household care: a homerun for wipes: floor cleaning cloths boost household wipes market beyond baby wipes in north america.

The largest market segment of the North American wipes market, once dominated by baby wipes, is now around the household cleaning wipes recently released by the non-woven Manufacturers Association INDA.
According to the Association data, household cleaning pointssegment, at $1.
3 billion last year, or 45% of $3.
8 billion North American consumer wipes market.
\"The household wipes market, which benefits from the launch of new floor cleaning wipes, antibacterial wipes, polished wipes and a variety of new products, is now the largest market. . .
It\'s bigger than baby wipes, \"explains Ian Butler, director of research and statistics at INDA.
According to INDA\'s recent analysis of the household cleaning wipes market, floor cleaning wipes such as Swifter, Clorox and PledgeGrab account for more than half of the market.
Disinfection/hard surface wipes are another major category with strong growth.
Retail sales in this segment are expected to exceed half a billion dollars.
While this analysis focuses on the North American market, household cleaning wipes are similarly dominant around the world.
According to the statistics provided by Euromonitor, the sales of dry electrostatic wipes from European increased from $95 to $95.
It was $3 million in 1999 and $0. 357 billion in 2004, while Asia increased from $0. 16 billion to $0. 2 billion. Pacific region.
Meanwhile, sales of wet wipes in Western Europe increased from $38 to $38.
$1999 to $731.
5 million from $0. 129 billion to $186 in 2004Pacific region.
Industry watchers expect that high growth levels over the past five years will not be repeated, but there is still a lot of room for growth, whether through the continuous expansion of existing products, despite the smaller size, or through new products.
\"It\'s hard to predict the future, because most of this growth is driven by the launch of new products,\" he said . \"
Manufacturers such as floor cleaning and disinfection/hard surface wiipesbut are constantly introducing new products and packaging
Ups makes these products more portable and convenient to use.
INDA estimates that the North American wet wipes industry consumed 171,900 tons of non-woven materials in 2005.
Water Spurs and air pulp accounted for nearly three quarters of this amount.
The production of both technologies is increasing, but the amount of spinning is growing slightly faster.
\"We expect that the consumption of wet wipes will exceed 100,000 tons in the next 10 years ,\"
Continued Butler.
Spurs manufacturers are preparing for this growth.
Major producers such as Jacob Holm industries in Europe, Spuntech in India and albud industries (
Parents of AFG wipes)
Water thorn production lines have been established in North Carolina, and multinational Ahlstrom has made several commitments to the growth of wet wipes, including large composites, CT and water Spurs for Windsor Locks-
And plans to subsequently increase production at the facility.
With the recent events in Europe and the substantial growth of North American water spurs, major manufacturers such as Orlandi, Sandler, Suominen non-woven fabric and BBA fiber web ---
Through the acquisition of Tenotex andadefira-
There are investments in technology.
At present, new investment announcements in the field of water Spurs have been reduced, but considering that most of the capacity already announced is openly aimed at the wet wipes market, wet wipes marketers will have a large amount of materials to use when developing new products.
In fact, the rapid growth of household wipes contributed to the growth of sales of multipurpose cleaners.
However, manufacturers cannot complain about this trend, as a one-time dipping wet wipes is a very expensive way to clean.
Moreover, the popularity of wipes is not seen as an out-of-date trend, as consumers choose other cleaning methods out of their need for ease of use and convenience.
\"I wouldn\'t call it reliance on wipes,\" said GaryStibel, CEO of the New England Consulting Group, a tracker for consumer trends.
\"They use wet wipes more and more because they are more convenient and more effective in some cases.
According to SaidEuromonitor\'s recently released research on household cleaning trends, American consumers often show preferences for products that make cleaning activities simpler and easier.
\"Mopping the ground with standard floor cleaners or wax floor cleaners requires consumers to use heavy duty buckets filled with water and cleaning fluids.
The introduction of \"no bucket\" mopping systems, such as household cleaning wipes, has always been a key development in mopping household chores.
