Wipe right: Key trends for wipes brands


Wipes are a category beloved for their ultra-convenience, yet under siege in the fight against disposability. Increasingly eco-friendly options are available, but to what extent are these being embraced? And what other factors should be taken into account when adding wipes to your line-up, asks Julia Wray

The personal care wipes market is in the midst of healthy growth. A May 2018 report from Allied Market Research said it expected the sector to register a compound annual growth rate (CAGR) of 5.2% from 2017-23 with the global market expected to reach US$23.99bn by 2023.

The baby care segment is tipped to dominate the personal care wipes market during this period – with the expanding infant population driving growth – but the US-based market research firm also flagged intimate personal care as a burgeoning field for wipes.


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