• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Applications
    • Technology
    • Market
    • Other
    • Top 40
    • Buyers Guide
    • Hygiene Directory
    • More
  • Magazine
  • News
  • Exclusives
  • Applications
  • Technology
  • Market
  • Other
  • Top 40
  • Buyers Guide
  • Hygiene Directory
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    Southeast Asia Edition
    eNewsletter Archive
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    Moist Toilet Wipes Lead 2024 Growth, Baby Wipes Decline, and General-Purpose Wipes Bounce Back

    Dissolvable Wipes. Will They Be the Industry’s Next Big Thing?

    Loo Wipes Feature Recyclable Packaging

    Roofing & Construction Update

    Needlepunch Market Report
    Company Cameo
    Financial News
    Machinery Equipment
    New Products
    Nonwovens News
    Patent Review
    People in the News
    Supplier News
    Top News
    Live From Shows
    Top News
    Siemens Launches Next-Generation Motion Control System

    Harrisons Launches Industrial Range of Wipes

    Ahlstrom Introduces Optipad

    Cottonsie Launches Disposable Cotton Diaper

    Swiss Textile Machinery Association Announces New Leadership
    Nonwovens Insights
    Online Exclusives
    Adult Incontinence
    Absorbent Core
    Antimicrobials
    Apparel
    Automotive and Transportation
    Face Masks
    Chemicals / Adhesives
    Construction
    Contract Services
    Diaper, Baby
    Electronics
    Feminine Hygiene
    Fibers
    Filtration
    Flame Retardance
    Geotextile / Agrotextile
    Home Products
    Hygiene Film/Components
    Industrial / Institutional
    Inspection / Quality Control
    Machinery and Equipment
    Medical
    Wipes

    Harrisons Launches Industrial Range of Wipes

    Ahlstrom Introduces Optipad

    Cottonsie Launches Disposable Cotton Diaper

    Executive Talks: Hero Medical Technologies' Debbie Kantor

    Huggies Introduces Little Movers Huggfit 360° Diapers
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunbond/Spunmelt
    Spunlace
    Thermal Bonded
    Wetlaid

    SGN Introduces Next Generation Spunbond

    KTEX Nonwovens to Showcase Innovations

    SGN Offers Next Generation Nonwoven Material

    Elixxr to Launch Pulp-Based Nonwovens

    Alear Silk Road New Materials to Add Three Spunlace Lines
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    China's Nonwovens Output Records the Largest Post-Pandemic Growth

    Trützschler India Relocates Manufacturing Plant

    Optima Expands in India

    Supreme Group Acquires Thai JV Company

    Asia Wipes Summit Held in Shanghai
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Flushability
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    Cottonsie Launches Disposable Cotton Diaper

    IDEA, FiltXpo Held in Miami Beach

    Sumitomo Acquires ActivStyle

    Trützschler India Relocates Manufacturing Plant

    Rieter to Acquire Barmag from OC Oerlikon
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Valco Melton

    Welspun Global Brands Ltd

    Investkonsult Sweden

    Herrmann Ultrasonics, Inc.

    Dukane Center of Excellence for Personal Care, Nonwovens and Packaging
    Brands
    Brand Owners
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • Southeast Asia Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • All Companies
      • Categories
      • Company Profiles
      • Add Your Company
    • Applications
      • Absorbent Core
      • Adult Incontinence
      • Antimicrobials
      • Apparel
      • Automotive and Transportation
      • Chemicals / Adhesives
      • Construction
      • Contract Services
      • Diaper, Baby
      • Electronics
      • Feminine Hygiene
      • Fibers
      • Filtration
      • Flame Retardance
      • Geotextile / Agrotextile
      • Home Products
      • Hygiene Film/Components
      • Industrial / Institutional
      • Inspection / Quality Control
      • Machinery and Equipment
      • Medical
      • Wipes
      • Face Masks
    • Technology
      • Air Through Bonding
      • Airlaid
      • Carded/Carding
      • Chemical Bonded
      • Composite
      • Meltblown
      • Needlepunch
      • Nanotechnology
      • Spunbond
      • Spunlace
      • Thermal Bonded
      • Wetlaid
      • Spunbond/Spunmelt
    • Market
      • China
      • Eastern Europe/Russia
      • India
      • Middle East/North Africa
      • North America
      • Pacific Rim
      • South/Central America
      • Turkey
      • Western Europe
    • Other
      • Associations
      • Contracts / Awards
      • Education
      • Facilities / Capacity
      • Green / Sustainability
      • Legal / Regulatory
      • Market Data
      • Mergers and Acquisitions
      • Product Improvement / Innovation
      • R&D/Basic Research
      • Shows / Events
      • Flushability
    • Top 40 Companies
      • Chart
      • Companies
    • Online Exclusives
    • Slideshows
    • Hygiene Directory
      • Brands
      • Brand Owners
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
      • Live From Asian Connections
    • Jobs
    • Resources
      • Suppliers Gallery
      • Literature Showcase
      • Web Showcase
      • Home Page Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Live From Shows

