Steady Growth for the Global Nonwoven Wipes Market Despite Economic Slowdown

25 November 2009

Leatherhead, UK, 25 November, 2009. Weathering the impact of the economic slowdown, the global market for nonwoven wipes is predicted to show steady growth and reach 725,000 tonnes and US $10.1 billion in sales in 2009. Experiencing a CAGR of 5.4% in the 2009-14 period, the market is projected to touch 948,000 tonnes and sales of US $13.2 billion by 2014, according to a new study by IntertechPira.

Based on primary research and expert analysis, The Future of Global Nonwoven Wipes breaks down the global market by type, end-use segment, technology, raw material and geographic region, with five-year forecasts to 2014. Importantly, the study provides a detailed insight into the market's key drivers and trends and also profiles the five major players controlling the competitive landscape, i.e. Kimberly-Clark, Procter & Gamble, Johnson & Johnson, SC Johnson and Kao.

The study covers nonwoven wipes, which are wipes with a formed sheet or web of directionally or randomly orientated fibres which may be of natural or man-made origin. These fibres are bonded either thermally, or by physical entanglement or adhesives, and exclude paper and products that are woven, knitted, tufted, stitch-bonded with binding yarns or filaments, or felted by wet-milling, whether additionally needled or not.

With regard to the key catalysts for the industry, the study explains that sales of consumer wipes are essentially driven by cost, consumer-perceived aesthetics, convenience, ease of use, time savings, performance, environmental perception and disposability. Industrial wipes are governed by different drivers, with convenience and aesthetics having a much lower effect on their sales. While safety and health benefits are major drivers for industrial wipes used in the medical or food service segments, cleanliness and consistent quality are also significant drivers in some applications. For industrial wipes, the cost to meet requirements is the ultimate driver.

According to the study, the consumer wipes market is estimated to reach a sales value of US $8.1 billion in 2009, with industrial wipes making up the remaining US $2 billion. By 2014, consumer wipes alone are expected to grow to over $10.5 billion, with industrial wipes accounting for another US $2.7 billion. IntertechPira predicts that in the full ten-year period 2004-14, the consumer wipes market will witness a CAGR of 5.2%, with industrial wipes being slightly higher at 6.3%. Dampened by recession, the 2008-10 period is expected to show lower growth, bringing down the overall growth rate.

Another major classification in the study is between dry and wet wipes. Premoistened or wet wipes are normally supplied to the consumer already wet or premoistened with a liquid, while the dry wipes are supplied dry, with the understanding that the consumer will add a liquid if needed. In 2009, wet wipes are expected to contribute around 71% of the total wipes market at slightly under US $7.2 billion. Over time, dry wipes are predicted to gradually gain market share, growing from 29% in 2009 to 30% in 2014.

The study also assesses the technologies used for nonwoven wipes. In 2009 spunlace leads with 358,600 tonnes and US $5.5 billion in sales, roughly half of the total market. This is followed by airlaid, which has volumes of 188,287 tonnes and sales amounting to US $2.3 billion in 2009. Other major technologies discussed in the study include coform, carded, wetlaid, spunlaid, needlepunch and composites. In terms of CAGR projections over the 2009-14 period, composites are expected to have the highest CAGR at 8.5%, with the segment growing over a small base. Following this are spunlace at 6.7%, spunlaid at 5.1% and needlepunch at 4.9%.

Despite an increased focus on environment-friendly flushable and biodegradable wipes, the ratio of petroleum based, non-biodegradable raw materials to sustainable, biodegradable, renewable raw materials is not expected to change significantly from 2004 to 2014. In 2009, the percentage of petroleum-based raw materials (polypropylene, polyester, bicomponent fibre, standard and specialty binders) has stabilised at about 38% (by weight) and 43.1% (by value). Polyester, rayon and wood pulp continue to be the major raw materials used for the production of nonwoven wipes. While wood pulp and polyester are growing at similar rates, rayon appears to be growing slightly faster. This could however change if the relative price of rayon vis-à-vis polyester or polypropylene is altered significantly.

The geographic regions covered in the study include western and eastern Europe, North and South America and Asia. North America continues to be the leading market, and is projected to grow from US $4.5 billion in 2009 to US $5.5 billion in 2014. Western Europe is second with sales of US $3.6 billion in 2009, which is predicted to grow to US $4.2 billion in 2014.The third major market for nonwoven wipes is Asia, which is expected to expand from US $1.3 billion in 2009 to almost US $2 billion by 2014. South America and eastern Europe are predicted to grow over smaller bases, reaching US $551 million and US $558 million respectively by 2014.

According to the study, growth trends for both consumer wipes and industrial wipes are similar by region, typically with higher growth for industrial wipes. Asia is expected to buck this trend with consumer wipes forecast to grow at 8.6% over the 2009-14 period, compared to industrial wipes at 8.2%. Eastern Europe is projected to witness a very respectable CAGR of 29.8% for consumer wipes and a spectacular CAGR of 59.1% for industrial wipes.

The Future of Global Nonwoven Wipesis available now for £3,500. For more information, please contact Stephen Hill on +44 (0) 1372 802025, orcontact us online

Press contact: For editorial queries, details of the report or an expanded article please contact: Rebecca Leigh +44(0)1372 802207 rebecca.leigh@pira-international.com

IntertechPira
IntertechPira provides events, market research, publications, strategic and technical consulting to niche, emerging and high growth industries.

Market coverage includes lighting and displays, clean energy, home and personal care, industrial biotechnology, performance materials and chemicals. IntertechPira is a division of Pira International.