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- US Wipes Market Report 2024
US Wipes Market Report 2024
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Consumers want gentle, skin-friendly formulas and plant-based substrates across the household and personal care wipes market. Demand is especially strong for disinfecting wipes that use gentle, natural ingredients.
Outside the US, there are growing mandates for plant-based substrates. This influences innovation within the US due to the globally consolidated nature of the wipes market and the need for a standardized asset base. This circumstance is making the market leaders greener, while making it harder for eco brands to differentiate from the mainstream. This is also an opportunity for eco brands to differentiate around tree-free wipes substrates because market leaders are building their supply chains around wood pulp.
One surprising finding from Mintel’s survey is that parents place the most stock in the sustainability benefits of natural wipes, but are simultaneously the most likely to believe that natural wipes come with a performance deficiency. Brands should consider this a call to action to merge sustainability, performance and affordability.
Overall, the report illustrates a sector at a pivotal point, where consumer-driven sustainability demands, regulatory influences, and innovation intersect. Companies that can respond to these challenges will be well-positioned to lead in this increasingly competitive market.
Regulatory pressures and consumer demand are driving a shift to natural fiber wipes.
Jamie Rosenberg, Associate Director, Global Household and Personal Care
For the purposes of this Report, Mintel has used the following definitions:
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