Two years ago, the wipes industry was challenged with extraordinary demand for disinfecting products due to the Covid-19 pandemic, and this surge led to a global increase in capacity by manufacturers of wipes and the materials that make them. Today, as restrictions have eased with schools, offices and travel opening up, and the general public becoming less worried about the risk of infection, demand for disinfecting products, including wipes, has leveled off.

Michael Wettstein, VP Sales, Kleen Test Products, a manufacturer of wipes, says that after over 18 months of high demand, the household wipes market has softened. “This softness in the market is primarily driven by the high inventories that currently exist throughout the retail landscape as retailers and distributors stocked up heavily to meet the immediate demand. As we all learned more about the transmission of Covid-19 and consumers became less concerned about the risk of being infected by Covid-19 due to surface contact, consumer demand for household cleaning wipes slowed.”

After consumers couldn’t find product on the shelf two years ago, the scenario has changed drastically, says Brian Sansoni, senior vice president, Communications, Outreach & Membership, American Cleaning Institute (ACI). “Today, products are readily available. People are not locked up in their homes anymore; they were cleaning more at home. Now, comparatively, they’re out and about: they’re traveling, they’re dining in restaurants. The cleaning occasions aren’t as proficient as they were when we were all at home. So, compared to where we were, the demand isn’t as high.”

People are still buying wipes, but just not at that unbelievable level that they were in 2020. “I think everyone knew that was eventually going to happen,” he adds.

An American Cleaning Institute survey that was conducted in February 2022 by the research firm Ipsos found that 78% of respondents have disinfecting sprays or wipes in their homes. Meanwhile, 88% of those surveyed said that disinfecting frequently touched surfaces is important to them in helping prevent the spread of illness in their home. “Clearly people still recognize that they need to regularly clean and disinfect in their homes,” Sansoni says.

Right now, the industry is dedicated to still making sure cleaning and hygiene remain front and center in consumers’ daily lives. The focus now is on what ACI calls smart, targeted hygiene: using the right product, in the right way, at the right time. “That’s why cleaning and disinfecting wipes are still so valued in millions of households on a weekly basis,” he adds.

According to market research firm Euromonitor International, in 2021, globally, interest in household disinfecting wipes flagged considerably due in large part to vaccination progress and a commensurate softening of consumer cleaning intensity out of pandemic fatigue. “However, per capita/household consumption over the next five years is expected to remain above pre-pandemic norms due to enduring health vigilance and cleaning practices,” says Liying Qian, senior analyst at Euromonitor International.

This is indicated in Euromonitor’s consumer surveys as well. In North America, for example, 70% and 58% consumer respondents said they expect more frequent hand washing and frequent disinfecting of common surfaces, respectively, to be permanent changes in consumer behavior post-pandemic, according to Euromonitor’s Consumer Health Voice of the Consumer survey fielded in April 2021.

Even with the current slowdown in the market, Kleen Test Products still expects growth in the wipes category. “Despite the popularity of wipes, there are still consumers who currently use traditional cleaning products some or all of the time,” Wettstein says.

The company anticipates growth within the wipes market will come from these customers transitioning from other cleaning products to wipes for more of their cleaning needs. Additionally, new and innovative wipes products entering the market will generate growth. “As household cleaning wipes manufacturers continue to increase the efficacy of the solutions and pair those solutions with the appropriate fabrics, more and more consumers will change from traditional cleaning products to wipes as the cleaning performance will meet their needs in a much more convenient format than using a spray liquid and a towel,” he adds.

Ernesto Levy, chief growth officer at Radienz Living, a North American manufacturer of home and personal care products, says consumer desire for clean and healthy homes will continue to drive growth in the category. “Furthermore, the normalization of working from home or hybrid work arrangements will further drive the desire for home environments that foster peace of mind.”

Rockline Industries, one of the major wipes manufacturers in North America, is confident the wipes market will continue to grow. In fact, the company announced major investments during the pandemic to keep up with the increased demand for wipes. A $20 million disinfecting wipe production line installed in Sheboygan, WI, nearly doubled the company’s production capacity. The company also spent more than $18 million on the installation of additional production lines at its three Arkansas-based wet wipes manufacturing facilities.

The new equipment includes high capacity wet wipe production lines in Rockline’s 370,000-square-foot facility in Springdale, its 240,000-square-foot facility in Russellville and its 1.2 million-square-foot facility in Booneville.

The investments in its Wisconsin and Arkansas operations are now fully operational. “Continual reinvestment in our business is a core value at Rockline so we are perpetually investing in our growth,” says Christopher Dresselhuys, business director, North American Retail Products, Rockline.

Rockline fully expects the home care wipes market to continue growing in the coming years, fueled by the organic forces that have always existed, according to Dresselhuys. “In particular, factors such as permanent hybrid or full work-from-home employment scenarios mean people are spending more time in their home environments and that is leading to increased cleaning activity. The pandemic has also increased people’s awareness and sensitivity to how sanitary their personal environments are and keeping those environments as clean as reasonably possible is now seen as an important part of maintaining their personal wellness routines.”

