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 Table of Contents

Features

Cover image courtesy of P. Glatzeder GmbH. p.16

16 Just Add Water

Nu:ju markets dry microfiber cloths for makeup removal and other applications.

18 Wipes and the Modern World

EDANA continues to foster correct disposal and labeling of wipes—flushable or not.

22 It Takes a Village to Make a Wet Wipe

The power of partnership is crucial throughout the supply chain.

26 Regulations Round Up
As the wipes industry continues to grow, companies throughout the supply chain need to keep their eyes on how
government initiatives will shape the future.

30 Four Trends Shaping the Future of Nonwoven

Wipe Demand
Report tracks growth across geographies, new markets.

Departments
6 editor’s page 32 new products

8 wipes market watch 34 calendar/advertising index

4 • Household & Personal Care Wipes Spring 2018

4 TOC 0418.indd 4 3/21/18 2:46 PM

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® Registered trademark, Ashland or its subsidiaries, registered in various countries ™ Trademark, Ashland or its subsidiaries, registered in various countries
©2018, Ashland PHC18-113

PHC18-113_HouseholdWipesPrintAd_ConoromB.indd 1 3/14/18
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 Editorial
Editor
K-C Legal Win: What Does it Mean? Karen Bitz-McIntyre,
[email protected]

Associate Editor
Tara Olivo,

T
he wipes industry scored a victory in December when a fed- [email protected]
eral court put a hold on a Washington, D.C., city law regu-
lating flushable wipe labeling. The legislation had passed the Editorial Director/Vice President
city council a year earlier and was due to go into effect on January Tom Branna,
1—until the judge intervened on the basis the law violated plaintiff [email protected]
Kimberly-Clark’s First Amendment rights of freedom of speech.
The law defines a flushable wipe as one that disperses in a short Art Department
period of time after flushing, is not buoyant, and does not contain Tyler Natale, [email protected]
plastic or any other material that does not readily degrade. It prevents
manufacturers from labeling their product as “flushable” unless it President/Publisher
meets those requirements, and it requires manufacturers of nonflush- Rodman J. Zilenziger, Jr.,
[email protected]
able wipes to communicate that“clearly and conspicuously.”
By forcing K-C, and other makers of flushable wipes, to not be
Executive Vice President
honest about what their product can or cannot do, the district court
Matthew Montgomery,
judge said it violates the companies’ freedom of speech, especially
[email protected]
considering the district does not consider alternative, less restrictive
statutory language.
Publishers
Industry efforts to protect flushable wipes from false claims that Matt Carey, [email protected]
they are responsible for millions of dollars in sewage problems Art Largar, [email protected]
around the world have been well covered in the pages of this maga-
zine. Analyses of sewage clogs in major cities around the world have Production Manager
shown that flushable wipes (as defined by standards created by INDA Cheryl Coviello, [email protected]
and its members in the wipes arena) bare little to no responsibility for
the problems. In fact, an analysis of the New York City sewage system Sales Managers
revealed that flushable wipes accounted for less than 2% of clogs, far Kathleen Scully, [email protected]
less than other materials like paper towels and cooking grease, and Brian Barnes, [email protected]
this finding has influenced the city council to back down on a mea- Beth Russo, [email protected]
sure similar to the one passed in D.C.
As the fight continues, wipes industry insiders consider the D.C. Circulation Manager
ruling a win for flushability. Industry watchdogs expect that govern- Rich DeVoto, [email protected]
ment agencies in other cities will tread more cautiously when consid-
ering similar bans and their accompanying language. Let’s hope there Audience Development Manager
will be more victories for flushable wipes in the future. Joe DiMaulo, [email protected]

European Sales Representative

Ria Van den Bogaert, BVBA Vandenbo
Treft 27, 1853 Strombeek-bever, Belgium
Tel.: +32 2 569 8905; Fax: +32 2 569 8906
Mobile: +32 497 05 0754; [email protected]

A Rodman Media Publication

25 Philips Pkwy, Suite 200
Montvale, NJ 07645
Tel: 201-825-2552
Fax: 201-391-1008
E-mail: [email protected]
www.nonwovens-industry.com
www.happi.com

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 Wipes Market Watch

P&G Launches Pure Brand

P
rocter & Gamble has launched a wipes solutions,” says Scott Tracey, presi-
new natural baby care line under its dent of Berry’s Health, Hygiene, and Spe-
Pampers Umbrella. Pampers Pure cialties Division.
Protection diapers and Aqua Pure wipes Like much of the company’s nonwo-
represent a major venture for the compa- vens technologies, Berry acquired Spinlace
ny into the natural products category. The through the acquisition of PGI in 2015.
wipes contain just seven ingredients, com- PGI introduced Spinlace in 2007 and add-
pared to 12 in its regular baby wipes, but ed a second line at its Benson, NC, plant
keep traditional additives like preserva- in 2014. The technology uses a highly ef-
tives and pH buffers. Meanwhile, the new ficient process that incorporates almost
diapers are reportedly free of fragrance, Baby Care. “We’ve talked to thousands limitless material inputs, including pulp,
lotion and chlorine and only natural fibers of parents and heard that while today’s with high-speed hydroentanglement. Ad-
make contact with babies’ skin but still natural category diaper and wipe options ditionally, the process uses the company’s
contain features like superabsorbents and provide certain qualities parents desire, proprietary Apex technology to impart
wetness indicators. they struggle to find a product that deliv- customizable three-dimensional images
Reportedly the first-ever diaper and ers the leak protection, style and features directly into the fabric to impart both func-
wipe collection made with premium cot- they’re looking for in one complete pack- tional and aesthetic attributes. The process
ton and other thoughtfully selected mate- age. In fact, of the 57% of moms who use results in stronger and higher performing
rials and stylish prints, Pampers Pure was natural products for their babies, only 3% materials at typically lower weights and
developed by a P&G scientist and mother buy natural diapers most often. We’re ex- with a better value proposition than tradi-
of twin girls, who couldn’t find an option cited to extend our product offerings with tional manufacturing methods.
that had everything she was looking for in our new Pampers Pure Collection to pro-
baby care products. vide parents another trusted option for Suominen to Upgrade
“Motherhood made me very aware and their babies.” Green Bay Site
focused on each and every decision I made Suominen will invest €6 million in its plant
for my girls. As my choices shifted towards Berry to Add Spinlace Capacity in in Green Bay, WI. The investment involves
more naturally-inspired products, I found North America installation of new carding machinery on
the current diaper and wipe options were Berry Global will invest in a state-of-the- an existing spunlace production line. It
just not cutting it,” Sara Giovanni says. “I art, proprietary Spinlace line to provide an will improve the capabilities of the plant
was craving an option that would deliver incremental 17,000 metric tons of annual and further support Suominen in the de-
on protection and performance while also capacity serving the North America mar- velopment and supply of new innovative
reflecting my lifestyle choices, and I knew kets. This investment, which will be a part products.
my job at Pampers put me in a unique po- of the company’s Health, Hygiene and Once upgraded, the production line will
sition to help.” Specialties Division, is targeted to meet improve Suominen’s ability to supply high
Pampers Aqua Pure wipes are designed forecasted market and customer growth, value-added nonwovens for home care,
to give parents Pampers’ highest water and will be focused on premium applica- personal care and workplace wipes as well
content wipe while still delivering out- tions in the healthcare, hygiene, house- as for hygiene applications, all categories
standing skin protection. The wipes are hold cleaning, food service and industrial in which Suominen seeks growth. More-
crafted with carefully-selected ingredients wipes markets. over, the investment offers more efficient
including 99% pure water and a touch Berry is conducting a search to deter- supply of nonwovens for baby wipes to
of premium cotton, making them safe mine the best location for the investment Suominen’s customers. “The investment
and soft even on delicate newborn faces, in North America. Current projections are again demonstrates that we are serious
hands and bottoms. for commercial production to start in 2019. about growth, in line with our change-
“Parents rightfully expect it all, and “This exciting news demonstrates our maker strategy,” says Nina Kopola, presi-
yet when it comes to the diapers and strong commitment to supporting our dent and CEO. “This is a clear upgrade to
wipes category, many have been forced customers’ growth in the rapidly growing Suominen’s current production technol-
to compromise,” says E. Yuri Hermida, wipes markets as well as the next step in ogy base, expanding our product offering
P&G North American vice president of advancing our market leading position in globally and increasing our production

