The U.S. Market for Pretreated Wipes and Accessories: Personal and Household Care Products, 2nd Edition

SUMMARY

The consumer wipes market continues to thrive. Despite mass entry, extreme product proliferation and not a few skeptics over the market's long-term viability, new products continue to emerge and consumers seem eager to buy them. In the last 3 years there has been an explosion in the number and types of wipes available to the consumer. From baby wipes and facial wipes to disinfecting wipes for your countertop and a slew of automotive wipes to keep your 4-wheel "baby" shiny and supple. In a fast paced world, these wipes are designed for convenience, whether that is for your own personal use or to deal with all those thankless jobs around the house and garage

This updated, all-new Packaged Facts report analyzes sales and growth potential for the $2.1 billion plus U.S. market for personal and household wipes, focusing on the increasing diversity of the products marketed and offering historical sales data and projections through 2008. Coverage includes marketer and brand shares, marketing and new product trends, and retail dynamics. Also included competitive profiles of major players such as, Kimberly-Clark, Playtex Products, Procter & Gamble, S.C. Johnson and Reckitt Benckiser.

Report Methodology

The information in The U.S. Market for PreTreated Wipes and Accessories is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal and household care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

Pegging 2003 sales at $2.1 billion and forecasting sales of at least $4.2 billion by 2008, the report tracks sales for the overall retail universe, quantifying mass-market sales to the marketer/brand share level via the most current IRI data available. The report also documents market size and composition, marketing and retail trends, and the role of the Internet, providing gLooking Aheadh trend forecasts and up-to-date profiles of key consumer demographics based on Simmons Market Research Bureau data for Fall 2003.

What You'll Get in this Report The U.S. Market for Pretreated Wipes and Accessories makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Pretreated Wipes and Accessories offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream wipe marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail Strategies (including mass marketers, supermarkets stores and drug stores)
• The Consumer (who's buying what, and where)
• The Products
• Trends and Opportunities

Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report If your company is already competing in the pre-treated wipes market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for pre-treated wipes, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for pre-treated wipes based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for personal and household pre-treated wipes
• Research and development professionals stay on top of competitor initiatives and explore demand for pre-treated wipes.
• Advertising agencies working with clients in the pre-treated wipe industry understand the product sbuyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

TABLE OF CONTENTS

Chapter I Executive Summary

• Scope and Methodology
• Report Methodology
• The Market
• Product Categories
• Market Size and Growth
• Table 1-1 U.S. Retail Sales of Wipes 2001-2003 (in $ Million)
• Baby Wipes A Dominating Category
• Moist Towelettes Growing Category
• Factors to Market Growth
• The Marketers
• Figure 1-1 Marketer share of U.S. mass-market Wipes Products sales 2003
• Source: IRI, Information Resources, Inc.
• Role of Procter & Gamble
• Marketing Trends
• Nonwovens Wipes A Rapid Growing Category
• Value of Established Products
• Convenience attracts consumer
• Retail Dynamics
• Growing demand for low priced wipes
• Baby care customer -- a central merchandising strategy
• Wet wipes— winning streak to continue
• Growth of American drug stores fueled by Private Label
• The Consumer
• 30% of Adults use wipes
• Huggies and Swiffers -- the toppers
• Effect of household incomes
• Wipes catch the young families
• Racial and regional bias

Chapter II The Market

• The Product
• Scope of report
• Airlaid vs. Spunlace
• Two Product Categories
• Market size and composition
• Assumptions in estimation of market size
• Wipes Market Size
• Table 2-1 U.S. Retail sales of wipes, 2001-2003 (in $ Million)
• Figure 2-1 U.S. retail sales of wipes 2001-2003 (in $ million)
• Baby Wipes And Moist Towelettes
• Category Wise Sales of Wipes Products
• Table 2-2 Category wise U.S. Retail Sales of wipes products 2001-2003 (in $ million)
• Personal care & Household wipes compete hard for supremacy
• Table 2-3 U.S. Retail sales of Pretreated wipes: By sub-category 2003
• Cleaning tools/mops/brooms is the leading sub category
• Mass-Market Sales of Wipes
• Table 2-4 U.S. Mass-Market sales of wipes: Sub-category wise 2003 (in $ million)
• Factors to Market Growth
• Convenience Attracts Consumer
• Wet Wipes Win Share
• An Aesthetic Market
• Consumer-Focused strategy
• Growing grayer and wealthier Consumer
• Innovative wipes compliment the convenience factor
• Disinfected and Anti-bacterial Wipes
• Projected Market Sales
• Sales to exceed $ 4.2 billion by 2008
• Table 2-5 Projected U.S. Retail Sales of Wipe products 2003-2008 (in $ million)
• Table 2-6 Projected U.S. Retail sales of wipes: Sub-category wise 2003-2008 (in $ million)
• Figure 2-2 U.S. Projected sales of wipes 2003-2008 (in $ million)
• South is the prime region
• Table 2-7 Regional variations in consumer propensity to use wipe products

