• Line Extensions
  
• Advertising
  
• Parental Marketing

• Cross Merchandizing
  
• The Drug Store Sales Push

• The Adult Consumer
  
• Table 1-4: Wipes Use by US Adults
  
• Table 1-5: Top Brands of Pre-moistened Wipes/Cloths, by Adult Preference

• Table 1-6: Projected Retail Sales for Wipes

Chapter 2: The Market

• Sizing Up The Wipes Market
  
• Table 2-1 U.S. Retail Sales of Wipes, 2001-2003
  
• Figure 2-1: U.S. Retail Sales of Wipes 2001-2003
  
• Market Composition
  
  
  • Table 2-2: U.S. Retail Sales of Wipes/Accessories, by Category, 1999-2003
    
  • Figure 2-2: U.S. Retail Sales of Household Wipes, 1999-2003
    
  • Figure 2-3: U.S. Retail Sales of Personal Care Wipes, 1999-2003
    
  • Table 2-3: U.S. Retail Sales of Pretreated Wipes, By Segment, 2003
    
  • Private Labels: A Formidable Presence
    
  • Advertising Battles
  
  
  
• Market Profile
  
  
  • Who Uses Wipes?
    
  • Table 2-4: Wipes Use by U.S. Adults
    
  • The South: A Prime Market
    
  • Table 2-5: Wipes Use, By U.S. Region
    
  • Baby Wipes: Losing Steam
    
  • Courting Parents Again
    
  • “Wetting” Consumers’ Appetites
    
  • Poised for Growth
    
  • Nonwoven Wipes: On a Winning Path
  
  
  
• Factors Affecting Market Growth
  
  
  • Convenience: The Operative Word
    
  • Product Diversification
    
  • Packaging Innovations Tie to Convenience
    
  • Wet Wipes: Cutting Across Categories
    
  • Disinfectant and Antibacterial Wipes
  
  
  
• Projected Market Sales
  
  
  • Table 2-6: Projected U.S. Sales for Wipes/Accessories, 2003-2008
    
  • Figure 2-5: Projected U.S. Sales of Wipes, 2003-2008
    
  • Projected Sales By Category
    
  • Table 2-7: Projected U.S. Retail Sales of Wipes/Accessories, by Category, 2003-2008

Chapter 3: Competitive Situation

• Marketers’ Overview
  
• Table 3-1: Selected Personal and Household Wipes by Marketer and Brand Line
  
• Marketers and Brand Shares
  
  
  • Methodology
    
  • Leading Marketers’ Performance in 2003
    
  • Table 3-2: Wipes Leading Market Shares, By Category
    
  • Category Market Shares
    
  • Table 3-3: Wipes Leading Market Shares, By Category
  
  
  
• Market Shares By Category
  
  
  • Tools/Mops/Brooms
    
  • Figure 3-1: Market Share of Cleaning Tools/Mops/Brooms
    
  • Table 3-4 U.S. Retail Sales of Cleaning Tools/Mops/Brooms by Marketer/Brand Share, 2002-2003
    
  • Skin Care Wipes
    
  • Figure 3-2: Market Share of Major Skin Wipe Manufacturers
    
  • Table 3-5 U.S. Retail Sales of Skin Care Products by Marketer/Brand Share, 2002-2003
    
  • Baby Wipes
    
  • Figure 3-3: Leading Baby Wipe Marketers and Market Share, 2003
    
  • Table 3-6 U.S. Retail Sales of Baby Wipes Products by Marketer/Brand Share, 2002-2003
    
  • Moist Towelettes
    
  • Table 3-7: U.S. Retail Sales of Moist Towelettes by Marketer/Brand Share, 2002-2003
    
  • Cleaning Cloths
    
  • Table 3-8: U.S. Retail Sales of Cleaning Cloths Category by Marketer/Brand Share, 2002-2003
  
  
  
• Brands Sales/Market Share By Category
  
  
  • The Leading Overall Brand: Huggies Natural Care
    
  • Swiffer Dominates Cleaning Tools/Mops/Brooms Category
    
  • Table 3-9: U.S. Retail Sales and Market Share of Top 20 Brands in the Pretreated Wipes Market 2002-2003
    
  • Table 3-10: U.S. Retail Sales and Market Share of Top 10 Brands in Cleaning Tools/Mops/Brooms Category, 2002-2003
    
  • Figure 3-4: Brand Share of Cleaning Tools/Mops/Brooms 2003
    
  • Clorox Declines, But Still Leads The Cleansing Cloths Category
    
  • Table 3-11: U.S. Retail Sales and Market Share of Top 10 Brands of Cleaning Cloths, 2002-2003
    