\"In fact, according to Euromonitor\'s data, the advantages of Procter & gambles in wet wipes are largely achieved through its faster brand, allowing edit to deliver surface care value in 2004
5 percentage points to 15.
Although sales fell by 5%, they fell by 2% in 2004.
At the same time, SCJohnson\'s weakness in wet wipes led to a decline in the share of 0.
19 points 6 percentage points.
The value share of surface care in 2004 was 2%.
Speaking of Procter & Gamble\'s fastest brand, this range of products, including dry static and pre-wet wipes and accessories, is largely due to the growing popularity of household wipes.
Switer launched a dry static wipe of 1998, and SC Johnson later promised to grab-
And private label copying.
Shortly after, Procter & Gamble expanded the brand of Swifter with SwifferWet, a new category of wet floor wipes, followed by competitors.
In 2004, Swifter was the largest wiping brand in the United States. S.
Sales of $0. 415 billion are also the biggest brand of surface care.
In addition to dry electrostatic wipes, another category reporting strong growth is full-use clean wipes, a category launched by Clorox in 30 years.
Clorox gets $66 million in the USS.
In the first year of this product, including Mr of P & G.
Cleaning and Lysol, as well as private laboratory manufacturers, followed suit, but Clorox stayed ahead in 2004 with $0. 123 billion in sales.
Not just for big boys with anti-static and all the features
Manufacturers have experienced tremendous growth over the past few years, and they have been rolling out niche products to try to continue growing.
In recent years, some brands of furniture polishing wipes have been seen on the market, including window and glass cleaning wipes, and even toilet oven cleaning wipes.
While some have questioned the need for such a market to spread, industry observers believe that consumer demand for convenience will continue to drive the market, albeit on a smaller scale than already experienced.
A successful example is the window/glass wipes, such as those provided by Windex and glass Plus, which earned a 2% gain in 2004.
While growth in this category was not notable in 2004, these products did avoid a decline --
Sales interruptions that usually occur in novelty
Driven products have been on the market for a year or more, according to Euromonitor, which is an achievement in itself.
Experts believe that the slowdown in the growth of new household wipes means that the market is mature.
Unlike the three-fold increase in sales between 2001 and 2004, some of these products, such as astoilet care wipes, have declined. Another not-
The very successful story is easyoff, an oven cleaning wipe designed to heat and use in a microwave.
This relatively expensive product cannot be distributed in bulk.
For supermarkets and sellers.
Similarly, sales of furniture polished wipes, such as those provided by SCJohnson and Old English, fell by 4%, and sales of washable toilet wipes fell by 9%.
From the point of view of the highest penetration rate, this is not the only reason for the end of the explosive growth of the household cleaning wipes market, at least for the time being.
As major categories such as electrostatic floor cleaning cloth and sanitized wipes become saturated, new product categories are not created, and this slowdown is also attributed to a reduction in new product introductions.
However, this is not to say that with the maturity of the wet wipes market, the household cleaning company has canceled the wet wipes market.
Carmen Baker, marketing director for Rockline Industries, a private brand wet wipes maker, said, \"The new product has slowed down but is still there.
The biggest areas of growth are those that are not necessarily wet wipes, but still contain non-woven fabrics such as faster duster or flush toilet brushes.
Dusters, for example, grew 6% last year.
\"In fact, what attracts consumers is the novelty of such products,\" he said. Stibel.
\"It\'s clear that the ability to expand the brand adds financial benefits to the manufacturer, but if there\'s another benefit, I \'d say it\'s interesting value to play.
\"P & G has taken full advantage of this trend in its faster electrostatic color cleaning cloth brand, and it is this product that created this category more than five years ago.
Since then, the company has added a wet vacuum, a motorized wet and dry floor cleaning system that uses faster cloth, hand-held chicken feathers, and the nearest swift carpetflick.
Of course, not all releases are as successful as the original dry cloth product, but no one can deny that P & G has gained a powerful one from almost nothing in such a short period of time.
In addition, P & G is continuing to revolutionize its faster products.
Recently, the company has not reiterated with great fanfare its faster wet floor cleaning wipes, renaming them faster sweepers.
