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Wipe Hype



baby care still dominates personal wipes market as consumers worry over excess spending and narrow in on essentials



By Ellen Wuagneux
Associate Editor




Click here to read the full article.
As U.S. consumers brace themselves for gas prices forecast to hit $5 per gallon this summer, many are wary of spending their salaries on discretionary items such as facial, deodorant or feminine hygiene wipes. When it comes down to buying a $4 gallon of milk or, say, a $4 package of disposable wipes for cleaning bald heads, most consumers won’t think twice—necessity trumps luxury.

Just the same, a minority of consumers with active discretionary spending habits may be enough to keep producers of high end, niche wipes happy.  “Upscale consumers who look for the latest skin care products—plus baby boomers looking for anti-aging treatments—are prime targets for personal care wipes,” observed consultant Susan Stansbury of Right Angle Concepts. “These wipes categories have branched far beyond cleansing, makeup remover and exfoliating pads. The latest products include pre- and post-spa wipes, skin bronzers, rejuvaskin products, microaquatic fortifiers, ultra-light face lotions and even Banana Boat brand’s Aloe After Sun Cleansing Wipes to remove sunscreen, sweat and sand.”