US Household Care Wipes

The average price of household care wipes dipped during the pandemic. This was attributable to a shift in consumer habits, as buyers began to use less expensive general cleaning wipes instead of specialty products. This was exacerbated by an influx of lower-cost private label brands that came on the market to help meet the sharp increase in demand, and then remained on shelves after the immediate wave subsided. Consequently, retailers were left with a glut of commodity disinfectant wipes.

Following an inflation-related spike in 2022, prices will remain elevated as consumers revert back to pre-pandemic buying habits that include reduced use of less expensive private label general purpose cleaning wipes and greater use of more specialized household care wipes. These prices will also be sustained by continued innovation in product formulations that incorporate higher value substrates and additives.

Demand to Remain Well Above Pre-Pandemic Levels

Growth for household care wipes will be moderate as consumers adapt and rethink their cleaning habits, in many cases (especially with surface disinfection) returning to habits that more closely resemble pre-pandemic routines. However, demand will remain well above pre-pandemic levels due to new habits that became established during the pandemic. In addition, the surge in demand during the initial phase of the pandemic expanded the base of wipes users, making a greater number of consumers more amenable to products that provide both convenience and the ability to reduce cross-contamination for house cleaning tasks.

Study Description

This Freedonia industry study analyzes the $443 million US household care wipes industry. It presents historical demand data (2011, 2016 and 2021) and forecasts (2026 and 2031) by application (general purpose, floor care, other), and type (wet, dry). Floor care wipes are broken into electrostatic and wet wipes. Other household care wipes are broken into dusting & polishing wipes and glass wipes. The study also evaluates company market share and competitive analysis on industry competitors including Nice-Pak, Proctor & Gamble, Clorox, Rockline, and Kimberly-Clark.