Competitive Landscape
Established Brands See Share Erosion as Consumers Seek to Balance Quality and Affordability
Wipes in the US remains moderately concentrated but shows clear signs of fragmentation over the past five years. The Procter & Gamble Co continues to hold the leading position, with a retail value share of 18% in 2025, down from 20% in 2020, while Kimberly-Clark Corp maintains second place, with a 14% value share in 2025, marginally up from 2020.
Dude Wipes Diversifies with Child-Focused Launch and Digital Strategy
Significant changes in company share in wipes are most evident in moist toilet wipes, where Dude Products Inc has rapidly expanded its share with Dude Wipes, from 5% in 2020 to 23% in 2025, enabling it to improve its position in overall wipes from 1% in 2020 to 4% in 2025. It also recently introduced Lil’ Dude Wipes for children aged 2 to 10, which diversifies its reach and appeals to new consumer segments.
Merger Finalised, Which Could Impact the Competitive Landscape Moving Forward
Vivos Holdings and Nice-Pak have finalised their merger, consolidating their expertise to strengthen their global position within non-wovens and wipes. This strategic integration aims to enhance operational efficiencies and accelerate growth throughout the personal care and hygiene segments.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wipes in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wipes in USA?
- Which are the leading brands in Wipes in USA?
- How are products distributed in Wipes in USA?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in the US - Category analysis
Key Data Insights
Value Growth Continues as Consumers Value Convenience
Value Growth Continues as Consumers Value Convenience
Moist Toilet Wipes Drives Gains, While Baby Wipes Struggles
Harper Hygienics Sets a New Benchmark with Eco-Friendly Innovation
Niches & Nooks Taps Wellness Demand with Targeted Formulations
Continued Growth as Consumers Demand Convenience and Efficacy
Personal Wipes Set to Outperform as Innovation and Skin Health Set the Pace
State Legislation and Digital Strategies to Reshape Innovation and Compliance
Established Brands See Share Erosion as Consumers Seek to Balance Quality and Affordability
Dude Wipes Diversifies with Child-Focused Launch and Digital Strategy
Merger Finalised, Which Could Impact the Competitive Landscape Moving Forward
Warehouse Clubs Expands through Offering Bulk Value as Supermarkets Loses Ground
Growth in Retail E-Commerce Stalls as Offline Specialists Capture Value-Seeking Shoppers
Health and Beauty Specialists and Variety Stores Gain Traction with Targeted Offerings
Tissue and Hygiene in the US - Industry Overview
Ongoing Price Sensitivity Even as Inflation Eases
Key Data Insights
Ongoing Price Sensitivity Even as Inflation Eases
Innovation Drives Growth across Retail Tissue, Retail Adult Incontinence, and Menstrual Care
Several Categories See a Move Towards Premiumisation
Needs of Eco-Conscious Consumers Addressed with New Nappy/Diaper Launch
Holistic Expansion through Fostering Emotional and Mental Connections
Retail E-Commerce and Natural Brands Set to Reshape Purchasing Habits
Retail Adult Incontinence to See Innovation for an Ageing Population
Sustainability, Digitalisation and Regulation Likely to Accelerate Product Transformation
Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain
Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Wipes research and analysis database.
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