The top three emerging trends driving the global wet tissue and wipe market according to Technavio consumer and retail research analysts are:
- Growing online retailing of wet tissues and wipes
- High demand for small packs and multifunctional wet tissues and wipes
- Increased demand for specialty wipes
The competition in the global wet tissue and wipe market is extremely high. Hence, to increase their product visibility and revenue, companies have taken to marketing their products online through their own web portals and third-party sellers. For example, Procter & Gamble distribute its products through its own web portal.
“Omnichannel retailing is also a growing trend among companies across different industries. For example, the manufacturers of wet tissues and wipes also distribute their products through different physical stores such as pharmacy stores, department stores, supermarkets, hypermarkets, and convenience stores. Therefore, online retailing, of which the Internet forms the backbone, is expected to proliferate in the next five years,” says Tamal Saha, a lead analyst at Technavio for research on toys and baby products.
Portability and convenience are the two main factors that customers consider before purchasing wet tissues and wipes. Therefore, the demand for baby wipes and other personal care wipes that are available in travel packs is rapidly increasing. These packs are very useful, portable, and available at low costs.
“Some developed markets that experience high demand and penetration of travel packs of facial wipes include the U.S., the U.K., Japan, and Germany. The use of travel packs of wet baby wipes makes maintaining baby hygiene convenient for the parents. Hence, manufacturers of wet tissues are emphasizing on introducing high volumes of travel packs,” adds Saha.
Specialty wipes are wipes that can be used by humans and pets such as dogs and cats. These can also be used to clean cars and used at houses to clean hard surfaces, floors, and other cleaning purposes. Companies such as Petkin, Wetnaps, and other regional manufacturers of wet wipes offer wet wipes for pets.
Vendors are also introducing industrial wet wipes that can be utilized for multiple purposes. For instance, Kimberly-Clark offers wet wipes for professional use under its brand Wypall. These wipes that can be used to clean and protect hands, tools, machinery, and can also be used to maintain hygiene at the workplace. Another instance of specialty wet wipes is mosquito repellent wet tissues and wipes that are used to prevent mosquito bites and diseases such as malaria, dengue, and other infections. Vendors such as Pigeon offer products such as anti-mosquito wet tissues for babies.