8 • Household & Personal Care Wipes Spring 2018

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Untitled-1 2 3/12/18 10:20 AM
 Wipes Market Watch

capacity. In the long run, we can increase this product mix and adds another link to $500-550 million by 2021. It also includes
the share of nonwovens with high value its value chain. the divestment of lower margin business-
added coming out of the Green Bay plant.” es, mainly in the consumer tissue seg-
Suominen operates two spunlace lines K-C to Close Sites, Restructure ment, which represent only about 1% of
in Green Bay. Kimberly-Clark has announced it will corporate sales.
close 10 plants and eliminate 5000-5500 At the time of the announcement, exec-
U.S. Cotton to Add Spunlace jobs, or about 13% of its workforce, as part utives would not comment on the specif-
Manufacturing of a 2018 Global Restructuring Program, ics of the soon-to-be-divested businesses
U.S. Cotton, a manufacturer of health the largest restructuring effort undertaken nor would they comment on the locations
and beauty cotton products in North by the company since its Global Business of the 10 plants to be shuttered, but since
America, has installed its first spunlace unit launched in 2003. then plants in California and Wisconsin
production line dedicated to manufactur- Calling the program the latest example have been rumored to be among them.
ing 100% cotton spunlace nonwovens in of a proactive and strategic approach to The restructuring savings will be on
Gastonia, NC. U.S. Cotton is now able to improving K-C so it can win in the mar- top of an expected $1.5 billion in savings
manufacture 100% cotton spunlace in a ketplace, executives unveiled the program generated by K-C’s FORCE (Focused on
variety of weights and patterns to serve during K-C’s fourth quarter and full year Reducing Costs Everywhere), which are
the cosmetic, hygiene, medical and in- earnings call in January. expected to be generated between now
dustrial markets. “We remain optimistic about our busi- and 2021.
For more than 140 years combined, U.S. ness,” CEO Tom Falk says.“We have many Looking forward, K-C expects to con-
Cotton and its parent company Parkdale strong brands and we are present in some tinue to grow its personal care businesses
Mills have been innovating how cotton- strong growth markets, particularly in and has improvements planned for many
based products are manufactured. The ad- emerging economies.” of its core brands including Huggies dia-
dition of spunlace manufacturing expands The plan is expected to save between pers and baby wipes, Pull-Ups training

Meet Critical
Flushability Standards
with Slosh Box 100
Nonwoven producers and the wastewater industry are both
striving to reduce the amount of non-flushable material in
the wastewater system. Testing the flushability of nonwoven
products for personal use and ensuring clear labeling on the
packaging is critical to this objective.

Two critical test instruments developed by Lenzing

Instruments, FLUSH 100 and SLOSH BOX 100, are available
from Mezger, Inc. FLUSH 100 performs the dispersability
tipping tube test FG 511.2 in agreement with older
INDA/EDANA flushability guidelines issued in 2008. SLOSH
BOX 100 meets the new standard for flushability, and 155 Hall Street, Spartanburg, SC 29302 USA
provides certification for proper labeling under current Tel. 864.542.8037 Fax 864.542.8039
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guidelines.

For pricing and delivery information, please contact

us today. 170 Metro Drive, Spartanburg, SC 29303 USA
Tel. 864.542.8037 Fax 864.542.8039
[email protected], www.mezgerinc.com

10 • Household & Personal Care Wipes Spring 2018

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 Wipes Market Watch

pants and Depend adult incontinence The report shares specific progress in ensure that our products don’t contribute
products. Falk would not reveal specifics Rockline’s focus areas, which include: en- to this issue. Therefore, we have decided
about these improvements but said con- ergy, GHG emissions, water, filters solid to add this as a new aspiration as part of
sumers could expect to start seeing them waste, wipes solid waste, landfill diversion our sustainability program. Our next step
in the first quarter of 2018. rate and transportation. is to develop specific goals and measures
“We are excited about the innovation Key accomplishments in fiscal year 2017 which we will communicate.”
we will be bringing to the market,”he says. included reducing energy emissions by
“We aren’t ready to talk about it quite yet.” 2%, reducing solid waste associated with K-C Wins Battle in
its coffee filter and baking cup manufac- Flushable Wipes War
Rockline Releases turing process by 2% and reducing its A federal court judge has temporarily halt-
Sustainability Report transportation footprint by 19%. ed a Washington, D.C., law regulating the
Rockline Industries, one of the world’s “We have come a long way since we be- labeling of disposable wipes—or at least
largest manufacturers of coffee filters, gan our sustainable journey in 2008 and those made by Kimberly-Clark—as flush-
baking cups and consumer, medical and are inspired and working hard to achieve able after finding it likely treads on the
commercial wet wipes, has released its our 2020 goals, with a particular focus in company’s First Amendment rights.
ninth annual Environmental Sustainabil- 2018 in wastewater, solid waste and land- The law, which took effect on Janu-
ity Report, demonstrating its long-term fill diversion,” says Randy Rudolph, presi- ary 1, defines a flushable wipe as one
commitment to offering its customers the dent of Rockline Industries. that disperses in a short period of time
highest quality product from the most Rudolph adds, “We also recognize our after flushing, is not buoyant and does
sustainable business practices. The new responsibility related to the global issue of not contain plastic or any other material
report outlines the company’s 2017 per- deforestation. Since Rockline is a converter that does not readily degrade. It prevents
formance relative to its environmental of products that contain materials derived manufacturers from labeling their prod-
sustainability goals for 2020. from trees, it’s important that we work to uct as “flushable” unless it meets those

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[email protected] • www.nationalwiper.com • Phone: 828-236-1300

