansion opportunities exist for premium products that use gentler formulations, natural additives, and sustainable/biodegradable substrates that improve flushability, as well as products that target specific applications (e.g., healthcare-acquired infection prevention) and less established demographics (e.g., men, seniors).

This study covers 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). Wet and dry wipe demand is further broken out by product type.

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. In addition to competitive strategies, mergers and acquisitions, marketing and distribution trends, and other corporate activities, market share by leading participant is provided for each product group.

Products encompass the following main groups (which are segmented by primary application):
Baby wipes (diaper changing)
Personal care wipes (personal hygiene, facial, hand-cleaning, medicated)
Household care wipes (general purpose cleaning, floor care)
Manufacturing wipes (general purposes and special purpose)
Healthcare wipes (hard surface disinfectant, skin disinfectant, patient care wipes)
Commercial & institutional wipes (foodservice)

Scope of the Report
This report covers the scope, size, and growth of the US market for wipes, including trends in key market segments. Historical data are provided in US dollar terms for 2008, 2013, and 2018, with forecasts for 2023. Data in unit terms are provided for the main product types. Also included are analyses of consumer, environmental, regulatory, and retail trends affecting the US wipes market


  • Executive Summary
    • Table Figure 1-1 | Key Trends in the US Wipes Market
  • Overview
    • Key Findings
      • Table Figure 2-1 | Key Trends in the Wipes Market
    • Historical Market Trends
      • Table Wipes Market, 2008 – 2018
      • Table Figure 2-2 | Wipes Demand w/ Economic & Demographic Indicators, 2008 – 2018
    • Factors Affecting Wipes Demand
      • Demographic Trends
        • Table Figure 2-3 | "Have you bought disposables wipes in the past 12 months?", 2019
      • Flushability & Dispersibility Concerns
      • Sustainability
      • Private Label Premiumization & Diversification
    • Wipes Regulations
      • FDA (Cosmetic, Therapeutic, &Sunscreen Wipes)
      • EPA
      • The Wiper Rule
    • Wipes Demand by Market
      • Table Wipes Demand by Market, 2008 – 2023
      • Table Figure 2-4 | Wipes Demand by Market, 2008 – 2023
    • Pricing Trends
      • Table Wipes Prices by Application, 2008 – 2023
      • Table Figure 2-5 | Selected Wipes Pricing, 2008 – 2018
  • Products
    • Key Findings
      • Table Figure 3-1 | Key Trends Among Wet & Dry Wipes Products
    • Wet vs. Dry Wipes: Penetration Comparison
      • Demand by Product
        • Table Wipes Demand by Product, 2008 – 2023
        • Table Figure 3-2 | Wipes Demand by Product, 2008 – 2023
      • Consumer Markets
        • Table Figure 3-3 | Consumer Wipes Markets: Demand Share by Product, 2018
      • Industrial & Institutional Markets
        • Table Figure 3-4 | Industrial & Institutional Wipes Markets: Demand Share by Product, 2018
    • Wet Wipes
      • Wet Wipes: Demand by Market
        • Table Wet Wipes Demand by Market, 2008 – 2023
        • Table Figure 3-5 | Wet Wipes Demand, 2008 – 2023
      • Wet Wipes: Demand by Application
        • Table Wet Wipes Demand by Application, 2008 – 2023
        • Table Figure 3-6 | Wet Wipes Demand Growth by Application, 2008 – 2023
    • Dry Wipes
      • Dry Wipes: Demand by Market
        • Table Dry Wipes Demand by Market, 2008 – 2023
        • Table Figure 3-7 | Dry Wipes Demand, 2008 – 2023
      • Dry Wipes: Demand by Application
