CLEVELAND — Demand for cleansing wipes in the U.S. will increase 3.9% per year to become a $2.3 billion business in 2013, according to a new study of consumer and industrial wipes from research firm The Freedonia Group.
Wipes will continue to benefit from features such as ease-of-use, disposability, portability, and reduced risk of cross-contamination. However, growth rates will be slower than those achieved during the 2003 to 2008 period, due to the recession, market maturity and a shift in preferences to more environmentally friendly cleaning methods.
Though baby wipes will remain the top-selling type of wipe, demand for these products will suffer due to market maturity and continued replacement by newer, task-specific wipes in non-diaper applications. Growth in household care wipes will be propelled by the appeal of one-step, disposable wipes that provide a quick and convenient format for household cleaning chores. Wipes that do not provide the cost and convenience benefits demanded by consumers are expected to drop out of the market.
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