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The consumer wipes market is booming. From hand washing to surface disinfection to bathroom hygiene, consumers are relying more than ever on wet wipes, and manufacturers are taking note. According to Smithers data, the wet wipe market consumed 1.4 million tons of non-woven fabrics in 2020, and its market value reached $19.6 billion. The annual growth rate for 2015-2020 is reported to be 7.9 percent. During the new crown epidemic, the market increased demand for wet wipes and this number surged. Even in the second quarter of 2020, after demand peaked, sales of certain categories of wipes were still more than 20% higher than before the pandemic.

 

More consumers are using wipes than ever before, driving the growth of this market. According to a recent survey, the number of people who regularly use wet wipes has increased by 30% compared to 2008. In addition, the number of people using surface disinfectant wipes has increased by 44% since the beginning of the new crown outbreak, and this behavior is expected to continue.

 

 

Most wipes manufacturers and their suppliers want to invest more to meet this growth in demand. Nice-Pak and Rockline, two of the industry's largest wipes processors, Industries announced investments in the United States to produce surface disinfecting wipes, while disinfecting wipes leader Clorox added a new line in Atlanta, Georgia, and expanded its network of contract manufacturers in the United States and worldwide.

 

As the use of wet wipes continues to rise, the industry is facing the challenge of how to make products greener and more environmentally friendly. This is not only driven by regulations such as the European Single-Use Plastics Directive and similar measures being evaluated in several US states, but also by consumer preferences for more natural products.

 

Pricie Hanna, managing partner of Price Hanna Consultants, also sees more direct-to-consumer brands competing for consumers who value sustainability. "Millennials and younger consumers are driving this trend, while the public is increasingly focused on sustainability," she explained. "In addition to direct-to-consumer brands, we are seeing similar strategies from major manufacturers and their brands in the baby and feminine care categories."

 

 

Earlier this year, Kimberly-Clark launched a new range of Huggies Pure Biodegradable wipes in the UK, which are biodegradable after 15 days in simulated landfill conditions.

 

Huggies said the plastic-free wipes are made from 100 percent natural fibers. Independent tests have shown that it biodegrades after 15 days under simulated landfill conditions, making it the brand's first biodegradable product.

 

The brand promises to completely eliminate plastic from its range of baby wipes in the UK within five years or more.
In addition to launching its first biodegradable product, Huggies has made significant progress in achieving other goals of its mission to minimize footprint. Achievements to date include removing 359 tonnes of plastic a year from its baby wipes portfolio and 17 tonnes a year from its Huggies Extra Care portfolio and removing the inner plastic bags inside its large boxes, saving 43 tonnes a year.

 

"We know this will be welcome news for parents who rely on wet wipes as a daily parenting necessity but are also working to reduce their impact on the planet," said Ori Ben Shai, vice president and managing director of Kimberly-Clark UK and Ireland, provide them with an affordable and sustainable solution."

 

"The launch of our first biodegradable product brings us one step closer to our goal of minimizing our footprint. We know we have a long way to go to achieve this ambitious plan, but we are committed to developing the best products to meet the changing needs of our consumers."

 

Similarly, Eunice will launch Mamy Poko Premium baby wipes. The organic cotton composite material used in the new product has obtained the world's highest safety standard "OEKO-TEX" STANDARD100 certification, and has also obtained the "FSC certification", which proves that it combines safety and environmental characteristics.

 

The "OEKO-TEX" STANDARD100 is an international safety certification granted only to OEKO-TEX®The international community certification inspection unit analyzes and tests more than 350 kinds of dangerous chemical substances and meets strict standards for textiles. In order to obtain this certification label, all materials and chemicals used in products must be clear about their experimental standards. In other words, the product with this label is "certified" to have a high safety standard.

 

Eunice is working hard to protect the bright future of babies. They are committed to providing safe and reliable products. ORGABITS project is a good proof of this. This is a sustainable activity that is friendly to the earth.

above the shelf

 

In May, baby care brand Coterie launched a wet wipe made of 100 per cent plant-based biodegradable and compostable material. Designed in collaboration with the Veocel brand, the Coterie wipes contain 99% water and are the most sustainable baby wipes on the US market.