        • Table Dry Wipes Demand by Application, 2008 – 2023
        • Table Figure 3-8 | Dry Wipes Demand Growth by Application, 2008 – 2023
  • Consumer & Retail Insights
    • Key Findings
    • Retail Wipes Market
      • Table Retail Wipes Sales by Application, 2008 – 2023
    • Retail Wipes Market Share
      • Table Figure 4-1 | Retail Wipes Market Share by Company, 2018
    • Consumer Purchasing Patterns
      • Types of Wipes Purchased
        • Table "Which kind of disposable wipes did you buy at any point in the past 12 months?" by Gender & Family Structure, 2019
        • Table "Which kind of disposable wipes did you buy at any point in the past 12 months?" by Household Income, 2019
      • Wipes Purchased More Than Once in 12 Months
        • Table "Which kind of disposable wipes did you buy more than once in the past 12 months?" by Gender & Household Structure, 2019
        • Table "Which kind of disposable wipes did you buy more than once in the past 12 months?" by Household Income, 2019
    • Attitudes of Wipes Buyers
      • Convenience & Price
        • Table Figure 4-2 | Attitudes of Wipes Consumers: Price & Convenience
      • Usage Preferences
        • Table Figure 4-3 | Attitudes of Wipes Consumers: Usage Preferences
      • Wipes Disposal Trends
        • Table Figure 4-4 | Wipes Consumers: Disposal Trends
        • Table "How do you primarily dispose of your disposable wipes?" by Gender & Age Group, 2019
      • Flushability
        • Table Figure 4-5 | Attitudes of Wipes Consumers: Flushability
        • Table "I would buy more types of disposable wipes if they were flushable" by Age Group, 2019
  • Baby Wipes
    • Key Findings
      • Table Figure 5-1 | Key Trends in Baby Wipes
    • Demand by End Use
      • Table Baby Wipes Demand by End Use, 2008 – 2023
      • Table Figure 5-2 | Baby Wipes Demand & Infant Population Growth, 2008 – 2023
    • Product Innovations
      • Natural & Eco-Friendly Formulations
      • Improved Packaging
    • Retail Market Trends & Market Share
      • Table Figure 5-3 | Baby Wipes Retail Market Share by Company, 2018
    • Private Label Brands & Distributors
      • Table Figure 5-4 | Baby Wipes Retail Sales: Private Labels vs. Named Brands, 2003 – 2018
      • Table Selected Private Label Baby Wipes Distributors & Product Lines
    • Producers
      • Table Selected Baby Wipes Converters & Product Lines
  • Consumer Personal Care Wipes
    • Key Findings
      • Table Figure 6-1 | Key Trends in Personal Care Wipes
    • Consumer Personal Care Wipes: Demand by Application
      • Table Personal Care Wipes Demand by Application, 2008 – 2023
      • Table Figure 6-2 | Personal Care Body Wipes Value & Volume Demand Share by Application, 2018
    • Personal Hygiene Wipes
      • Personal Hygiene Wipes: Demand by Application
        • Table Personal Hygiene Wipes Demand by Application, 2008 – 2023
        • Table Figure 6-3 | Personal Hygiene Wipes Demand & Wipes Use Per Capita, 2008 – 2023
        • Table Figure 6-4 | Personal Hygiene Wipes Demand & CAGR by Application, 2018 - 2023
      • Bathroom Hygiene Wipes
      • Feminine Hygiene Wipes
      • General Purpose Bathing Wipes
      • Other Personal Hygiene Wipes
    • Facial Wipes
      • Facial Wipes: Demand by Application
        • Table Facial Wipes Demand by Application, 2008 – 2023
        • Table Figure 6-5 | Facial Wipes Demand & Wipes Use Per Capita, 2008 – 2023
      • Facial Cleansing Wipes
        • Table Facial Cleansing Wipes Demand by Product, 2008 – 2023
        • Table Figure 6-6 | Facial Cleansing Wipes Demand & Wipes Use Per Capita, 2008 – 2023
      • Acne & Other Facial Wipes
        • Table Acne & Other Facial Wipes Demand, 2008 – 2023
