Market Research Logo

Household and Personal Care Pretreated Wipes in the U.S.

Household and Personal Care Pretreated Wipes in the U.S. The consumer wipes market continues to thrive. New products continue to emerge, especially in the health and beauty sector, and consumers seem eager to buy them. In a fast paced world, these wipes are indispensable to consumers for convenience, whether for personal use, for thankless jobs around the house and garage, or for on-the-go use. This all-new Packaged Facts report, Household and Personal Care Pretreated Wipes in the U.S., focuses specifically on the $1.6 billion U.S. market for pretreated personal care wipes, household wipes, and health and beauty care wipes and the increasing diversity of the product offerings.

The report tabulates market size and growth, market composition, marketer and brand shares, provides sales projections through 2010, marketing and new product trends, and retail dynamics. It discusses leading companies and brands and offers in-depth analysis of key factors influencing market growth, such as recent media coverage and consumer concern regarding Avian Flu and other health issues or the role of natural ingredients in product offerings. Competitive profiles of major players include, Kimberly-Clark, Procter & Gamble, The Clorox Company, Reckitt Benckiser, and S.C. Johnson and Son Inc.

Report Methodology
The information in Household and Personal Care Pretreated Wipes in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal and household care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Up-to-date profiles of key consumer demographics are based on Simmons Market Research Bureau data for Fall 2005.

What You'll Get in this Report
Household and Personal Care Pretreated Wipes in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Household and Personal Care Pretreated Wipes in the U.S. offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream wipe marketers, specialists and up-and-coming niche players, and analyses of the products they market) Retail Strategies (including mass marketers, supermarkets stores and drugstores)
  • The Consumer (who's buying what, and where) The Products
  • Trends and Opportunities

Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the pre-treated wipes market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pretreated wipes, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for pretreated wipes based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for personal and household pretreated wipes
  • Research and development professionals stay on top of competitor initiatives and explore demand for pretreated wipes.
  • Advertising agencies working with clients in the pretreated wipe industry understand the product to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope
      • Methodology
    • Market Size and Growth
      • Table IRI-Tracked Sales of Pretreated Wipes, 2001-2005 (in million $)
      • Market Composition
      • A Market for Big Players
        • Table IRI-Tracked Sales of Top Ten Pretreated Wipes Marketers, 2001-2005 (in million $)
      • Top Brands
        • Table IRI-Tracked Sales of Top Ten Pretreated Wipes Brands, 2001-2005 (in million $)
    • Marketing Dynamics
      • Advertising Expenditures
      • New Product Trends
    • The Wipes Consumer
      • Table U.S. Adults Using Wipes, by Category (%)
    • Market Trends
      • Convenience
      • Portability and Single-use
      • Antibacterial Wipes and Consumer Health Concerns
      • Growth in Private Labels
      • Multi-Purpose Wipes on a Roll
      • Wipes for Specific Needs
      • Novel Applications
      • Wipes for Men
      • Artificial and Harmful Ingredients
      • Fragrances
      • Septic Safe
      • Industry Trend: Spunlace
      • Industry Trend: Soaring Raw Material Prices
  • The Market
    • Scope of Report
    • Market Size and Growth
      • Table IRI-Tracked Sales of Pretreated Wipes, 2001-2005 (in million $)
    • Market Composition
    • Personal Care Wipes
      • Table IRI-Tracked Market Share of Personal Care Wipes, 2001-2005 (%)
      • Table IRI-Tracked Sales of Personal Care Wipes, 2001-2005 (in million $)
      • Baby Wipes
      • Moist Towelettes
    • Household Wipes
      • Table IRI-Tracked Market Share of Household Wipes Categories, 2001-2005 (%)
      • Table IRI-Tracked Sales of Household Wipes, 2001-2005 (in million $)
      • Table Sales Growth of Household Wipes Versus Household Cleaners, 2001-2004 (%)
      • All-Purpose Wipes
      • Furniture Polish Wipes
      • Glass Cleaner
      • Metal Cleaner
      • Scouring Cleaners
    • Health and Beauty Care Wipes
      • Table IRI-Tracked Sales of Health and Beauty Care Wipes, 2001-2005 (in million $)
    • Factors Affecting Market Growth
      • Less Time, More to Do
      • Wipe On, Wipe Off
      • A Wipe for Every Age
      • Universal Positioning Platforms
      • Task Specific Versus Multi-Purpose
      • Private Labels
      • Antibacterial Wipes
      • Health and Beauty Care Wipes
    • Market Outlook
  • Marketers
    • Overview
      • A Market for Big Players
      • Kimberly-Clark and P&G Dominate the Market
        • Table IRI-Tracked Sales of Top Ten Pretreated Wipes Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Pretreated Private Label Wipes by Segment*, 2001-2005 (in million $)
        • Table Market Share of Pretreated Private Label Wipes by Segment*, 2001-2005 (%)
        • Table IRI-Tracked Sales of Top Ten Pretreated Wipes Brands, 2001-2005 (in million $)
        • Table U.S. Pretreated Wipes Products: Selected Marketers, Brands, and Products
    • Household Wipes
      • Table IRI-Tracked Sales of Top Ten Household Wipes Marketers, 2001-2005 (in million $)
      • Table IRI-Tracked Sales of Top Five Household Wipes Brands, 2001-2005 (in million $)
      • All-Purpose Cleaners
        • Table IRI-Tracked Sales of Top Ten Marketers of All-Purpose Cleaner, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Ten All Purpose Cleaner Brands, 2001-2005 (in million $)
      • Furniture Cleaner
        • Table IRI-Tracked Sales of Top Ten Furniture Cleaner Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Ten Furniture Cleaner Brands, 2001-2005 (in million $)
      • Glass Cleaner
        • Table IRI-Tracked Sales of Top Ten Glass Cleaner Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Ten Glass Cleaner Wipes Brands, 2001-2005 (in million $)
      • Metal Polish Wipes
        • Table IRI-Tracked Sales of Top Ten Metal Cleaner Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Ten Metal Cleaner Brands, 2001-2005 (in million $)
      • Scouring Cleaners
        • Table IRI-Tracked Sales of Top Scouring Cleaner Marketers, 2001-2005 (in thousand $)
        • Table IRI-Tracked Sales of Top Scouring Cleaner Brands, 2001-2005 (in thousand $)
    • Personal Care Wipes
      • Table IRI-Tracked Sales of Top Ten Personal Care Wipes Marketers, 2001-2005 (in million $)
      • Table IRI-Tracked Sales of Top Ten Personal Care Wipes Brands, 2001-2005 (in million $)
      • Baby Wipes
        • Table IRI-Tracked Sales of Top Baby Wipes Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Ten Baby Wipes Brands, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Kimberly Clark's Baby Wipes Brands, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of P&G's Baby Wipes Brands, 2001-2005 (in million $)
