Sure, they work on baby’s bottoms, but can they blunt the odor of, um, blunts?

For decades consumers have relied on wipes to take care of their toddlers, remove their makeup and disinfect their countertops. Now, wipes have moved beyond those traditional spaces and industry observers say they could provide a lift to an already huge segment.
Regardless of how they’re using them, it’s clear that consumers still can’t seem to get enough of them; according to IRI, Chicago, sales of moist towelettes rose nearly 5% to more than $1.7 billion in food, drug and mass retailers for the 52 weeks ending Jan. 25, 2015.

More good news for roll good manufacturers is that wipes continue to occupy prime real estate in the high-margin beauty sector.

That’s because as a society characterized by hectic lifestyles, products that are efficient and convenient resonate with consumers more than ever, explained Cali Carter, marketing coordinator, Diamond Wipes. She noted that people are spending more time working, commuting, and exercising compared to a year ago.

“Consumers still seek quality beauty and personal care products, but many are looking for these types of products in a form that is suitable for multitasking or grooming on the go, such as wet wipes,” she says. “These portable wipes are not only convenient, they can address multiple needs within the beauty and personal care sectors leading to increased sales within the category.”

Procter & Gamble is the dominant player in the U.S. household and personal products industry, and Olay is the dominant brand in the mass skin care market. Just last month, Olay rolled out Clear Skin Collection under its Olay Fresh Effects banner. Alongside the usual salicylic acid-based blemish remover and redness-reducing mattifier, the line includes dual-action, oil-reducing and exfoliating wet cloths, that contain something called Textured Exfoli-dots technology, which promise to clean deep to wipe away dirt, oil and dead skin cells.

Texture is top-of-mind at Butter London, too. In January, the beauty brand rolled out Glitter Scrubbers Textured Remover Wipes. The super-saturated wipes promise to take off the toughest glitter lacquer and nail art with ease. Each travel-friendly wipe contains vitamin E and aloe to nourish nails and prep them for the next round of polish, according to Butter London. The price is certainly pretty for wipe makers—a pack of 10 individually wrapped wipes retails for $12.

Aubrey recently rolled out the Calming Skin Therapy line, which includes cleanser, toner, moisturizer, mask, serum and wipes, which are said to gently remove impurities while soothing and calming stressed skin. Besides the ubiquitous aloe vera, the formulas contain three novel materials. Sea aster, for example is said to provide fast-acting relief and protection for skin types that become easily inflamed or irritated.; prickly pear is billed as an emollient and sooth agent that restores softness and elasticity to skin when used twice daily for 14 days and beet root extract is said to have a balancing effect on skin; i.e., it calms oily, greasy skin or hydrates dry complexion.

Carter noted that facial sheet masks appease the need for convenience. Product launches in the category, reflect an increased eagerness to try new skin care applications globally. They serve both specialized and multifunctional skincare needs for consumers and typically deliver better moisturizing benefits than traditional facial masks. These facial sheet masks help busy people indulge in pampering by offering a spa-like experience within the comfort of the home. As more facial sheet mask offering a variety of products are introduced to the market and as more formulations transition from traditional to sheet formats, sheets masks will continue their growth while expanding into more markets.

Clorox on Top
Tackling a greasy forehead is one thing; but wiping up that greasy countertop requires something more. Clorox has been the biggest player in the glass wipes category for years. The Oakland, CA-based company holds the top spot in household all-purpose cleaner wipes with more than a 46% share of this $611 million segment. Nearly a year ago, Clorox executives acknowledged that its cleaning segment volumes were down primarily due to declines in the disinfecting wipes business. Then-CEO Don Knauss blamed these woes on several factors including intense competition, deep discounting, a mild 2014 cold and flu season and reduced distribution at a key club retailer.

Clorox hopes to reverse this with a duo of new wipes product. Its new disinfecting wipe is said to have more grease-fighting power and its Triple Action Dust Wipes promise to grab and hold onto dust, allergens and hair. As these new products roll out, Clorox, like so many other players in the fast-moving consumer goods category, faces stiff competition from private label. During the past year, sales of PL wipes have surged nearly 23% and are now No. 2 in the category behind Clorox. Private label already holds the top spot in baby wipes with sales of $488 million and a 40% share.