    Euromonitor Presentation Focuses on Adult Care Wipes

    There’s nearly $10 billion in estimated untapped potential in both retail adult incontinence products and in personal care wipes

    08.26.20
    During World of Wipes, Svetlana Uduslivaia, head of Research at Euromonitor International, lectured on the global market for personal care wipes, with a focus on adult care wipes.

    Talking about the adult incontinence category as a whole, Uduslivaia notes in 2020, the market tracker continues to see the uptake in demand in retail adult incontinence, which led to the strong category performance on the already positive trend globally in retail.

    Euromonitor’s most recent quarterly update released in late July does show somewhat slower growth, but still healthy growth, for the adult incontinence category in 2020 and going forward primarily because of the impact on the economies, consumers household incomes, depressed incomes and high levels of unemployment, Uduslivaia says. “If we are to take into account the Covid-19 impact and further potential recessionary trends that might impact the category even further,” she adds.

    As far as wipes, Euromonitor continues to see a spike in demand for personal care wipes as consumers are increasing their hygiene routine at home, and as a result many categories have been benefitting through this. “However, if Covid-19 economic fallout continues along recessionary trends and we continue to see household incomes affected by those macroeconomic trends then we are likely to see downward pressure on the category, households will be evaluating their spending priorities and will have to pull back or look for more affordable options,” she says.

    According to Uduslivaia, adult incontinence and wipes are two categories of disposable hygiene that require already fairly sizable and stable per capita disposable income for consumers or households to enter the categories. She then touched on income thresholds for consumers to enter these categories. Developed markets, she said, are well above these thresholds, but many developing markets are still facing challenges when it comes to adult incontinence consumption and wipes consumption. Two countries she referenced were China and India, where Chinese and Indian income levels show a big difference. “In China the income levels are gradually allowing categories to develop and grow, while India still falls far behind in terms of incomes, posing challenges for the category growth driving household consumption of these products and also problems of balancing affordability with the need for profit margins.”

    According to Euromonitor, there is nearly USD$10 billion in estimated untapped potential in both retail adult incontinence products and in personal care wipes. “That is a lot to consider when we talk about organic growth, when we talk about incremental sales, and when we talk about long term potential and growth,” Uduslivaia says.

    Looking at personal care wipes in particular, the current segmentation focuses a lot on baby, cosmetics, and some other wipes categories. “But there are wider opportunities that exist within adult care wipes, in retail in particular, and that’s beyond current online, heavily skewed access via online channels and beyond the institutional channels,” she adds. “Typically we know that adult incontinence and instances of adult incontinence increase with age. However as the awareness of incontinence as a condition has been on the rise, we’re looking at younger age groups looking at adult incontinence, engaging with brands in the industry and looking for more information. So there is certain potential there to establish that communication earlier to increase the awareness and to drive consumption of retail adult incontinence products including adult care wipes.”

    Meanwhile, in discussing consumer needs and wants in adult care wipes, Uduslivaia touched on several points. First is that wipe sheet size matters, especially when adult care wipes are used for the purpose it initially was designed. Another focus for consumers is moisture, “Too much moisture or too little moisture—it has to be just right,” she reports.

    According to Euromonitor, consumers using adult care wipes also typically criticize heavily scented wipes. Uduslivaia notes some consumers say scents can be too overpowering, but in some cases they’re concerned about allergies—either their own allergies or the allergies of people they’re taking care of. Other consumer concerns she touched on deal with wipe thickness, price, packaging and flushability.

