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The U.S. Market for Pretreated Wipes and Accessories: Personal and Household Care Products, 2nd Edition


Attention: There is an updated edition available for this report.

The consumer wipes market continues to thrive. Despite mass entry, extreme product proliferation and not a few skeptics over the market’s long-term viability, new products continue to emerge and consumers seem eager to buy them. In the last 3 years there has been an explosion in the number and types of wipes available to the consumer. From baby wipes and facial wipes to disinfecting wipes for your countertop and a slew of automotive wipes to keep your 4-wheel "baby" shiny and supple. In a fast paced world, these wipes are designed for convenience, whether that is for your own personal use or to deal with all those thankless jobs around the house and garage

This updated, all-new Packaged Facts report analyzes sales and growth potential for the $2.1 billion plus U.S. market for personal and household wipes, focusing on the increasing diversity of the products marketed and offering historical sales data and projections through 2008. Coverage includes marketer and brand shares, marketing and new product trends, and retail dynamics. Also included competitive profiles of major players such as, Kimberly-Clark, Playtex Products, Procter & Gamble, S.C. Johnson and Reckitt Benckiser.

Report Methodology
The information in The U.S. Market for PreTreated Wipes and Accessories 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.

Pegging 2003 sales at $2.1 billion and forecasting sales of at least $4.2 billion by 2008, the report tracks sales for the overall retail universe, quantifying mass-market sales to the marketer/brand share level via the most current IRI data available. The report also documents market size and composition, marketing and retail trends, and the role of the Internet, providing “Looking Ahead” trend forecasts and up-to-date profiles of key consumer demographics based on Simmons Market Research Bureau data for Fall 2003.

What You’ll Get in this Report The U.S. Market for Pretreated Wipes and Accessories 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 The U.S. Market for Pretreated Wipes and Accessories 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 drug stores)
  • 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.

Scroll down to see a more detailed outline of the contents of this report.

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 pre-treated wipes, as well as projected sales and trends through 2008. 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 pre-treated wipes based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for personal and household pre-treated wipes
  • Research and development professionals stay on top of competitor initiatives and explore demand for pre-treated wipes.
  • Advertising agencies working with clients in the pre-treated wipe industry understand the product sbuyer 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.



Chapter 1: Executive Summary

  • Scope and Methodology
  • Report Methodology
  • The Products

    • Personal Care Wipes
    • Household Wipes and Accessories


  • Market Size and Growth

    • Table 1-1: Retail Sales of Wipes/Accessories in the U.S., 2001-2003


  • The Wipes/Cleaning Accessories Market Players

    • Table 1-2: Top 10 Wipes/Cleaning Accessories Leaders of 2003


  • Top Brands

    • Table 1-3: Top 10 Wipes/Accessories Brand Leaders of 2003


  • Products Continue to Proliferate


  • Marketing Dynamics

    • Line Extensions
    • Advertising
    • Parental Marketing


  • Retail Dynamics

    • Cross Merchandizing
    • The Drug Store Sales Push


  • The Wipes Consumer

    • The Adult Consumer
    • Table 1-4: Wipes Use by US Adults
    • Table 1-5: Top Brands of Pre-moistened Wipes/Cloths, by Adult Preference


  • Projected Growth

    • Table 1-6: Projected Retail Sales for Wipes



    Chapter 2: The Market

    • Sizing Up The Wipes Market
    • Table 2-1 U.S. Retail Sales of Wipes, 2001-2003
    • Figure 2-1: U.S. Retail Sales of Wipes 2001-2003
    • Market Composition

      • Table 2-2: U.S. Retail Sales of Wipes/Accessories, by Category, 1999-2003
      • Figure 2-2: U.S. Retail Sales of Household Wipes, 1999-2003
      • Figure 2-3: U.S. Retail Sales of Personal Care Wipes, 1999-2003
      • Table 2-3: U.S. Retail Sales of Pretreated Wipes, By Segment, 2003
      • Private Labels: A Formidable Presence
      • Advertising Battles


