towelettes.com >> About Us > Market Information
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Trends Consumers are tired of cleaning. However, the cleaning must go on! So, they're ready, willing, and able to pay more for products that not only significantly cut cleaning times, but also do it conveniently. Price is not an issue. If consumers perceive that using an item will give them more time for themselves and their families, they'll buy it. This ever increasing need to save time and make cleaning easier has converted convenience wipes from a luxury purchase to a necessity item. In 2002, cleaning towelettes generated over $445 million* in volume in the food, drug, and mass channels, a 16% growth from the previous year. Currently, 164 million canisters are sold annually. Consumer Profile The primary National Towelette consumer is price-sensitive to price-conscience and in the upward-mobile 25-to-40-year-age bracket. However, this target market changes daily as more individuals, particularly mothers and/or working women, search for quicker and better ways to reduce, if not eliminate, housework. According to ACNielson, 74% of respondents between the ages of 18 to 64 say they're time-starved and are looking for the fastest way to get out of housework. And while more than one out of four Americans surveyed say home cleanliness is a top priority, 48% claim they don't keep clean homes because they can't find the time to clean. Even households with maids and/or cleaning services are turning to cleaning towelettes for "between visit" touchups. Merchandising National Towelette Wipes should be placed in the general cleaning supply section, near other convenience-oriented household-cleaning items. Free standing End Cap Displays, and full pallet Warehouse Club displays with eye-catching graphics are always available for special promotions. |
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