As this issue was going to press, I came home to find a notice from my local township urging consumers not to flush “flushable wipes.” Citing a number of recent sewer line backups in the area, the Rahway Valley Sewarage Authority (in New Jersey), has deemed “flushable” wipes as solids, which would cause obstruction to the flow and treatment of the system.

This is just another example of the frustration that has faced the wipes industry during the past two decades or so. Even though substrate technology has advanced to the point where some flushable wipes are actually as dispersible as dry toilet tissue, and the industry has spent major resources educating the public on what should and should not be flushed, wipes continue to take the brunt of the blame for sewer clogs.

As efforts focused on educating consumers on flushability and encouraging manufacturers to abide by testing and labeling practices continue to expand, it is clear that work still needs to be done. At this year’s World of Wipes conference, discussions around flushable wipes dominated. INDA and its member companies continue to track legislative and regulatory efforts and manufacturers continue to focus on substrate innovation.

Despite these challenges, flushable wipes has become one of the fastest growing categories in the market and is expected to reach $1 billion in sales in the next year or so.

While the efforts of manufacturers and industry associations have contributed to growth, the key driver is consumer demand. Research shows that once a consumer tries the wet format of toilet tissue, it soon becomes a habit. In fact, it was the toilet paper shortages felt during the beginning of the Covid pandemic that encouraged a bunch of new customers to try the format. In recent years, growth of flushable wipes has clocked in at 28%, far greater than the 10% growth seen in the dry format. And, experts think this growth could would accelerate if a major brand were to introduce a wet format.

With the amount of new capacity and technological innovations in the wet toilet paper space, it is likely that new product launches—both large and small—will continue to expand this market in coming years. Already a number of start-up companies like Dude Wipes and Goodwipes are reporting strong sales and increased shelf presence in major retailers. In fact, many experts say, flushable wipes should actually have more shelf space to meet demand. It’s what consumers want.

As always, we appreciate your comments.

Karen McIntyre
Editor