World of Wipes

The World of Wipes® (WOW) International Conference is the premier global event dedicated exclusively to the wipes industry. The event explores the latest innovations shaping wipes—from materials and formulations to sustainability, regulations, manufacturing technologies, and evolving consumer expectations—providing attendees with actionable insights and technologies to improve their products and processes.

Session title: From Routine to Ritual: Capturing Growth in Wipes Through Proactive Skin Care, Experiential Elevate and Occasion Targeting

Session description: The consumer of tomorrow is being shaped by a complex mix of economic uncertainty, demographic change, and evolving personal values. In this environment, the definition of “value” is shifting beyond basic function toward products that offer emotional reassurance, skin-forward care, and seamless support throughout the day. As lifestyles become more fluid, consumers increasingly look for wipes that meet specific micro-moments: during commutes, after workouts, in outdoor settings, or as part of calming routines at home. At the same time, sensorial qualities such as texture, scent, and skin-nourishing ingredients are gaining importance, transforming ordinary hygiene tasks into small rituals of comfort and restoration.

This presentation will cover the state of global demand for personal wipes by category and key market, as well as how brands can respond to these shifts by grounding innovation in three key themes.

• The rise of proactive skin health, as consumers treat skin wellness as a core pillar of self-care and longevity.
• The essential balance between evidence and emotion, where trusted formulations and recognizable ingredients must harmonize with sensorial delight to build true consumer confidence.
• The expansion of new occasions and need states, as brands design formats that adapt intuitively to the rhythms of daily life. Together, these forces reveal how wipes can move beyond function to deliver deeper resonance and more meaningful value.

Date and time of the Euromonitor session: 30 June 2026, 11:00–11:30am CT

Name and title of the Euromonitor speakers: Liying Qian, Global Insight Manager – Tissue and Hygiene