Spring 2018 Household & Personal Care Wipes • 11

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 Wipes Market Watch

requirements, and it requires manufac- “flushable” wipes. The city may “contin- to be treated (associates, suppliers,
turers of nonflushable wipes to commu- ue to regulate other wipes, such as baby customers, community and envi-
nicate that “clearly and conspicuously.” wipes, which disintegrate less readily,” ronment)
In a 30-page decision issued Dec. 22 the judge wrote. • Integrity: Do the right thing
granting a preliminary injunction re- • Teamwork: Individual goals are
quested by K-C, U.S. District Court Judge Rockline Refreshes Branding secondary to team goals
James Boasberg wrote that D.C. has “un- Rockline Industries has unveiled a newly • Excellence: Best in Class
derstandably” embarked on a campaign refreshed corporate brand that showcases Says Rudolph, “While we continue to
to address this “purported scourge of the essence of the company from its be- grow and innovate, our core values remain
our sewer system: nonwoven disposable ginnings in Sheboygan, WI, to one of the unchanged. That is what makes us the ex-
wipes.”However, Boasberg wrote, the Dis- world’s largest manufacturers of coffee fil- ceptional company we are today and will
trict does not appear to have considered ters, baking cups and consumer, medical continue to guide us into the future.”
alternative, less-restrictive statutory lan- and commercial wet wipes.
guage (a disclaimer rather than a ban, say), Since 1976, Rockline has evolved from WOW 2018 Program Announced
which the city should have done given one manufacturing facility in Sheboygan Emerging technologies, new applications,
that the meaning of “flushable” is so dis- to seven locations with nearly 2500 asso- and market insights are the focus of IN-
puted — and a “one-track mind is fatal.” ciates in three countries. From the begin- DA’s World of Wipes (WOW) International
The district prefers a rigorous “flush- ning, Rockline has strived to live its core Conference 2018. WOW 2018 will deliver
able” standard as defined by the National philosophy and values of people who do up-to-the-second insights for engineer-
Association of Clean Water Agencies, the right thing for customers and em- ing new business growth June 5-8 at the
while K-C says its wipes meet a standard ployees. That philosophy has now been Sheraton Grand, Chicago, IL.
crafted by industry trade groups such as realized in the new brand identity which The full program for the 2018 confer-
INDA and EDANA. includes a refreshed logo, creative and the ence is currently available and registration
“While the District is free to pick sides tagline,“people who make it right.” is open at www.inda.org/events/wow18.
in that battle,” Boasberg wrote, “it cannot “Our business continues to grow and WOW 2018 expects 470 senior wipes
force Kimberly-Clark to be the messenger transform so we thought it was time to up- professionals during four impactful days
for its position, at least without surviving date our look, our market presence and our of value added content and business con-
intermediate scrutiny.” commitment to customers and ourselves,” necting opportunities. The program cap-
K-C has not commented on the ruling. explains Randy Rudolph, president. tures the wipes industries latest market
According to a report in the Wash- The revitalized look and company trends, developments in preservatives
ington Business Journal, Councilwoman promise celebrates, in a clear and con- and active ingredients, substrate innova-
Mary Cheh, D-Ward 3, who sponsored temporary way, Rockline’s long-stand- tions, point of purchase decision drivers,
the flushable wipe bill, described the ing commitment to treating custom- and flushability.
ruling as “pretty disappointing but quite ers, employees and the communities in The industry’s hottest topics for WOW
limited. She did take issue with what she which the company operates with the 2018 include:
described as the “heart of the ruling,” that utmost integrity. • Leading Keynote: “Gen Z Deci-
the government has to “give in” to a stan- “Our promise is meant to be inspira- phered: Insights and Strategies for
dard crafted by a trade group on its mem- tional and it expresses who we are when Marketers” by consumer psycholo-
bers’ behalf. we are at our very best,”says Rudolph.“We gist Kit Yarrow, Ph.D., Professor
“What the industry is saying in its es- have created a culture of excellence and Emeritus, Golden Gate University,
sence,” she said, “is ‘We the industry have everyday our team of dedicated employ- details essential strategies for ef-
developed our own standard, and we say, ees strives to make it right for the custom- fectively marketing to this often
at least Kimberly-Clark says: This product ers and consumers who depend on us to misunderstood and vexing genera-
is flushable.’” innovate and produce products that help tion.
But the District government, Cheh add- people lead cleaner, healthier lives.” • Preservatives: World-renowned
ed, borrowed its standard from the very wa- As part of the rebranding effort, Rock- expert, David Steinberg, president,
ter and sewer authorities that are spending line also recommitted to its core values Steinberg & Associates, will pres-
thousands of dollars to clean up the mess which are the standard by which all em- ent the current consumer view of
that wipes make of sewer systems. ployees work, treat each other and interact. preservatives and a view of what
The injunction, which could be lifted Those core values include: the future holds.
or made permanent when the District fi- • Renew: Invest all earnings in con- • Top Beauty Trends: Arlette Palo,
nally issues rules to implement the new tinuous improvement principal, Arlette Palo Beauty Inno-
law, only applies to Kimberly-Clark’s • Respect: Treat others as we want vation Consulting, LLC, will share

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 Wipes Market Watch

her insider’s experience on where only comprehensive wipes training pant among Indian manufacturers and
to win in wipes innovation and program for the entire wipes sup- overseas imports. Since India is a grow-
how consumer behavior is driving ply chain. ing economy, growth for the India wipes
the beauty wipes category perfor- • Networking: From the welcome market is pegged at 23% year over year.
mance. reception at The Signature Room Founded in February 2017, Canopus
• Spunlace Innovations: Matthew at the 95th in the famous John Wet Wipes strives to serve the growing
Tipper, operations director, Non- Hancock Building to a Dinner with middle and upper classes in India with
woven Innovation & Research Industry Thought Leaders and wet wipes in various categories. Located
Institute, will present the latest networking throughout the event, in Karnataka, the company started its
processes and parameters for low participants will make valuable manufacturing operations in February,
cost solutions for high and low wet connections to advance their busi- and produces hygiene wipes (baby, in-
strength for use and disposal. ness. timate, hand), cosmetic and facial care
• Consumption Junction: Annie wipes, medi-bath wipes and home wipes
Weisbrod, principal scientist, The Canopus Enters Indian Wipes (furniture, glass cleaning), among others.
Procter & Gamble Company, re- Market Situated at Harohalli, KIADB Indus-
veals the significant trends and India has become a promising place for trial Area, Ramanagara District, Canopus
possibilities as consumers pur- nonwovens and hygiene-related com- is launching its business with one wipes
chase more goods and the impact panies to set up shop. With low penetra- converting line with a capacity of 15 mil-
on status quo and innovation. tion rates and rising disposable incomes lion pieces per year in a 12,000 square
• Nano Wipes: Sunghyun Nam, re- among India’s middle class, entrepreneurs foot manufacturing facility. Following
search materials engineer, South- are seeing opportunities to establish busi- ISO 9001:2015, the company has taken
ern Regional Research Center, will nesses in many industries in the country. all measures to build the factory accord-
present new research using cotton “With industrialization and women ing to high standards and expects to have
fibers as a nanoengineering tool moving out of homes for work, there is certifications required by the EU and U.S.
producing silver nanoparticles as huge demand for products that make life soon.
a powerful antimicrobial wipes easier. Wet wipes are one of them,” says Initially, the company will export pri-
agent. Mr. A. R. Kulkarni, consultant for techni- vate label wipes products and later in-
• Single-use vs. Laundered: Mat- cal textiles, who has written various blogs tends to launch its own brand locally
thew Schiering, principal, Sheer and given lecturers at important semi- under the name Canopus. It’s also mak-
Strategy, will reveal data and in- nars, including Invest Karnataka. ing plans to expand its operations in six
sights into the structure and per- months with the addition of two more
formance of laundered towels in converting lines, with further invest-
healthcare for high touch surfaces ments down the road.
versus the cleaning and disinfec- Part of Canopus’ strategy to stand out
tant efficacy of single-use wipes. from the competition is to launch inno-
• Innovation Award: The World of vative products that Indian consumers
Wipes Innovation Award recog- haven’t seen before. One of these prod-
nizes innovations in the wipes ucts is sports wipes, which the company
value chain that advance the use of says hasn’t been introduced yet in the In-
nonwovens. Conference attendees dian wipes market.
will hear from finalists selected by “We stick to a three-layer technology
INDA’s Technical Advisory Board “India has grown immensely with the like European Union manufacturers and
and vote their choice, the winner IT industry at the forefront,” he adds. producers, while the entire Indian market
will be announced Friday, Day 3. “Today, India’s common man has a uses two layer packaging material. With
• Premier Training: Come to the higher disposable income and wipes are this, water and chemical content will
conference a day earlier for an in- affordable by middle and higher class. remain intact for a longer period,” adds
depth wipes education. INDA’s Hence, India is ready to move ahead and Mr. Kulkarni.“Our quality of product and
Wipes Academy is being held in use new products.” packaging will be the standout point of
conjunction with the World of According to a market survey conduct- our company. Very few companies in In-
Wipes International Conference. ed in India by the chairman of Canopus dia adhere to EUP, INDA, EDANA stan-
Led by Rob Johnson, PE and Prin- Wet Wipes Pvt Ltd, Mr. Ashok Kulkarni, dards. Our wipes will be affordable, the
cipal of Smith, Johnson & Associ- the highest percentages of sales are best quality and easily available in the
ates, the Academy is the first and baby wet wipes, and therefore are ram- nearest stores soon.” n

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 JUST ADD WATER
Nu:ju markets dry microfiber
cloths for makeup removal
and other applications.

