The last few years have been rocky for the household wipes market. In the early months of the Covid-19 pandemic in 2020, wipes manufacturers and their suppliers raced to ramp up and expand capacity for household disinfectant wipes to keep up with intensified demand. As concerns about the spread of Covid waned, demand for cleaning wipes softened, but industry analysts are still reporting higher wipes usage today than before the pandemic.

“In recent years, we have seen some strong volatility in the household wipes market,” says Dan Debelius, senior industry analyst, The Freedonia Group. “Demand for disinfectant wipes surged in 2020 as consumers looked for products to clean their homes and prevent possible viral transmission. However, consumers weren’t the only ones trying to acquire wipes, and shortages spread throughout the industry. We are seeing demand for household wipes normalize at a level that is below the pandemic peak, but above 2019 sales levels.”

In the short term, Freedonia expects the market to be hindered as consumers shift to pre-pandemic habits of cleaning. Additionally, competition from alternative products (mops, brooms, spray cleaners, and cloth rags) will limit opportunities, according to Debelius. “Finally, concerns over sustainability may keep some consumers from opting for wipes, preferring reusable alternatives,” he adds.

While many new users of wipes returned to pre-pandemic cleaning habits, the awareness of germs and the potential to transmit germs has increased, he says. Therefore, Freedonia estimates that consumers will continue to use wipes to protect themselves and their families above pre-pandemic levels.   

“Leading up to the pandemic household wipes were already having a moment due to their convenience benefits, but once Covid-19 struck, this already trending cleaning format became even more relevant due to the ability to quickly clean and disinfect surfaces, both at home and on-the-go,” says Jamie Rosenberg, associate director, Global Household and Personal Care, Mintel.

According to Mintel, in January 2020, before most people had heard of Covid-19, 34% of consumers said they were cleaning more than they were a year ago. By January 2021, 56% were cleaning more often. “Wipes enable frequent cleaning,” says Rosenberg. “That, of course, was a factor behind wipes becoming some of the most out-of-stock homecare products during the early days of the pandemic and that status remained until manufacturers expanded capacity to bring supply in sync with demand.”

Although consumers are reducing their cleaning frequency, Rosenberg says the pandemic emotionally imprinted on consumers and in December 2022, 42% claim to be cleaning more than a year ago and even more compared to pre-pandemic. 

“Research tells us that consumers are returning to concerns that existed before the pandemic, but they will continue to focus on overall health and ‘germ awareness’ when it comes to purchasing decisions—and that includes their cleaning products,” says Alec Frisch, chief commercial officer of wipes manufacturer Nice-Pak. “A recent study by Mintel found that 61% of U.S. adults think they will be more concerned about exposure to germs after experiencing the pandemic. Clearly the link between a clean environment and health has been elevated.”

While demand has shifted to rely on factors that were growing before the pandemic—like price, quality and the environment—Frisch notes that consumers are still purchasing disinfecting wipes for their efficacy, convenience and portability. “We anticipate continued steady growth in the coming years, fueled by the elevated importance of a clean environment coupled with the need for convenience and portability,” he says.

Trying Private Label

In the early months of the pandemic, many consumers had difficulties finding their favorite brands on the shelf as cleaning supply aisles were nearly empty. This led to many people buying whatever they could and trying out the typically less expensive private label and store brand wipes that were available.

Therefore, private labels saw a boost during the pandemic, as high demand allowed space for these products to gain market share when other products were sold out, according to Debelius. “As demand has fallen, that share of the market declined. However, the longer-term trends towards private labels are expected to continue as these lines develop newer and better options across the category and their lower cost finds favor among consumers.”

Rosenberg of Mintel also witnessed this trend, as pandemic-induced product shortages forced consumers to become more experimental shoppers to find available cleaning products. “In many cases, name brand loyalists were forced to trial store brands and a certain percentage continued using them,” he explains. “Now, as we’re in the midst of a period of historic inflation, people are buying private label in the interest their wallets and that certainly applies to household wipes that are among the most expensive surface cleaning formats.”

In the 12 months ending September 4, 2022, private label wipes gained 3.5% value share to reach 23.2% of U.S. sales, according to Mintel. That was more than any major name except for market leader Clorox, which gained 7.1% share.

Rosenberg says that it’s also important to point out that over the past year the wipes category saw a bigger value sales decline and a bigger gain by store brands relative to any other surface cleaning format. “Cost is a likely factor,” he says. “So, while many consumers are trading down, many others are leaving the segment altogether because it’s hard to justify the expense in the face of such dramatic cost increases for food and energy.”