 

Recent certification tests have shown that, compared with similar wipes that take hundreds of years, Coterie wipes are proven to be fully compostable after only a few weeks and can decompose even under the harshest conditions. By comparison, acceptable standards for compostable products can take up to six months, while plastic-based products can take hundreds of years. In addition, for the first time in the country, the new wet wipes have received chemical safety certification from the Environmental Working Group (EWG), mildness certification from the National Eczema Association and sustainability certification from TÜV-OK Compost HOME.

 

 

"Let's face it, the process of changing diapers or post-partum cleanup is not an ideal task. Frank Yu, founder and CEO of Coterie, said: "Our new wipes make this process simple and efficient, while being friendly to babies, parents and the planet. Our mission is to advance the baby care market while setting new industry standards in performance and sustainability. Our collaboration with Veocel is a testament to our continued investment and contribution to sustainable innovation, and we are proud to have designed such a high-performance product that combines the benefits of effective cleansing, healthy skin and environmental friendliness."

 

At the same time, North American manufacturer of home and personal care products, Radienz Living, added an exclusive citric acid-based plant disinfectant formula and a sustainable 105mm can of wet wipes, which is manufactured using Altium's Dura-Lite technology and uses 23% less plastic. These two innovative solutions once again demonstrate the company's commitment to creating a more sustainable world through products that are both safe and effective.

 

"With the latest consumer insights, Raienz Living recognizes that incorporating our exclusive citric acid-based plant sanitizing formula and Altium's Dura-Lite wipes cans into our portfolio is a key way to reinforce our company's commitment to sustainable solutions," said Matt Stillings, CEO of Raienz Living, that's why we recognize the importance of continuing to invest in these sustainable product solutions. We look forward to seeing these innovations continue to empower our customers and have a positive impact on consumers."

 

Radienz Living's commitment to sustainability is also reflected in its use of Altium's new Dura-Lite 105mm wipes cans, which uses 23% less plastic than traditional cans. According to IRI, nearly 1 billion plastic cans are used in the United States each year.

 

It is estimated that if every company used Altium's Dura-Lite tanks, the United States would reduce plastic consumption by about 14,000 metric tons per year.
On the substrate side, nonwovens producers serving the global wet wipes market continue to focus on developing alternative sustainable materials. Nonwovens Suppliers Suominen set a goal to increase sales of sustainable materials by 50% and launch more than ten sustainable products every year. In 2020, the company launched nine sustainable products and increased sales by 22.5 percent.

 

"Sustainability is increasingly important to our customers and other stakeholders," said Lynda Kelly, senior vice president of business development. "We help our customers achieve their environmental goals by providing products made from renewable, recyclable, compostable and plastic-free raw materials, so we bring more sustainable options to this market."

 

To keep pace with this strategy, Suominen launched products such as Biolace Pure, a 100 per cent plant-based product with superior cleaning capabilities. The successful development of this innovative material with excellent liquid management and cleaning properties is based on Suominen long history and expertise.
Another sustainable home product from the company is the Biolace Bamboo, which also has excellent cleaning capabilities. As the name suggests, the main raw material for Biolace Bamboo is bamboo, a perennial grass that is one of the fastest growing plants in the world. Its high rate of re-growth makes it an important alternative.

 

"With the traditional petrochemical-based non-woven used in wipes

 

Biolace Pure and Biolace Bamboo have a clear advantage over cloth-making in reducing their CO2 footprint and environmental impact, "adds Kelly.

 

At the same time, Biolace Ultrasoft is a non-woven fabric used in personal care and baby products, made from plant-based, biodegradable, plastic-free and compostable raw materials. As the newest member of Suominen's sustainable portfolio, it is also a continuation of its Biolace product range launched more than a decade ago.

 

Biolace Ultrasoft are developed to meet the needs and quality expectations of their customers and consumers for sustainable products. According to the Suominen test, the structure and composition of Biolace Ultrasoft non-woven fabric with the same basis weight of 100% viscose spunlace non-woven fabric, cleaning efficiency increased by 25%, compared with polyester wipes, cleaning efficiency increased by 38%.