By Tara Olivo, Associate Editor

F
ounded as an offshoot of German nonwovens converter The initial concept of nu:ju to the development of the first prod-
P. Glatzeder, the dry wipes brand nu:ju was born over- uct—the make-up removal/facial cleansing cloth—took almost
night in 2016. one year. One of the major challenges, according to Glatzeder,
“My private interest in skin care and cosmetics played a ma- was developing a market-ready product with a very small bud-
jor role,” recalls Kristin Glatzeder, managing director. get that was both high quality and attractive to end-users.
Nu:ju began with the idea of creating a different type of “It was particularly difficult for us to choose the right sales
facial cleansing cloth. Due to acute skin problems, Glatzeder packaging, as well as suitable marketing and advertising strat-
could not use many of the products available on the market egies and the right sales channels,” she explains. “We then de-
for facial cleansing. cided to use direct sales
After she came across via our online shop and
microfiber cloths as an Amazon.”
alternative to conven- With such a small
tional makeup removal, budget, the company’s
she had the idea to try advertising strategies
this with Freudenberg were limited to Google
Performance Materials’ Adwords, Facebook and
Evolon substrate, a ma- Instagram. Nu:ju also
terial that’s been con- worked very closely
verted by P. Glatzeder with selected bloggers
for years. and influencers, who
“I was thrilled be- made nu:ju’s products
cause it worked right known to a wider pub-
away,” she says. “We lic as multipliers.
have been manufactur- Half a year after the
ing and selling Evolon market launch of the
in various application facial cleansing cloth,
areas for many years, nu:ju developed sports
but nobody has yet towels made of Evolon,
come up with the idea and another year later
of using the mate- bed linens were added
rial as a reusable facial to the range. Current-
cleansing cloth. With ly, nu:ju products are
the conviction to have found a market niche, I decided to available on its website (www.nu-ju.eu) as well as on Amazon
accept the challenge and developed a product for end us- in France, Italy, Spain and the U.K. Meanwhile, the company
ers. However, I have to admit that without Evolon, the brand also manufactures Evolon consumer products for other brands.
nu:ju would not exist.” According to Glatzeder, Evolon offers many advantages over
When using nu:ju as a makeup remover, the user only needs similar microfiber products. On the one hand, it is produced
to add water to the wipe for it to successfully clean the face. in Germany and France—made in Europe is still important to

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 Just Add Water

many consumers—and on the ture, offers the possibility of

other hand, environmentally further finishing steps such as
friendly production is becom- dyeing or softening.”
ing increasingly important. Nu:ju sets itself apart from
Further, unlike comparable other companies in the wipes
microfibers, Evolon does not market because it seeks to de-
require any binding or im- velop high-quality products
pregnating agents. Evolon that are also durable and reus-
microfilament textiles are also able. “In my opinion, the wipes
PVC-free. market is dominated by dispos-
“Compared to the produc- able products,” Glatzeder says.
tion of conventional textiles, “We try to develop products
Evolon technology makes a sustainable contribution to saving that are environmentally friendly, unique, innovative and reus-
raw materials,” she points out. “Evolon microfilament textiles are able.”
two to four times lighter and, at the same or better performance, Right now, the company is focused on consolidating the
replace conventional materials in different applications.” brand and opening up new markets abroad. While new prod-
Evolon textile use about 400 times less water in production ucts are not currently under development, nu:ju is constantly
than the production of cotton fabrics. working on improving its existing product range.
“In addition, Evolon’s many outstanding properties make the Since the beginning of the year, the company has been offering
material perfect for the nu:ju products,” Glatzeder says. “Evo- nu:ju sports towels in three other fashionable colors. In addition to
lon is breathable, quick-drying, durable, lint-free, washable and dark grey, the towels are now available in twilight purple, greenery
much more. It is also very easy to process and, due to its struc- and lapis blue. n

Spring 2018 Household & Personal Care Wipes • 17

16-17 nuju article 0318_REV.indd 17 3/21/18 2:33 PM

 WIPES and the
MODERN WORLD
EDANA continues to foster correct disposal and labeling
of wipes—flushable or not.
By Marines Lagemaat, Scientific & Technical Affairs Director, EDANA

L
ast week I received a link to online video footage of As consumer use of wipes grew so did their impact, soon
a field study being undertaken by Thames 21, a cam- leading to discussion at government level, with queries about
paign group who aim at cleaning up the Thames river, wipes’ role in blockages raised in the Dutch parliament. As
looking at the effects of litter and pollution on the ecology of a result, a working group was established with representa-
London’s principal waterway. Unsurprisingly, the news was tives from authorities and local industry associations, that
not good. The river bed, riverbank and the water itself are all had close relations with EDANA. This resulted in a second,
seriously damaged by the impact by of the urban lifestyle and more stringent set of guidelines, GD2, which required a 7th
habits of eight million Londoners. Wet wipes were a stand- test (in addition to the toilet and drainline test, sloshbox
out amongst a cabal of culprits. A dig under a single square tests, household pump test, settling test, bio-disintegration
meter of the Thames shoreline unearthed 40 congealed wet and biodegradability test), the ‘municipal pump test’ (which
wipes1. It is claimed that the very shape of the shoreline has is commonly used in flat countries like the Netherlands). This
been changed due to the mass of litter clogging the river. Are set of guidelines included the first industry labelling Code of
wipes literally ‘redrawing the map’? Practice, which stipulated the use of
Wipes have certainly reshaped the consumer landscape the standard Do Not Flush symbol on
in the past 30 years, answering some very real needs with the back of products that didn’t meet
unfortunate and unforeseen consequences. Dry nonwoven industry standards on flushability.
wipes were first used in the 1980s for medical applications. Wipes sales have continued to grow
Wipes were then impregnated for specific applications in hu- since, as have the number of blocked
man hygiene and wound care. It was in the mid 1990s that oil sewers. And, increasingly, widespread
was first added, resulting in the first baby wipe. These proved Wipes featuring a Do Not awareness on what is causing the
to be a hit with both domestic users and medical profession- Flush logo. blockages. However, further commu-
als and by the late 1990s there was a significant market. Man- nication on the difference between
ufacturers then started experimenting with a mix of cleaning flushable and non-flushable wipes, and how to best dispose
lotions and detergents with further success, these first ‘baby of them, is clearly needed. While not disintegrating as fast as
steps’ led to a logical leap to cosmetic and household wipes. most toilet paper varieties, flushable wipes have been suc-
When flushable wipes gained popularity, towards the end cessfully designed to fall apart in water and biodegrade and
of the last century, the industry took steps to ensure correct hence do not cause blockages. Numerous studies and analy-
use, drafting requirements as to what precisely constituted ses of sewers in both Europe and the U.S. run by, or in col-
‘flushable’. We formed industry-based task forces to address laboration with, water bodies have shown this. EDANA rep-
the flushability of nonwoven disposable products. Technical resents manufacturers who supply about 85% of the market
experts from EDANA member companies worked together volume in Greater Europe and all of our members follow the
to develop a definition of flushability, a technical assessment latest industry Code of Practice (CoP3) that stipulates clear
and test methods. The test methods were based on the com- and correct labelling and adhesion to the strict guidelines on
bined experience of the nonwoven disposable products in- what makes a wipe flushable.
dustry and drew upon expertise from academia, consultancy It is therefore paramount that the consumer confusion be-
and the wastewater industry. From 2004 to 2008, the param- tween types of wipes and how to dispose of them is addressed.
eters of ‘flushability’ were defined and test methods to assess The suppliers of nonwoven materials and products, repre-
them were developed. Agreed industry guidelines, known as sented by EDANA and INDA - the Associations representing
GD1, were launched in 2008. the vast majority of nonwovens supplied to the market today