        • Table Figure 6-7 | Acne & Other Facial Wipe Demand & Teen/Young Adult Population Annual Growth, 2008 – 2023
    • Hand Cleaning Moist Towelettes
      • Table Hand Cleaning Moist Towelettes Demand by Application, 2008 – 2023
      • Table Figure 6-8 | Hand Cleaning Moist Towelettes Demand & Wipes Use Per Capita, 2008 – 2023
    • Medicated Wipes
      • Table Medicated Wipes Demand by Application, 2008 – 2023
      • Table Figure 6-9 | Medicated Wipes Demand & Wipes Use Per Capita, 2008 – 2023
    • Other Personal Care Wipes
      • Table Other Personal Care Wipes Demand, 2008 – 2023
      • Table Figure 6-10 | Other Personal Care Wipes Demand & Wipes Use Per Capita, 2008 – 2023
  • Household Care Wipes
    • Key Findings
      • Table Figure 7-1 | Key Trends in Household Care Wipes
    • Household Care Wipes: Demand by Application
      • Table Household Care Wipes Demand by Application, 2008 – 2023
      • Table Figure 7-2 | Household Care Wipes Demand & US Households Annual Growth, 2008 – 2023
      • Table Figure 7-3 | Household Care Wipes Demand & CAGR by Application, 2008 – 2023
    • General Purpose Cleaning Wipes
      • General Purpose Cleaning Wipes: Demand by Application
        • Table General Purpose Cleaning Wipes Demand by Application, 2008 – 2023
        • Table Figure 7-4 | General Purpose Cleaning Wipes Demand & Wipes Use Per Household, 2008 – 2023
      • Disinfectant Cleaning Wipes
      • Other General Purpose Cleaning Wipes
    • Floor Care Wipes
      • Table Floor Care Wipes Demand by Product, 2008 – 2023
      • Table Figure 7-5 | Floor Care Wipes Demand & Wipes Use Per Household, 2008 – 2023
    • Other Household Wipes
      • Table Other Household Care Wipes Demand by Application, 2008 – 2023
      • Table Figure 7-6 | Other Household Care Wipes Demand & Wipes Use Per Capita, 2008 – 2023
  • Manufacturing Wipes
    • Key Findings
      • Table Figure 8-1 | Key Trends in Manufacturing Wipes
    • Manufacturing Wipes: Demand by Application
      • Table Manufacturing Wipes Demand by Application, 2008 – 2023
      • Table Figure 8-2 | Manufacturing Wipes Demand & Wipes Use Per Manufacturing Establishment, 2008 – 2023
    • General Purpose Wipes
      • Table General Purpose Wipes Demand by Product, 2008 – 2023
      • Table Figure 8-3 | General Purpose Wipes Demand & Wipes Use Per Manufacturing Establishment, 2008 – 2023
    • Special Purpose Wipes
      • Special Purpose Wipes: Demand by Application
        • Table Special Purpose Wipes Demand by Application, 2008 – 2023
        • Table Figure 8-4 | Special Purpose Wipes Demand & Wipes Use Per Manufacturing Establishment, 2008 – 2023
        • Table Figure 8-5 | Special Purpose Wipes Demand & CAGR by Application, 2008 – 2023
      • Cleanroom Wipes
      • Surface Preparation Wipes
      • Printing Wipes
      • Other Special Purpose Wipes
  • Healthcare Wipes
    • Key Findings
      • Table Figure 9-1 | Key Trends in Healthcare Wipes
    • Healthcare Wipes: Demand by Application
      • Table Healthcare Wipes Demand by Application, 2008 – 2023
      • Table Figure 9-2 | Healthcare Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
      • Table Figure 9-3 | Healthcare Wipes Demand & CAGR by Application, 2018 – 2023
    • Patient Care Wipes
      • Table Patient Care Wipes Demand by Application, 2008 – 2023
      • Table Figure 9-4 | Patient Care Wipes Demand & Senior Population Annual Growth, 2008 – 2023
    • Hard Surface Disinfectant Wipes
      • Table Hard Surface Disinfectant Wipes Demand, 2008 – 2023
      • Table Figure 9-5 | Hard Surface Disinfectant Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
    • Skin Disinfectant Wipes
      • Table Skin Disinfectant Wipes Demand by Application, 2008 – 2023