  • Olay Daily Facials Is Category Leader
    
  • Table 3-12: U.S. Retail Sales and Market Share of Top 10 Brands of Skin Care Products, 2002-2003
    
  • Pampers Gaining Fast On The Leader, Huggies Natural Care
    
  • Table 3-13: U.S. Retail Sales and Market Share of Top 10 Brands of Baby Wipes, 2002-2003
    
  • Kleenex Cottonelle Leads Moist Towelettes Category
    
  • Table 3-14: U.S. Retail Sales and Market Share of Top 10 Brands in Moist Towelettes Category 2002-2003
  
  
  
• Where the Competition Lies
  
  
  • P&G, Kimberly Clark Duke It Out
    
  • Private Label A Bigger Presence
    
  • Emerging Segments
    
  • Airlaid Losing Attention
    
  • Nonwoven Wipes Catching Up
    
  • Table 3-15: Selected Nonwoven Products by Major Global Marketers
  
  
  
• Marketers’ Profiles
  
  
  • Procter & Gamble
    
    • History
      
    • Steady Growth for P&G
    
    
    
  • Figure 3-5: U.S. Retail Sales of P&G Wipes, 1999-2003
    
  • Kimberly-Clark Corp
    
    • History
      
    • Declining Sales for Kimberly-Clark
    
    
    
  • Figure 3-6: U.S. Retail Sales of Kimberly-Clark Wipes, 1999-2003
    
  • Clorox Company
    
    • History
      
    • Declining Sales for Clorox
    
    
    
  • Figure 3-7: U.S. Retail Sales of Clorox Company Wipes, 1999-2003
    
  • S.C. Johnson & Son Inc
    
    • History
      
    • Static Figures for S.C. Johnson Wipes
    
    
    
  • Figure 3-8: U.S. Retail Sales of S.C. Johnson & Son Wipes, 1999- 2003
    
  • Playtex Products Inc
    
    • History
      
    • Playtex Revenues on a Slow Decline
    
    
  • Figure 3-9: U.S. Retail Sales of Playtex Products’ Wipes, 1999-2003
  • Reckitt Benckiser
    • History
    • Reckitt Benckiser Outperforms in Cleaning Cloths
    
    
  • Figure 3-10: U.S. Retail Sales of Reckitt Benckiser Wipes, 1999- 2003
  • Alberto-Culver Company
    • History
    • Alberto-Culver Struggles to Maintain Sales
    
    
  • Figure 3-11: U.S. Sales of Alberto-Culver Wipes, 1999-2003
  • Kao Corporation
    • History
    
    
  • Orange GLO International Inc
    • History
    • Growing Sales of Orange Glo
    
    
  • Table 3-16: U.S. Retail Sales of Orange Glo and Orange Clean, 2001-2003
  
  
• Select Brand Profiles
  
  • Clorox Ready Mop and Disinfecting Wipes
    • Market Size and Growth
    
    
  • Figure 3-12: U.S. Retail Sales of Clorox Disinfecting Wipes, 1999-2003
  • Huggies Natural Care
    • Ingredients
    • Market Size and Growth
    
    
  • Figure 3-13: U.S. Retail Sales of Huggies Natural Care, 1999-2003
  • Kleenex Cottonelle Wipes
    • Features
    • Market Size and Growth
    
    
  • Figure 3-14: U.S. Retail Sales of Kleenex Cottonelle Wipes, 1999-2003
  • Swiffer
    • Market Size and Growth
    
    
  • Figure 3-15: U.S. Retail Sales of Swiffer Dry Cloths, 1999-2003
  • Swiffer Wet
    • Market Size and Growth
    
    
  • Figure 3-16: U.S. Retail Sales of Swiffer Wet, 1999-2003
  • Swiffer Wet Jet
    • Market Size and Growth
    
    
  • Figure 3-17: U.S. Retail Sales of Swiffer Wet Jet, 1999-2003
  • Wet Ones
    • Ingredients
    • Market Size and Growth
    
    
  • Figure 3-18: U.S. Retail Sales of Wet Ones, 1999-2003
  • Olay Daily Facials
    • Market Size and Growth
    
    
  • Figure 3-19: U.S. Retail Sales of Olay Daily Facials, 1999-2003

• Convenience Factors Drive Wipe Applications
• Product Trends
• Cross Categories, New Categories
• New Applications For Nonwoven Products
• Quickie Opts for Versatility
• Brand Extensions
• Technological Innovations
• Silicone Applications
• Sweet Smell of Success
• Package Design Innovation

• We’ve Come A Long Way, Baby
• Giving Faces A Clean Slate
• Body Cleansing Wipes
• Hair Care Innovation from Across the Pond
• Flushing Profits
• Although Rolls Not a Hit

• Laundry Care Gets a Boost From Wipes
• Nonwoven Products Show Versatility in Household Cleaning Functions

• Pet Product Marketers Get Into the Wipe Act
• Grooming Wipes for Men - the Next Big Thing?

