Wipes in the US - New Market Research Report

Within floor cleaning systems, starter kits/trigger devices experienced a double-digit decline in 2011, due to the discontinuation of the Clorox Ready Mop. Other devices in this category include Swiffer Wet Jet, the category leader by far, and Rubbermaid Reveal, which was launched in 2010 and by 2015 still held only a niche place in the category. As of early 2015, these Clorox Ready Mop refill pads and solutions are still available via third party outlets such as Amazon and eBay, signalling that many loyal consumers have not moved on since its 2011 discontinuation. While it does not look as if any other brands are stepping in to fill this particular gap, several companies have started producing similar products that do not fit into Euromonitor International’s definitions. In 2014, sales remained flat in current value terms but declined by 1% in volume terms. Starter kits/trigger devices offer a convenient cleaning solution and while they may never reach the heights enjoyed in 2002, there is still substantial demand for this type of product in the US.

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Competitive Landscape

Procter & Gamble continued to lead value sales of wipes in 2014, with a 28% value share. Procter & Gamble’s leading position in the category can be attributed to its dominance within floor cleaning systems, where it holds a 95% category share. This category includes Swiffer Wet Jet. Value sales of Procter & Gamble in wipes stood at US$1 billion in 2014.

Industry Prospects

Wipes is expected to increase by a value CAGR of 2% in constant value terms over the forecast period. Growth is expected to be motivated by the improving economy and more disposable income among Americans. Consumers recognise that most wipes are essentially superfluous products – the same cleaning functions can be done with liquids and rags as with homecare wipes. Wipes simply cut down on the supplies needed and are thus purchased out of convenience. Stronger growth is predicted in the forecast period than was seen in the review period due to an improved economy.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in USA market research report includes:

* Analysis of key supply-side and demand trends  
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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