Wipes in the US

PROSPECTS

Wipes records a strong performance

Wipes, specifically all purpose cleaning wipes, are becoming an increasingly popular choice amongst local consumers when it comes to cleaning their homes. This is due to a multitude of reasons, the main one being that consumers are constantly seeking products that can provide convenience, save time and still give the same cleaning result.

Ingredients are key

As is the case in many consumer goods categories, consumers are more concerned about the ingredients in personal wipes, particularly cosmetic wipes and baby wipes. In facial cleansing wipes, the fastest growth wipes category in 2018, consumers are seeking additional attributes to enhance their skin care routine, such as anti-ageing, anti-pollution or brightening, as well as “cleaner” ingredients.

Continued healthy growth is expected thanks to more specific products

Consumer demand for more specificity and transparency in terms of the ingredients in wipes will not only challenge personal wipes, but will also be an opportunity for wipes manufacturers to pursue further solutions to address more personal care and skin care issues. As manufacturers continue to bring new products to shelves and offer more specific personal wipes to consumers, the category is forecast to maintain its healthy growth in the next five years.

COMPETITIVE LANDSCAPE

A bright outlook for private label baby wipes

The cost of raising a baby is high in the US. Nappies/diapers and wipes are the necessities that need to be replenished most often when taking care of a baby.

Kleenex’s new trio

Although Playtex’s Wet Ones brand still led general purpose wipes in the US in 2018, Kleenex Wet Wipes was the second largest brand. Kleenex always had presence in the market with one brand, Kleenex Splash ‘n’ Go!.

Fragmentation, apart from all purpose cleaning wipes

A large share of sales in all purpose cleaning wipes is accounted for by just two brands: Clorox and Lysol. Although Clorox from The Clorox Co led in 2018, Reckitt Benckiser’s Lysol recorded double-digit current value growth, despite already having a strong presence.

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