Five years ago, the Covid-19 pandemic caused major disruptions to the global wipes market, sparking both spikes and declines in usage across different sectors—effects that are still influencing the market today.

When demand for wipes surged at the start of the pandemic, shortages of disinfectant wipes followed. However, widespread closures of restaurants, schools, hotels and fitness centers led to sharp declines in the use of wipes within those settings. As businesses began to reopen in 2021, the market started to recover, though this rebound has remained uneven across sectors.

For industrial wipes, the picture was mixed, according to Phil Mango, nonwovens consultant at Smithers. Early in the pandemic, when little was known about Covid-19, surface disinfection became a priority and demand for antimicrobial wipes, for healthcare users in particular, spiked. “In many instances, supply could not keep up with demand, even with some institutional users switching over to consumer lines as familiar institutional wipes were hard to acquire,” he notes. At the same time, many non-essential offices, workplaces, transportation and other public spaces were shuttered, with staff working from home, cutting the need for regular cleaning cycles.

Mango says that some of these shifts have left a lasting impact. The rise of home meal delivery, for example, has reduced on-site foodservice volumes, while ongoing recessionary pressures continue to weigh on demand. “Shrinking disposable incomes mean fewer people are eating out, and so there are fewer tables to wipe down with foodservice wipes,” he says. Meanwhile, while enhanced workplace cleaning protocols have largely been scaled back, homeworking remains common, reducing the amount of office space companies need to maintain.

Kimberly-Clark Professional (KCP), which offers a wide range of dry and wet wipes under the WypAll brand, is reporting softness in the industrial and institutional (I&I) wipes market, with year-to-date declines driven largely by macroeconomic pressures such as inflation and price sensitivity.

“Subscription data shows industrial manufacturing, foodservice and hospitality sectors underperformed industry expectations,” says Julia Georgoff, general manager of Wiper Category and Sustainability at Kimberly-Clark Professional North America. Still, she notes, KCP gained 152 basis points of market share in Q2 2025 by focusing on customer-centric innovation and education.

 

Key shifts in demand are reshaping the market. According to Georgoff, customers are increasingly selecting wipes based on specific cleaning tasks rather than general categories. Also, increased price sensitivity is influencing purchasing behavior, making efficiency and cost-in-use critical factors. At the same time, growth is returning in healthcare and institutional wet wipes. “Wet wipes are seeing a resurgence, particularly in healthcare, with full recovery from Covid-era declines only occurring in late 2024,” she says.

Factors hindering growth include economic uncertainty, budget constraints in institutional sectors and using the wrong type of product or inefficiently sized wipes for the job. “Kimberly-Clark Professional is addressing these challenges by helping customers match the right wipe to the right task, reducing waste and improving performance,” Georgoff says.

For Hospeco, which manufactures its own brands and private label wet and dry wipes, fitness centers and gyms, personal care and assisted living are huge growth markets.

“Post-Covid, people who go to gyms expect to find easy methods of cleaning equipment between uses,” says Dan Untiedt, senior sales executive, Hospeco Brands Group. “Pre-saturated wipes have an advantage over standard towels because they are two products in one. There’s no need to spray a cleaning solution, then wipe; it’s all there, ready to use, and disposable.”

Demographic shifts are also fueling demand. The graying of the population is driving the need for more wipes in elder care spaces, and many of those same products can be used in infant care, Untiedt notes.

Eco Innovations

Manufacturers of disposable wipes are increasingly adopting natural raw materials such as cotton and cellulose, as well as plant-based active ingredients, driven by consumer demand for more sustainable products and regulatory pressure to reduce plastic waste and improve biodegradability. While implementation has been slower in the I&I wipes segment—since the active ingredients are often harsher on natural substrates—recent advancements have enabled wipes makers to bring more sustainable options to industrial and institutional markets.

“The interest in sustainable materials continues to grow, and those materials are becoming more cost-friendly, which should increase demand even further,” says Jessilyn Duke, GM – SBU Textiles and Wiping, Hospeco Brands Group. “For some years now, customers have had a desire and need for sustainable products, but there was a reluctance to pay a premium for features such as biodegradability or compostability. Those walls are coming down, and we will be expanding our offering to meet demand.”

Untiedt agrees, noting that the importance of sustainable products and practices progressively increases. “Much of the focus is on the substrate, the literal paper and fibers that form the wipe,” he says. “We also have a variety of options from a packaging standpoint, whether they’re recyclable, biodegradable, etc.”

 

The company also looks to create cleaning chemicals and solutions that eliminate the need for special labeling and additional licensing. “Certain chemicals in some states might require a Prop 65 statement or other legal documentation,” Untiedt explains. “When we’re innovating, we’re looking to build chemistry that avoids those situations. Very much a driver of innovation is the two-part challenge to R&D — can we build products more sustainably and make them more environmentally safe?”

The shift towards sustainability extends beyond Hospeco. Early this year, CloroxPro released its 2024 Clean Index report, detailing the perceptions, needs and challenges of more than 1500 cleaning professionals and consumers from the past year. Responses from the study show that eco-conscious cleaner adoption is becoming widespread: two in three cleaning professionals stated that their facility is using such solutions and 60% reported that their facility has set a business goal to use more eco-conscious products.