Sustainability at the Forefront

Despite consumers opting for any cleaning product and disinfectant they could get their hands’ on early on in the pandemic, environmental sustainability has remained at the forefront for the wipes industry supply chain. Driving this is global anti-plastics legislation and consumers’ growing desire for environmentally friendly alternatives. Manufacturers have been working hard to make greener products by increasing the use of plant-based fibers in wipes substrates, reducing the amount of plastic packaging used and/or using recycled materials, as well as developing more plant-based cleaning formulas.

In February, The Albaad Group, a global manufacturer of nonwovens and wet wipes, confirmed it was committed to the sustainability trend in wipes when it announced it would invest around €50 million in expanding and improving its environmentally friendly nonwoven production line. The line will produce a sustainable fabric that will be made entirely from natural fibers and will be biodegradable, fully flushable and plastic-free.

“As one of the world’s largest producers of wet wipes and nonwovens, we at Albaad understand and embrace the importance of innovation as an engine that drives growth and we are committed to delivering eco-friendly products of the highest quality in order to create a better world for us to live in,” says Albaad CEO Dan Mesika.

The company expects to launch the new nonwoven line in 2023.

As wipes continue to be a norm in consumers’ cleaning routine, Qian, of Euromonitor, says the amount of plastic waste they generate and the harmful chemicals they contain become a growing concern. “Consumers are embracing ingredients and formulas associated with both physical and environmental well-being to elevate perceptions of more holistic propositions. Ingredient-led improvements and narratives help bring credibility, transparency and education around safety and sustainability. More companies are beefing up a proposition that embodies personal and planetary health to meet demand for purpose-driven credentials.

“That being said,” she continues, “sustainability is important to a limit if we take into account pricing and other consumer priorities. For example, when asked what product features consumers are willing to spend more for, sustainable features are ranked behind quality, performance claims (e.g., stain removing) and value for money, according to Euromonitor’s Voice of the Consumer Lifestyles survey fielded in January and February 2022. In other words, sustainability is better valued when paired with high quality and efficacy,” she says.

Likewise, ACI’s National Cleaning Survey shows product effectiveness is still the most important attribute for consumers in choosing cleaning products.

According to Sansoni, ACI’s member companies, wipes manufacturers included, are putting a premium on developing innovative and sustainable products to meet growing consumer demands. “What this shows us is that ACI member companies are working to create products that are sustainable and effective.”

For its part, Rockline continues to work diligently to improve the sustainability of its products. “Consumers continue to demand that the products do their job cleaning effectively and efficiently, but still demand sustainability where possible,” Dresselhuys says.

Rockline achieves this by taking an “all of the above” approach in its sustainability related efforts. The company is exploring optimally sustainable materials, material reductions and operational improvements, as well as ensuring its suppliers are complying with sustainability standards.

Similarly, Kleen Test’s efforts start at the early stages of product development as its technical teams work with its customers and suppliers to focus on providing sustainable formulas and packaging materials. 

“Kleen Test continues to identify new suppliers and materials that meet the needs of a market that is looking for more sustainable options,” Wettstein says. “Despite the headwinds caused by the current excess supply in the retail and distributor network, growing inflation and the fear of recession, there is still a continued focus and interest in improving the sustainability of cleaning products.”

For Radienz Living, virtually all of its offerings have an eco-friendly alternative to them – whether it’s formulas, packaging or substrate, according to Levy. Radienz offers a canister that uses 23% less plastic, flatpack wipes that offer portability with less plastic use, and it uses substrates that are 100% plant-based. Additionally, disinfecting using the company’s exclusive Citric Acid based disinfecting formula delivers the same germ kill claims without harsh chemical worries.

For major wet wipes manufacturer Nice-Pak, the company’s environmental initiatives span the entire life cycle of its products, including increasing the use of sustainable wipe fibers, reducing greenhouse gas emissions from its operations and promoting sustainable forestry, according to John Iarocci, vice president of R&D and Quality at Nice-Pak. “We support healthy forests in our supply chain by prioritizing the use of cellulosic fibers sourced from environmentally managed forests,” he says.

Nice-Pak has also made a commitment to use 100% certified fiber in its flagship Nice ‘N CLEAN brand by the end of 2025.

On the formulation side, Mike Lyons, VP of business development and general manager, Brands, Nice-Pak, says it’s clear that consumers are looking for less chemicals. Early next year, the company will be introducing Nice ’N CLEAN Kitchen Sanitizer, a sanitizing wipe that kills 99.9% of common household bacteria, including Covid-19, but leaves no harsh chemical residue – so it’s good for use on surfaces around kids and pets.

The two biggest brand names in wipes, Lysol and Clorox, are also innovating in the eco-friendly space.

Although Clorox halted production of its Compostable Cleaning Wipes, which it launched in January 2020, during the early part of the pandemic to prioritize the manufacture of products that could be manufactured quicker, production has since resumed and the company expects compostable wipes to become a large portion of its portfolio in the future.

In fact, in partnership with Meredith Corporation’s Real Simple last year, Clorox launched the Real Simple Cleaning Collection, a new line of EPA Safer Choice Certified products. The debut items in this line of natural cleaning products include an All-Purpose Cleaner spray and Compostable Wipes.

