Convenience and innovation will remain driving forces in the relatively new consumer market with household cleaning, hand and body and a number of other small volume consumer wipes projected to register the strongest growth. Though baby wipes will remain the top selling type of wipe, demand for these products will continue to suffer due to market maturity and continued replacement by newer, task-specific wipes in non-diaper applications, where baby wipes once enjoyed considerable popularity. However, makers of baby wipes are increasingly offering products with advanced formulas targeting specific needs and demographics, which will boost value gains in this lagging sector of the market.
Following the lead of the consumer market, new product innovations and expanding applications will drive demand for wipes in the industrial market. Manufacturing and healthcare will remain the largest segments of this market with special purpose products such as cleanroom and surface preparation wipes projected to see the fastest growth.