A Green Clean

The combination of anti-plastics regulations and consumers’ concerns for both a healthy environment and safer ingredients has pushed manufacturers to enhance their R&D efforts in the wipes category. Companies are achieving this by offering greener formulations, increasing the use of plant-based fibers and also reducing the amount of plastic packaging for wipes.

“When we think about new regulations like the EU’s Green Deal, which has the goal of creating a climate neutral Europe, there is going to be a massive need to reformulate household cleaning products to avoid newly banned chemicals,” says Rosenberg. “If the final rule is anything like the proposal, climate neutral cleaning brands are going to need climate neutral wipes partners. For nonwoven manufactures with competencies in this area, there will be significant opportunity; initially in Europe, but considering that EU regs often migrate globally, that opportunity will should eventually extend to other global regions as well.”

From a demographic standpoint, he says wipes users skew younger and more female, but these are also consumer segments that are more environmentally-focused. “With that in mind, as wipes become greener, more waste-adverse holdouts will gravitate towards the convenience and germ-management benefits of wipes. Some natural fibers still have cost and technical issues to iron out, but R&D does seem to be accelerating.”

While more work needs to be done on the substrate front, there are some home care wipes that are effectively utilizing plant-based fibers.

In February, Clorox, a market leader in the household wipes category, launched Clorox Free & Clear Compostable Wipes, a bleach-free cleaning wipe that’s safe around kids, pets and food when used as directed. The wipes dissolve grease, cut through grime, and are formulated without dyes, bleach or ammonia so they can be used with no rinse required. The wipes are made with a compostable plant-based cloth, which makes them safe to compost in home composting conditions.

The wipes are safe to use on hard, nonporous surface materials around the home: kitchen surfaces, bathroom surfaces, highchairs, changing tables, playpens, pet bowls and pet crates, offering consumers a more sustainable option for their everyday cleaning routine. They also meet the stringent requirements of the U.S. EPA Safer Choice Standard, ensuring that all ingredients have been reviewed for human health and environmental safety.

Before all of its products go on the market, Clorox conducts rigorous human and environmental safety assessments, evaluating ingredients and product formulations. It also engages third-party laboratories to conduct their own independent testing and once Clorox products are in the hands of consumers, it is committed to regularly monitoring scientific developments relating to its products.  
“Clorox is always listening to our consumers and developing new product innovations that meet their evolving needs,” says Deb Crandall, senior director of Marketing at Clorox. “This is why we introduced product offerings including a compostable wipe for consumers who are seeking more sustainable cleaning solutions, but still want the convenience and effectiveness of a wipe.”

Sustainability has also been a priority for Rockline, one of the major players in private label household wipes. One of its newest offerings in the household space is a Citric Acid Cleaning Wipe designed to provide consumers with a fantastic “green cleaning” experience they can use on surfaces all around the house. The product features a no rinse formula that cuts grease, grime and soap scum and is USDA Bio-Based and EPA Safer Choice certified, according to Christopher Dresselhuys, business director North American Retail Products, Rockline.

“The post-pandemic environment has seen a number of changes in the category including substrate changes, the embracing of trusted chemistries and changes to packaging to make the materials used more circular,” he says.

When it comes to disinfecting, Nice-Pak’s innovation lens has a dual focus on sustainability and performance, according to John Iarocci, VP of R&D and Quality, Nice-Pak, one of the largest global producers of pre-moistened wipes. “Reducing plastic and plant-based fibers are big priorities for us, and we’ve made important strides in both areas over the last few years,” he says.

The company’s flagship Nice ‘N CLEAN brand disinfecting flow packs use 80% less plastic than canisters. It has also found that consumers prefer the flexible packaging option, since it is both portable and space-saving.

Additionally, the Nice ‘N CLEAN disinfecting nonwoven is fully plant-based in its fresh scent version. “Based on consumer testing, we designed our wipes to be 40% larger than the leading household wipe, so they provide more efficient cleaning coverage. We’ve also integrated a scrubby texture into our lemon-scented version for tackling tough cleaning jobs,” Iarocci adds.

When it comes to substrates, certified plant-based fibers are top-of-mind for Nice-Pak. The company established goals to grow its percentage of certified fiber percentage year-over-year, ensuring that its fibers come from healthy and renewable sustainable sources, he says.

As wipes manufacturer Kleen Test Products (KTP) has witnessed consumers migrating to wipes for household cleaning for their convenience and ease of use, it has seen these consumers continuing to push for better products, particularly in the areas of sustainability and performance, the company says.

Although demand for disinfectant ‘kill claims’ remains high, company executives say consumers want that plus better for the environment. To that end, KTP continues to work with its nonwoven, packaging and chemical suppliers to develop and test new products that address these needs with the goal of creating more sustainable offerings while maintaining efficacy and cleaning performance.

