US Wipes Market

  • September 2014
  • -
  • Freedonia
  • -
  • 341 pages

US demand to grow more than 2% yearly through 2018

Demand for wipes is expected to expand more than two percent per year through 2018 to $2.6 billion dollars. Both the consumer and industrial markets will be affected by an improving economy and regulatory changes. Sales are also boosted by the convenience or superior performance factors offered by wipes compared to competitive products such as reusable cloths and paper towels in many applications. The introduction of new or more innovative wipes will also continue to spur usage, including those targeting niche applications and markets such as specialty hygiene products or those that would appeal to men. However, the number of product introductions will slow due to the large variety of wipes already available on the market.

Demand for industrial wipes to outpace consumer wipes

The consumer wipes segment accounts for the larger share of overall demand. Advances in the consumer market are expected to decelerate through 2018 compared to the 2008-2013 period. As the industry matures, penetration gains will slow as many consumers have already incorporated wipes into their routines. The largest segment is personal care wipes, in which baby wipes dominate, accounting for nearly three-quarters of value sales in 2013. However, growth in baby wipes demand will be restrained by the already high usage rates of wipes per infant and many consumers returning to specialty personal care wipes after substituting lower priced baby wipes during the 2007-2009 recession. In addition, other consumers who economized during the downturn will continue to return to more specialized, higher priced household care wipes products, boosting gains in the accelerating household care segment. Some of the fastest growth will be seen in new niche products. Unlike consumer wipes, growth in the industrial market through 2018 will represent an acceleration from the 2008- 2013 period. As growth in the manufacturing sector picks up from a low base, demand for wipes will increase. Sales will also be spurred by the Environmental Protection Agency’s passage of the Wiper Rule in July 2013, which allows solventcontaminated disposable wipes to be labeled as non-hazardous solid waste. This rule makes disposable wipes more competitive with reusable, laundered shop towels because the new regulations should decrease the total financial burden of utilizing disposable wipes in several industrial applications. Although there is no specific time frame for when states can choose to implement the new regulations, greater demand for disposable industrial wipes is expected as the rule is implemented over time.

Flushability remains key factor, favors new substrates

Flushability continues to be an important factor in the wipes industry, particularly for personal care wipes such as feminine hygiene wipes and moist toilet paper. Greater media attention and public concern has led the industry to make guidelines for flushable products. The first guidelines were developed by the Association of the Nonwoven Fabrics Industry (INDA) and European Disposables and Nonwovens Association (EDANA) in 2008. The most recent edition was published in June 2013, which requires third party testing and proper labeling of wipes. These guidelines have pushed the industry to innovate in developing wipes substrates, leading to products that disperse more readily once flushed.

Study coverage

This upcoming industry study, Wipes, presents historical demand data (2003, 2008 and 2013) plus forecasts for 2018 and 2023 by market, substrate and chemical. The study also considers market environment factors, evaluates company market share and profiles 42 US industry participants.

Table Of Contents

General 4
Macroeconomic Overview 4
Demographic Trends 9
Household Trends 11
Consumer Spending Trends 15
Cosmetic and Toiletry Industry Outlook 18
Specialty Household Cleaners Industry Outlook 21
Manufacturing Outlook 24
Health Care Providers and Facilities 28
Medical Providers 29
Patient Activity 31
Retail Sector Trends 34
Retail Wipes Market Overview 38
Competitive Wiping Products Overview 41
Pricing Trends 44
Environmental and Regulatory Issues 46
Consumer Wipes Regulations 47
Industrial Wipes Regulations 49
Flushability and Other Environmental Issues 51
Flushability and Dispersibility 52
Sustainability 53
Microbial Contamination 54
Historical Market Trends 55
World Wipes Market 58
Production and Foreign Trade 60
General 62
Product Overview 62
Wet Wipes 65
Dry Wipes 69
Market Overview 72
General 76
Personal Care 80
Baby Wipes 83
Products and Materials 85
Retail Market Trends 88
Producers 91
Hand and Body Wipes 92
Personal Hygiene Wipes 95
Moist Towelettes 105
Medicated Wipes 107
Other Hand and Body Wipes 109
Facial Wipes 112
Cleansing Wipes 115
Other Facial Wipes 118
Other Personal Care Wipes 120
Household Care 122
Floor Care Wipes 126
General Purpose Cleaning Wipes 130
Other Household Care Wipes 133
Other Consumer 134
Automotive Wipes 135
Pet Care Wipes 137
All Other Consumer Wipes 138
General 140
Health Care 144
Applications 148
Patient Care Wipes 148
Disinfectant Wipes 151
Other Health Care Wipes 153
End Users 153
Manufacturing 156
Special Purpose Wipes 160
Clean Room Wipes 162
Surface Preparation Wipes 163
Printing Wipes 164
Other Special Purpose Wipes 165
General Purpose Wipes 165
Commercial 167
Foodservice Wipes 169
Other Commercial Wipes 172
Other Industrial 174
General 177
Substrates 178
Spunlaced Nonwovens 181
Airlaid Nonwovens 184
Other Substrates 187
Chemicals 189
Surfactants 191
Emollients 192
Fragrances 194
Solvents 195
Other Chemicals 197
General 201
Market Share 204
Converters’ Level 205
Retail Level 208
Industry Restructuring 211
Competitive Strategies 214
New Product Development 214
Product Line Extension 216
Low Cost Position 216
Product Placement 218
Market Segmentation 220
Cooperative Agreements 221
Manufacturing 222
Contract Manufacturing 225
Packaging Trends 226
Marketing and Advertising 228
Distribution 230
Company Profiles 232
Albaad Massuot Yitzhak Limited 233
American Hygienics Corporation 236
Barry-Wehmiller Companies Incorporated 238
Berkshire Corporation 239
Buckeye Technologies, see Koch Industries
Cascades Incorporated 244
Celanese Corporation 246
Chicopee, see Polymer Group
Clorox Company 247
Contec Incorporated 252
Covidien plc 257
Diamond Wipes International Incorporated 259
DuPont (EI) de Nemours 261
Energizer Holdings Incorporated 264
Fibematics Incorporated 266
Fiberweb, see Polymer Group
Freudenberg and Company KG 268
Georgia-Pacific, see Koch Industries
Glatfelter (PH) Company 271
GOJO Industries Incorporated 272
HDK Industries Incorporated 274
Holm (Jacob) and Sons AG 275
Illinois Tool Works Incorporated 277
ITW Texwipe, see Illinois Tool Works
Johnson and Johnson 285
Johnson (SC) and Son Incorporated 287
Kimberly-Clark Corporation 289
Kleen Test Products, see Meridian Industries
Koch Industries Incorporated 293
Laboratoires Prodene Klint, see GOJO Industries
La Fresh Group, see Diamond Wipes International
Meridian Industries Incorporated 296
National Towelette Company Incorporated 298
National Wiper Alliance 300
Nehemiah Manufacturing Company 302
Neutrogena, see Johnson and Johnson
New Pig Corporation 303
Nice-Pak Products Incorporated 306
OMNOVA Solutions Incorporated 309
Paper Converting Machine, see Barry-Wehmiller
Polymer Group Incorporated 311
Procter and Gamble Company 314
Reckitt Benckiser plc 317
Rockline Industries Incorporated 319
Royal Paper Converting Incorporated 320
Sage Products Incorporated 321
STERIS Corporation 323
Suominen Corporation 325
Svenska Cellulosa AB 327
3M Company 329
Tufco Technologies Incorporated 332
Unilever Group 334
Other Companies Involved in the Wipes Industry 336


