Analysis: North American Wipes Industry 2005-2010

The North American consumer and industrial/institutional market is much larger than previously understood, benefiting from an unprecedented five-year period of double-digit growth; this is just one of the findings of a recently completed study by INDA, the Association of the Nonwoven Fabrics Industry

The report focuses on the consumer and industrial/institutional disposable nonwoven wipes market and also reviews the laundered and rags market. The results point to a surprisingly strong market for disposable nonwoven wipes today, and an even brighter future for this market in the next five years.

Among the study’s findings:

• The industry’s sales to end-users will approach $3.8 billion in 2005, consuming 2.9 billion square meters of nonwoven materials, almost triple the volume consumed a decade earlier.
• The consumption of spunlaced material in wipes production now exceeds airlaid pulp volume. However, there are developments within the industry that could put airlaid pulp back into the top spot.
• Baby wipes has historically been the largest consumer segment. However, according to the study, household wipes are now the leading product segment, accounting for 45% of consumer wipes’ sales.
  

While the industry’s growth is slowing as some products launched several years ago reach their market potential, major national brands continue to expand the market with new product innovations. A prime example is Procter & Gamble’s expansion of the award-winning Swiffer electrostatic floor wipes with Swiffer Wet . . . then Swiffer Wet Jet and dusting items. Some consumer sub-segments grew more than 20% per year and continue to grow rapidly.

Driving the growth of household wipes has been the introduction of new floor cleaning wipes, antibacterial wipes, polishing wipes and a variety of new product introductions. Personal wipes’ sales to end-users in 2005 surpassed $600 million. Opportunities in the household and consumer segments seem endless as new product launches continue.

This report reviews the growth of the North American Wipe Industry including 1995, 2000 and 2005 and provides a five-year forecast through2010. The major consumer and industrial/institutional segments are analyzed separately. Current volumes by segment (2005) and a forecast through 2010 are provided in square meters and tons. The total tonnage of nonwoven volume used in wipes will be broken down by nonwoven technology.

INDA’s mission is to promote the growth and profitability of the nonwovens industry. It is also our role to serve the worldwide interests of our many members and consumers of the industries’ products. To that end, we are publishing this report on the North American Wipes industry to provide a benchmark of the industry’s position at the beginning of the 21st century and its outlook for growth.