 

"Biolace Ultrasoft is a sustainable product with excellent cleaning efficiency and extraordinary softness. It is the perfect solution for baby and personal care products, such as makeup wipes and baby wipes. The softness makes it suitable for gentle skin products as well," said Johanna Sirén, the company's category management manager.

 

At the same time, Jacob Holm has introduced a new sustainability member to its Sontara EC family in Europe, the Middle East and Africa. Sontara EC Green is a unique new high-performance 100% cellulose substrate product made by proprietary Sontara technology. This ultra-pure production process produces a 100 percent bio-based product without any adhesives, chemicals or silicones. Sontara EC Green holds patents and is produced from renewable resources, making it an excellent alternative to non-biodegradable substrates. The wipes are packed in a convenient dispensing box with a sealed package to prevent any contamination. With this product, users can obtain the critical cleaning capabilities they need while being environmentally responsible.

 

In addition to new sustainable packaging and new folding forms made from recycled materials, Jacob Holm has also added sustainable options to its Sontara EC product range. This takes Jacob Holm's commitment to sustainability and continuous innovation a step further.

 

Jacob Holm's Project Boost is a multi-million dollar global expansion plan, and developing more sustainable materials is an important part of the plan, which will increase its global production capacity.

 

"Project Boost will help us increase our capacity to serve our global partners and provide them with more sustainable substrate options, as well as continue our position as a leader in nonwoven innovation." The company's chief executive Martin Mikkelsen said.

 

Jacob Holm will remain focused on sustainability following the Glatfelter acquisition, which is expected to close later this year. As a manufacturer of air-laid non-woven fabrics, Glatfelter has 30 wipe substrates that contain a high proportion of renewable materials and wood pulp.

 

Targeting the disinfecting wipes market, Glatfelter now provide environmentally friendly cellulose-based airlaid non-woven substrates for GlatClean disinfecting wipes.
"Glatfelter are committed to providing our customers with wipes substrates that have the highest standards of hygiene, safety and sustainability," said Chris Astley, Senior Vice President and Chief Commercial Officer. "We are proud to bring an environmentally friendly airlaid solution for cellulosic substrates to the cleaning and disinfecting wipes market."

 

The GlatClean is durable, soft, and has excellent liquid absorption capacity. It maintains low fluid migration during storage and maintains strength and integrity over time. Given its unique combination of properties, GlatClean offers a sustainable and effective solution to the growing market for disinfecting wipes.

Can be dispersed

 

Flushable wipes continue to grow faster than the overall growth of disposable wipes due to changes in consumer bathroom habits, but the market is still controversial due to clogging and other sewer problems caused by the product in cities around the world. For more than a decade, INDA has been leading an industry-wide effort to refute these claims, and has also developed test methods and labeling guidelines for flushable wipes.

 

It has been two years since INDA and its Flushable Wipes Advisory Committee launched the fourth edition of the Flushable Wipes Guide, which includes updated test methods and guidelines for marking flushable and non-flushable wipes.

 

The wipes industry has largely insisted that its flushable wipes do, as advertised, decompose in water. Several analyses of sewer systems in the United States and the United Kingdom have shown that flushable wipes account for a negligible proportion of sewer blockages, as low as 1-2%. Instead, blockages are often caused by products that cannot be flushed, such as baby wipes, cleaning wipes, paper towels and feminine hygiene products, as well as cooking oils and grease that enter the sewer system through other means.

 

As a result, INDA and the Wipe Supply Chain have long asserted that banning flushable wipes is not a viable solution to sewer blockage, as consumers will only use alternative products, such as non-flushable baby wipes. This will exacerbate the problem. Instead, the industry believes that greater clarity on labeling practices and consumer education will go further down the road.

 

This demand led to the formation of the Responsible Flushing Alliance, an independent non-profit organization whose mission is to work with the wastewater and sanitation industries to educate consumers about responsible and more informed flushing habits. The alliance was formed at the end of 2020 with Lara Wyss as president.

 

Wyss said, "We are committed to raising awareness of proper flushing, which will help create healthier and safer home and office environments and maintain good sewer systems. More targeted and collaborative public education will reduce wastewater costs and improve the problems of our sewers."

This article is from Nonwovens Industry Journal

 

Source: Jung-International Nonwovens Industry