The new cloth features an elastic plastic scrubby strip on the non-woven fabric and does not need to be bent to rub hardto-
Clear the spots on the floor.
\"It does show that the brand understands consumers and their needs, and there is still innovation in the brand . \"
Baker explained. In fact, Mr.
Without something like tiredbrand, Seibel argues, it\'s just that tired brand managers and wet wipes, as well as other new products, have given manufacturers a boost to their brand.
\"It is technically easy to innovate, but it is difficult to innovate in most categories that are considered household chores, such as household cleaning,\" he said . \".
It\'s their idea to make it easier for consumers to do housework when P & gresearch develops Mr
Clean Magic Reach product features 1 pre-
Wet pads and another water for floor and countertop cleaning-
Remove the activation pad of soap slag.
An adjustable handle was designed to make it easier to clean the bathroom.
Kent Lind, deputy director of home care research and development at P & G, said: \"It shows how the non-woven spectrum goes from simple wipes to more sophisticated cleaning products in the evolution process . \".
\"We have developed new tools for consumers to do what they hate to do, and bathroom cleaning is the most important thing.
With a new app, consumers can throw ice hockey out of their homes.
\"The strategy to develop new cleaning tools to make life easier for consumers is the drive to create faster brands, and non-woven fabrics help the company achieve that.
\"We \'ve been looking at our two megabits at surfacecare ---Swifter and Mr. Clean--
Develop new applications . \"Linde explained. In the Mr.
Clean arena with recent innovations including Sir.
Clean the Magic Eraser and the self-driving car cleaning line.
Swifer\'s latest launch is CarpetFlick, a carpet cleaning system that flashes dirt, crumbs and other small pieces on the carpet and holds them to one-off
Let\'s go, let\'s go, let\'s really go to portability is an attribute of wipes across the consumer population, and it does contribute to their popularity.
Like so many things in this market, this starts with baby wipes.
Even long after their kids changed diapers.
Free of charge, many parents put baby wipes on their hands, in the car, in the restaurant, where they can quickly and easily clean up the garbage on the road.
And, while baby wipes are still the preferred travel accessories, several products in the household wipes category are essential --
Provide services for people who go out.
In addition, the extent to which people rely on wet wipes on the road has recently been shown by studies conducted through soap and detergenation (SDA).
\"We found people taking them away from home, like when traveling,\" explains BrianSansoni, executive director of the trade organization SDA, which represents home manufacturers in North America, industrial and institutional cleaning products.
In a recent survey of people\'s hygiene habits, 44% said theybring hand wipes, 31% with cleaning or sanitizing wipes 14% saidthey wiped stains while traveling with what products were interviewed.
\"Portability is the key . \"
Continued Sansoni.
\"They are talking about them and I think manufacturers should continue to work on that because they are looking for ways to differentiate their products or other aspects of promoting their products. \" Mr.
Sansoni says the wipes of this generation are a must. haveproducts.
\"It\'s interesting to see how people use household products in different ways,\" he said . \".
\"For us today in terms of cleaning, not wiping is like someone else is not using baby wipes.
\"As manufacturers roll out new products, portability is one of the many issues they should consider.
Once, the novelty of wipes made them impossible --
Among retailers, current shopkeepers are more selective on wiping products they agree to have valuable shelf space. New-to-this-
For retailers eager to try new innovations, World products don\'t have to pay extra for shelf space.
Stibel explained
This is the third generation, the fourth generation and the fifth generation of products, it is very troublesome to put on the shelves.
\"There\'s only so much space on the shelves.
\"Trade requires new products to survive, but it is difficult to guarantee success for later products,\" he said . \".
And, while the speed of the new work has slowed down, the growth in the number of wet wipes categories remains attractive.
\"What we might see is that the company spends more time developing the next product than rushing to launch the new product . \"Sansoni said.
\"Our goal is to find solutions to consumer problems that they don\'t know.
It is not asking what problems need to be solved, it is solving it before it is known.
The \"Aha\" product is working on this issue.
\"More information about wet wipes market: www. nonwovens-industry.