Convenience, consumer acceptance and innovation will
remain driving forces in the consumer market, with hand
and body, household cleaning and a number of other, small
volume consumer wipes projected to register the strongest
growth, according to Freedonia.
Growth in household care wipes, such as 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. Hand and
body wipes, such as bathroom hygiene and general purpose
bathing, will enjoy increased market penetration. In addition, market penetration of general purpose bathing wipes
is increasing among individuals who are bedridden or find it difficult to enter and exit a bathtub.
While baby wipes will remain the top-selling type of consumer wipe, demand will continue to be restrained by market maturity, as well as continued replacement by newer, task-specific wipes in non-diaper applications, where baby wipes once enjoyed considerable popularity.
After suffering from slower sales during the recession that began in December 2007, the industrial wipes market will benefit from
a rebound in manufacturing activity through 2014, noted Freedonia. As a result, the industrial wipes market is projected to achieve
more rapid gains than the consumer market.
Among industrial wipes, health care and manufacturing types will remain the largest segments of this market, with special purpose products such as surface preparation wipes and patient bathing wipes projected to see the fastest growth.
More info: www.freedoniagroup.com
2004 2009 2014 2004-20092009-2014
WipesDemand 1421 1830 2260 5.2 4. 3
BabyWipes 418 528 587 4. 8 2.1
DisinfectantWipes 192 271 361 7.1 5. 9
IndustrialWipes 238 254 310 1.3 4.1
Other 573 777 1002 6. 3 5.2
U.S. WIPES DEMAND
(million dollars and anual growth)
Percentage of Consumers Buying Organic Holds Steady
• For the third straight year, the percentage of U.S. consumers purchasing organic products has held steady in the 38-39% range,
according to Shelton, CT-based marketing research and consulting company, TABS Group, Inc. And while there has been no growth in
the buyer count of organic products since last year, there was a considerable shift in where consumers are shopping for organic items.
According to TABS, there were big shifts in the outlets where consumers report that they purchase these products most often. The
big winners were traditional grocers ( 41.0% to 44.1%) and Target (1.8% to 4.1%), while the losers were Walmart ( 18.6% to 12.4%), Trader
Joe’s ( 11.5% to 10.7%) and other natural foods ( 6.2% to 4.6%).
While food represents the bulk of the organic purchases made by consumers—for example, fresh fruits alone continue to be the
highest penetration category for organics at 27% of consumers—skin care and hair care were the only two categories that registered consecutive years of annual gains. Skin care came in at 7%, hair care at 5% and cosmetics at 3%, according to the company.
More info: www.tabsgroup.com
Too Many Choices in the Beauty Aisle?
• WSL Strategic Retail’s Pulse of Shopping Life reveals that shoppers still find it hard to pick products in a number of CPG
categories. In fact, WSL contends that overall, approximately 25% of all shoppers have difficulty making purchase decisions because there
are too many choices.
WSL first tested 24 categories for“shopability” in 2005, asking category purchasers how hard it is to choose products, and compared
that to data found recently.
Beauty products were at the high end of the list with 29-30% of women reporting confusion. However, WSL said lipstick and hair
color categories did improve somewhat, up between 5-8 points.
Beauty isn’t the only area in which consumers appear dazed and confused. According to WSL’s report, laundry detergent became a
more difficult sector for consumers to navigate, rising 5 points between 2005 and now.
According to WSL, most shoppers go into“autopilot” when faced with difficult decisions, narrowing down their choices according
to price, buying what they always buy or going with what’s on sale. Only 7% walk away, according to WSL’s report.
While rank order of choosing a product is the same for all generations—price, habit, sales—Millennials’ behavior shows the future
solution to shopability, according to WSL.
More Millennials will look for advice, either from a sales associate (16%) or their smart phone to either text a friend for advice (17%),
or look up product reviews (11%).