Chapter III The Marketers

• Marketers Overview
• Procter & Gamble Leads The Market
• Table 3-1 U.S. market for wipes: selected personal and household products by marketers and brand line
• Marketer and brand shares
• Methodology
• Procter & Gamble and Kimberly-Clark dominate
• Table 3-2 Market shares of the leaders in the various categories of the wipes industry.
• Table 3-3 Major marketers their sales and %change vs. previous year and market share for wipes products 2003
• Market Shares: By Category
• Table 3-4 U.S. Mass-market sales of cleaning Tools/Mops/Brooms: Marketer/brand Share, 2002-2003
• Table 3-5 U.S. mass-market sales of Skin Care Products: Marketer/brand Share, 2002-2003
• Table 3-6 U.S. mass-market sales of baby wipe Products: Marketer/brand Share, 2002-2003
• Table 3-7 U.S. mass-market sales of Moist Towelettes: Marketer/brand Share,
• Table 3-8 U.S. mass-market sales of cleaning cloths category: Marketer/brand Share, 2002-2003
• Brands Sales and % Market Share: category wise
• Huggies Natural care is the leading brand
• Table 3-9 Total U.S. mass-market sales and market share of top 20 brands (2002-2003) in the pretreated wipes market
• Swiffer dominates the cleaning tools/mops/brooms category
• Table 3-10 Total U.S. mass-market sales and market share of top 10 brands in cleaning tools/mops/brooms category, 2002-2003
• Clorox declines but still leads the cleansing cloths category
• Table 3-11 Total U.S. mass-market sales and market share of top 10 brands in cleaning cloths category, 2002-2003
• Olay Daily Facials is the category leader
• Table 3-12 Total U.S. mass-market sales and market share of top 10 brands in skin care product category, 2002-2003
• Huggies Natural Care is the leader; Pampers Natural Aloe Touch grows fast
• Table 3-13 Total U.S. mass-market sales and market share of top 10 brands in baby wipes category, 2002-2003
• Kleenex Cottonelle leads the moist towelettes category
• Table 3-14 Total U.S. mass-market sales and market share of top 10 brands in moist towelettes category, 2002-2003
• Competitive Situation
• Competition at Home
• Innovation To Compete In Baby Wipes Category
• Expanding Functionality And Value Of Established Products
• Airlaid Talk Dwindling
• Emerging New Products
• New Nonwoven Consumer Products
• Moist Wipes Competition To Begin
• Strategy to attract Consumers
• Opportunities For Nonwoven Manufacturers
• Competitive Profiles
• Procter & Gamble
• Overview
• History
• Steady Growth for Procter & Gamble
• Figure 3-1 U.S. mass-market sales of Procter & gamble in the wipes category 1999-2003
• Kimberly-Clark
• Overview
• History
• Declining Sales for Kimberly-Clark
• Figure 3-2 U.S. mass-market sales of Kimberly-Clark in the wipes category 1999-2003
• Clorox Company
• Overview
• History
• Drop in Sales for Clorox
• Figure 3-3 U.S. mass-market sales of Clorox Company in the wipes category 1999-2003
• S. C. Johnson & Son Inc
• Overview
• History
• Stagnation experienced by S.C Johnson & Son Inc.
• Figure 3-4 U.S. mass-market sales of S. C. Johnson & Son in the wipes category 1999- 2003
• Playtex Products Inc
• Overview
• History
• Revenues continue to decline slowly
• Figure 3-5 U.S. mass-market sales of Playtex in the wipes category 1999-2003
• Reckitt Benckiser
• Overview
• History
• Reckitt Benckiser outperforms in cleaning cloths
• Figure 3-6 U.S. mass-market sales of Reckitt Benckiser in the wipes category 1999- 2003
• Alberto Culver Company3
• Overview
• History
• Alberto Culver struggles to maintain the sales
• Figure 3-7 U.S. mass-market sales of Alberto Culver in the wipes category 1999-2003
• Brand Profiles
• Clorox Ready Mop
• Market Size and growth
• Figure 3-8 U.S. mass-market sales of Clorox, 1999-2003 (in $ million)
• Huggies Natural Care
• Product Description
• Ingredients
• Market Size and growth
• Figure 3-9 U.S. mass-market sales of Huggies Natural Care, 1999-2003 (in $ million)
• Kleenex Cottonelle
• Features
• Ingredients
• Market Size and Growth
• Figure 3-10 U.S. mass-market sales of Kleenex Cottonelle, 1999-2003 (in $ million)
• Swiffer
• Market Size and Growth
• Figure 3-11 U.S. mass-market sales of Swiffer, 1999-2003 (in $ million) 93
• Swiffer Wet
• Market Size and Growth
• Figure 3-12 U.S. mass-market sales of Swiffer Wet, 1999-2003 (in $ million)
• Swiffer Wet Jet
• Swiffer Wet Jet Cleaning System
• Market Size and Growth
• Figure 3-13 U.S. mass-market sales of Swiffer Wet Jet, 1999-2003 (in $ million)
• Wet Ones
• Product Description
• Ingredients
• Features
• Market size and growth
• Figure 3-14 U.S. mass-market sales of Wet Ones, 1999-2003 (in $ million)
• Olay Daily Facials
• Market Size and growth
• Figure 3-15 U.S. mass-market sales of Olay Daily Facials, 1999-2003 (in $ million)

