The pet industry is a big business. In 2021, Americans spent $123.6 billion on their pets, up from $103.6 billion in 2020, reports the American Pet Products Association.

According to the association’s 2021-2022 APPA National Pet Owners Survey, 70% of U.S. households own some type of pet, up from 67% in the 2019-2020 survey. In fact, 14% of total respondents (pet owners and non-pet owners) got a new pet during the pandemic and at least one in four new pet owners said their recent pet acquisition was influenced by the pandemic. Pet spending also went up according to the survey, with 35% of pet owners stating they spent more on their pet/pet supplies—including food, wellness-related products and other pet care items—in the last 12 months than in the preceding year.

Nonwoven-based products, such as wipes, are getting a share of this market. In this space, a range of new solutions targeting different health and wellness concerns for pets have launched recently.

One factor influencing growth for pet wipes is the pet humanization trend as pet owners increasingly consider their pets as part of the family.

“We care for our skin and our children’s skin, so why not our pets?” says Dr. Lisa Chimes, founder and CEO of DOG by Dr Lisa.

In February, the luxury pet skincare and lifestyle brand announced its U.S. market debut. Created by Dr. Chimes, a veterinarian and pet mom, DOG by Dr Lisa is making pet skincare a priority for owners by taking a page from the beauty industry and creating thoughtful and natural products to help with a range of skincare needs.

DOG by Dr Lisa includes 31 grooming and lifestyle products including DOG Wipes which are 100% compostable and help stretch out the time between baths.

The eco-friendly brand’s entry into the U.S. comes on the heels of a momentous year of growth for the startup that launched in 2020 in Australia. To-date, they have raised 3.25 million Australian dollars and have seen an increased rate of 124% in annual sales. The success at home signaled to the brand that international expansion was a natural next step.

“Take a look at most skin and coat care products and you’ll find harsh chemicals, which can lead to poor overall skin health,” says Dr. Chimes. “I’ve made it my mission to create natural and gentle products that are safe for their skin as well as our own.”

Dogs are a new focus for Bausch + Lomb, which is known as a supplier of contact lenses and lens care products for humans. The company recently introduced Project Watson healthcare products for dogs in the U.S. The new line of products is specifically formulated to help support dogs’ eyes, ears and overall wellbeing using high quality and naturally inspired ingredients. The line includes Project Watson eyelid wipes for dogs – gentle, pH-balanced, pre-moistened textured wipes with micellar technology that cleanses and hydrates around the eyes to help remove excess buildup and Project Watson ear wipes for dogs – gentle, pH-balanced pre-moistened textured wipes formulated to help support ear cleaning and care.

“For nearly two centuries, Bausch + Lomb has been associated with many of the most significant advances in eye health. Building on our eye care expertise and history in surgical solutions for veterinarians, we created Project Watson to help address the unmet healthcare needs of dogs,” says Joe Gordon, president, Global Consumer, Surgical and Vision Care, Bausch + Lomb. “Developed in collaboration with veterinarians, Project Watson focuses on dogs’ eyes and ears – important areas that are often overlooked in the health of our beloved four-legged family members.”

Project Watson products are manufactured and packaged in recyclable containers at U.S. Food and Drug Administration-registered facilities in the U.S. using U.S. and imported ingredients.

Focusing solely on the ears, W.F. Young introduced this year its new Silver Honey Rapid Ear Care line for pets. In addition to an ear treatment and rinse, the line includes Silver Honey Rapid Ear Care Vet Strength Ear Wipes: convenient ear wipes that instantly remove debris and wax to maintain ear health and prevent bacteria from entering the ear.

The Manuka honey and MicroSilver BG used in Silver Honey Rapid Ear Care products are powerful and natural antimicrobials. The honey is refined from the rare and precious Manuka flower of New Zealand, prized for its potent healing and antimicrobial properties. When applied to skin, it kills bacteria, maintains moisture and helps shed dead tissue. Silver has been used medicinally for centuries. MicroSilver BG is a pure micro-particle silver that boosts the antibacterial properties of the element to fight germs and strengthen the skin’s natural defenses.

“When pets start showing signs of an ear infection, pet parents want immediate relief from pain and suffering,” says Jaime McKinley, president of W.F. Young. “With vet shortages and bills averaging $100 to $350, pet owners are looking for affordable ways to truly treat ear infections in the comfort of their home and get their beloved pets back to the dog park and playing fetch.”

Available on Amazon and SilverHoney.com, the Silver Honey Vet Strength Ear Wipes are $19.99 MSRP. The line is expected to be in stores this spring.

Meanwhile, Pet Parents released its new line of Pet WiPees to improve the quality of pet wipes available to pet parents. This line of bio-based dog and cat wipes offer pet owners the opportunity to clean their dogs and cats from everyday messes with beneficial, non-toxic ingredients.

While dogs require regular baths, bathing too frequently strips the skin of natural oils, which can lead to flaky dry skin. By avoiding baths, dogs can develop oily, smelly coats, which can leave dander and smell all over pet parent homes. Although cats are known to groom themselves, 60% of cats in the U.S. are considered obese, leading to the inability to reach certain places. Pet WiPees are a safe and stress-free way to remove dirt, odor, and allergens for an everyday clean.

