Wipes

Wipes

US demand for wipes – including wet and dry types – is forecast to grow 2.3% per year to $4.3 billion in 2026, supported by continued product development, creating more sustainable products, as well as economic growth, which will help spur gains in the industrial and institutional market.


This study covers the US market for wipes by type (i.e., wet and dry) and market (i.e., consumer, including personal and household care markets, and industrial & institutional, including manufacturing, healthcare, and commercial & institutional 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 sales), 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.

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

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 2011, 2016, and 2021, with forecasts to 2026 and 2031. 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.

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


  • Executive Summary
    • Table Figure 1-1. US Market for Wipes
  • COVID-19 Pandemic
    • Overview
    • Impact on the Economy
      • Table Macroeconomic Indicators, 2019 - 2023
      • Table Figure 2-1. Real GDP by Economic Sector, 2020 - 2023
    • Impact on the Wipes Industry
      • Table Annual Wipes Demand by Market, 2019 - 2022
      • Table Annual Wipes Demand by Type, 2019 - 2022
      • Table Figure 2-2. Wipes Value Demand by Market, 2019 - 2024
    • COVID-19 Wipes Consumer Trends
      • Table Figure 2-3. COVID-19 Consumer Trends in Use of Antibacterial Wipes & Hand Sanitizer, 2021
      • Table COVID-19 Consumer Trends in Antibacterial Wipes Use, 2021
  • Overview
    • Study Scope
      • Table Figure 3-1. Wipes: Product Examples
    • Historical Trends
      • Table Wipes Demand, 2011 - 2021
      • Table Figure 3-2. Wipes Demand, 2006 - 2021
    • Products Overview
      • Table Wipes Demand: Wet vs. Dry, 2011 - 2031
    • Wet Wipes
      • Demand by Market
        • Table Wet Wipes Demand by Market, 2011 - 2031
        • Table Figure 3-3. Wet Wipes Value Demand by Market, 2011 - 2031
      • Demand by Application
        • Table Wet Wipes Demand by Application, 2011 - 2031
        • Table Figure 3-4. Wet Wipes Demand by Application, 2011 - 2031
    • Dry Wipes
      • Demand by Market
        • Table Dry Wipes Demand by Market, 2011 - 2031
        • Table Figure 3-5. Dry Wipes Value Demand by Market, 2011 - 2031
      • Demand by Application
        • Table Dry Wipes Demand by Application, 2011 - 2031
        • Table Figure 3-6. Dry Wipes Demand Growth by Application, 2011 - 2026
    • Markets Overview
      • Demand by Market
        • Table Wipes Demand by Market, 2011 - 2031
        • Table Major Wipes Markets
      • Consumer Markets
        • Table Figure 3-7. Wipes Demand in Consumer Markets: Wet vs. Dry, 2011 - 2031
      • Industrial & Institutional Markets
        • Table Figure 3-8. Wipes Demand in Industrial & Institutional Markets: Wet vs. Dry, 2011 - 2031
    • Pricing Trends
      • Table Wipes Prices by Application, 2011 - 2031
      • Table Figure 3-9. Selected Wipes Pricing, 2011 - 2031
    • Global Outlook
      • Table Figure 3-10. US Share of Global Wipes Demand, 2021
  • Factors Impacting Wipes Demand
    • Demographic Trends
      • Table “Have You Bought Disposable Wipes In the Past 12 Months?” by Gender, Age, &Family Structure, 2021
    • 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
      • Table Figure 4-1. Comparative Growth: Wipes & Competitive Products, 2021 - 2026
  • Consumer & Retail Insights
    • Retail Wipes Market
      • Table Retail Wipes Sales by Application, 2011 - 2031
    • Retail Wipes Market Share
      • Table Figure 5-1. Retail Wipes Market Share by Company, 2021
    • Consumer Purchasing Patterns
      • Types of Wipes Purchased
        • Table Figure 5-2. “Which kind of disposable wipes did you buy at any point in the past 12 months?”, 2021 & 2019
        • Table “Which kind of disposable wipes did you buy at any point in the past 12 months?” by Gender & Presence of Children in Household, 2021
        • Table “Which kind of disposable wipes did you buy at any point in the past 12 months?” by Household Income Bracket, 2021
      • Wipes Purchased More than Once in 12 Months
        • Table Figure 5-3. “Which kind of disposable wipes did you buy more than once in the past 12 months?”, 2021 & 2019
        • Table “Which kind of disposable wipes did you buy more than once in the past 12 months?” by Gender & Presence of Children Household, 2021
        • Table “Which kind of disposable wipes did you buy more than once in the past 12 months?” by Household Income Bracket, 2021
    • Attitudes of Wipes Buyers
      • Convenience & Price
        • Table Figure 5-4. Attitudes of Wipes Consumers: Convenience & Price, 2021
