Excluding baby wipes,the personal care wipes market may be the smallest segment of the overall wipes market,but it is one of the fastest growing segments.
According to a related recent report,the personal care wipes market is expected to generate approximately$2.8 billion in sales and consume more than 88,000 tons of nonwovens by the end of 2016.Market researchers estimate that sales will increase to$4.1 billion and consume more than 133,000 tons of nonwovens by 2021.
Covering wet toilet paper/flushable wipes,feminine hygiene wipes,adult incontinence/shower wipes and other similar wipes,including insect repellent and tanning wipes,beauty and facial wipes are the largest piece of the personal care wipes share,and the highest priced in the category.
According to the head of industry research at the international market research firm,sales of wipes are still largely concentrated in developed markets,as high prices are a key constraint for consumers in developing regions.Although consumers in developed markets typically have higher disposable incomes,pricing remains a challenge.
Recognizing that consumers in developed markets are not necessarily willing to pay excessive prices for wipes,Uduslivaia said baby wipes are the largest category and often serve as a"pricing benchmark"for shoppers who purchase other personal care wipes."We've seen some new product launches in the last two or three years that cost more than$10 for a pack of 48,but the price at mass retailers in the U.S.has just dropped to less than$5.This is a testament to the sensitivity of consumers to wipes pricing."
According to a related statement,in addition to beauty and facial wipes,toilet wipes,or wipes that can be flushed out,are also selling well."Product development has stimulated demand,"she explained."Toilet wipes remain a relatively small category in terms of volume.Even in some developed markets,the category is relatively new and the market has yet to be nurtured,which creates a basis for further growth.For example,in the U.S.and Canada,most toilet tissue usage is growing positively;promotions and more advertising are helping to boost sales in this category.
Although the category has been accused of being detrimental to plumbing and wastewater treatment systems,no very serious impact from this has been seen in all the negative headlines."
The investment in product development is still ongoing,"she says."However,it all depends on how successfully the industry addresses and reverses the growing movement by local/municipal authorities to enforce strict guidelines to eliminate toilet wipes complaints and potential bans(as some are still considering)."