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What Drives Growth of Industrial and Institutional Wipes Market?

By Laura Mahecha | December 4, 2017 << Back to Articles

The industrial and institutional cleaning wipes market continues to grow, and presents opportunities for companies to tap into this budding segment. All major end-use segments are expected to increase consumption of wipes, which reflects the need for superior cleaning products and to maintain clean and healthy facilities. The ease of use and convenience that wipes offer will contribute to future growth across all end-use segments, and largely for general-purpose wipes. End-use segments such as health care facilities, foodservice, K-12 schools, and colleges and universities will continue to emphasize the importance of clean surfaces and hands to minimize germs and illness at their facilities. Wipes are expected to play a key role in this goal.

Suppliers may target a specific product class or have broader market capabilities.  Some manufacturers will seek to gain market share by offering products specific to various end-users, although small and marginal players hope to gain significant share of the wipes market. Acquisitions and mergers could influence the market dynamics and category sales.

Warehouse clubs are significant channel intermediaries, undercutting distributors’ pricing on many products, but still selling primarily to smaller customers. The channel will not transform channel dynamics, but might alter the platforms of delivery, credit, and service. Industrial facilities, small businesses, retail outlets, and recreational facilities tend to buy wipes more often from warehouse clubs than any other distribution channel. Some of these facilities would likely replace industrial cleaning wipes for consumer brand wipes, which would not only serve their immediate cleaning needs, but also cost less.

Other than products being effective and efficient, safety is a preoccupying concern to end users for their own staff, as well as for their guests and visitors. Suppliers can help customers to address the onerous cost of liability insurance.

Environmental awareness remains a theme in the industry, along with the marketing of environmental lines. Many end users want green products, but at a cost-neutral price. The sustainability and feasibility of the disposal of wastes are also of concern.

Learn about the latest developments in this growing market segment from Kline’s upcoming 2nd edition of the Industrial and Institutional Cleaning Wipes: U.S. Market Analysis and Opportunities study.  Based on over 500 end-user surveys and approximately 50 in-depth interviews of suppliers and distributors this study provides comprehensive market insights, data and analysis of the market for disposable industrial and institutional cleaning wipes. The study addresses both wet wets and dry wipers used to clean, disinfect, sanitize, dust, and maintain the overall appearance of commercial, industrial, and institutional facilities.


Laura Mahecha is the I&I Industry Manager for Kline & Company. For more information about Kline’s industrial and institutional practice and market research studies and databases, please visit www.klinegroup.com.

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