All purpose cleaning wipes in Canada experienced a significant volume decline in 2021, as Canadian consumers started to return to their previous lifestyles sooner than expected. On the one hand, consumers returned to brands such as Clorox and Lysol due to their known efficacy and disinfectant properties; on the other hand, concern for the environment and for keeping consumers’ homes free from chemicals continued to support sustainable innovations and new green entrants.
Demand for general purpose wipes, including antibacterial and sanitising wipes, softened in 2021. However, the per capita consumption of these wipes remained elevated compared with before the pandemic, due to enduring changes in hygiene routines against the backdrop of the lingering impact of the pandemic.
Baby wipes, the largest category within personal wipes, posted healthy growth in 2021. Consumers continued turning to baby wipes in this year to either clean babies’ skin between nappy/diaper changes due to day care closures, or as a substitute for other more expensive or out-of-stock wipes.
Demand for disinfecting home care and general purpose personal wipes, including antibacterial and sanitising wipes, will soften in the coming years as the impact of the pandemic wanes. However, cleaning habits entrenched by the pandemic will remain a key component of consumers’ daily routines and hence hold up wipes consumption in the coming years.
Personal care and home care wipes dedicated to a wide range of existing or new usage occasions, user demographics and sensitive skin types will meet both hygiene and wellness needs, and in turn, further drive demand. From the standpoint of performance, cleaning efficiency, effectiveness, consistency, durability and portability are key areas for development.
A key trend affecting all disposable wipes is the continued push for sustainability, which is mainly improved by prioritising biodegradable ingredients and reducing the after-use eco footprint. From an ingredient perspective, the claim of 100% plant-based fibres has probably been the most commonly seen within wipes, but plastic-free is also increasingly being promoted.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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