      • Usage Preferences
        • Table Figure 5-5. Attitudes of Wipes Consumers: Usage Preferences, 2021
      • Hygiene Perspectives
        • Table Figure 5-6. Wipes Consumers: Hygiene Perspectives, 2021
        • Table “Disposable wipes are more hygienic than reusable cloths” by Gender & Age Group, 2021
      • Environment
        • Table Figure 5-7. Wipes Consumers: Environment Perspectives, 2021
        • Table “Disposable wipes are bad for the environment” by Gender & Age Group, 2021
      • Flushability
        • Table Figure 5-8. Attitudes of Wipes Consumers: Flushability, 2021
        • Table “I would buy more types of disposable wipes if they were flushable” by Age Group, 2021
  • Baby Wipes
    • Scope & Product Description
      • Table Figure 6-1. Baby Wipes: Product Examples
    • Demand by End Use
      • Table Baby Wipes Demand by End Use, 2011 - 2031
      • Table Figure 6-2. Baby Wipes Demand & Population Under 3 Years Old, 2011 - 2026
    • Product Innovations
      • Natural & Eco-Friendly Formulations
      • Improved Packaging
    • Retail Market Trends & Market Share
      • Table Figure 6-3. Baby Wipes Retail Market Share by Company, 2021
    • Private Label Brands & Distributors
      • Table Figure 6-4. Baby Wipes Retail Sales: Private Labels vs. Named Brands, 2011 - 2021,
      • Table Selected Private Label Baby Wipes Distributors & Product Lines
    • Producers
      • Table Selected Baby Wipes Converters & Product Lines
  • Consumer Personal Care Wipes
    • Scope & Product Description
      • Table Figure 7-1. Consumer Personal Care Wipes: Product Examples
    • Demand by Application
      • Table Personal Care Wipes Demand by Application, 2011 - 2031
      • Table Figure 7-2. Personal Care Body Wipes Demand Share by Application, 2021
    • Personal Hygiene Wipes
      • Demand by Application
        • Table Personal Hygiene Wipes Demand by Application, 2011 - 2031
        • Table Figure 7-3. Personal Hygiene Wipes Demand & Wipes Use Per Capita, 2011 - 2031
        • Table Figure 7-4. Personal Hygiene Wipes Demand Growth by Application, 2021 - 2026
      • Bathroom Hygiene Wipes
      • Feminine Hygiene Wipes
      • General Purpose Bathing Wipes
      • Other Personal Hygiene Wipes
    • Facial Wipes
      • Demand by Application
        • Table Facial Wipes Demand by Application, 2011 - 2031
        • Table Figure 7-5. Facial Wipes Demand & Wipes Use Per Capita, 2011 - 2031
      • Facial Cleansing Wipes
        • Table Facial Cleansing Wipes Demand by Product, 2011 - 2031
        • Table Figure 7-6. Facial Cleansing Wipes Demand & Wipes Use Per Capita, 2011 - 2031
      • Acne & Other Facial Wipes
        • Table Acne & Other Facial Wipes Demand by Application, 2011 - 2031
        • Table Figure 7-7. Acne & Other Facial Wipe Demand & Teen/Young Adult Population Annual Growth, 2011 - 2031
    • Hand Cleaning Moist Wipes & Towelettes
      • Table Hand Cleaning Moist Wipes & Towelette Demand by Application, 2011 - 2031
      • Table Figure 7-8. Hand Cleaning Moist Wipes & Towelettes Demand & Wipes Use Per Capita, 2011 - 2031
    • Medicated Wipes
      • Table Medicated Wipes Demand by Application, 2011 - 2031
      • Table Figure 7-9. Medicated Wipes Demand & Wipes Use Per Capita, 2011 - 2031
    • Other Personal Care Wipes
      • Table Other Personal Care Wipes Demand by Application, 2011 - 2031
      • Table Figure 7-10. Other Personal Care Wipes Demand & Wipes Use Per Capita, 2011 - 2031
    • Producers
  • Household Care Wipes
    • Scope & Product Description
      • Table Figure 8-1. Household Care Wipes: Product Examples
    • Demand by Application
      • Table Household Care Wipes Demand by Application, 2011 - 2031
      • Table Figure 8-2. Household Care Wipes Demand & US Households, 2011 - 2031
      • Table Figure 8-3. Household Care Wipes Demand Growth by Application, 2021 - 2026
    • General Purpose Cleaning Wipes
      • Demand by Application
        • Table General Purpose Cleaning Wipes Demand by Application, 2011 - 2031
        • Table Figure 8-4. General Purpose Cleaning Wipes Demand & Wipes Use Per Household, 2011 - 2031
      • Disinfectant Cleaning Wipes
      • Other General Purpose Cleaning Wipes
    • Floor Care Wipes
      • Table Floor Care Wipes Demand by Product, 2011 - 2031
      • Table Figure 8-5. Floor Care Wipes Demand & Wipes Use Per Household, 2011 - 2031
    • Other Household Wipes
      • Table Other Household Care Wipes Demand by Application, 2011 - 2031
      • Table Figure 8-6. Other Household Care Wipes Demand & Wipes Use Per Capita, 2011 - 2031
    • Producers
  • Manufacturing Wipes
    • Scope & Product Description
      • Table Figure 9-1. Manufacturing Wipes: Product Examples
