CARY - Of the 52 products that have been shortlisted in the Innovation Awards held as part of the annual INDA World of Wipes (WOW) conferences since 2008, only four have been in the baby wipes category, only three were flushable wipes (or moist toilet tissue) and just six were wet wipes for cosmetic applications.
At this year’s WOW, held virtually from August 24th to 27th, Heidi Beatty of UK-USA consultancy Crown Abbey looked at more than 100 branded products in these three categories to try and gauge the level of innovation in what are generally considered highly commoditised market segments.
