Wipes in the US

PRE-COVID-19 PERFORMANCE

Baby wipes benefits from being the most ubiquitous product

Personal wipes will continue to be the biggest single area in wipes and all-purpose cleaning wipes and moist toilet wipes will continue to be most dynamic product types over the forecast period. In spite of experiencing relatively slow growth, baby wipes continued to account for the bulk of personal wipes sales in 2019.

Continued spotlight on flushability and ingredients in wipes

Legislative activity in the US is increasingly targeting wipes for their flushability and biodegradability. Manufacturers are also increasingly being challenged to produce wipes with ingredients seen as non-toxic and with less waste.

New players bring innovations to personal wipes

US consumers continue to seek convenience and added benefits, especially in cosmetic wipes, and manufacturers were leveraging innovations to attract new users at the end of the review period. Innovation in personal wipes points to influences from sustainability and health and wellness trends, in addition to convenience.

2020 AND BEYOND

COVID-19 impact

In 2020, wipes is expected to record growth of 5% at constant 2019 prices. This compares with the 3% figure forecast in our 2020 edition published in February 2020 (pre-COVID-19).

Affected products within wipes

Stockpiling in the first quarter of 2020 led to a spike in sales of both surface and hand/body wipes that are antibacterial and home care wipes that have disinfectant properties. Antibacterial wipes are also likely to see the positive trend last beyond stockpiling as attention to hygiene remains high.

Recovery and opportunities

Wipes will not only see stronger growth in 2020 than previously expected, but throughout the rest of the forecast period. Consumers will continue to value the antibacterial and disinfecting properties of certain wipes products, in addition to their convenience and on-the-go portability.

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