    • Market Profile

      • Who Uses Wipes?
      • Table 2-4: Wipes Use by U.S. Adults
      • The South: A Prime Market
      • Table 2-5: Wipes Use, By U.S. Region
      • Baby Wipes: Losing Steam
      • Courting Parents Again
      • “Wetting” Consumers’ Appetites
      • Poised for Growth
      • Nonwoven Wipes: On a Winning Path


    • Factors Affecting Market Growth

      • Convenience: The Operative Word
      • Product Diversification
      • Packaging Innovations Tie to Convenience
      • Wet Wipes: Cutting Across Categories
      • Disinfectant and Antibacterial Wipes


    • Projected Market Sales

      • Table 2-6: Projected U.S. Sales for Wipes/Accessories, 2003-2008
      • Figure 2-5: Projected U.S. Sales of Wipes, 2003-2008
      • Projected Sales By Category
      • Table 2-7: Projected U.S. Retail Sales of Wipes/Accessories, by Category, 2003-2008



      Chapter 3: Competitive Situation

      • Marketers’ Overview
      • Table 3-1: Selected Personal and Household Wipes by Marketer and Brand Line
      • Marketers and Brand Shares

        • Methodology
        • Leading Marketers’ Performance in 2003
        • Table 3-2: Wipes Leading Market Shares, By Category
        • Category Market Shares
        • Table 3-3: Wipes Leading Market Shares, By Category


      • Market Shares By Category

        • Tools/Mops/Brooms
        • Figure 3-1: Market Share of Cleaning Tools/Mops/Brooms
        • Table 3-4 U.S. Retail Sales of Cleaning Tools/Mops/Brooms by Marketer/Brand Share, 2002-2003
        • Skin Care Wipes
        • Figure 3-2: Market Share of Major Skin Wipe Manufacturers
        • Table 3-5 U.S. Retail Sales of Skin Care Products by Marketer/Brand Share, 2002-2003
        • Baby Wipes
        • Figure 3-3: Leading Baby Wipe Marketers and Market Share, 2003
        • Table 3-6 U.S. Retail Sales of Baby Wipes Products by Marketer/Brand Share, 2002-2003
        • Moist Towelettes
        • Table 3-7: U.S. Retail Sales of Moist Towelettes by Marketer/Brand Share, 2002-2003
        • Cleaning Cloths
        • Table 3-8: U.S. Retail Sales of Cleaning Cloths Category by Marketer/Brand Share, 2002-2003


      • Brands Sales/Market Share By Category

        • The Leading Overall Brand: Huggies Natural Care
        • Swiffer Dominates Cleaning Tools/Mops/Brooms Category
        • Table 3-9: U.S. Retail Sales and Market Share of Top 20 Brands in the Pretreated Wipes Market 2002-2003
        • Table 3-10: U.S. Retail Sales and Market Share of Top 10 Brands in Cleaning Tools/Mops/Brooms Category, 2002-2003
        • Figure 3-4: Brand Share of Cleaning Tools/Mops/Brooms 2003
        • Clorox Declines, But Still Leads The Cleansing Cloths Category
        • Table 3-11: U.S. Retail Sales and Market Share of Top 10 Brands of Cleaning Cloths, 2002-2003
        • Olay Daily Facials Is Category Leader
        • Table 3-12: U.S. Retail Sales and Market Share of Top 10 Brands of Skin Care Products, 2002-2003
        • Pampers Gaining Fast On The Leader, Huggies Natural Care
        • Table 3-13: U.S. Retail Sales and Market Share of Top 10 Brands of Baby Wipes, 2002-2003
        • Kleenex Cottonelle Leads Moist Towelettes Category
        • Table 3-14: U.S. Retail Sales and Market Share of Top 10 Brands in Moist Towelettes Category 2002-2003


      • Where the Competition Lies

        • P&G, Kimberly Clark Duke It Out
        • Private Label A Bigger Presence
        • Emerging Segments
        • Airlaid Losing Attention
        • Nonwoven Wipes Catching Up
        • Table 3-15: Selected Nonwoven Products by Major Global Marketers


