Director of market research and statistics at INDA, Brad Kalil presented statistics on the North American wipes market yesterday at the World of Wipes (WOW) conference. According to INDA data, the North American wipes market is currently growing at 3.4% per year and is expected to grow at a rate of 3.7% between 2019-2023. Personal care wipes, excluding baby care products, are growing the most quickly, 5.1% from 2013-2018 and 5.7% between 2019-2023 but this category represents the smallest category, about 20% in volume terms, of the North American wipes market. Meanwhile, home care wipes sales have been growing 3.5% and are expected to grow 3.8% during the next four years; baby care wipes, which now represent the largest piece (44%) of the market, are growing 2.6% and will grow 2.8% per year between now and 2023.

A strong economy and changing demographic trends are being credited with activity in the wipes market. Consumers are willing to pay more for convenience in daily tasks but lower birth rates and an aging population are impacting the kinds of wipes people buy.