Both the Real Simple All-Purpose Cleaner and Compostable Wipes are formulated without parabens, dyes and other harsh chemicals and are safe for use on hard, non-porous surfaces, including granite, tile and stainless steel. The All-Purpose Cleaner spray, made using renewable energy, features a 99.9% biobased formula and the Compostable Wipes can be composted when users are done. Both products are available in two scents: Sweet Orange & Basil and Cherry Blossom & Rose.

Meanwhile, Reckitt recently launched Lysol Disinfecting Wipes Made From 100% Plant-Based Fibers, which are formulated to kill 99.9% of viruses and bacteria on surfaces around the home. The plastic-free wipe is made from 100% plant-based fibers and comes in a recyclable canister. Like other Lysol disinfecting wipes, Lysol Disinfecting Wipes Made From 100% Plant-Based Fibers clean and disinfect most household hard, non-porous surfaces and kill the Covid-19 virus in 30 seconds.

Lysol Disinfecting Wipes Made From 100% Plant-Based Fibers is available in a Fresh Citrus scent and comes in 30-count and 70-count packages. 

Meanwhile, a new brand—Biom­—marrying the power of good design with functionality to bring sustainable innovation to everyday wipes is looking to clean up what it calls a “horribly wasteful industry.”

Biom set out to reimagine the way that consumers interact with wipes by developing an aesthetically pleasing and eco-friendly refillable dispenser that minimizes plastic waste.

“We are eliminating single-use plastics to the maximum extent and providing safer solutions that are kind to both humans and the environment, while still maintaining efficacy for the task at hand,” says Will Gahagan, the company’s CEO and co-founder.

The company’s patented refillable dispenser allows for optimal results—one, fresh wipe is guaranteed during each use. The dispenser is available in Sea Foam, Black, White and Hunter Green color options.

“The pandemic has driven a 150% increase in the use of disinfectant wipes,” says Gahagan. “Consumers are seeking out these types of products now more than ever, but are unaware of the harm they cause to both themselves and the environment, which is what inspired my co-founder Hank [Schellenger] and I to create biom. The industry has long lacked innovation and the consumer demand for change is certainly present—before our website even launched, we had an impressive waitlist.”

While developing the wipes, Gahagan and Schellenger evaluated viscose, bamboo viscose, 40% hemp and 60% viscose, and cotton. “The 100% viscose is able to be produced using less water than the other options, which we liked,” says Gahagan. “We also found the substrate to perform better than the other options as a scrubber. The hemp/viscose was interesting as it had the strongest absorption, but the feel was a bit rougher, which we received some negative feedback on.”

Biom ultimately chose a viscose substrate with a lower GSM (40%) than most other cleaning and hand wipes found on the market, which reduces the amount of material used and also allows the wipes to break down faster. According to Gahagan, biom wipes were tested and broke down in 14 days in aerobic conditions, and 28 days in anaerobic conditions. They are also home compostable, unlike many other wipes which advertise as being compostable but require access to a local compost facility.

Biom’s Sanitizing and All-Purpose Wipes contain all-natural scents derived from essential oils, with no synthetic fragrances. All wipe fibers are extracted from sustainably grown wood, using a unique closed-loop system, which recovers and re-uses solvents, minimizing the environmental impact of production. Biom’s wipes are gentle on the skin, with efficient moisture management and a high tenacity profile. To eliminate the single-use tube that many wipes are available in, biom’s packaging is made from 75% post-consumer recycled material and is #1 (PET), using a flow wrap machine to reduce plastic waste by +85%.

“We craft all of our wipes with the consumer and planet in mind,” Gahagan says. “As it relates to formulations, we operate under the mantra ‘less is more,’ and we look to strip away all ingredients which are not necessary. We chose to produce an all-purpose cleaner and a sanitizing line as we are big believers that not all bacteria is bad bacteria, and in the wake of Covid we were concerned that everyone was going a bit crazy disinfecting everything. Thus, we went forward with a skin friendly germ killer and a more gentle cleaner with a mild soap (all purpose).”

In the sanitizing line, biom uses 65% alcohol as the active (organic, derived from sugar beets) in the formulation. “We chose alcohol as it is effective against 99.9% of bacteria, safe to use on skin—we add a dash of aloe to prevent hands from drying out—and also effective on surfaces like keyboards, doorknobs, phones, and other bacteria prone areas. Alcohol is a great solution as it does not require washing a surface with water after use (like most other disinfectants).”

Biom’s All-Purpose wipes are ideal for more regular cleanups and are effective at covering larger surfaces. They are made with a vegetable-derived surfactant, which is a mild soap that is safe on humans, pets and surfaces.

Biom’s All-Purpose and Sanitizing Starter Kits are available from $39, which includes a refillable dispenser and two wipe refills. The brand’s plant-based Sanitizing Wipes are available in Eucalyptus Chill and Bergamot Bloom scents, while the All-Purpose Cleaning Wipes are available in Lavender Ease and Grapefruit Zest scents.