      • Marketers’ Profiles

        • Procter & Gamble
          • History
          • Steady Growth for P&G


        • Figure 3-5: U.S. Retail Sales of P&G Wipes, 1999-2003
        • Kimberly-Clark Corp
          • History
          • Declining Sales for Kimberly-Clark


        • Figure 3-6: U.S. Retail Sales of Kimberly-Clark Wipes, 1999-2003
        • Clorox Company
          • History
          • Declining Sales for Clorox


        • Figure 3-7: U.S. Retail Sales of Clorox Company Wipes, 1999-2003
        • S.C. Johnson & Son Inc
          • History
          • Static Figures for S.C. Johnson Wipes


        • Figure 3-8: U.S. Retail Sales of S.C. Johnson & Son Wipes, 1999- 2003
        • Playtex Products Inc
          • History
          • Playtex Revenues on a Slow Decline

        • Figure 3-9: U.S. Retail Sales of Playtex Products’ Wipes, 1999-2003
        • Reckitt Benckiser
          • History
          • Reckitt Benckiser Outperforms in Cleaning Cloths

        • Figure 3-10: U.S. Retail Sales of Reckitt Benckiser Wipes, 1999- 2003
        • Alberto-Culver Company
          • History
          • Alberto-Culver Struggles to Maintain Sales

        • Figure 3-11: U.S. Sales of Alberto-Culver Wipes, 1999-2003
        • Kao Corporation
          • History

        • Orange GLO International Inc
          • History
          • Growing Sales of Orange Glo

        • Table 3-16: U.S. Retail Sales of Orange Glo and Orange Clean, 2001-2003

      • Select Brand Profiles
        • Clorox Ready Mop and Disinfecting Wipes
          • Market Size and Growth

        • Figure 3-12: U.S. Retail Sales of Clorox Disinfecting Wipes, 1999-2003
        • Huggies Natural Care
          • Ingredients
          • Market Size and Growth

        • Figure 3-13: U.S. Retail Sales of Huggies Natural Care, 1999-2003
        • Kleenex Cottonelle Wipes
          • Features
          • Market Size and Growth

        • Figure 3-14: U.S. Retail Sales of Kleenex Cottonelle Wipes, 1999-2003
        • Swiffer
          • Market Size and Growth

        • Figure 3-15: U.S. Retail Sales of Swiffer Dry Cloths, 1999-2003
        • Swiffer Wet
          • Market Size and Growth

        • Figure 3-16: U.S. Retail Sales of Swiffer Wet, 1999-2003
        • Swiffer Wet Jet
          • Market Size and Growth

        • Figure 3-17: U.S. Retail Sales of Swiffer Wet Jet, 1999-2003
        • Wet Ones
          • Ingredients
          • Market Size and Growth

        • Figure 3-18: U.S. Retail Sales of Wet Ones, 1999-2003
        • Olay Daily Facials
          • Market Size and Growth

        • Figure 3-19: U.S. Retail Sales of Olay Daily Facials, 1999-2003
      Chapter 4: Product Trends
      • Convenience Factors Drive Wipe Applications
      • Product Trends
      • Cross Categories, New Categories
      • New Applications For Nonwoven Products
      • Quickie Opts for Versatility
      • Brand Extensions
      • Technological Innovations
      • Silicone Applications
      • Sweet Smell of Success
      • Package Design Innovation

    • Personal Care Product Trends
      • We’ve Come A Long Way, Baby
      • Giving Faces A Clean Slate
      • Body Cleansing Wipes
      • Hair Care Innovation from Across the Pond
      • Flushing Profits
      • Although Rolls Not a Hit

    • Household Cleaning Wipes/Accessory Product Trends
      • Laundry Care Gets a Boost From Wipes
      • Nonwoven Products Show Versatility in Household Cleaning Functions

    • Novel Applications
      • Pet Product Marketers Get Into the Wipe Act
      • Grooming Wipes for Men - the Next Big Thing?