Last year, CloroxPro expanded its Clorox EcoClean product platform with the launch of Clorox EcoClean Disinfecting Wipes. These Design for the Environment (DfE)-certified, ready-to-use wipes are made with a 100% plant-based substrate and naturally-derived, citric acid active ingredient that kills 99.9% of germs without bleach, ammonia or alcohol. The wipes clean and disinfect without harsh chemical odors and with 38% less plastic.

“The demand for eco-conscious cleaners and disinfectants continues to increase as facilities prioritize the comfort of their staff and meeting their sustainability goals,” says Kyra Caskey, senior director of marketing, CloroxPro.

Other manufacturers are also innovating in sustainable wipes. Targeting healthcare settings, Ecolab introduced a new eco-friendly wipe last year. The disinfectant 1 wipe, the first EPA registered 100% plastic-free, readily degradable, one-minute hospital disinfection wipe, is derived 100% from wood pulp fibers. The product supports healthcare facilities looking to help improve patient safety and achieve their sustainability goals, citing an urgent need to address the environmental impact of traditional single-use plastic-based disinfectant wipes, which currently dominate the North American market.

In addition to providing one-minute hospital disinfection against 40-plus broad-spectrum organisms, the disinfectant 1 wipe also demonstrates a 36% reduction in total wipe utilization when compared to the leading alcohol-based disinfectant wipe. The product has a two-year shelf life and has demonstrated the ability to kill SARS-CoV-2 in as little as 30-seconds.

At the material level, Magnera produces a range of nonwovens tailored to the industrial and institutional wipes market, and sustainability is a key driver in the nonwovens industry, according to Seth Good, product line director, Institutional Wipes, Magnera. “As global demand shifts toward more sustainable and circular solutions, we’ve invested significantly in both materials and processes to support our customers’ evolving needs,” he says.

Magnera sources bio-based, recycled and compostable raw materials—including compostable technologies in its Chicopee and Sontara brands—and has improved energy efficiency in production to reduce its environmental footprint while maintaining high performance standards.

According to Good, European markets continue to lead in sustainability adoption, and they are seeing accelerated interest and growth across the Americas as well.

This global shift is seen in the U.K., where Harrisons has long focused on greener wiping practices while maximizing performance without unnecessary waste or cost.

Across the industry, there is a clear push to move away from plastic in wiping, according to Stephen Harrison, managing director at Harrisons. “The U.K. government has already banned single-use plastic wet wipes for consumers, and while that doesn’t yet extend to the professional market, the direction of travel is obvious,” he explains. “Businesses are under pressure, from regulators, customers, and their own ESG goals, to reduce plastic use wherever possible.”

Harrisons’ new Industrial Range includes two plastic-free innovations: the Tech 100, made with 100% cellulosic fibers for high-performance absorbency, and the Prem 100, which combines wood pulp and lyocell for outstanding strength and a soft, low-abrasion texture.

“Both demonstrate that sustainability and performance no longer need to be at odds,” says Harrison. He adds that advances in nonwovens allow compostable and cellulosic fibers to rival traditional synthetics in absorbency, durability and softness. Looking ahead, he notes, the next major challenge is finding ways to recycle wipes used in heavy industrial environments—a breakthrough that could transform the sector’s sustainability profile.

Beyond sustainability, manufacturers are also introducing innovations that enhance performance, absorbency and usability across industrial and institutional cleaning applications.

Harrisons’ Industrial Range is available in three tiers. Made from Sontara materials, Technical wipes are engineered for specialist applications requiring ultra-low linting, hyper absorbency and exceptional durability, making them ideal for aerospace, food processing and highly sensitive production environments. Premium wipes are engineered for tough wiping tasks, offering great performance and value, while the Pro line offers a versatile, cost-effective solution for everyday cleaning, boasting reliable performance for general maintenance, tool cleaning and surface wiping.

The introduction of this range follows Harrisons’ February acquisition of Ecotech (Europe) Ltd, marking the first time the company has manufactured and distributed wet wipes alongside its long-established dry wipe production. Harrisons now operates 18 production lines with an annual capacity exceeding 100 million square meters.

KCP is also advancing performance-focused innovations in industrial wipes. In April, the company introduced significant enhancements to its WypAll X70 Medium Duty Cleaning Cloths and WypAll X80 Heavy Duty Cleaning Cloths. Both types of cleaning cloths now offer enhanced absorbency and a nearly 10% larger-sized sheet in the popular Jumbo Roll and Pop-Up Box package formats, making them better for soaking up spills to help reduce downtime.

WypAll X70 Medium Duty Cleaning Cloths were re-designed to be stronger and more absorbent. The product features a new performance-engineered construction, ideal for use with solvents, that absorbs up to 20% more oil and water than before. WypAll X80 Heavy Duty Cleaning Cloths were also improved with a tough new surface texture for a durable and strong feel.