18 • Household & Personal Care Wipes Spring 2018

18-20 edana flushable 0418.indd 18 3/21/18 2:31 PM

cieHPCW0917.indd 2 8/22/17 10:33 AM
 EDANA

across EMEA and North America - are committed to commu-

nicating to consumers when the toilet is an appropriate dis-
posal route for finished products in the marketplace.
Together, our aim is to reduce the amount of non-flushable
material in the wastewater stream. Therefore, it is impor-
tant that even products which are likely to be flushed (even
though not designed to be), and products which do not meet
our Guidelines are labelled “Do Not Flush”. This is why we
developed a voluntary Code of Practice: clear communication
on packaging will help to educate consumers on the proper
disposal route for products and prevent costly problems at
home and at wastewater treatment facilities.
We are committed to further enhancing our code of prac-
tice, and the guidelines that frame it, to match the habits and
practices of individuals, and the needs of wastewater opera-
tors as they change over time. Regular collaboration and con-
sultation with other key stakeholders such as water bodies
and consumer groups is key in achieving success in our aim
to ensure only that which is designed to be flushed is put
down our toilets. n

Reference
The Do Not Flush symbol. 1. www.thames21.org.UK

INDA President Says Wipes Guidelines Update Will Be Released Soon

GD4 will include updates to two of seven testing requirements. the wastewater members exited discussions about one year ago
when a consensus was not met on the pass/fail limits of two tests.
In the U.S., INDA continues to update its flushability guidelines and ex- Even though GD3 has proven to be stringent enough, INDA will be
pects to introduce a fourth version of the guidelines (GD4) this spring. introducing GD4 with changes to the two test methods, incorporat-
The big change in this latest version is meaningful updates to two of ing material technology improvements and moving in the direction
the seven test methods, according to Dave Rousse, INDA president. desired by the wastewater industry.
While INDA continues to remain active in its efforts to protect man- In addition to the guidelines, INDA has continued to monitor legis-
ufacturers of flushable wipes and the materials that go into them, the lation impacting the flushable wipes industry including a recent law
association, along with its stakeholders, continue to face challenges passed in Washington, DC, effectively barring the sale of flushable
from the wastewater industry in North America. These elements have wipes in the district. This forced-language law has already been
combined with those in Austrlai and some other countries to form scrutinized in court—a circuit judge ruled that the ban would violate
their own group, the International Water Systems Flushability Group Kimberly-Clark’s constitutional right of freedom of speech.
(IWSFG) and is creating its own set of flushability guidelines. The “The K-C lawsuit is extremely important because other legislative
guidelines, as they stand now, would not deem any flushable wipe bodies will look at it and think twice about adopting similar legisla-
on the market in North America as flushable. In fact, some brands of tion,” Rousse says. “We hope that causes other jurisdictions to pause
toilet paper may not pass the IWSFG tests. before they bring forth capricious and arbitrary legislation.”
“The wastewater element in North America continues to refuse The most important piece of the puzzle, Rousse adds, will continue to be
to acknowledge that the industry flushability guidelines are effec- consumer education, an effort he thinks will be helped by recent updates
tive,” Rousse says. “There has not been one wipe that has passed to INDA’s Code of Practices for the labeling of wipes, which requires more
GD3 testing that has been shown to be incompatible with any part prominent placement of the “Do Not Flush” label and prohibits any type of
of wastewater infrastructure. Initially, efforts to create the GD4 in- baby wipes—whether it is flushable of not—to be labelled and marketed
cluded wastewater stakeholders and wipes industry members, but as “flushable.”

20 • Household & Personal Care Wipes Spring 2018

18-20 edana flushable 0418.indd 20 3/21/18 2:31 PM

 The leading media outlet in the global
personal care & household product market.

In recent years, we’ve added features on a variety of subjects

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Untitled-5 1 1 1/26/18 11:35
1/25/18 1:50 PM
AM
 It Takes a Village to
Make a Wet Wipe
The power of partnership is crucial
throughout the supply chain.

By Leighann Burke, Customer Marketing Manager, Kimberly-Clark Professional Partnership Products

T
oday’s consumers are busier than ever. We live life on-the- ing with suppliers of related systems and services, Kimberly-
go. We manage our homes, families and businesses from Clark has found that successful wet wipes are never developed
our smartphones. We nourish ourselves with grab-and-go, in a vacuum.
take-out food and single-serving snack packs. And, we’ve come
to expect instant service, instant gratification and instant results. Starting with Consumer Insights
The demands of our busy lives have made us demanding con- Consumers consider a wipe’s base sheet as a visual indicator of
sumers who expect the products and services we purchase to be quality. They’re interested in different base sheet textures to help
tailor-made for our specific needs, keep us productive and not improve the mechanics of cleaning. Consumers want to get mile-
slow us down. age out of their wipe. Instead of using five wipes, they want to get
In many respects, the wet wipes market was borne of these the same performance out of one wipe. They also want durable
demands. Wet wipes are portable; we can take them anywhere wipes with no physical holes or defects. This is especially the case
we want to go. They make cleaning up quick and easy; there’s no with kitchen and bathroom surface wiping where consumers
need to hunt for rags and bottles of cleaning solution. Choose the want that wipe to be a barrier between their skin and contami-
right wet wipe and the wiping task can often be completed in one nated surfaces. They don’t want the wipe to tear or have any sort
pass, letting us get back to our busy days. Because wet wipes are of tiny holes.
also task-specific, they meet our needs for “personalized” service In addition, while consumers want durability and cleaning
without having to compromise. performance in their wipe, they also want the sheet to feel soft
So how did we get to this place where a plastic canister con- against their skin, especially with personal care wipes used on
taining sheets of material and a bit of cleaning solution reflects the face and hands. Some customers, especially millennials and
the demands and aspirations of our society? In Kimberly-Clark’s Generation Z, are looking at ethical considerations when pur-
case, it’s the power of partnerships along the entire supply chain. chasing wipes. This can mean a company or brand with trusted
From consumer insights that drive our base sheet development, and ethical manufacturing and business practices, a product
to helping our customers reduce waste and cost, and even work- with a reduced environmental footprint, or a locally made prod-

22 • Household & Personal Care Wipes Spring 2018

22-24 KC Wipes 0418.indd 22 3/21/18 2:30 PM

 It Takes a Village

uct. In general, consumers want a good experience with the

wipe they choose: how it dispenses, how it smells, and how it
feels in the hand.
At Kimberly-Clark, consumer preferences like these drive the
continued development of our base sheet technologies. For ex-
ample, our patented interwoven pulp/polymer base sheet (Hy-
droknit Material) is user-preferred for its excellent wet durability,
tear resistance, absorption, and cloth-like appearance and feel,
making it ideal for consumer and household wiping applications
including hard surface cleaning, furniture cleaning and polishing,
glass and lens wiping, and granite and stainless steel wiping.

Reducing Waste and Cost

Manufacturing wet wipes doesn’t need to be a complex process,
but there are things that can go wrong. As a leading global manu-
facturer of wipes and a maker of nonwoven materials, Kimber-
ly-Clark knows what it takes to avoid problems that can lead to
waste and downtime.
We share that knowledge with our converting customers to
help make their processes more reliable and productive. Much
of our guidance focuses on the following common but easy to
solve problems.
Base sheet roll length, width and diameter must be matched to
machine set-ups. Converters can save time and money, as well as re-
duce the amount of waste sent to landfill, by optimizing the length,
width and diameter of the roll and running it down to its core.
Base sheet rolls should be staged. Roll changes take time, but if
rolls are staged and ready to go, converters can reduce the hit on
productivity. It’s best to have three or four rolls ready at all times
by removing their packaging wraps, opening them and allowing
them to acclimate to the environment to avoid issues related to
runnability. Limit in-run variances by staging rolls in the order
they are run.
Splices can be tricky. Taped roll splices can be double the
thickness of the base sheet or more. Tape adhesive may become
exposed, and the joint formed may vary in flexibility from the
base sheet.
These issues can cause additional downtime as the machine
is rethreaded. If not done correctly, splices can also damage the
folding boards or perforation section. Proper tape selection can
help as can avoiding stiff or bulky base sheets.
Tolerance for fluctuations vary by converting process. Some
can’t afford significant variability in base sheet attributes like
basis weight and tensile strength without those fluctuations
negatively impacting runnability. In some cases, even minor
fluctuations can slow down the process or cause problems like
perforation breaks. Most machines have a “sweet spot” for opti-
mal settings, so adjusting those settings to accommodate a sub-
standard base sheet isn’t always a good option. Remember that
a change in one part of the converting process can affect the rest
of the downstream process.
The base sheet choice can affect packaging, especially if the
wipes are perforated, packaged in soft packs, or if they’re wound

