EU wipes market pivots to premium, plastic‑free fabrics

LONDON - The European Union wipes sector is entering a new phase in which baby wipes and household cleaning formats still underpin volume, but growth is increasingly driven by premium, personal care and flushable products with stronger sustainability credentials, new report suggests.

Behind this shift lies a structural rebalancing of nonwoven substrate choices, channel strategies and price architecture that is reshaping opportunities for fabric producers, converters and brand owners alike.