by Brianna Crandall — May 21, 2014—TechNavio, the market research platform of Infiniti Research Ltd., has announced the publication of a new research report on the global market for sanitary wipes of all types, increasingly used as a quick and easy way to clean and sanitize workplace surfaces from desks to doorknobs to restrooms.
According to the report, the global wipes market has several drivers that are contributing to the growth of the market. One such driver is the increasing awareness among consumers about hygiene. Several vendors are using marketing strategies that educate consumers about their products. These strategies are also leading to numerous users researching the benefits of using these wipes.
Further, the report states that despite the presence of several drivers, the growth of the global wipes market is curtailed by several challenges. One such challenge hindering the growth of the market is the high cost of wipes. Because of the high operational costs, the increasing costs of raw materials, and the availability of cheaper alternatives in the market, consumers consider purchasing wipes as an unnecessary expense.
Commenting on the report, an analyst from TechNavio’s team said, “A major trend being witnessed in the global market is the emergence of a number of private-label brands. Private-label products refer to products manufactured and marketed by retailers. The private-label wipes manufacturers’ operational efficiency enables them to develop products at lower costs. Thus, products under private-label brand names are becoming more prominent and gaining more popularity as they are priced lower than branded wipes.
“Consumers also consider private-label branded products to be better, offer higher value, and to be priced better than branded wipes. The increasing introduction of private-label brands has led to a growth in the sales and consumption of wipes. However, an increase in the number of private-label brands often leads to price wars and a decline in the profit margins of major branded wipes vendors. Hence, the availability and increased adoption of private-label brands is expected to both positively and negatively influence the growth of the global wipes market during the forecast period.”
TechNavio recognizes the following companies as the key players in the global wipes market: Johnson & Johnson Inc., Kao Corp., Kimberly-Clark Corp., Procter & Gamble Co., Ahlstrom Corp., Beiersdorf AG, Converting Wet Wipes srl, Henkel AG & Co., KGaA, Lenzing AG, Nice-Pak Products Inc., Polymer Group Inc., Reckitt Benckiser plc, Rockline Industries Inc., S.C. Johnson & Son, SCA Group, Suominen Corp., The Clorox Co., and Unilever Group.
TechNavio’s Global Wipes Market 2014-2018 was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to a “SWOT” analysis analyzing the strengths, weaknesses, opportunities and threats facing the key vendors.