      • Table Figure 9-6 | Skin Disinfectant Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
      • Table Figure 9-7 | Skin Disinfectant Wipes Demand & CAGR by Application, 2018 – 2023
    • Other Healthcare Wipes
      • Table Other Healthcare Wipes Demand, 2008 – 2023
      • Table Figure 9-8 | Other Healthcare Wipes Demand & Wipes Use Per Hospital, 2008 – 2023
  • Commercial & Institutional Wipes
    • Key Findings
      • Table Figure 10-1 | Key Trends in Commercial & Institutional Wipes
    • Commercial & Institutional Wipes: Demand by Application
      • Table Commercial & Institutional Wipes Demand by Application, 2008 – 2023
      • Table Figure 10-2 | Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2008 – 2023
    • Foodservice
      • Foodservice Wipes: Demand by Application
        • Table Foodservice Wipes Demand by Application, 2008 – 2023
        • Table Figure 10-3 | Foodservice Wipes Demand & Wipes Use Per Foodservice Establishment, 2008 – 2023
        • Table Figure 10-4 | Foodservice Wipes Demand & CAGR by Application, 2008 – 2023
      • Substrate Technologies
    • Other Commercial & Institutional Wipes
      • Table Other Commercial & Institutional Wipes Demand by Application, 2008 – 2023
      • Table Figure 10-5 | Other Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2008 – 2023
  • Industry Structure
    • Key Findings & Industry Composition
      • Table US Wipes Sales by Company, 2018
    • Market Share: Converters' Level
      • Table Figure 11-1 | Converters' Level Wipes Market Share, 2018
      • Table Figure 11-2 | Wipes: Leading Supplier
      • Table Figure 11-3 | Wipes: Second Leading Supplier
      • Table Figure 11-4 | Wipes: Third Leading Supplier
      • Table Figure 11-5 | Wipes: Co-Fourth Leading Supplier
      • Table Figure 11-6 | Wipes: Co-Fourth Leading Supplier
    • Industry Restructuring
    • Competitive Strategies
      • New Product Development
      • Product Line Extension
      • Low-Cost Position
      • Product Placement
      • Market Segmentation
      • Cooperative Agreements
        • Table Selected Cooperative Agreements
    • Manufacturing
    • Contract Manufacturing
    • Packaging Trends
    • Marketing Strategies: Portability, Convenience, Eco- Friendliness, &New Demographics
    • Distribution Channels
    • List of Industry Participants
  • Appendix
    • Scope
      • Table Study Scope: Major Wipes Markets
      • Table Relevant Industry Codes
      • Table Relevant HS Codes
    • Definitions
    • Abbreviations
      • Table Abbreviations & Acronyms Used in Study
    • Freedonia Methodology
    • Study-Specific Methodology
    • Sources
    • Associations & Agencies
    • Related Studies & Reports
    • Macroeconomic Assumptions
      • Economic Environment
        • Table Macroeconomic Indicators, 2008 – 2023
        • Table Figure 12-1 | Annual Growth in Real GDP, 2000 – 2018, Compared to 1980 – 2005 Average
      • Demographic Trends
        • Table Population & Households, 2008 – 2023
        • Table Figure 12-2 | Annual Population Growth, 2003 – 2018
      • Housing Stock
        • Table Housing Stock by Type, 2008 – 2023
        • Table Figure 12-3 | Housing Stock by Year of Construction, 2018
      • Consumer Spending Trends
        • Table Personal Consumption Expenditures, 2008 – 2023
      • Specialty Household Cleaner Industry Outlook
        • Table Specialty Household Cleaner Demand, 2008 – 2023
      • Manufacturing Outlook
        • Table Manufacturers' Shipments, 2008 – 2023
      • Healthcare Providers & Facilities
        • Table Selected Healthcare Facilities, 2008 – 2023

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