Demand for Wipes to Reach $2.3 Billion in 2013

Demand for wipes in the US is forecast to increase 3.9 percent per annum to $2.3 billion in 2013.  Wipes will continue to benefit from features such as ease-of-use, disposability, portability, and reduced risk of cross-contamination.  Nevertheless, growth will decelerate from the rates achieved during the 2003 to 2008 period, due to slower economic growth, increasing market maturity and a shift in preferences to more environmentally friendly consumer goods and cleaning methods.  These and other trends, including market share and product segmentation, are presented in US Wipes, a new study from The Freedonia Group, Inc., a Cleveland-based industry research firm.

Convenience and innovation will remain driving forces in the consumer market, with household cleaning, hand and body, and a number of other, small volume consumer wipes projected to register the strongest growth.  Though baby wipes will remain the top selling type of wipe, demand for these products will continue to suffer due to market maturity and continued replacement by newer, task-specific wipes in non-diaper applications where baby wipes once enjoyed considerable popularity.  Growth in household care wipes will be propelled by the appeal of one-step, disposable wipes that provide a quick and convenient format for household cleaning chores.  However, wipes that do not provide the cost and convenience benefits demanded by consumers are expected to drop out of the market.

Following the lead of the consumer market, new product innovations and expanding applications will drive demand for wipes in the industrial market.  Manufacturing and health care will remain the largest segments of this market, with special purpose products such as clean room and surface preparation wipes and personal bathing wipes projected to see the fastest growth.

Advances for the chemicals that saturate or are deposited into wipes will derive from the increasing diversity of chemical formulations adapted to a wipes format as companies seek to take advantage of the strong consumer interest generated by these convenient, and relatively new, wipe products.  Surfactants will experience the fastest gains, resulting from an ongoing shift away from solvent formulations.  Furthermore, surfactants offering biocidal properties will drive overall value gains due to increasing concerns regarding bacterial contamination in industrial and consumer applications.

The Freedonia Group is a leading international business research company, founded in 1985, that publishes more than 100 industry research studies annually. This industry analysis provides an unbiased outlook and a reliable assessment of an industry and includes product segmentation and demand forecasts, industry trends, demand history, threats and opportunities, competitive strategies, market share determinations and company profiles.