• Demand for Low-priced Wipes
• Drug Stores Fuel Private Label Growth

• Table 4-1: U.S. Wipes Market: Selected New Product Introductions, 2002-2004

Chapter 5: The Consumer

• Simmons Survey System
• Two Major Wipes Categories
• Table 5-1: Percentage of U.S. Adults Using Wipes, by Category
• Brand Preferences: Huggies and Swiffer
• Table 5-2: Top Brands of Pre-moistened Wipes/Cloths, by Adult Preference
• Table 5-3: Top Brands of Household Wipes/Cloths, by Adult Preference

• Heavy Use By Households With Young Children, Homemakers
• Table 5-4: Frequency of Use of Pre-moistened Wipes/Cloths, 2003
• Table 5-5: Demographic Characteristics of U.S. Adults Using Pre-moistened Wipes/Cloths
• Brand Patterns by Demographic Factors
  • Race, Region
  • Employment, Marital Status, Household Size
  • Popular With Households With Children
  
  
• Table 5-6: Demographic Characteristics of U.S. Adults Favoring Use of Chubs
• Huggies Top Brand of Personal Wipes
• Table 5-7: Demographic Characteristics of U.S. Adults Favoring Use of Huggies Wipes
• Table 5-8: Demographic Characteristics of U.S. Adults Favoring Use of Johnson & Johnson Wipes
• Table 5-9: Demographic Characteristics of U.S. Adults Favoring Use of Luvs Wipes
• Table 5-10: Demographic Characteristics of U.S. Adults Favoring Use of Pampers Wipes
• Table 5-11: Demographic Characteristics of U.S. Adults Favoring Use of Wash-A-Bye-Baby Wipes
• Demographic Characteristics Of Users
• Figure 5-1: Users of Pre-moistened Cleansing Wipes/Cloths by Age
• Figure 5-2: Users of Pre-moistened Cleansing Wipes/Cloths by Race
• Figure 5-3: Users of Pre-moistened Cleansing Wipes/Cloths by Region
• Figure 5-4: Users of Pre-moistened Cleansing Wipes/Cloths Number of People in Household
• Figure 5-5: Users of Pre-moistened Cleansing Wipes/Cloths by Ages of Children in Household

• Used By Over Half of U.S Adults
• Table 5-12: Frequency of Use of Household Cleaning Mops/Disposable Wipes, 2003
• Table 5-13: Demographic Characteristics of U.S. Adults Favoring Use of Cleaning Mops/Disposable Wipes, 2003
• Demographics By Factor
  • Age, Gender
  • Race, Region
  • Employment, Marital Status, Household Size
  • Households with Children
  
  
• Table 5-14: Demographic Characteristics of U.S. Adults Favoring Use of Clorox Wipes
• Table 5-15: Demographic Characteristics of U.S. Adults Favoring Use Glass Plus Wipes
• Table 5-16: Demographic Characteristics Favoring Use of Lysol Wipes
• Table 5-17: Demographic Characteristics of U.S. Adults Favoring Use of Mr. Clean Wipes
• Table 5-18: Demographic Characteristics of U.S. Adults Favoring Use of Old English Wipes
• Table 5-19: Demographic Characteristics of U.S. Adults Favoring Use of Swiffer Wipes
• Table 5-20: Demographic Characteristics of U.S. Adults Favoring Use of Windex Wipes
• Demographic Characteristics of Users
• Figure 5-6: Users of Household Cleansing Mops/Disposable Wipes by Age
• Figure 5-7: Users of Household Cleansing Mops/Disposable Wipes by Race
• Figure 5-8: Users of Household Cleansing Mops/Disposable Wipes by Region
• Figure 5-9: Users of Household Cleansing Mops/Disposable Wipes by Number of People in Household
• Figure 5-10: Users of Household Cleansing Mops/Disposable Wipes by Age of Children in Household

Appendix of Selected Marketers