      • Moist Towelettes
        • Table IRI-Tracked Sales of Top Ten Moist Towelette Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Ten Moist Towelette Brands, 2001-2005 (in million $)
    • Health and Beauty Care Wipes
      • Acne Treatment
        • Table IRI-Tracked Sales of Top Acne Treatment Wipes Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Acne Treatment Wipes Brands, 2001-2005 (in million $)
      • Facial Cleansers
        • Table IRI-Tracked Sales of Top Facial Cleanser Wipes Marketers, 2001-2005 (in million $)
        • Table IRI-Tracked Sales of Top Facial Cleanser Wipes Brands , 2001-2005 (in million $)
      • Other Growth Segments of Health and Beauty Wipes
        • Table IRI-Tracked Sales of Selected Health and Beauty Care Wipes Marketers and Brands, 2001-2005 (in thousand $)
  • Competitive Profiles
    • Kimberly-Clark Corporation
      • Overview
      • Brand Portfolio
        • Table Selected Kimberly-Clark Corporation's Pretreated Wipes Brands
      • New Kleenex Moist Cloth: A Gentle Touch
      • New Cottonelle for Kids
      • Price Hike on U.S. Consumer Tissue Products
    • Procter & Gamble
      • Table Selected Procter & Gamble's Pretreated Wipes Brands
      • Kandoo, the New Line Extension for Kids
      • Mr. Clean Joins Hands On Network
    • The Clorox Company
      • Table Selected Clorox Company's Pretreated Wipes Brands
      • Clorox Still Dominates Household Wipes
    • Reckitt Benckiser Inc.
      • Overview
        • Table Selected Reckitt Benckiser Inc.'s Pretreated Wipes Brands
      • New Product Introductions: The Company's Lifeline
    • S. C. Johnson & Son Inc.
      • Overview
        • Table Selected S.C. Johnson & Son Inc.'s Pretreated Wipes Brands
      • Environmental Assistance
    • Playtex Products Inc.
      • Table Selected Playtex Products Inc.'s Pretreated Wipes Brands
      • Playtex Streamlines
    • Johnson & Johnson
      • Overview
        • Table Selected Johnson & Johnson's Pretreated Wipes Brands
    • Unilever NV
      • Overview
        • Table Selected Unilever Pretreated Wipes Brands
    • Orange Glo International
      • Table Selected Orange Glo International's Pretreated Wipes Brands, 2004-2005
    • Georgia-Pacific Corporation
      • Overview
        • Table Selected Georgia-Pacific Corporation's Pretreated Wipes Brands
      • Koch Industries Acquires Georgia-Pacific for $21 Billion
    • Rockline Industries Inc.
      • Table Selected Rockline Industries Inc.'s Pretreated Wipes Brands
      • Mopping up New Ideas
    • Nice-Pak Products Inc.
      • Table Selected Nice-Pak Products Inc.'s Pretreated Wipes Brands, 2004-2005
      • Innovation Spree
    • Sage Products Inc.
      • Table Selected Sage Products Inc.'s Pretreated Wipes Brands
  • Consumer
    • Note on Simmons Survey Data and Figures
      • Two Major Wipes Categories
        • Table U.S. Adults Using Wipes, by Category (%)
    • Pre-Moistened Wipes
      • Heavy Use By Households With Young Children, Homemakers
        • Table Demographic Profile of U.S. Pre-Moistened Wipes Users, 2005
      • Frequency of Use
        • Table Frequency of Use of Pre-Moistened Wipes, 2003-2005 (%)
        • Table Demographic Profile of U.S. Pre-Moistened Wipes Users by Usage Frequency, Light vs. Heavy Use, 2005
      • Pre-Moistened Wipes Brands
      • Brand Patterns by Demographic Factors
        • Table Demographic Characteristics of Users of Pre-Moistened Wipes Brand: Huggies, 2005
        • Table Demographic Characteristics of Users of Pre-Moistened Wipes Brand: Wet Ones, 2005
        • Table Demographic Characteristics of Users of Pre-Moistened Wipes Brand: Pampers, 2005
        • Table Demographic Characteristics of Users of Pre-Moistened Wipes Brand: Kleenex Cottonelle, 2005
        • Table Demographic Characteristics of U.S. Users of Pre-Moistened Wipes by Brand: Luvs, 2005
        • Table Demographic Characteristics of U.S. Users of Pre-Moistened Wipes by Brand: Johnson & Johnson, 2005
    • Facial Cleansing Cloths
      • Table Demographic Profile of U.S. Facial Cleansing Cloth Users, 2005
    • Cleaning Mops/Disposable Wipes
      • Used By 60% of U.S Adults
        • Table Demographic Profile of U.S. Cleaning Mops/Disposable Wipes Users, 2005
      • Frequency of Use
        • Table Frequency of Use of Cleaning mops/disposable wipes, 2003-2005 (%)
        • Table Demographic Profile of U.S. Cleaning mops/disposable wipes Users by Usage Frequency, Six+ Versus One Pack, 2005
      • Cleaning Mops/Disposable Wipes Brands
      • Demographics By Factor
      • Swiffer
        • Table Demographic Characteristics of U.S. Users of Cleaning Mops/Disposable Wipes by Brand: Swiffer, 2005
      • Clorox
        • Table Demographic Characteristics of U.S. Users of Cleaning Mops/Disposable Wipes by Brand: Clorox, 2005
      • Windex
        • Table Demographic Characteristics of U.S. Users of Cleaning Mops/Disposable Wipes by Brand: Windex, 2005
      • Lysol
