Demand for wipes, both consumer and industrial, is forecast to increase 4.3 percent per annum to $2.3 billion in 2014. Wipes will continue to benefit from features such as ease-of-use, disposability, portability, and reduced risk of cross-contamination. Nevertheless, growth will decelerate from rates achieved during the 2004 to 2009 period, due to increasing market maturity and a shift in preferences to more environmentally friendly consumer goods and cleaning methods. In response to the "green" trend, wipes manufacturers will continue to develop more environmentally friendly products, such as those that are biodegradable. These and other trends are presented in US Wipes, a new study from The Freedonia Group, Inc., a Cleveland-based industry market research firm.
Convenience, consumer acceptance and innovation will remain driving forces in the consumer market, with hand and body, household cleaning, and a number of other, small volume consumer wipes projected to register the strongest growth. Growth in household care wipes, such as general purpose disinfectant wipes, will be propelled by the appeal of one-step, disposable wipes that provide a quick and convenient format for household cleaning chores. Hand and body wipes, such as bathroom hygiene and general purpose bathing, will enjoy increased market penetration. Market penetration of general purpose bathing wipes is increasing among individuals who are bedridden or find it difficult to enter and exit a bathtub. While baby wipes will remain the top selling type of consumer wipe, demand growth will continue to be restrained by market maturity, as well as continued replacement by newer, task-specific wipes in non-diaper applications, where baby wipes once enjoyed considerable popularity.
After suffering from slower sales during the recession that began in December 2007, the industrial wipes market will benefit from a rebound in manufacturing activity through 2014. As a result, the industrial wipes market is projected to achieve more rapid gains than the consumer market. Among industrial wipes, health care and manufacturing types will remain the largest segments of this market, with special purpose products such as surface preparation wipes and patient bathing wipes projected to see the fastest growth.
The Freedonia Group is a leading international business research company, founded in 1985, that publishes more than 100 industry research studies annually. This industry analysis provides an unbiased outlook and a reliable assessment of an industry and includes product segmentation and demand forecasts, industry trends, demand history, threats and opportunities, competitive strategies, market share determinations and company profiles.