Global Household Wipes Market – Insights
Household wipes are used to clean, polish, and disinfect various surfaces in a house. Household wipes can be used to clean kitchen counters, window surfaces, glass, appliances, and tiles in toilets, floors, metal surfaces, wood surfaces, and furniture. Wipes can be of two types, antibacterial wipes and non-antibacterial wipes. These household care products keep the house neat and clean. Thereby they lower the risk of illness and also help to enhance the surface appearance.
Among product types, disinfecting wipes segment accounted for the largest market share in the global household wipes market, owing to their hygiene providing nature. Disinfectants contain antimicrobial agents such as pine oil, sodium hypochlorite, quaternary ammonium compounds or phenols, which kills bacteria and viruses on surfaces. Disinfecting wipes segment in the global household wipes market was valued at US$ 1535.7 Mn in 2017, and is projected to increase to US$ 2480.0 Mn by 2025, witnessing a CAGR of 6.3% during the forecast period.
Among region, North America is expected to dominate the global household wipes market. According to a report of American Cleaning Institute (October 2018), the cleaning products industry has impacted the U.S. economy by US$ 59.1 billion in 2016. Moreover, 78% of U.S. residents prefer ‘Light cleaning’ i.e. a general surface-level cleaning of their household. Increasing awareness regarding cleanliness and hygiene in North America contributes to higher share to the global household wipes market.
However, lack of hygiene awareness in few countries such as Qatar, Pakistan, Indonesia, Ghana, Syria, and Sri Lanka is restraining market growth. Lack of hygiene is the major cause of various diseases. According to the National Center for Biotechnology Information (NCBI), diarrheal diseases cause around 1.6 to 2.5 million deaths annually, which is result of unhygienic conditions. Therefore, lack of hygiene awareness in few countries may hamper the global household wipes market growth.
Global household wipes market was pegged at 542.6 Mn units in 2017, and is projected to increase to 795.4 units Mn by 2025, witnessing a CAGR of 5.1% during the forecast period.
Figure 1. Global Household Wipes Market Revenue Share (%), By Region, 2017
Source: Coherent Market Insights, 2017-18
Asia Pacific is the fastest growing region for household wipes market, owing to emerging economies such as China and India in this region. According to India Brand Equity Foundation Report (IBEF) on Fast Moving Consumer Goods (FMCG), July 2018, Indian FMCG sector is forecasted to report revenue growth of about 11-12 per cent in FY19 from 8 per cent in FY18. Moreover, revenues of Indian FMCG sector are estimated to grow from US$ 49 billion in 2016 to US$ 103.7 billion in 2020. Therefore, growth of FMCG sector is expected to propel the growth of household wipes market.
Players operating in the global household wipes market are adopting various growth strategies to cater to increasing demand for Household Wipes. For instance, Household wipes are one-time use products and decomposition of these wipes are difficult. Therefore, companies are striving to manufacture eco-friendly and chemical free products.
Furthermore, various key players are focused towards increasing quality of household care products, which is a key factor driving growth of household wipes market. For instance, in 2017, Solugen, a biotechnology company launched ‘Ode To Clean’, the first line of cleaning products made of bioperoxide, one of the purest forms of hydrogen peroxide made 100% from plants. Ode to Clean offers consumers a safe, powerful, and convenient way to clean without relying on harsh, petroleum-based chemicals, which exist in all cleaners today.
Figure 2. Global Household Wipes Market Revenue Share (%), By Product Type, 2017
Source: Coherent Market Insights, 2017-18
Major players operating in the global Household Wipes market include, S. C. Johnson & Son, Inc., Procter & Gamble Co., Nice-Pak Products Inc., The Clorox Company, Weiman Products LLC, Colgate-Palmolive Company, Reckitt Benckiser Group plc. Amway Corporation, 3M Company, Kimberly-Clark Corporation, Kao Corporation, and Rockline Industries.
Household care and professional cleaning and hygiene products are an essential part of individual’s life. Growth of household wipes products is attributed to high disposable income, which allows consumers to purchase appliances and other luxuries, and thereby creating high demand for specialized cleaning products. Several companies are aiming on introducing new products that are plant-based, biodegradable, and reusable therefore further gaining consumer traction.
By product type, disinfecting wipes segment is gaining significant traction in the market, owing to their hygiene providing nature. Growing usage of household care products can be attributed to increasing hygiene awareness, which is expected to drive growth of household wipes market. According to a Socio-Economic Analysis of the Household Care And Professional Cleaning and Hygiene Products Industry (January 2016), good personal hygiene practices if combined with effective use of household care products, can reduce the rate of infections caused by microorganisms such as Salmonella and Norovirus by 30%, which will in turn saves the healthcare spending.
By Region, Asia Pacific is expected to hold the largest share in global household wipes market over the forecast period due to emerging economies such as India. According to India Brand Equity Foundation report on Fast Moving Consumer Goods (FMCG), July 2018, FMCG is the 4th largest sector in the Indian economy where Household and Personal Care is the leading segment, accounting for 50% of the overall market. Growing awareness, easier access and changing lifestyles are the important growth drivers for this sector.
Key features of the study:
“*” marked represents similar segmentation in other categories in the respective section.
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