        • Table Demographic Characteristics of U.S. Users of Cleaning Mops/Disposable Wipes by Brand: Lysol, 2005
      • Grab-it
        • Table Demographic Characteristics of U.S. Users of Cleaning Mops/Disposable Wipes by Brand: Grab-it, 2005
    • Consumer Preferences
  • Marketing Dynamics
    • Consumer Advertising Expenditure
      • P&G Backs Brands with $43 Million Ad Spend
      • Clorox Promoted with $21 Million
        • Table Leading Pretreated Wipes Ad Spends, January 2004-December 2004 (in million $)
        • Table Top U.S. Pretreated Wipes Brands by Ad Spend, 2004 (in thousand $)
    • Advertising and Retailing
      • Huggies and Pull-Ups Brands Collaborate with PBS KIDS Sprout
      • P&G Focuses on In-Store Advertising
      • Reckitt Benckiser Promotes Child Safety
    • Retail Dynamics
      • Table Personal Care Sales by Channel, 2005
      • Supermarkets' Promotional Strategy for Wipes
    • New Product Introductions
      • Table Pretreated Wipes New Product Introductions by Number of Brands, January 2005-January 2006
      • Table Pretreated Wipes New Product Introductions by Number of SKUs, January 2005-January 2006
      • Table Pretreated Wipes New Product Introductions by SKUs Launched, January 2005-January 2006
      • Table Pretreated Wipes New Product Introductions by Select Package Tags, January 2005 - January 2006
      • Table Pretreated Wipes New Product Selling Points by Select Fragrances, January 2005- January 2006
      • Table Pretreated Wipes New Product Selling Points by Select Ingredients, January 2005-January 2006
      • Table Pretreated Wipes New Product Selling Points by Select Package Type, January 2005-January 2006
      • Household Wipes
        • Table Household Wipes New Product Introductions by Number of Brands, January 2005-January 2006
        • Table Household Wipes New Product Introductions by Number of SKUs, January 2005-January 2006
        • Table Top U.S. Household Wipes Marketers by New Product SKUs and Brands Launched, January 2005-January 2006
        • Table Household Wipes New Product Selling Points by Select Package Tags, January 2005- January 2006
        • Table Household Wipes New Product Introductions with "Disposable" Package Tag, January 2005-January 2006
        • Table Household Wipes New Product Introductions with "Quick" Package Tag, January 2005-January 2006
        • Table Household Wipes New Product Selling Points by Select Fragrances, January 2005-January 2006
        • Table Household Wipes New Product Introductions with Select Fragrances, January 2005-January 2006
        • Table Household Wipes New Product Selling Points by Select Ingredients, January 2005-January 2006
        • Table Household Wipes New Product Introductions with Select Ingredients, January 2005-January 2006
        • Table Household Wipes New Product Selling Points by Select Package Type, January 2005-January 2006
        • Table Household Wipes New Product Introductions in Resealable Packages, January 2005-January 2006
        • Table Household Wipes New Product Introductions in Canister Packages, January 2005-January 2006
      • Personal Care and HBC
        • Table Personal Care/HBC Wipes New Product Introductions by Number of Brands, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Introductions by Number of SKUs, January 2005-January 2006
        • Table Top U.S. Personal Care/HBC Wipes Marketers by New Product SKUs and Brands Launched, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Selling Points by Select Package Tags, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Introductions with "High Vitamins" Package Tag, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Introductions with "No Alcohol" Package Tag, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Selling Points by Select Fragrances, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Introductions with Select Fragrances, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Selling Points by Select Ingredients, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Introductions with "Aloe" Ingredient, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Introductions with "Vitamin E" Ingredient, January 2005-January 2006
        • Table Personal Care/HBC Wipes New Product Selling Points by Select Package Type, January 2005-January 2006
        • Table Personal Care Wipes New Product Introductions in Resealable Package, January 2005-January 2006
  • Market Trends
    • Convenience, The Driving Factor
      • Table U.S. Households with Two Earning Members, 1999-2004 (in millions)
      • Table Average Hours Spent in Household Activities per Day, Employed Versus Not Employed, 2004
      • Antibacterial Wipes and Consumer Health Concerns
      • Multi-Purpose Wipes on a Roll
      • Growth in Private Labels
      • Novel Applications
      • Wipes for Specific Needs
      • Wipes for Men
      • Innovation in Fragrances
      • Artificial and Harmful Ingredients
      • Septic Safe
      • Portability and Single-use
      • Industry Trends
  • Annexure - Addresses of Select Marketers

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report