ers. While antibacterial preparations continue to be at the
front of consumers’ minds when purchasing surface care
wipes, kitchen towels present an ongoing threat as a category still in relatively rapid growth in Western Europe
( 3.5% though 2011), as manufacturers have aligned themselves to hygiene and functionality. There has also been
significant new product development activity with the emergence of washable/reusable products such as Sofidel’s
Nicky Supreme, which made an appearance on the U.K.
market in 2012. Seeing kitchen towels bridging the gap
between reusable and disposable has played well with consumers in these times of austerity.
‘Front of House’
Kitchen towels pose a significant barrier to wipes, through
a combination of improved design and widespread usage
developed over the last decade. The popularity of kitchen
towels has no doubt been encouraged by kitchen top dis-
pensers, which make kitchen towels and other tissue
products “front of house” items. This means they are
rarely hidden in cupboards or under countertops, as is fre-
quently the case with wipes due to their fairly unappealing
plastic packaging. While wipes packaging is undoubtedly
functional and may well keep the contents safe and stand
out in the supermarket, it discourages consumers from
displaying these products.