Spring 2018 Household & Personal Care Wipes • 23

22-24 KC Wipes 0418.indd 23 3/21/18 2:30 PM

 It Takes a Village

Optimizing the converting process is a key part

of successful wet wipe manufacturing.

wipes packaged in a canister. Rigid, tub-like packaging tends to the sheet and stick to the machine. Glue also must be compatible
allow for more variance in base sheets. Packaging format and with the wipes’ cleaning solution, which requires re-qualification
materials can also add sizable cost to downstream shipping and each time a wipes maker wants to introduce a new type of clean-
warehousing and thus are ideal areas on which to economize. ing solution. Some wipes makers can’t use it at all due to regula-
tory compliance issues.
Optimizing the Converting Process Elsner’s solution to this problem is ultrasonic tail tie technology
One of the keys to producing wet wipes and bringing them to mar- that bonds the material together without the need for pre-heat time,
ket is to make sure the base sheet selected is qualified to run on the glues or additives. It also eliminates the maintenance time and costs
converting machinery. associated with glue sensor systems and cleaning glue residue from
While Kimberly-Clark works directly with its converting custom- the machine.
ers to help them determine exactly what is needed to move from The technology uses the minimum possible bond strength to
start-up to full production runs, we also work with converting ma- avoid having a mass of wipes as the last sheet is dispensed from the
chinery suppliers, as we recently did with Hanover, PA-based El- canister—a big convenience for consumers.
sner Engineering Works, Inc., a manufacturer of machinery for the This solution is an example of Elsner and Kimberly-Clark
wet wipes and converting industries. working together to test new technologies for the benefit of our
To meet the needs of its canister wipes converting customers, shared customers in the nonwovens industry.
Elsner engineered a solution to a common problem: how to con- Test parameters included bond strength, production rates
trol the tail of wipes rolls as they are transferred from the con- and disbursement rates. The two companies collaborated
verting machine to the automatic canister loading system. Loose closely during the testing process, and we were able to share
tails have the tendency to catch on conveyors and can unravel as technical and troubleshooting expertise from the perspective
they travel, making insertion into the canisters and sealing of the of a wipes manufacturer.
canisters a challenge. As a result of the partnership between Kimberly-Clark and
Many wipes makers turn to glue to “close” the tail end of the Elsner, three of our interwoven pulp/polymer base sheets are
wipe, but glue isn’t always an acceptable solution. Glue can be now qualified to run on Elsner converting machines using the
messy and costly. Controlling the temperature of the glue can be ultrasonic tail tie technology. Benefiting all throughout the supply
an issue. If the temperature is set too high, hot glue tends to bleed chain, wipes converters now have a total solution for optimized
through many layers. converting and wipes customers enjoy the hassle-free dispensing
If the glue’s temperature is set too low the glue can bounce off they demand. n

24 • Household & Personal Care Wipes Spring 2018

22-24 KC Wipes 0418.indd 24 3/21/18 2:30 PM

 June 5 – 8, 2018
Sheraton Grand Chicago
Chicago, Illinois USA

THE WORLD OF WIPES® IS The Ultimate

GROWING BY THE MINUTE. Wipes Boot Camp!

Gain the contacts and critical information you need to June 4 – 5, 2018
Renaissance Chicago
grow along with it! O’Hare Suites
Speakers include leaders from: • Seventh Generation • Bemis Chicago IL
• Jacob Holm • Mogul • Euromonitor International • DuPont
Industrial BioSciences • Suominen • Nonwovens Innovation &
Research Institute (NIRI) • Elsner Engineering Works •
OMNOVA Solutions Inc.• Rockline Industries

For details on displaying or attending, please contact:

inda.org/events
Tracie Leatham, [email protected], +1 919 459 3726

Untitled-15 2 2/16/18 11:21 AM

 Regulations
Round Up
As the wipes industry continues
to grow, companies throughout
the supply chain need to keep
their eyes on how government
initiatives will shape
the future.

Disinfectant Wipes the DCI for wipes requires substantial resources (i.e. analyti-
The Federal Fungicide, Insecticide and Rodenticide Act (FI- cal, regulatory, etc.), when compared to liquid registrations.
FRA) requires all pesticides, which includes disinfectant wipe Furthermore, as the data requirements for wipe registrations
formulations, sold or distributed in the U.S. to be registered become stricter, wipe suppliers need to adjust by developing
by the U.S. Environmental Protection Agency (EPA). Due to new formulations that will meet stricter data requirements
strict registration and ongoing stewardship requirements, ob- and demonstrate efficacy against hard to kill organisms.
taining and maintaining EPA registrations can be complex,
resource intensive, and expensive. Product development and Industrial Wipes
registration timelines typically run to two years and longer It’s already been five years since the U.S EPA enacted its wiper
with costs exceeding $500,000 per registration. ruling, leveling the playing field between disposable wipes
Regulatory trends are often as important to new product and reusable rags in many industrial settings. As it stands now,
development as market trends, with substantial implications states continue to adopt the ruling. So far, 33 have adopted
for the wipes market. One of the key drivers in the quater- it while six, California, Colorado, Delaware, Hawaii, Minne-
nary ammonium compound (Quat) based disinfectant wipes sota and Rhode Island—have indicated they will not move
market is the EPA’s Re-registration and Eligibility Decision forward with it. One state, New Hampshire, adopted the rule
(RED) and the associated Data Call-In (DCI). The EPA re-
quired the re-registration of all quat-based antimicrobial ac-
tive ingredients and end use products, including disinfectant
wipes. This activity has re-defined the portfolio of registered
antimicrobial wipe products in the marketplace as companies
have been obligated to support their registrations with up-
dated data, remove claims from their labels or eliminate prod-
ucts all together. One of the biggest challenges through this
process is that a few years ago EPA changed the performance
criteria for disinfectant products; products which were regis-
tered under the previous standards are now forced to comply
with new standards, making it more difficult to maintain ef-
ficacy claims. Due to the interaction between the disinfectant
formulations and wipe substrates, generating data to satisfy

26 • Household & Personal Care Wipes Spring 2018

26-28 Regulations 0418.indd 26 3/21/18 7:48 PM

 Regulations Round Up

but modified its provisions by only allowing these wipers to be the meantime, there are companies that have been making
disposed of in municipal waste combustors—not in landfills— antibacterial hand products, including wipes, with a number
and the remaining states continue to review the measure. of different active lists like Triclosan until 2013 when a grow-
INDA is continuing to track the remaining states and is en- ing body of evidence indicated that the active was not safe
couraged that some of them will implement the rule in the for this category. The FDA was sued by the National Resource
coming years saying that the industry always expected that Defense Council (NRDC) forcing it to follow through on its
the number of states that would adopt it would be in the duty to regulate Triclosan and revisit the monograph first
range of 38-42 because certain states generally don’t pass rul- proposed in 1974. The FDA came to an agreement on regula-
ings that are less regulatory. tions for this material in 2013. Around that time, FDA agreed
Despite this adoption, some say the ruling has not had the they would finalize the monograph for antibacterial skin care
impact on sales that was expected. products through a multi-tiered plan which included taking
the original 1994 monograph and splitting it into three dif-
Hand Wipes ferent categories: consumer hand wash or soap, healthcare
Hand wipes, and the juices that fuel them, are being impact- hand use and consumer hand rubs.
ed by efforts of the Food and Drug Administration to redo To date, the monograph for consumer hand wash has been
regulations overseeing over-the-counter products for anti- finalized while the other two are still pending. However, un-
bacterial hand and hygiene products. der each monograph is a long list of potential actives that
The FDA operates through monographs, which are basi- could be—and often are—used in these products—20 or
cally a set of requirements for each specific category in the more even though it was initially focused on Triclosan. So
OTC segment. There has been a monograph proposed for now wipes manufacturers and their suppliers are looking for
antiseptic skin products since 1974 and while it was revised information on all of these actives and will provide informa-
several times over the years it has never been proposed. In tion supporting the use of them to FDA.

