Special Feature: Year In Review

Year In Review: Baby Wipes

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December 26, 2020
by Shastri Mahadeo
2 Minutes

The following insights are powered by Nielsen in partnership with Unioncrate, an artificial intelligence demand planning platform that combines consumer behavior and historical shipment data to predict sales and inventory with up to 91.6% SKU-level accuracy.

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Welcome to Day 26 of Unioncrate’s Year In Review, taking a look at the baby wipe category’s 10.5% growth in 2020.

Baby Wipes

  • While cleaning supplies were flying off the shelves, parents and non-parents both turned to baby wipes to act as a stand-in for coveted disinfectant wipes. When the pandemic was declared in March, baby wipe sales shot up 86.4% in the period ended 3/21.
  • In the 40-week period since March, the category’s growth has increased 12% compared to the same period last year.
  • While growth was mostly strong for this category, the 4-week period ended 6/13 saw a decrease of 5.6%, although in the following periods it reemerged to the positive single digits.

The Best of Baby Wipes 

  • Johnson & Johnson committed to creating a sustainable, fully-plant based wipe that can help ease the environmental impact on days when you go through 30 of them.
  • A demand for cleaner, greener hygiene products this year has left manufacturers all around looking for ways to create eco-friendly versions of disposable products like baby wipes to answer this call from consumers.
  • One particular brand of baby wipes went viral in the parenting community, with reviewers on Amazon raving about how Mama Bear saline wipes are thicker, softer, and have fewer ingredients than their more expensive competitors.
  • Huggies launched a line of biodegradable wipes that break down within 15 days, the brand's first product in the biodegradable space.

Up Next: Aerosol Disinfectants

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