Pet WiPees Dog All Purpose + Skin & Coat, Dog All Purpose + Allergy, and Cat All Purpose wipes are made with proprietary enzyme and probiotic blends to retain the skin’s epidermal barrier. These create a protective barrier that prevents allergens from staying on skin and can be used all over the body. Meanwhile, Pet WiPees Ear Wipes reduce bacterial population to help prevent infections. Pet WiPees Gland Wipes contain anti-inflammatories to relieve and prevent irritation. Both Pet WiPees Ear Wipes and Gland Wipes are safe for dogs and cats for use in targeted areas.

“Pet WiPees are not only a complementary product to our entire ecosystem, but are an introduction to a new category of products for Pet Parents,” says Mikaela Stanley, product manager at Pet Parents. “Because we are committed to the philosophy and process of constant improvement, we always look for solutions with superior benefits for both pet parents and furbabies when developing a product. Pet WiPees are a result of this dedication to improvement, offering 100% to 600% more functional ingredients than competitors, no alcohols or harsh chemicals, and vet approved, pet-safe scents.”

Another pet care company, Zoop, is now offering Zoop Health + Odor Grooming Wipes & Towels to eliminate the main cause of bad body odor and many other skin problems for pets. The wipes and towels are nanosilver ion-infused, keeping a pet’s sebum layer intact for long-term odor control. The nanosilver ions help zap the harmful bacteria on pets. The results: a less smelly, healthier pet. Zoop recommends using the towels for the body and the wipes for sensitive areas—the eyes, ears and bottom- to avoid body germs reaching sensitive areas.

MightyGood, a manufacturer of health and hygiene wipes, expanded its offerings in October with Wipe That Dog, a pet-safe cleaning towel that can be taken anywhere for easy clean up. The wipes are 50% larger than any other pet wipes on the market, functioning more like small towels than traditional cleaning wipes.

Made from bamboo, Wipe That Dog wipes are designed to be tougher and longer lasting, making it easy for owners to wipe their dog’s paws and coat after long walks or muddy play days at the park. MightyGood’s hypoallergenic formula means it’s safe for any breed of dog or cat. Wipe That Dog cleaning towels come in easy-to-store 50-count packages.

Also launching a plant-based wipe for pets is Pogi’s Pet Supplies. Pogi’s Grooming Wipes are fragrance-free and deodorizing wipes for dogs and cats.

The grooming wipes have been enhanced with natural conditioning ingredients that increase their ability to clean as well as give them the ability to condition the pet’s skin and fur as they are used. The conditioning ingredients used are Aloe Vera, Vitamin E, and Hawaiian Awapuhi. These ingredients help clean, freshen and condition while giving the coat a healthy shine. The company says that its wipes are perfect for wiping away dirt and odor from paws, bodies and bums in between baths.

The wipes are completely hypoallergenic which means they are completely free of parabens, alcohol and harsh chemicals. The wipes are also effective at reducing dander and allergens on cats. The wipes are manufactured in a Nordic Swan, ISO 9001, GMPC, BRC, GMP and EPA-certified facility. They are vegan-friendly and cruelty-free, which means that they have not been tested on animals.

The pet wipes are large to give the buyer maximum control over how they want to use them. They measure 8 inches (20 cm) by 9 inches (23 cm) making them large and comfortable enough to be used on all dog breeds from the smallest chihuahuas to large breeds like a German shepherd. The pet wipes are quilted to make them robust and thick enough to wipe away dirt and grime from the heaviest coats without shearing or tearing.

The fibers are made from 100% sustainably harvested bamboo which is in line with the company’s mission to be an ecologically-conscious enterprise that has a positive effect on the planet and the environment.

HICC PET! is offering pet wipes in the form of gloves. The pet wellness company specializes in developing and distributing clean, natural and hygienic pet products. Its plant-based line includes hypoallergenic glove wipes, deodorizing pet glove wipes, and pet dental finger wipes.

The company uses 100% fermented coconut as the active clean ingredient for its antimicrobial and soothing health properties. The coconut oil formula offers more moisturizing, balancing, and skin conditioning benefits compared to conventional products.

HICC PET!’s Hypoallergenic Glove Wipes are wearable disposable glove wipes designed for sensitive pet skin, are moisturizing and soften hair texture. The glove wipes contains oatmeal and the company’s plant-based coconut formula.

HICC PET!’s Deodorizing Pet Gloves are perfect for eliminating pet odors that linger or repeatedly surface. They also contain moisturizing benefits formulated with aloe and a plant-based coconut formula.

Meanwhile, Pet Dental Finger Wipes remove built-up plaque and bacteria along a pet’s teeth and gum line for long-lasting fresh breath. Slip the finger wipe on gently to remove tough stains.

“HICC PET is proud to celebrate two years of business with a trustworthy and committed team for safe and loving pet care for all households,” says co-founder and CEO Weilun Luo. “We are grateful for the trusting relationships we’ve curated with our consumers and pet rescue organizations like Animal League America. Many pet wellness brands are out there, so we do not take their business for granted. With the help of our customers and other business acquisitions, we are working towards being a top pet care brand in the nation.”