The Cleveland-based research company says these opporturnies include:
• continued development to premiumize and diversify products, such as of gentler formulations, greater use of natural additives, and sustainable, biodegradable, or more flushable substrates;
• introduction of application-specific wipes—such as healthcare acquired infection prevention—and increasingly value-added formulations of existing wipes;
• continuing adoption of wipes in areas that still see competition from alternatives such as separate cleaners and paper towels; and
• wipes targeting demographics that historically purchase fewer wipes, including men and seniors.
According to a 2019 Freedonia Group survey, most consumers of wipes prioritize convenience and flushability over other considerations. With sustainability concerns on the rise— and media reports driving doubts over the true flushability of flushable products—consumers want assurance that the personal care wipes they buy won’t harm the environment.