The flushable wipes market continues to grow at an elevated rate despite a slow growing global economy and a nonwovens market which has also slowed as a result. Flushable wipes are projected to grow at over twice the rate of all nonwovens and all nonwoven wipes through to 2020.
In 2015, flushable wipes accounted for $1.4 billion in sales, which is a significant increase from $796 million in 2010. Projections are for sales to increase further to $2.7 billion by 2020.
The sale of flushable wipes is driven by convenience, hygiene, performance, cost and consumer eco-perception. The selection of nonwoven substrates for flushable wipes is driven by concerns about current and potential regulations, as well as the supply/price of raw materials.
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