Personal hygiene, household cleaning wipes to pace consumer segmentConvenience, consumer acceptance and innovation will remain driving forces in the consumer market, with personal hygiene and general purpose household cleaning wipes projected to register the fastest gains. Growth in 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. These wipes also offer a fast and easy cleaning alternative for consumers with little free time. Personal hygiene wipes will enjoy increased market penetration. For example, the concept of wet bathroom tissue as part of a standard bathroom routine is gaining acceptance, especially since the industry has become diligent on developing not only flushable but dispersible products. Gains in the infant population will benefit the large baby wipes category. However, consumers who used baby wipes for non-diaper applications during the recession will return to task-specific wipes.
US Wipes Industry
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