Personal Care Wipes Respond to Change

Like most consumer markets in 2020, personal care wipes trends were upended by the Coronavirus pandemic. As consumers worked overtime to sanitize their homes and themselves, demand for disinfectant and hand sanitizing personal care wipes skyrocketed. At the same time, toilet paper shortages, brought on by consumer stockpiling, led consumers to try flushable personal care wipes, driving up this category. And, experts predict demand to stay strong.

People are going to continue to focus on keeping their hands as clean as possible and disinfectant personal care wipes make this way more convenient. With flushable wipes, we have seen that even as toilet paper supply began to return to shelves, many consumers continue to use moist toilet tissue and flushable personal care wipes.

Personal care wipes, meanwhile, are expected to be the fastest growing consumer segment, generating nearly $4 billion in sales. Baby wipes, which are the largest personal care market, with global retail sales of about $5.7 billion, have faced slow growth for several years based on a number of factors including lower birth rates, high penetration rates and new applications for personal care wipes. In 2020, however, baby wipes sales surged as consumers hoarded all types of personal care wipes.

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