“Our innovation process for this improvement combined our material science knowledge and customer-focused insights,” says Susan Gambardella, president of Kimberly-Clark Professional. “As a result, our customers now have even higher quality and better value solutions for their cleaning tasks.”

As cleaning needs evolve, new product categories are emerging. CloroxPro’s newest wipes are designed specifically for cleaning and sanitizing touchscreens, laptops, tablets, keyboards and other sensitive electronics. Clorox Screen+ Sanitizing Wipes kill 99.9% of bacteria and remove fingerprints, dust and smudges without damaging delicate screens.

Kirsten Hochberg, senior clinical & scientific affairs specialist at The Clorox Company, says they have seen a need for wipes that can sanitize electronic devices. “Frequently, people have been reaching for the same disinfecting wipes they would use on other surfaces, but traditional disinfecting wipes aren’t designed with electronics in mind,” she explains. “To meet the needs of this new application, we introduced Clorox Screen+ Sanitizing Wipes for effective cleaning and sanitization of sensitive electronic devices such as touchscreens, laptops, tablets and keyboards.”

Studies show that electronics harbor germs, speeding the spread of pathogens like MRSA and E. coli from shared devices and screens. Furthermore, a majority of people (55%) list screens among the most important items to be regularly cleaned and disinfected in a workplace, according to CloroxPro’s most recent Clean Index Report. As offices, schools, food service facilities and other shared spaces rely on touchscreen devices, there’s an increased need for cleaning professionals and facilities to be equipped with high-quality cleaning solutions for electronics. However, many electronic cleaning wipes don’t sanitize.

Clorox Screen+ Sanitizing Wipes are designed to address this issue. The wipes are engineered with an optimal wetness to effectively clean and sanitize in one step, without leaving drips, streaks or scratches. When used as directed, the wipes will not damage screens or cause touch screen delamination. The bleach-free sanitizer is safe on screens while still being tough on bacteria.

Specialized wipes are also being developed to meet the demands of the foodservice industry. 2XL Corporation recently launched Force No Rinse Food Service Disinfecting Wipes, formulated to help maintain strict regulations and standards in back-of-the-house environments. The wipes kill 99.9% of germs, viruses and bacteria, including E. coli, listeria and salmonella on food contact surfaces, and carry NSF D2 certification, allowing use on surfaces not always requiring a rinse.

Pre-moistened and ready to use, the wipes eliminate the need for chemical dilution or mixing, minimizing staff exposure to potentially hazardous liquids and saving time in busy kitchen environments.

 

“With Force No Rinse Wipes, we’re offering restaurants and other foodservice operators a powerful tool to maintain cleanliness and safety in foodservice environments,” says Bob Giammanco, founder of 2XL. “By simplifying the cleaning process, these innovative disinfecting wipes allow businesses to focus on serving high-quality meals quickly, without compromising efficiency or food safety.”

Future Opportunities

Global demand for industrial nonwoven wipes continues to grow. According to the new Smithers report, The Future of Global Nonwoven to 2030, demand will increase from 512,500 metric tons in 2025 to 653,400 metric tons by 2030, a 7.3% compound annual growth rate. As this happens, the retail value of industrial wipe sales is projected to rise from $4.70 billion in 2024 to over $6.50 billion in 2030, according to Smithers forecasts. 

Hochberg of Clorox says the strongest opportunities for growth are in products that address the intersection of hygiene and technology, especially solutions tailored for the increasing number of shared electronic devices in offices, schools and other shared public spaces. “As technology becomes more central to daily operations and user experience, the need for effective, safe and convenient cleaning solutions for electronics will continue to grow,” she says. “Additionally, ongoing education about the importance of cleaning and sanitizing high-touch surfaces, like screens, will further drive demand in this segment.”


Meanwhile, KCP identifies several areas of growth, including continued investment in advanced materials and material science technologies, such as its Hydroknit and HyperAbsorb technologies, alongside future sustainability-driven innovations that position manufacturers to meet evolving customer needs. Also, clean manufacturing applications are expected to expand. “Emerging sectors like electric vehicle battery production, solar panels and semiconductor fabrication require high-performance wipes for precision cleaning, presenting new use cases beyond traditional grease and oil removal,” Georgoff explains.

Sustainability remains another area of focus. “As customers increasingly prioritize landfill diversion and circularity, reusable and durable wipers offer compelling value. Sustainability needs also inform our innovation pipeline and drive future product development,” she says.

The company is also investing in distributor education and sales rep capability to help buyers make informed purchasing decisions.

Similarly, Harrisons sees sustainable innovation as a key growth driver, focusing on renewable or compostable fibers, reduced-plastic or recyclable packaging and eco-friendly formulations that do not compromise performance. The company also emphasizes the value of U.K. manufacturing, noting that customers increasingly prioritize resilience and carbon reduction. “Our U.K. base allows us to offer reliability, faster lead times and a lower carbon footprint,” Harrison points out.

Harrisons also expects growth in high-value applications, particularly in specialist sectors where multi-million-pound equipment and strict health and safety standards demand proven efficacy and compliance for wipes. “By investing in wipes made from better materials, customers will also save money and reduce their environmental footprint from better cost-in-use,” he says.