Personal care wipes market outlook

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Without a baby wipe, the market for personal care wipes may be the smallest part of the overall wet wipes market, but it is one of the fastest growing segments.

According to a recent report by Smithers Pira, the personal care wipe market is expected to generate approximately $ 2.8 billion in sales by the end of 2016 and consume more than 88,000 tons of nonwovens. Market researchers estimate that by 2021 sales will increase to 4.1 billion U.S. dollars, consuming more than 133,000 tons of nonwovens.

Cover wet toilet paper / rinse wipes, feminine napkins, adult incontinence / bath wipes and other similar wipes, including insect repellent and tanning wipes, and beauty and facial wipes are the largest share of personal care wipes , And the price is the highest in the category.

According to Svetlana Uduslivaia, director of industry research at Euromonitor International market research firm, sales of wipes are still mainly concentrated in developed markets as high prices are a key constraint for consumers in developing regions. Although consumers generally have higher disposable income in developed markets, pricing remains a challenge.

Uduslivaia believes consumers in developed markets are not necessarily willing to pay too much for wipes, and Uduslivaia said baby wipes are the largest category, often as a "pricing benchmark" for shoppers buying other personal care wipes. "We've seen some new products launched in the past two or three years, a pack of 48 for more than $ 10, but the price for a large retailer in the United States has fallen to just under $ 5. This proves that consumers are more comfortable with wet Sensitivity to towel pricing. "

According to Uduslivaia, sales are good, except for beauty and facial wipes, toilet wipes or disposable wipers. "Product development stimulated demand," she explained. "Toilet wipes are still a relatively small category, and even in some developed markets, this category is relatively new and the market needs to be nurtured, creating the basis for further growth, for example in the United States and Canada where most toilets The amount of wipes used is growing at a positive rate; promotions and more ads help promote sales in this category.

Although this category was accused of adversely affecting plumbing and wastewater systems, Uduslivaia did not see the most serious impact from all the negative headings. "Investment in product development is still going on," she said. However, all depends on how the industry successfully tackles and reverses the growing movement, with local / municipal authorities enforcing stringent guidelines to eliminate toilet wipes complaints and potential bans (as some are still thinking) "