Spring 2018 Household & Personal Care Wipes • 27

26-28 Regulations 0418.indd 27 3/21/18 7:48 PM

 Regulations Round Up

Flushable Wipes
The wipes industry’s efforts to self-regulate flushability have
been met with great challenges and successes over the last
decade and a half. Right now, it seems that the North Ameri-
can industry, led by INDA, association of the nonwoven fab-
rics industry, is about to launch the fourth edition of its flush-
ability guidelines (GD4), which will include testing methods
and labeling requirements for flushable wipes.
The industry’s efforts surrounding flushability started in the
early 2000s to help minimize disposable wipes’ role in sew-
age clogs both in the U.S. and internationally. Even though
many of the causes of sewage clogs—non-flushable wipes
and household paper—were not marketed as flushable, con-
sumers lacked the awareness of how detrimental they could
be to their pipes.
INDA, and its European counterpart, decided to join forces,
with the help of industry experts, to establish a flushability
task force to develop guidelines for flushable and non-flush-
able wipes. Significant changes to the latest round of guide-
lines include a more stringent pass/fail requirement for two of
the seven tests included in the document and stricter labeling
requirements for wipes not meant to be flushed, particularly
baby wipes, the largest segment of the wipes industry. n

28 • Household & Personal Care Wipes Spring 2018

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Untitled-2 2 3/19/18 3:05 PM
 Baby wipes continue to represent the largest category in the wipes
segment but they continue to lose marketshare to market diversification.

Four Trends Shaping the Future

of Nonwoven Wipe Demand
Report tracks growth across geographies, new markets.
By Joy Steed, Smithers Pira

W
ipes will continue to present a compelling market oppor- smaller and locally based companies.
tunity for nonwovens across the next five years as a com- There are multiple supply and demand side influences on and
bination of market and technology factors boost overall within worldwide consumption for wipes—Smithers’ analysis iden-
value and use globally. This promising market evolution is tracked tifies the following four as among those whose impact will be most
in detail in the recent market study The Future of Global Nonwoven pronounced across its forecast period.
Wipes to 2023 from Smithers Pira. This study tracks how the volume
of nonwovens converted into wipes for consumer and industrial ap- Over and Under-Supply
plications will rise 6.3% per year from 1.20 million tons in 2018 to Of the different nonwovens technologies, spunlace continues to
1.63 million tons in 2023. be the largest and fastest-growing process used to make wipes
This is also an increasingly lucrative segment. Its global value base sheet. Airlaid is still the second largest, but there continue to
passed the $2 billion mark for the first time in 2017 and will reach be significant changes in the composition and growth for both of
$2.84 billion in 2023. these and other nonwoven types in wipes.
Commercially this is a diversified market. Procter & Gamble Within spunlace, booming demand for flushable consumer wipes
(P&G) is the largest global supplier but accounts for only 14.5% of is fuelling rapid expansion in global capacities for dispersible hy-
worldwide value. The next four largest firms hold around 20% of the droentangled wetlaid stock.
market, combined, meaning there remain multiple opportunities for A total of 11 new hydroentangled wetlaid spunlace lines have

30 • Household & Personal Care Wipes Spring 2018

30-31 Smithers 0418.indd 30 3/21/18 2:27 PM

 The Future of Nonwoven Wipe Demand

been added globally since 2015, adding about 115,000 tons of new to-business, although some applications are similar to those served
capacity. Germany’s Voith-Truetzschler and Austria-headquartered by consumer wipes. In 2018, industrial wipes are worth $3.38 million
Andritz have supplied the majority of the machinery for these new just over 20% of the total global wipes value, and they will margin-
lines. This expansion could pose a problem for the future as a major ally increase this market share through 2018.
over-supply of hydroentangled wetlaid materials is predicted before Within this category, food service wipes will be the fastest grow-
the end of the decade, and firms will need to optimize processes or ing. New demands from end-users is seeing new formats optimized
develop new markets to maximize returns from these investments. for longevity in use; with either more effective built-in antimicrobials
A contrasting problem confronts the airlaid segment. A series of line or more inertness towards typical antimicrobial solutions.
closures in the past decade from companies such as Georgia-Pacific, This is because cationic antimicrobials commonly react with
combined with failures of new lines like Fiberweb’s Italian installation standard nonwovens; making a wipe designed to be as close to
have squeezed capacity. A long-term lack of investment in this seg- totally inert as possible towards antimicrobials is an advantage.
ment is now being addressed by Glatfelter, which will add 20,000 tons Several suppliers have introduced “quaternary ammonium com-
to annual output with its new line at Fort Smith, AR. pound”inert wipes.

Home and Personal Care Wipes Looking South and East

The consumer wipes segment includes baby, personal care and Market demand for wipes has and will continue to be affected by
home care wipes. Baby wipes is the dominant segment accounting both long-term economic global and national trends. The broader
for 73.7% of total value in consumer wipes in 2018; but it is also the narrative is that wipes of all formats will see the greatest growth out-
most mature and will lose relative marketshare to wipes for personal side its historical core markets in North America and Western Eu-
care and use in the home across the next five years. rope—although these will still command nearly two thirds of world
This does not necessarily represent a shift in usage however. Some value through to 2023.
of this change is attributable to a substitution towards new dedicated Asia is the third largest regional market by market worth nearly
personal care wipes – like adult moist toilet tissue or toddler toilet $2.8 billion in 2018 and will exceed $4 billion in 2023. Significantly
care wipes, where consumers previously made use of baby wipes home care wipes will overtake baby wipes as the most lucrative seg-
for these applications. This trend is especially prevalent in emerging ment for the first time in 2018, led by electrostatic wipes, followed by
market regions that have previously not been able to sustain de- cleaning/disinfectant formats.
mand for these more specialized products. China accounts for about 61.6% of the nonwoven wipes sales in
Personal care wipes are benefitting from the increased capacity Asia in 2018 – 10.4% of global nonwoven wipes sales in 2018, and by
for formulated flushable wipes. Smithers’ analysis shows that adult 2023 it will overtake the U.K. to be the second largest national mar-
moist toilet tissue and toddler toilet care wipes will grow most quick- ket worldwide. Increased local production of nonwovens for wipes
ly across 2018-2023; although as discretionary items, these do suffer will be somewhat offset by lower overall economic growth, however
drops in sales in times of economic hardship in certain markets. it is forecast that a reduction in the cost of wipes will allow wipes to
This segment has had to react to government and lobby groups keep a “luxury” consumer image and witness only a moderate drop
criticizing the market preference for flushable wipes, blaming limited in overall growth.
dispersibility for blocking sewage pipes. The joint action of industry The highest rate of expansion across the next five years are in
bodies INDA and EDANA in formulating guidelines on flushability South and Central America and Eastern Europe. Despite a slow-
and widespread adherence to them has helped blunt this threat. down due to economic problems in Venezuela and Brazil, double
The fundamental drivers for home care wipes remain conve- digit growth is predicted for value and volume in South and Cen-
nience and timesaving. Although some sub-segments – like electro- tral America across 2018-2023 for all wipe types, except baby wipes.
static dusting wipes – have become the default choice for a specific This will make it the fastest growing region by value for the Smithers
task, others, like bathroom cleaning wipes, can easily be replaced by forecast period.
liquid cleaners and paper towels. Eastern Europe will also see strong expansion across 2018-2023,
Cleaning/disinfectant wipes is one of the three largest sub-seg- although tonnage consumption will significantly exceed value in-
ments for home care wipes and the one with the greatest potential creases for this period. Worth less than $1 billion in 2018; this value
across 2018-2023. Now worth over $1.5 billion these products are will none the less climb to fractionally more than $1.6 billion in 2023
considered more necessary by consumers and benefit from a general – due mainly to its three largest national consumers Turkey, Russia
concern about germs in the household and can be boosted by out- and Poland.
break of infectious diseases like the avian and swine flu strains, Ebo-
la virus, Zika and noroviruses. It is the only market segment growing The impact of these and other key trends for the nonwoven wipes
at a significantly above-average rate within home care wipes. sector are critically analyzed and quantified in the Smithers Pira re-
port The Future of Global Nonwoven Wipes to 2023: www.smith-
Industrial Applications erspira.com/industry-market-reports/nonwovens/global-nonwoven-
Industrial wipes or institutional wipes are products sold business- wipes-to-2023. n

