Wet wipes are big business. According to a report by Technavio, the wet tissues and wipes market is set to grow by $10.78 billion between 2025 and 2029, with a CAGR of 8.1%, driven by the healthcare sector (especially for antibacterial products), baby care, and female hygiene. Europe will lead the market accounting for 34% of overall growth; Russia, Germany, and the UK were highlighted as strong growth contributors.
But there are still issues with the wet wipes circulating the market today. In a study by Ryerson University not one of the 101 single-use wipes, not even the 23 which were marketed as flushable, were able to disperse safely in a sewer system. Ninety-three percent of London's 75,000 blockages are caused by wet wipes, which results in £18 million ($21.9 million) being spent annually to clear them.
Manufacturers have been working on material innovations to boost the eco-friendliness of traditional wet wipes. In 2019, Albaad introduced Hydrofine, a plastic-free, flushable, nonwoven fabric made from cellulose and viscose fibers, investing over €50 million ($51.5 million) to expand the material across various wet wipe categories. In 2023, it updated the product with the addition of lyocell shortcut fibers for increased dispersibility. Spun lace technology, a web bonding technology that employs high-pressure water jets to weave fibers together, is another useful step in creating plastic-free wipes. Plant fibers such as bamboo and wood pulp, as well as polylactic acid (PLA), (often derived from corn starch), are being used to make biodegradable wipes. Cellulose offers a compostable option for designs, while polyvinyl alcohol (PVA) led to the development of water-soluble wet wipes.
Campaigns and legislation are also drawing attention to the cause on a wider scale. In 2023, Water UK introduced the “Bin the Wipe” campaign addressing the environmental effects of flushing wet wipes. In April 2024, the UK government introduced legislation under the Environmental Protection Act 1990 to ban wet wipes containing plastic. Boots removed all plastic-containing wet wipes from its store and online presence. “We are pleased to see the government now taking action as a ban on all wet wipes containing plastic will have a much bigger impact than retailers taking action alone. We all have a collective responsibility to protect the environment and support a healthy planet,” commented Steve Ager, Chief Customer and Commercial Officer at Boots.
In the US, the Wastewater Infrastructure Pollution Prevention and Environmental Safety Act or WIPPES Act, passed in June 2024, requires the labeling of nonwoven wipes to state “Do Not Flush,” with an accompanying symbol. The states of Michigan, California, Washington, Oregon, Illinois, Colorado, and New Jersey have already implemented this regulation. This legislation is sure to push consumer awareness about the environmental impact of wet wipes, leading them to seek more sustainable solutions.
US retailers are also taking a stand on wet wipes. Target has reduced its stock of brands with unverified flushability claims and shifted more towards marketing eco-friendly and biodegradable companies. CVS, Walmart, Walgreens, Kroger, and Costco have also reduced the number if flushable wet wipe brands it carries, also focusing on more septic-safe and biodegradable brands.
With ongoing debate and uncertainty about the flushability of wet wipes on the market today, sprays and gels that automatically turn the humble toilet paper into a refreshing wet wipe offer a sound alternative. According to SATU Laboratory CEO Siim Saat, regular toilet paper dissolves in five minutes, bamboo toilet paper in 10 minutes, and flushable wipes in 35 minutes or more. This means that since wet wipes are flushed down to the first pumping station within 15 minutes, the product is still completely intact when it is in the network. The company launched a Gel Wipe with Vitamin E and Pro-vitamin B5 to moisturize skin while also ensuring no drains are blocked in the process.
Another benefit of sprays is that they can tie into wider multifunctional solutions. Luna Daily’s The Everywhere Spray to Wipe is a body cleanser that transforms toilet paper into wet wipes and is pH-balanced to be suitable for even the most intimate of skin. The brand has released the SKU in three different formulas: Original, Fragrance-Free, and Moisturizing, as well a mini 30 ml size of the product, packaged in a sleek, pocket-friendly, recyclable format that is equivalent to 100 wipes. The full-size 100 ml bottle is the equivalent of 300 wipes, with founder Katy Cottam telling BeautyMatter that in 2022 alone, sales of said product saved over two million single-use wipes. The company is currently working on a refill solution so customers can simply top up their existing packaging instead of buying a new bottle.
WC Tonics’ Tonic No2 is a cleansing, soothing, and hydrating cocnction of witch hazel, aloe vera, chamomile, calendula, and cucumber, with one eight-ounce bottle offering up to 500 uses. Aside from its skincare benefits, there are also economic plus points to the product. A $19.99 bottle which offers up to 500 uses, equates to four cents per use, while a brand-name package of 42 wet wipes comes out to nine cents per sheet.
Launched in 2018, the company was 100% DTC until the end of 2023. After launching on Amazon, now over half of its sales are on the platform, with sales tripling since its debut with the retailer. “When we first launched, the comments were more around being unaware that wipes can clog sewage systems and septic tanks because the wipes are labeled flushable,” founder Angie Walker tells BeautyMatter. “With more news and campaigns, like NYC’s ‘Trash it. Don’t flush it.,’ more people are aware that they should not flush wipes. But now that they feel cleaner than dry toilet paper, they do not want to give up the wipes. Which is where we enter—providing an alternative that is natural with organic ingredients and is truly flushable.”
Walker says the toilet paper shortage during Covid caused a lift in sales but since then the brand has been growing its presence through marketing on Meta, TikTok content creators, and its presence on Amazon. The customer demographic for these products is a fragmented one. Walker highlights five main markets: married women in their mid 50s buying for the household, single men in their 30s, young parents looking for more sustainable alternatives to baby wipes, women seeking pH-balanced vaginal care (especially during menstruation), and Gen Zers who care about the environment and clean formulas (these make up 10% of WC Tonics audience).
Toilet paper sprays even have their own subcategory on Amazon, with 17 best-selling brands that have an average price point of $15. According to data provided to BeautyMatter by Market Defense, these sprays (including the adjacent product Poo-Pourri) account for $1.6 million revenue over a 30-day period. Pristine is the top performing brand, with 50% of category sales, while other top sellers include Refresh Liquid Wipe, Island Tropical Wiping Lotion, and Qleanse toilet paper spray.
Nonetheless, there is still plenty of potential for sprays to match wipes in product sales. By contrast, flushable wipes generate about $11million in revenue over the 30-day period, with Dude Wipes having a 19% share of sales, Cottonelle 11.5%, and Goodwipes 9.6%. The category has a monthly search volume of 148,000. Dude Wipes outperforms feminine wipes by triple in the monthly searches—despite the fact that women are often perceived as the primary buyers of wet wipe products—displaying a strong male audience for this product category.
The hygiene market shows no signs of slowing down and wet wipes certainly offer a more refreshing and skin-nourishing alternative to dry toilet paper. But facing the realities of “flushable” advertised wipes is also important. Toilet sprays and gels offer all the benefits of these products while not compromising on cost, sustainability, or product performance.
