The disposable wet wipes space is undergoing a clean evolution, as approaches to cleaning evolve against the backdrop of inflation, urbanisation and pandemic-led wellness reinforcement. This report examines the growth dynamics and competitive landscape challenges in disposable wet wipes, as well as the opportunities and challenges across the three key pillars of the clean evolution shaping wipes – convenience, wellness and sustainability.
This report comes in PPT.
Driven by convenience, increased segmentation and competition among brands, wipes will continue to appeal to cash-rich, time-poor urban consumers in a number of core developed markets. In the low-penetration developing world, shifting hygiene routines and growing awareness will encourage consumers to expand and diversify choices.
A shift towards gentler and healthier cleaning applications, and a penchant for more immersive and pampering beauty and personal care regimens, coupled with the push of popular personalities for greener cleaning routines, will support the growth of a slew of non-disposable alternatives, posing potential long-term challenges for disposable wet wipes.
Perceptions of hygiene have moved beyond cleanliness to encompass intrinsic motivations, benefiting value creation in wet wipes, which, up until recently, had been focused on social occasions and preventative care. As increasingly manifested in growing plant-based, skin-focused product formulations and brand narratives, wellness claims in wipes are expanding and diversifying to include microbiome health, energy boosting and mood enhancement.
A growing drive for convenience, cleanliness and value for money, building on inflation-reinforced price sensitivity, further supports product positioning to reinforce a tangible product cost-benefit ratio and product mileage, including cleaning potency and wet strength, as well as other care objectives post-cleansing, such as skin exfoliation and perspiration control.
Sustainable features remain at the core of the innovation agenda, with alternative fibre sourcing at the forefront. Flushability is a focus of public and regulatory scrutiny, leading to long-term investment in new substrates and production processes. Education around tangible health benefits, and performance linked to green ingredients are key.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.See All of Our Definitions
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