According to Tanu Grewal, the chief cleaning officer at AlEn USA, the maker of Pinalen, sustainability has become a key driver of purchasing decisions across an array of consumer products, and household cleaning is no exception. “Consumers are attracted to companies who not only put out effective cleaning solutions but also those who are doing the right thing by making a commitment to the planet,” she says.

The company offers Pinalen Disinfectant Wipes, which deep clean, degrease, deodorize and disinfect all in one step. The wipes are EPA-approved and kill 99.9% of germs, bacteria and viruses, including Covid-19, cold and flu viruses.

“Aroma is an area where Pinalen truly stands out,” Grewal says. “We use nature-inspired scents that leave your home smelling fresh and clean after each use. These wipes are a standout deodorizer for bathroom surfaces, kitchen messes and anywhere else you may need a scent boost.”

When it comes to sustainability, Pinalen’s wipes canisters are made of 100% recycled plastic. It also owns two recycling plants and recycles more plastic than it puts out. Also, its wipes contain a biodegradable formula that’s easier to break down, Grewal says.

Meanwhile, arbOUR recently introduced a line of eco-effective cleaning and laundry solutions including its Everyday Wipes, which features its multi-surface disinfecting and sanitizing formulation in a convenient wipe format. The commercial-grade, plant-based formula is already used in hospitals and schools to safely clean desktops and food surfaces by neutralizing a broad spectrum of possible bacteria and removing stains and foul odors—all without harming people, pets and the planet.

“Manufacturing efficacious wipes for consumer and professional use is no easy task,” says Carol Mehas, arbOUR’s founder. “First, the material and solution have to be compatible and rigorously tested for the correct amount of product ratio to still pass testing of claims associated with the product. Many wipe materials are too porous, causing them to break down when saturated with cleaning solution or too tightly woven and repel the solution infusion all together. So, making an efficacious wipe that is consumer friendly is a tricky task!”

ArbOUR Everyday Wipes, which feature a citric acid-based formula, are manufactured in the U.S. at a certified Small Business and WBE (Women Owned Business Enterprise) facility in Ohio. They are made in small batches, which are then continually tested for stability and efficaciousness before they are ready to be sold. 

For its part, Nimbus Eco has designed a chemical- and plastic-free portable cleaning towel that can be used up to five times. The Nimby towel features a compressed design that only needs water to expand into a cleaning towel. Additionally, the product has received the OEKO TEX certification and the FSC Certified stamp of environmental excellence. It can remove 99.9% of germs, is hypoallergenic, biodegradable, flushable and compostable.

According to Mark Samuels, co-founder, Nimbus Eco Inc., the technology behind the towels combines the best mother nature has to offer with a proprietary manufacturing processes that give the towels their unique abilities and efficacy. Nimby utilizes a plant-based eucalyptus fiber that is blended into a proprietary substrate that is both soft and strong—but importantly—is biodegradable, so once flushed it will break down in both sewer and septic systems. “The key differentiator is the unique manufacturing process that structures the fibers into various patterns like the wave pattern that is used for the Nimby,” he explains.

Samuels says the eucalyptus-based rayon is truly an innovative substrate for this category.  “The uniqueness of this substrate versus others is primarily due to the proprietary fiber structure which creates significant surface area and depth within the towel substrate. This allows it to grab onto and remove dirt and germs with more efficacy than other natural fibers. In addition to its ability to trap and remove dirt and germs, giving it a premier cleaning ability, the towel is naturally anti-microbial and has been tested by third party auditors.”

The inspiration behind the creation of the Nimby Towels came from the Nimbus team’s kids playing with expanding toys that grow when put in water. “We thought that bringing a compact towel to the market that was both portable, zero-plastic and experiential would be a unique way to broaden this category and provide our customers with a more on the go cleaning tool,” says Samuels. “A big problem with the wipes category is a lack of chemical and plastic-free options that also provide the ability to remove 99.9% of germs. The Nimby solves this issue, the proprietary substrate has been proven to remove dirt and germs and comes from a sustainable and anti-microbial fiber blend that also happens to be backyard compostable at the end of its life.”

Next for the company, Nimbus will be launching a new 4ct Nimby Expanding Towel into both Advanced Auto Parts and Carquest beginning this summer. Nimbus is also in Best Western properties across the Southwest and has been developing new products and outreach for its private label, away from home and hospitality channels.

“Our online business is strong and continuing to grow so we see a lot of momentum going directly to our customers,” he says. “The world is waking up to the fact we need more sustainable products that do not contain chemicals and plastic so we are feeling good about the prospects ahead!”