HAPPI - Wipes Spring 2014

fiber exterior and a polyester core for strength, according to Precision Fabrics Group.

“We were challenged two years ago to replace Huck towels,”
recalled Mark P. Painley, business director, consumer products,
Precision Fabrics Group, Inc. “It is designed to replace terry-
cloth towels imported from Pakistan that you will find in bars
and other businesses.”
Ultimately, however, Painley has his eye on the consumer
market. It can be used in the kitchen, bathroom, and garage
for all types of cleaning chores. In the kitchen it can replace
dishrags used for cleaning dirty pots and pans, and it can be
used with spray cleaners on counter tops, appliances, cook tops
and even floors. This towel is so absorbent that it can replace
the cotton dish towels normally used for drying work surfaces,
utensils and dishware.
“In near term, it will replace terry cloth in establishments—that’s
step one,” predicted Painley. “But I hope it finds its way to retail
shelves so that the consumer can have it and use it around the house.
We’ve been told that our strength and absorbency fits well with pla-
nograms at retailers such as Target, Home Depot and Lowe’s.”
If Painley’s timetable is right, the next generation of wipes
should hit retail shelves in about a year. n
THERE’S A WIPE FOR THAT!
Smart marketers understand that there is more than one way to segment the wipes category. Here are the top 5 vendors in the moist towelettes
category for the 52 weeks ending Jan. 26, 2014. Totals include US multi-outlet (supermarkets, drugstores, mass market retailers, military
commissaries and select club and dollar retail chains). Source: Information Resources, Inc., Chicago.

Company Sales Change Share Change Unit Sales Change Ave. Price Ave. Price Change Private Label 173,605,600 19.07 35.16 3.71 64,804,200 16.77 $2.68 $0.05

Kimberly Clark 163,128,500 4.94 33.04 -0.49 49,645,600 1.48 $3.29 $0.11

Playtex Products 72,583,130 -2.01 14.70 -1.28 42,094,440 2.21 $1.72 -$0.07

Procter & Gamble 40,444,820 13.40 8. 19 0.50 11,160,230 12. 33 $3.62 $0.03

Little Busy Bodies 15,895,410 17.90 3. 22 0.31 3,535,975 16. 11 $4.50 $0.07

Category Total 493,763,800 6.49 100.00 — 184,183,700 4.85 $2.68 $0.04
ARE BABY WIPES BEGINNING TO DRY UP?
Sales continue to grow, but demand for baby wipes has slowed as more specific products reach the market. Here are the top 5 vendors in the
baby wipes category for the 52 weeks ending Jan. 26, 2014. Totals include US multi-outlet (supermarkets, drugstores, mass market retailers,
military commissaries and select club and dollar retail chains). Source: Information Resources, Inc., Chicago.
Company Sales Change Share Change Unit Sales Change Ave. Price Ave. Price Change
Private Label 470,842,900 5.97 40.86 1.20 118,815,300 4.73 $3.96 $0.05