Growing health concerns should keep wipe sales growing. Barb Noel, business development manager, Kleen Test Products, noted the recent outbreaks of influenza and the spread of the Ebola virus to the U.S. has raised consumer awareness on the need for better hygiene and sanitation. “This heightened concern has increased the demand for products that will keep themselves and their families healthy,” she explains.

High on Wipes
One of the more interesting wipes to hit the market is the result of a collaboration between Reviver Clothing Swipes and that Guru of Ganja, Tommy Chong, who loaned his name to Tommy Chong’s Smoke Swipe, a new wipe product designed to swipe away the smell of cannabis and tobacco odor on clothing.

Reviver Clothing Swipes rolled out after founder and CEO Ben Kusin realized there was a niche in the market for a hassle-free solution to keeping clothes and hair smelling fresh on the go.

The Swipe is a polypropylene substrate from Pacon Manufacturing. The proprietary formulation includes components from Takasago’s Aroma Hygiene division, specifically developed and tested to reduce all types of smoke odor on fabrics, according to Kusin.
Reviver Clothing Swipes have quickly become a hit with smokers and non-smokers alike. Reviver comes in several variations including the Reviver Clothing Swipe, Spark with Pheromones for Him and Her, and the Reviver Pets line.

Doggone Wipes
Reviver isn’t alone when it comes to offering pet care wipes. According to a spokesman for U.S. Nonwovens, although the pet care segment is small (less than $25 million), it is growing 6% a year. And that’s because what works for kids doesn’t work on canines; traditional wipe substrates and formulas leave pet owners with fistfuls of fur any time they try to give their dog or cat a waterless bath. Rather, pet-specific products require special nanofibers and surfactants to make sure there’s no linting, according to experts.

Just how far can wipe manufacturers take pet-specific products? According to American Pet Products Association, there are 95.6 million pet cats in the U.S. and 83.3 million pet dogs and 45.3 million homes have cats compared to 56.7 million with dogs. But whether you’re talking canine or feline, consumers spend a lot to keep their pets happy and healthy, the APPA estimates that U.S. pet industry spending rose about 6% last year to $58.5 billion. Of that total, $13.7 billion was spent on supplies/OTC medicine and $4.7 billion was spent on pet services (grooming and boarding).

And it doesn’t matter if Spot is made spotless by a professional groomer or a do-it-yourselfer, more people are turning to wipes to get the job done quickly and easily.

Demographically, several shifts have contributed to a rise in pet ownership, observed Noel. She pointed out that baby boomers are buying pets as their kids head off to college. At the same time there are more single-member households in the U.S. as younger people are getting married later and divorce rates increase.

“These demographic shifts add to more households’ spending on their pets,” says Noel. “There are more choices and creative packaging formats offered to pet owners. The choices range from ear wipes, teeth wipes and full body & paw wipes. Even Paul Mitchell has a website dedicated to pet products (www.johnpaulpet.com)!”

Pet owners certainly have a lot of products to choose from. PawGanics Deep Cleansing Grooming Wipes, for example, are billed as hypoallergenic and biodegradable wipes for pets. The wipes are said to remove even tough dirt and odors without the use of bleach, parabens, toxins, lanolin or alcohol. Not only that, the wipes promise to condition and moisturize the coat and skin through the special conditioners and emollients contained in the formula.

More discerning pet owners may purchase anatomy-specific products such as Earthbath Eye Wipes, which retail from $5.99 to $11.84 for just 25 wipes. Or to keep bugs off of kitty, try GNC Pets Insect Repellent Wipes—a 50-count container costs $9.99. Finally, when nothing but the best will do, Novartis markets Admyrin eye wipes designed for dogs and cats. The wipes are individually wrapped to ensure sterility and a 30-count box retails for $14.99.

The popularity of pet wipes comes as baby wipes have slowed. By volume, demand for baby wipes will rise less than 1% a year through 2018 to 63.1 billion units, according to a study by The Freedonia Group, while in value, sales will increase 1.7% through 2018 to $935 million. But, remember, the next time anyone tells you that the mature wipes category is going to the dogs, you can happily agree—after all, the margins are even better for bulldogs than they are for babies!