The personal care wipes market continues to see growth as more consumers seek a quick, convenient and hygienic lean. Recent statistics from Euromonitor International
predict the market will grow at a compound annual growth rate
of almost 3% from 2014-2019. While a number of new products
are targeting women in the facial cleansing category, men’s wipes
are beginning to gain traction in the marketplace.
According to Euromonitor’s Jabel Parayil, an analyst for tissue
and hygiene, men’s wipes are a small segment within personal
care wipes, which in itself makes up a small portion of the overall hygiene category. And while larger manufacturers seem to be
ignoring wipes for men, he says smaller brands are seeing this
niche market as an opportunity for them to build a consumer
base and place more and more products into a man’s daily hygiene routine.
There are several reasons why new wipes companies are targeting the male demographic, Parayil says. First, they are looking
to attract men in the 24-35 age range who have the disposable income and who want the benefit of wipes added to their daily hygiene regimen. Secondly, these wipes brands are hoping to create
a“customer for life” once the products become part of the daily
routine. Finally, he says, wipes are simple, and are continuously
in need of restocking which could encourage automatic ordering
of the product. “This plays well in line with the larger growing
trend of subscriber based consumer products that are automatically shipped to the customers home,” he explains.
In the overall personal care products categories, Parayil is seeing more interest among men.“Though men tend to have more
disposable income compared to women, overall they are fairly
low-key in their grooming habits and income does not necessarily translate into higher volumes as they still have a lot less products in their bathrooms compared to women. That being said,
men tend to like and purchase what they believe to be quality
products, and this is the area where wipes specifically marketed
towards men are trying to infiltrate. This interest in utilizing more
personal care products is a culmination of more information,
more income, and more marketing,” he says.
Flushable Wipes For Dudes
One of the pioneers in the men’s wipes category is Dude Wipes,
the recipient of INDA’s Visionary Award in 2013. Co-founded
by Sean Riley, Brian Wilkin, Jeff Klimkowski and Ryan Meegan
shortly after graduating college in 2012, Dude Wipes are hypoallergenic flushable wet wipes infused with Vitamin E and aloe.
The men were wipes enthusiasts prior to their venture into
the business—going through bulk packs of baby wipes as part of
their daily bathroom routine—but were frustrated for not having
wipes with them at work or outside of their apartment, according
to Meegan. After realizing they probably weren’t the only guys
using baby wipes in the bathroom, they saw an opportunity in
the growing flushable wipes market.
“We figured if we could put a blunt, entertaining and mascu-
line brand around wipes we might be on to something,” Meegan
says. “We always knew we would get the ‘closet wipe guys’ to
switch over to Dude Wipes, which we have, but what has also
been great is that guys who never thought to use wipes in this
way are getting on board too.”
Setting Dude Wipes apart from other flushable wipes in the
market is their larger size—they’re about 25% bigger than other
brands. Dude Wipes’ home pack wipe is 48 square inches and its
As more men groom with personal care products, new
innovators are seeing opportunities in the wipes market.
By Tara Olivo, Associate Editor