HOUSEHOLD WIPES MARKET ANALYSIS

The availability of various substitute products is posing a major challenge for the growth of the household wipes market. There are several alternative cleaning products available to consumers which perform similar disinfecting and cleaning functions as wipes but are more economical and sustainable options. For instance, multi-surface cleaning sprays and liquids offer affordable and reusable solutions for disinfecting floors, counters, appliances, and other household surfaces. Consumers can use microfiber cloths or towels along with these sprays to manually wipe down areas.

Opportunities: Emergence of organic and natural products

The growing awareness about health and wellness among consumers has increased the demand for organic and natural products in recent years. This shift towards organic living is a major opportunity for household wipes market to expand its product portfolio catering to these preferences.

Household wipes containing harsh chemicals can potentially cause allergies and skin/eye irritations. Therefore, consumers are increasingly seeking natural alternatives formulated with plant-derived ingredients. Manufacturers can leverage this demand by launching organic and natural wipes made of biomaterials like bamboo, lemon grass, etc. instead of conventional petroleum-based substrates. For example, a recent study by WHO showed that lemon grass extract is as effective as bleach in disinfecting household surfaces without side effects. Wipes embedded with such natural antibacterial/antiviral agents will appeal to health-conscious customers and drive the market growth in the coming years.