How 2026 Consumers Choose Wipes — and What It Means for the Industry

Ahead of her session at GOWipes Europe 2026, we sat down with Ana Tique, Research Consultant at Euromonitor International, to talk about how consumer behaviour around wipes is shifting — and why the category is facing more scrutiny than ever.

Ana is based in Euromonitor's Düsseldorf office, where she focuses on client insights across the fashion and lifestyle industries. With over fifteen years of experience in consumer products and services marketing across European and Asian markets, and an MBA in Marketing and Strategic Management, Ana relocated from Asia to Düsseldorf in 2022 to help businesses navigate consumer trends and needs across the DACH region.

At GOWipes Europe 2026, Ana will present "From intent to basket: how 2026 consumers choose wipes - and what wins," part of Session 4 – Retailer and Consumer Perspectives, on Tuesday 20th October.

Here's what she had to say.

You'll be talking about how consumers choose wipes in 2026 — can you give us a sneak peek of how this behaviour has been changing?

Yes, I'll try not to give too much away. I can see that wipes are no longer chosen only for convenience. Although convenience still matters, consumers are now also looking at factors such as value for money, skin safety, sustainability claims, and whether the product feels right for a specific use or occasion. This is making the category more fragmented, with some shoppers still focused on price and pack size, while others seek reassurance about ingredients, flushability, biodegradability, or plastic-free claims.

More broadly, consumers are increasingly evaluating wipes through a mix of functional and emotional needs: whether they deliver a meaningful skin benefit, create a more pleasant or reassuring experience, and fit a specific moment in daily life. This is why we're seeing brands move away from one-size-fits-all products and create more targeted solutions for travel, outdoor activities, heat relief, fitness, intimate care, parenting, pet care, and other high-relevance moments.

How did you come to these conclusions?

This is really what we do at Euromonitor. We bring together different sources of intelligence, including market data, company activity, product innovation, retail observations, consumer surveys and local analyst insight. Our research tools allow us to track how categories are developing across markets and connect that with what consumers are actually prioritising.

Why are these changes important for the sector right now, and how will companies be impacted in the future?

These changes matter because wipes still have growth potential, but the category is also under greater scrutiny for waste, plastic content, flushability, and environmental impact. For companies, growth will increasingly depend on creating more value within existing usage occasions, whether through clearer product roles, stronger benefits or more relevant formats. This means brands need to be very clear about the role each product plays. They will also need to prove performance, support their claims, and balance value with more credible materials, labelling and disposal guidance.

What do you think will be the biggest challenge for the wipes and nonwovens industries in the coming 2-5 years?

The biggest challenge will be balancing consumer demand with regulatory, environmental and cost pressures. Consumers want wipes to stay affordable and easy to use, while the industry is being pushed to improve materials, reduce plastic and communicate disposal more clearly. At the same time, consumers are becoming more sceptical of broad claims and increasingly expect clear proof, whether around skin benefits, ingredient safety, sustainability or performance. The companies that do well will be those that make these improvements simple, credible and easy to understand.

What are you most looking forward to at GOWipes Europe 2026?

I am looking forward to hearing how different parts of the industry are approaching the same challenges. Wipes are an everyday product for consumers, but behind that, there is a lot of innovation in materials, regulations, manufacturing, and communication. For me, GOWipes Europe 2026 will be a good opportunity to connect those industry discussions with what consumers are actually doing and expecting.

GO Wipes 2026 | 20-21 October | Cologne, Germany

Catch Ana's full session, "From intent to basket: how 2026 consumers choose wipes - and what wins," on Tuesday 20th October as part of Session 4 – Retailer and Consumer Perspectives at GOWipes Europe 2026.

This session also includes...

• Theresa Schlegel | Ecological Sustainability Manager at dm-drogerie markt
• Presentation title: Retailer perspective: How a circular and sustainable bioeconomy creates future-ready products