    • Demand by Application
      • Table Manufacturing Wipes Demand by Application, 2011 - 2031
      • Table Figure 9-2. Manufacturing Wipes Demand & Wipes Use Per Manufacturing Establishment, 2011 - 2031
    • General Purpose Wipes
      • Table General Purpose Manufacturing Wipes Demand by Product, 2011 - 2031
      • Table Figure 9-3. General Purpose Wipes Demand & Wipes Use Per Manufacturing Establishment, 2011 - 2031
    • Special Purpose Wipes
      • Demand by Application
        • Table Special Purpose Manufacturing Wipes Demand by Application, 2011 - 2031
        • Table Figure 9-4. Special Purpose Manufacturing Wipes Demand & Wipes Use Per Manufacturing Establishment, 2011 - 2031
        • Table Figure 9-5. Special Purpose Manufacturing Wipes Demand Growth by Application, 2021 - 2026
      • Cleanroom Wipes
      • Surface Preparation Wipes
      • Printing Wipes
      • Other Special Purpose Wipes
    • Producers
  • Healthcare Wipes
    • Scope & Product Description
      • Table Figure 10-1. Healthcare Wipes: Product Examples
    • Demand by Application
      • Table Healthcare Wipes Demand by Application, 2011 - 2031
      • Table Figure 10-2. Healthcare Wipes Demand & Wipes Use Per Hospital, 2011 - 2031
      • Table Figure 10-3. Healthcare Wipes Demand Growth by Application, 2021 - 2026
    • Patient Care Wipes
      • Table Patient Care Wipes Demand by Application, 2011 - 2031
      • Table Figure 10-4. Patient Care Wipes Demand & Population Aged 65 & Over, 2011 - 2026
    • Hard Surface Disinfectant Wipes
      • Table Hard Surface Disinfectant Wipes Demand, 2011 - 2031
      • Table Figure 10-5. Hard Surface Disinfectant Wipes Demand & Wipes Use Per Hospital, 2011 - 2031
    • Skin Disinfectant Wipes
      • Table Skin Disinfectant Wipes Demand by Application, 2011 - 2031
      • Table Figure 10-6. Skin Disinfectant Wipes Demand & Wipes Use Per Hospital, 2011 - 2031
      • Table Figure 10-7. Skin Disinfectant Wipes Demand Growth by Application, 2021 - 2026
    • Other Healthcare Wipes
      • Table Other Healthcare Wipes Demand, 2011 - 2031
      • Table Figure 10-8. Other Healthcare Wipes Demand & Wipes Use Per Hospital, 2011 - 2026
    • Producers
  • Commercial & Institutional Wipes
    • Scope & Product Description
      • Table Figure 11-1. Commercial & Institutional Wipes: Product Examples
    • Demand by Application
      • Table Commercial & Institutional Wipes Demand by Application, 2011 - 2031
      • Table Figure 11-2. Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2011 - 2031
    • Foodservice
      • Demand by Application
        • Table Foodservice Wipes Demand by Application, 2011 - 2031
        • Table Figure 11-3. Foodservice Wipes Demand & Wipes Use Per Foodservice Establishment, 2011 - 2031
        • Table Figure 11-4. Foodservice Wipes Demand Growth by Application, 2021 - 2026
      • Substrate Technologies
    • Other Commercial & Institutional Wipes
      • Table Other Commercial & Institutional Wipes Demand by Application, 2011 - 2031
      • Table Figure 11-5. Other Commercial & Institutional Wipes Demand & Wipes Use Per Business Establishment, 2011 - 2031
    • Producers
  • Industry Structure
    • Key Findings & Industry Composition
      • Table US Wipes Sales at the Converter Level by Company, 2021
    • Market Share: Converters’ Level
      • Table Figure 12-1. Converters’ Level Wipes Market Share by Company, 2021
      • Table Figure 12-2. US Wipes Market: Leading Supplier, 2021
      • Table Figure 12-3. US Wipes Market: Second Leading Supplier, 2021
      • Table Figure 12-4. US Wipes Market: Third Leading Supplier, 2021
      • Table Figure 12-5. US Wipes Market: Fourth Leading Supplier, 2021
      • Table Figure 12-6. US Wipes Market: Fifth Leading Supplier, 2021
    • Mergers & Acquisitions
      • Table Selected Mergers & Acquisitions
    • 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
      • Table Selected Industry Participants
  • Appendix
    • Report Details
      • Table Major Wipes Markets & Applications
      • 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, 2011 - 2031
      • Demographic Trends
        • Table Population & Households, 2011 - 2031
      • Housing Stock
        • Table Housing Stock by Type, 2011 - 2031
        • Table Figure 13-1. Housing Stock: Share by Year of Construction, 2021
      • Consumer Spending
        • Table Personal Consumption Expenditures, 2011 - 2031
      • Specialty Household Cleaners
        • Table Specialty Household Cleaner Demand, 2011 - 2031
      • Manufacturing Outlook
        • Table Manufacturers’ Shipments, 2011 - 2031
      • Healthcare Providers & Facilities
        • Table Selected Healthcare Providers, 2011 - 2031

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