Fifteen years ago (give or take a few years) when the wipes market began its proliferation into new categories, touching more consumers lives than ever before, I figured at some point the ebb of new products hitting the market would slow down. Around this time we were seeing new applications for wipes from floor cleaning cloths to glass cleaners to makeup removal cloths to anti-aging products. These products played into the consumers’ need for convenience, simplifying many daily tasks.

Of course, this proliferation led to many new blockbuster categories for wipes like the floor cleaning cloths and antibacterial cleaning wipes, and consumer product manufacturers—and their suppliers—have been working hard to find the next new “must-have” product that will transform consumers’ lives and boost sales.

On the wipes front, companies have not stopped trying. The rate of new products in wipes continues to be impressive with everyone from large-scale personal and household care companies (like Unilever’s new deodorant wipes and P&G’s new Mr. Clean Magic Eraser cleaning cloths) to smaller entrepreneurial companies looking to fill a new niche in the market by introducing new products. For more new products, please check out our regular recap of introductions on page 31.

Outside of wipes, the market for facial sheet masks is starting to look like the next new blockbuster category that is increasing the use of nonwoven materials in the personal care category. Experts expect that this category will represent nearly a half billion dollars worth of sales in the next five or six years. These products offer benefits like deep cleaning, anti-aging, hydrating and more and are considered the fastest growing part of the skin care category currently. Find out more about this growing market on page 20.

The rate of new products within the global wipes—and now facial sheet masks—category continues to represent how important single-use wipes have become to consumers globally. Experts expect this importance will only continue as disposable spending levels rise in certain areas, more households have multiple earners and more product formats become available.

As always, we appreciate your comments.


Karen McIntyre
Editor