    • Retailing Trends
      • Demand for Low-priced Wipes
      • Drug Stores Fuel Private Label Growth

    • New Product Introductions
      • Table 4-1: U.S. Wipes Market: Selected New Product Introductions, 2002-2004

      Chapter 5: The Consumer

      • Simmons Survey System
      • Two Major Wipes Categories
      • Table 5-1: Percentage of U.S. Adults Using Wipes, by Category
      • Brand Preferences: Huggies and Swiffer
      • Table 5-2: Top Brands of Pre-moistened Wipes/Cloths, by Adult Preference
      • Table 5-3: Top Brands of Household Wipes/Cloths, by Adult Preference

    • Pre-Moistened Wipes
      • Heavy Use By Households With Young Children, Homemakers
      • Table 5-4: Frequency of Use of Pre-moistened Wipes/Cloths, 2003
      • Table 5-5: Demographic Characteristics of U.S. Adults Using Pre-moistened Wipes/Cloths
      • Brand Patterns by Demographic Factors
        • Race, Region
        • Employment, Marital Status, Household Size
        • Popular With Households With Children

      • Table 5-6: Demographic Characteristics of U.S. Adults Favoring Use of Chubs
      • Huggies Top Brand of Personal Wipes
      • Table 5-7: Demographic Characteristics of U.S. Adults Favoring Use of Huggies Wipes
      • Table 5-8: Demographic Characteristics of U.S. Adults Favoring Use of Johnson & Johnson Wipes
      • Table 5-9: Demographic Characteristics of U.S. Adults Favoring Use of Luvs Wipes
      • Table 5-10: Demographic Characteristics of U.S. Adults Favoring Use of Pampers Wipes
      • Table 5-11: Demographic Characteristics of U.S. Adults Favoring Use of Wash-A-Bye-Baby Wipes
      • Demographic Characteristics Of Users
      • Figure 5-1: Users of Pre-moistened Cleansing Wipes/Cloths by Age
      • Figure 5-2: Users of Pre-moistened Cleansing Wipes/Cloths by Race
      • Figure 5-3: Users of Pre-moistened Cleansing Wipes/Cloths by Region
      • Figure 5-4: Users of Pre-moistened Cleansing Wipes/Cloths Number of People in Household
      • Figure 5-5: Users of Pre-moistened Cleansing Wipes/Cloths by Ages of Children in Household

    • Cleaning Mops/Disposable Wipes
      • Used By Over Half of U.S Adults
      • Table 5-12: Frequency of Use of Household Cleaning Mops/Disposable Wipes, 2003
      • Table 5-13: Demographic Characteristics of U.S. Adults Favoring Use of Cleaning Mops/Disposable Wipes, 2003
      • Demographics By Factor
        • Age, Gender
        • Race, Region
        • Employment, Marital Status, Household Size
        • Households with Children

      • Table 5-14: Demographic Characteristics of U.S. Adults Favoring Use of Clorox Wipes
      • Table 5-15: Demographic Characteristics of U.S. Adults Favoring Use Glass Plus Wipes
      • Table 5-16: Demographic Characteristics Favoring Use of Lysol Wipes
      • Table 5-17: Demographic Characteristics of U.S. Adults Favoring Use of Mr. Clean Wipes
      • Table 5-18: Demographic Characteristics of U.S. Adults Favoring Use of Old English Wipes
      • Table 5-19: Demographic Characteristics of U.S. Adults Favoring Use of Swiffer Wipes
      • Table 5-20: Demographic Characteristics of U.S. Adults Favoring Use of Windex Wipes
      • Demographic Characteristics of Users
      • Figure 5-6: Users of Household Cleansing Mops/Disposable Wipes by Age
      • Figure 5-7: Users of Household Cleansing Mops/Disposable Wipes by Race
      • Figure 5-8: Users of Household Cleansing Mops/Disposable Wipes by Region
      • Figure 5-9: Users of Household Cleansing Mops/Disposable Wipes by Number of People in Household
      • Figure 5-10: Users of Household Cleansing Mops/Disposable Wipes by Age of Children in Household

      Appendix of Selected Marketers

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