    This presentation, along with all World of Wipes presentations, will be available for viewing over the next 12 months.
    Suggested For You
    World of Wipes Event Info World of Wipes Event Info
    PROTNER PROTNER
    World of Wipes Attendees World of Wipes Attendees
    GPMI Expands Disinfectant Wipes Production GPMI Expands Disinfectant Wipes Production
    Shemesh Automation to Exhibit at INDEX20 Shemesh Automation to Exhibit at INDEX20
    Speed. Automation. Efficiency. Speed. Automation. Efficiency.
    Flexible Wipes Production Lines Flexible Wipes Production Lines
    Clorox Sets 2030 Science-Based Targets for Reducing Greenhouse Gases Clorox Sets 2030 Science-Based Targets for Reducing Greenhouse Gases
    Lydall Inc. Lydall Inc.
    Glatfelter Glatfelter
    Fitesa Fitesa
    Kimberly-Clark Kimberly-Clark
    Scott 24 Maintains Surface Sanitation for 24 Hours Scott 24 Maintains Surface Sanitation for 24 Hours
    Wipes Makers Ditch Plastics Wipes Makers Ditch Plastics
    Berry Global Berry Global

    Related Live From Shows

    • World of Wipes Event Info

      World of Wipes Event Info

      ...
      06.03.24

    • PROTNER

      ...
      Javier Masia, Sales Director 05.15.23

    • World of Wipes Attendees

      ...
      06.14.22


    • Wipes

      GPMI Expands Disinfectant Wipes Production

      Manufacturer opens new site in Arizona
      09.20.21

    • Shows/Events | Wipes
      Shemesh Automation to Exhibit at INDEX20

      Shemesh Automation to Exhibit at INDEX20

      Major announcement to follow presentation
      09.16.21

    Loading, Please Wait..
    Breaking News
    • Siemens Launches Next-Generation Motion Control System
    • Ahlstrom Announces Leadership Change in Protective Materials Division
    • Harrisons Launches Industrial Range of Wipes
    • Ahlstrom Introduces Optipad
    • Cottonsie Launches Disposable Cotton Diaper
    View Breaking News >
    CURRENT ISSUE

    May 2025

    • 2025 Company Capabilities
    • View More >



    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe

    Latest Breaking News From Nutraceuticals World

    Gattefossé Opens New Facilities in Mumbai, India
    TSI Group Unveils myHMB + Vitamin D Logo
    Indena to Showcase Metabolic, Brain Health Solutions at In-Vitality 2024

    Latest Breaking News From Coatings World

    BASF Introduces Reactive Polyethylene Glycol Pluriol A 2400 I in Europe
    Teknos Unveils Next-Gen Interior Coatings at Ligna 2025
    ICP Group Appoints Todd Brown as VP of Operations

    Latest Breaking News From Medical Product Outsourcing

    StimLabs's Umbilical Cord-Derived Wound Care Product Released in U.S.
    New Medical-Grade Bio-Based PVC Compounds Introduced
    Croívalve Reports 1st Tricuspid Coaptation Valve Implant in U.S. Feasibility Study

    Latest Breaking News From Contract Pharma

    Neurocrine Bioscience’s CRENESSITY Becomes Commercially Available in the U.S.
    Roche's Parkinson's Disease Drug Misses Primary Endpoint
    PTC Therapeutics Submits Vantiquinone NDA to FDA

    Latest Breaking News From Beauty Packaging

    Weekly Recap: Coty Sells SKKN, Henkel Recall, Awards, & More
    Rare Beauty to Host Pop-Up Event with Sephora UK
    Cloud Haircare Expands to Walmart Stores Nationwide

    Latest Breaking News From Happi

    Cosmetify Names Nikkie de Jager the World’s Most Powerful Beauty Influencer
    Big Lips in the Small Wonder
    L’Oréal’s Bioprinted Skin & Dove’s Deodorant Launch

    Latest Breaking News From Ink World

    Nazdar Joins the In-Mold Decorating Association
    Xerox Unveils Post-Lexmark Acquisition Leadership Team
    Inkcups Appoints New Southwest Sales Representative

    Latest Breaking News From Label & Narrow Web

    Mexico's Flexopolis adds second Bobst flexo press
    Paramount Labels installs Rotatek Brava 450
    Esko teams with Bobst for smartGRAVURE System

    Latest Breaking News From Nonwovens Industry

    Siemens Launches Next-Generation Motion Control System
    Ahlstrom Announces Leadership Change in Protective Materials Division
    Harrisons Launches Industrial Range of Wipes

    Latest Breaking News From Orthopedic Design & Technology

    David Thordarson Takes Charge of American Orthopaedic Foot & Ankle Society
    UPM Biomedicals Launches FibGel Injectable Nanocellulose Hydrogel for Medical Devices
    ONWARD Medical Attracts €50 Million in Capital

    Latest Breaking News From Printed Electronics Now

    Tillys Partners with Nedap to Elevate Omnichannel Strategy
    Schreiner Group Emphasizes Global Responsibility
    LG Display Targets Future Markets at SID Display Week 2025

    Copyright © 2025 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login