While most of these product launches will continue to remain in the niche category, stranger things than one of them achieving real sales success has happened. In the past couple of years alone, Boogie Wipes—saline-based wipes for runny noses—have gone from a boutique product to one that is found in most major drugstore chains and retailers. And, when you consider that it took Procter & Gamble only a few years to turn Swiffer from an obscure concept into a blockbuster global brand, it is certain that consumers keep turning to wipes in their daily lives.
Basically, the formula for success is simple. If there is a proven need and if the product will make consumers’ lives simpler, no matter what the task, a wipe will do well. It just takes some hurdles to get it to market.
In fact, the wipes market is one that has been born out of innovation and a knack for addressing consumer need. So now the only question is what else do they need?