All-purpose cleaning wipes in the US experienced a double-digit current value decline in 2021, after the historic growth seen in 2020. However, consumption remained far higher than pre-COVID-19.
General purpose wipes, including antibacterial and sanitising wipes, saw a sharp current value decline in 2021, after 2020 was a year of panic-buying and cleaning frenzy. Despite the decline, per capita consumption of these wipes remained higher than pre-pandemic, due to enduring changes in hygiene routines against a backdrop of the lingering impact of the pandemic.
In 2021, baby, intimate and moist toilet wipes continued to benefit from the continuation of more frequent cleaning routines and better self-care awareness, reinforced by the pandemic. All three categories maintained healthy low single-digit growth in 2021.
Per capita consumption of home care wipes and personal wipes, particularly general purpose wipes, is expected to stay above the 2019 level in the forecast period, as effective hygiene practice remains a key component of consumers’ home cleaning and personal care routines. Meanwhile, the rapid expansion of the Omicron variant of COVID-19 throughout the world towards the end of 2021 proves that the pandemic situation is still fluid, and such an environment could result in renewed interest in cleaning wipes.
Cleaning efficacy remains a crucial feature in consumers’ shopping journey for wipes. However, given the frequency of wipe usage, skin health has also come under the spotlight.
A key trend affecting all disposable wipes is, unsurprisingly, sustainability. Many recent investments by nonwoven wipes manufacturers, such as Glatfelter’s acquisition of Jacob Holm and Albaad’s investment in a new nonwoven product line to produce a sustainable fabric made entirely from natural fibres that are biodegradable, fully flushable and plastic-free, reflect the direction in which the entire industry is heading in the US and beyond.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Wipes industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!