CHICAGO – From kitchens and bathrooms to laundry rooms and garages, cleaning wipes are working their way around American households. According to the Soap and Detergent Association (SDA)’s 2008 National Cleaning Survey, conducted by Echo Research (ER), people most commonly use wipes to clean, disinfect or sanitize kitchen countertops and appliances, bathroom fixtures, their hands, face and skin, furniture, children, floors, windows and clothing. The results were released at the 2008 World of Wipes International Conference in Chicago.
Of those who use wipes (693 of the 1,008 originally surveyed), 77 percent reported keeping a container of wipes in at least two locations throughout their house, with 17 percent claiming four or more locations.
“Cleaning wipes have become part of the American fabric, so to speak,” says Brian Sansoni, SDA’s vice president of communications. “Not only do they help keep us healthy, they do so conveniently and effectively.”
Americans Still Wild About Wipes
SDA’s research shows that 71 percent of 1,008 Americans surveyed have used a cleaning, disinfecting or antibacterial wipe, which is up from 66 percent in 2004, when SDA conducted its previous wipes survey.
Among wipe users, households with children are more likely to rely on the sanitary sheets, as are households where three or more persons reside. The likelihood of wipes use increases even more in homes with children under the age of 12.
Thirty-five percent report using wipes once per day or more, with 16 percent plucking a wipe more than twice per day.
“From purses and car consoles to countertops and suitcases, there is a wipe where and when we need it,” says Sansoni.
Not surprisingly, when asked which are their favorite uses for cleaning wipes at home, survey respondents cited disinfecting and sanitizing surfaces as number one, followed by kitchen cleaning, bathroom cleaning and wiping up after their children.
What We Love Most About Wipes
During our strolls down the cleaning product aisles, consumers choose their wipes based on cleaning effectiveness (45 percent), value (22 percent) and durability (13 percent). Other factors include brand name (10 percent) and package size (8 percent).
The qualities that provide the most utility for American adults include their portability (28 percent), ease of disposal (20 percent), certain wipes’ germ-killing ability (17 percent), multi-purpose functionality (13 percent) and their fast-acting nature (11 percent). Others (6 percent) appreciate the fact that there are specialty wipes for certain household jobs, from stain removal to facial cleansing.
“As our lifestyles continue to evolve, formulators will continue to develop new, innovative applications for wipes,” says Sansoni.
Sustainability Working its Way Into Wipes
Sansoni added that sustainability-oriented features – which more consumers are looking for in cleaning products – have certainly worked their way into wipes products. “Wipes that are flushable and biodegradable are turning up on the supermarket shelves,” Sansoni added. “Innovative research and development is the lifeblood of sustainable cleaning products, now and in the years to come.”
Use As Directed
The SDA reminds consumers to read the product labels to ensure that they use wipes on the proper surfaces.