Tara Olivo, Associate Editor02.08.19
While baby wipes still dominate the personal care wipes market, new uses for wipes continue to help brands grow sales and attract new customers. However, balancing cost, performance, convenience and sustainability continue to be a delicate task for manufacturers.
In 2018, North American (U.S. and Canada) retail sales for baby wipes were $1.8 billion, while cosmetic wipes (namely facial cleansing wipes) followed behind at $529 million in retail sales, according to data from Euromonitor International.
“Cosmetic wipes do well,” says Svetlana Uduslivaia, head of Home & Tech Americas at Euromonitor International. “While there’s nothing bombastic in this market where it’s seeing significant growth, particularly in developing markets where wipes are still growing at a slow pace, facial wipes have done fairly well.”
While cosmetic wipes, as well as most other personal care wipes categories, are expected to grow over the next several years, pricing still remains a challenge.
“Consumers really want wipes to be cheaper, and a lot of the wider use o
In 2018, North American (U.S. and Canada) retail sales for baby wipes were $1.8 billion, while cosmetic wipes (namely facial cleansing wipes) followed behind at $529 million in retail sales, according to data from Euromonitor International.
“Cosmetic wipes do well,” says Svetlana Uduslivaia, head of Home & Tech Americas at Euromonitor International. “While there’s nothing bombastic in this market where it’s seeing significant growth, particularly in developing markets where wipes are still growing at a slow pace, facial wipes have done fairly well.”
While cosmetic wipes, as well as most other personal care wipes categories, are expected to grow over the next several years, pricing still remains a challenge.
“Consumers really want wipes to be cheaper, and a lot of the wider use o
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