Spring 2018 Household & Personal Care Wipes • 31

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 New Products

Wipes Uncovered
Wipes are surely ubiquitous—but one can still encounter them in unexpected places.
Here are just a few examples of wipes in new ventures…

IGK Swipe Up Products

•IGK is introducing two new Swipe Up Wipes ($18) to save your hair this season and they will both be
available at Sephora.com. Swipe Up Charcoal Dry Shampoo Hair Blotting Tissues are formulated with
activated black charcoal powder to absorb excess oil and leave hair looking refreshed in just one swipe.
Meanwhile, the Swipe Up No-Frizz Smoothing Hair Wipes are perfect for on-the-go emergencies to tame
frizz and block humidity.
More info: www.igkhair.com

Everyone Botanical Baby Kiehl’s Launches First Sheet Mask

Collection • Venerable skin care company Kiehl’s is rolling
• When baby soft skin needs some out its first sheet mask. Kiehl’s Instant Renewal
love, only the gentlest ingredients Concentrate Mask is formulated with cold-pressed
will do. With decades of experience Amazonian oils— copaiba resin, pracaxi and Andiroba—
came the creation of the Everyone known to help refine and smooth skin texture. The bio-
Baby Collection. These kits feature cellulose-embedded hydrogel mask adheres to the skin
one bottle each of Baby Wash and with a 2-piece design.
Baby Lotion (available in Chamomile
+ Lavender and Calendula + Oat) a
pack of Baby Wipes and an“Everyone
loves me”Washcloth. Belly Up! Sheet Mask Designed for Baby Bumps
More info: www.eoproducts.com • Hatch Collection’s new Hatch Mama beauty line features
Belly Mask, a new stretch mark minimizing sheet mask de-
signed for pregnant bellies and to help soften inflamed scar
M-61 Perfect Cleansing Cloths tissue postpartum. The sheet mask contains aloe vera and
• Remove dirt and makeup at home or on-the-go with the propolis, which helps rebuild damaged skin cells and can
new M-61 Perfect Cleansing Cloths ($22) available exclu- fade scars, according to the company.
sively at Bluemercury. More info: www.hatchcollection.com
Formulated with an-
tioxidants, vitamin E,
lavender and green tea,
the Perfect Cleansing Korres Greek Yogurt Make Up Removing Wipes
Cloths gently dissolve • Ideal for on-the-go cleansing, these pre-moistened facial
makeup while soothing cleansing wipes ($15) are formulated with nourishing Greek
and hydrating the skin, yogurt for 2.5 times more skin-nourishing proteins, accord-
said the company. The ing to the company. These makeup removing wipes remove
M-61 Perfect Cleansing stubborn face and eye makeup while providing skin with the
Cloths are the latest ad- softening, moisturizing properties of chamomile and Greek
dition to Bluemercury’s yogurt concentrate.
fan-favorite line of wipes including the PowerGlow Peel Pads, More info: www.KorresUSA.com
PowerSpot Pads and FastBlast Cleansing Cloths.
More info: https://m61labs.com/

32 • Household & Personal Care Wipes Spring 2018

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 New Products

Ouai Anti-Frizz Smoothing Sheets

• These purse-portable frizz defying sheets from Ouai ($18) are a new secret weapon to fight
dry, frizzy, static-prone hair. A few swipes and hair is left shiny, smooth and free from fly away
causing static. Coconut oil on hemp paper are a winning combination in these wipes.
More info: www.theouai.com

Specialty Wipes Earn EWG Certification Seal L’Oréal Paris Offers Intensive
• Hero Wipes, decontamination wipes for firefighters designed Hair Sheet Mask
to remove toxic, cancer-causing carcinogens from the skin before they • Post Academy Award advice from
leave the scene of a fire—are now EWGVerified by the Environmental beauty giant L’Oréal Paris suggested
Working Group. The wipes were found to effectively remove 83% per- prepping with a hair sheet mask. The
cent of benzopyrene, commonly found in soot, from simulated skin company told consumers looking to re-
in just one swipe across the surface, according to Diamond Wipes create red carpet looks should start with
International, the Chino, CA based company behind the specialty L’Oréal Paris EverPure Intense Repair
product. Hero Wipes, which launched late last year, are also proven to Hair Sheet Mask, which strengthens
remove 69% of TCEP, a common toxic and protects strands. The sheet mask
flame retardant, from simulated skin is 100% sulfate- and paraben-free, two
surfaces with a single swipe. ingredients that many beauty users look
More info: https://www.myherow- to avoid.
ipes.com More info: www.lorealparisusa.com

Spring 2018 Household & Personal Care Wipes • 33

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 Meetings Calendar
April Website: www.edana.org
IRI Growth Summit
April 16-18, 2018 June
Location: Wynn Las Vegas, Las Vegas World of Wipes
Website: www.iriworldwide.com June 5-8, 2018
Location: Sheraton Hotel and Towers, Chicago, IL
In-Cosmetics Global Website: www.inda.org
April 17-19, 2018
Location: RAI Amsterdam, Amsterdam, The Netherlands Cleaning Products Latin America
Website: www.in-cosmetics.com June 18-19, 2018
Location: Panamericano, Buenos Aires, Argentina
CIDPEX2018 Website: www.cleaningproductsconference.com
April 18-20, 2018
Location: Nanjin International Expo Center,, Jiangsu, China October
Website: www.cnhpia.org Outlook 2018
Oct. 17-18, 2018
May Location: Rixo Libertas Hotel, Dubrovnik, Croatia
NYSCC Suppliers’ Day Website: www.edana.org
May 15-16, 2018
Location: Jacob Javits Center, New York, NY November
Website: nyscc.org Hygienix 2018
Nov. 5-8
International Nonwovens Symposium Location: Lowes Portofino Resort, Orlando, FL
May 23-24, 2018 Website: www.inda.org
Location: Sheraton Hotel, Rome, Italy

Ad Index
Company Name Page Number Website
Ashland Inc. 5 www.ashland.com
Berk International LLC 27 www.berkwiper.com
Cotton Inc. 7 www.cottoninc.com
CIE 19 www.cie.us
Elsner Engineering Works Inc 28 www.elsnereng.com
Focke Packaging Solutions GmbH 13 www.focke.com
INDA 25 www.inda.org
Kimberly-Clark Global Sales Inc. Cov. 2 www.kcprofessional.com
Kleen Test Products Cov. 4 www.kleentest.com
Lincoln Manufacturing 3 www.lincolnmfg-usa.com
Mezger Inc. 10 www.mezgerinc.com
MTI Household & Personal Care 33 www.amcolhpc.com
National Wiper Alliance 11 www.nationalwiper.com
Optima Packaging Group/Amotek 9 www.amotek.com
Schülke & Mayre GmbH 17 www.schuelke.com
Teknoweb Converting s.r.l. Cov. 3 www.teknowebconverting.com
Texel Technical Materials Inc. 23 www.texel.ca
Welspun India Ltd 15 www.welspunindia.com

34 • Household & Personal Care Wipes Spring 2018

34 Calendar 0418.indd 34 3/23/18 7:44 AM

Untitled-1 2 3/1/18 4:18 PM
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