Chapter IV Marketing Trends

• New Product Trends
• New Technological Innovations
• Improved product features
• New line of Differentiation: Smell
• Product trends in the personal care category
• New Consumer Applications for Nonwoven Products
• New Product Introduction
• Table 4-1 The U.S. wipes market: Selected new product introductions, 2002-2003

Chapter V The Consumer

• The Simmons Survey System
• Two categories: Premoistened wipes/cloths & Household cleaning mops/disposable wipes
• Table 5-1 Percentage of U.S. adults using the wipes products: category wise
• Pre-moistened wipes/cloths
• Table 5-2 Demographic Characteristics Favoring Usage of Premoistened wipes/cloths, 2003 (U.S. adults)
• Table 5-3 Frequency of Use of Premoistened Wipes/Cloths, 2003
• Table 5-4 Demographic Characteristics Favoring Usage of Premoistened Wipes/Cloths by brand: Chubs, 2003 (U.S. adults)
• Table 5-5 Demographic Characteristics Favoring Usage of Premoistened Wipes/Cloths by brand: Huggies, 2003 (U.S. adults)
• Table 5-6 Demographic Characteristics Favoring Usage of Premoistened Wipes/Cloths by brand: Johnson & Johnson, 2003 (U.S. adults)
• Table 5-7 Demographic Characteristics Favoring Usage of Premoistened Wipes/Cloths by brand: Luvs, 2003 (U.S. adults)
• Table 5-8 Demographic Characteristics Favoring Usage of Premoistened Wipes/Cloths by brand: Pampers, 2003 (U.S. adults)
• Table 5-9 Demographic Characteristics Favoring Usage of Premoistened Wipes/Cloths by brand: Wash-A-Bye-Baby, 2003 (U.S. adults)
• Figure 5-1 Demographic break-up of the users of Premoistened Cleansing wipes/cloths (By Age)
• Figure 5-2 Demographic break-up of the users of Premoistened Cleansing wipes/cloths (By Race)
• Figure 5-3 Demographic break-up of the users of Premoistened Cleansing wipes/cloths (By Region)
• Figure 5-4 Demographic break-up of the users of Premoistened Cleansing wipes/cloths (By number of people in Household)
• Figure 5-5 Demographic break-up of the users of Premoistened Cleansing wipes/cloths (By the Age group of children in the household)
• Cleaning Mops/Disposable Wipes
• 57.72 % of the U.S Adult population use household cleaning mops/disposable wipes
• Hispanics, Households with children under 2 years of age are significant
• Table 5-10 Demographic Characteristics Favoring Usage of cleaning mops/disposable wipes, 2003 (U.S. adults)
• Table 5-11 Frequency of Use of household cleaning mops/disposable wipes, 2003
• Table 5-12 Demographic Characteristics Favoring Usage of cleaning mops/disposable wipes by brand: Clorox, 2003 (U.S. adults)
• Table 5-13 Demographic Characteristics Favoring Usage of cleaning mops/disposable wipes by brand: Glass Plus, 2003 (U.S. adults)
• Table 5-14 Demographic Characteristics Favoring Usage of cleaning mops/disposable wipes by brand: Lysol, 2003 (U.S. adults)
• Table 5-15 Demographic Characteristics Favoring Usage of cleaning mops/disposable wipes by brand: Mr. Clean, 2003 (U.S. adults)
• Table 5-16 Demographic Characteristics Favoring Usage of cleaning mops/disposable wipes by brand: Old English, 2003 (U.S. adults)
• Table 5-17 Demographic Characteristics Favoring Usage of household cleaning mops/disposable wipes by brand: Swiffer, 2003 (U.S. adults)
• Table 5-18 Demographic Characteristics Favoring Usage of household cleaning mops/disposable wipes by brand: Windex, 2003 (U.S. adults)
• Demographic break up of the users: By Age, Race, Region, Household size and the Age group of Children in the household.
• Figure 5-6 Demographic break-up of the users of Household Cleansing Mops/Disposable wipes (By Age)
• Figure 5-7 Demographic break-up of the users of Household Cleansing Mops/Disposable wipes (By Race)
• Figure 5-8 Demographic break-up of the users of Household Cleansing Mops/Disposable wipes (By Region)
• Figure 5-9 Demographic break-up of the users of Household Cleansing Mops/Disposable wipes (By number of people in Household)
• Figure 5-10 Demographic break-up of the users of Household Cleansing Mops/Disposable wipes (By Age group of children in the household)
• Consumer Usage Rates
• Table 5-19: Consumer Usage Rates: by brand Pre-Moistened Cleansing Wipes/Cloths 2003 (U.S. adults)
• Table 5-20 Consumer Usage Rates: by brand Household Cleaning Mops/Disposable Wipes, 2003 (U.S. adults)