A key trend affecting all wipes is sustainability. Pandemic-reinforced cleaning routines have positioned wipes as convenient daily essentials; however, with consumers increasingly recognising the environmental consequence of regularly using wipes, many are shifting to products that are considered to have less of an impact.
The wet wipes industry is increasingly moving towards regulating labelling in terms of whether wipes are flushable – particularly, but not exclusively, for moist toilet wipes. With the increasing incidence of litigation bringing the accuracy of labelling of flushable wipes under scrutiny, and more states passing bipartisan laws that require proper labelling of non-flushable options, players are expected to undergo stricter self-inspection and product marketing prior to launch.
With increased use of wipes, consumers’ concerns about the adverse effects of excess cleaning will also grow, with skin microbiome balance being a key issue that they expect to be further addressed by players. The microbiome is critically important for skin health, and therefore ingredients that can restore the barrier and help normalise skin pH could offer opportunities to brands wanting to differentiate themselves from the competition through specific benefits.
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Understand the latest market trends and future growth opportunities for the Wipes industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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