Demand for all types of wipes is forecast to expand 3.1% per year to $3.7 billion in 2023. Private label premiumization and diversification will impact volume and value growth in major markets, including baby wipes. Pricing increases in many markets reflect innovations in substrates and the use of natural formulations, which raise product value. Industry goals pertaining to flushability, dispersibility, sustainability, and effective disinfection will encourage product development.
According to analyst Chad Henry, “The risk of cross-contamination and HAIs will encourage the further adoption of disinfectant wipes products over alternatives such as reusable cloth rags and paper towels.”