Consumers continue to rely on household wipes as a quick and convenient way to clean surfaces all around the home—from kitchen counters and appliances to toilets and floors. Last year, home care wipes the largest wipes
segment, having overtaken baby wipes in 2015, according to
Smithers Pira, and home care wipes now command a market
share of about 30%.
New data from the market researcher shows that the household wipes market reached $3.5 billion (in sales value terms) in
2012, and is expected to top approximately $4.82 billion by the
end of this year. With a CAGR of 5.7% between 2016 and 2021,
sales are expected to climb to around $6.01 billion by 2021.
Cristina Bonaldes, director, marketing, Nice-Pak Products, Inc.,
continues to see growth in the household wipes market, espe-
cially in the disinfecting segment.“Consumers are still concerned
about keeping surfaces around them free from bacteria and
germs - especially during the cough/cold seasons,” she says.“Re-
gardless of what trends arise, the efficacy of household cleaning
products seems to remain a top motivator for consumers. They
want to see clean and shiny surfaces that they don’t have to worry
about getting sick from.”
Nice-Pak offers a range of wipes for household cleaning,
for private label as well as under the Grime Boss brand. The
wipes company offers disinfecting varieties with both regular
and scrubbing surfaces. Recent developments have focused on
adapting wipe technology to provide convenient solutions for
some of the more challenging cleaning needs, such as heavy
duty cleaning of grease, grime, and dirt as well as the removal
of paint and stains. Bonaldes also points out that their Grime
Boss brand of wipes feature proprietary technology that offers
a durable double-sided wipe with one side that can be used for
scrubbing while the other side is smooth and easy on hands and
skin during heavy clean ups.
Nice-Pak, based in Orangeburg, NY, recently opened a world-class R&D Innovation Center in Montvale, NJ, which allows the
company to do in-house product development, product testing
This segment of the wipes market continues to see innovation and growth.
By Tara Olivo, Associate Editor
Consumers Choose Convenience
Kimberly-Clark Professional Partnership Products recently introduced a new substrate for household wipes—
Dual-Texture Hydroknit Material. The fabric features a
scrubby side and a strong, absorbent, cloth-like side.