Summary Table 3
1 Macroeconomic Indicators 8
2 Population 11
3 Households and Housing Stock 15
4 Personal Consumption Expenditures 18
5 Cosmetic and Toiletry Supply and Demand 21
6 Specialty Household Cleaner Demand 24
7 Manufacturers’ Shipments 28
8 Medical Providers 31
9 Patient Activity 34
10 Retail Sales 38
11 Retail Wipes Market 41
12 Wiping Products Demand 44
13 Selected Wipes Prices 46
14 Wipes Market, 2003-2013 57
1 Wipes Demand by Type and Substrate 65
2 Wet Wipes Demand by Market and Product 69
3 Dry Wipes Demand by Market and Product 72
4 Wipes Demand by Market 74
1 Consumer Wipes Demand by Market 79
2 Personal Care Wipes Demand by Application 82
3 Baby Wipes Demand 85
4 Hand and Body Wipes Demand 94
5 Personal Hygiene Wipes Demand 97
6 Moist Towelettes Demand 107
7 Medicated Wipes Demand 109
8 Other Hand and Body Wipes Demand 112
9 Facial Wipes Demand 114
10 Facial Cleansing Wipes Demand 118
11 Other Facial Wipes Demand 120
12 Other Personal Care Wipes Demand 122
13 Household Care Wipes Demand by Application 125
14 Floor Care Wipes Demand 129
15 General Purpose Cleaning Wipes Demand 132
16 Other Household Care Wipes Demand 134
17 Other Consumer Wipes Demand 135
1 Industrial Wipes Demand by Market 143
2 Health Care Wipes Demand by Product and End User 147
3 Manufacturing Wipes Demand by Application 160
4 Special Purpose Wipes Demand 162
5 General Purpose Wipes Demand 167
6 Commercial Wipes Demand 169
7 Foodservice Wipes Demand 171
8 Other Commercial Wipes Demand 174
9 Other Industrial Wipes Demand 176
1 Raw Materials Demand in Wipes 178
2 Substrate Demand in Wipes 181
3 Spunlaced Nonwoven Demand in Wipes 184
4 Airlaid Nonwoven Demand in Wipes 187
5 Other Substrate Demand in Wipes 189
6 Chemical Demand in Wipes 190
7 Surfactant Demand in Wipes 192
8 Emollient Demand in Wipes 193
9 Fragrance Demand in Wipes 195
10 Solvent Demand in Wipes 197
11 Other Chemicals Demand in Wipes 200
1 US Wipes Sales by Company, 2013 203
2 Selected Acquisitions and Divestitures 213
3 Selected Cooperative Agreements 222


1 Wipes Market, 2003-2013 58
1 Wipes Demand by Market, 2003-2023 75
1 Consumer Wipes Demand by Market, 2013 80
2 Personal Care Wipes Demand by Application, 2013 83
3 Baby Wipes Retail Market Share, 2013 91
4 Hand and Body Wipes Retail Market Share, 2013 95
5 Facial Wipes Retail Market Share, 2013 115
6 Household Care Wipes Demand by Application, 2013 126
7 Floor Care Wipes Retail Market Share, 2013 130
8 General Purpose Cleaning Wipes Retail Market Share, 2013 133
1 Industrial Wipes Demand by Market, 2013 144
2 Health Care Wipes Demand by Product, 2013 148
3 Health Care Wipes Demand by End User, 2003-2023 156
1 US Wipes Converter Market Share, 2013 206
2 US Wipes Retail Market Share, 2013 210

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