Research Proposal

Adult Flushable Wipes


To identify the size of the market for adult flushable wipes in Australia, the USA, and the UK and any demographic data available on purchasers.

Early Findings

  • In 2018, flushable wipes "accounted for $2.1 billion in sales and consumed 1.9 billion square meters or 98,900 tonnes of nonwovens."
  • The flushable wipes market is estimated to be worth $3.5 billion by 2023.
  • The sale of flushable wipes is "driven by convenience, hygiene, performance, cost and consumer eco-perception."
  • A major purchase driver for flushable wipe types (such as adult moist toilet tissue, toddler toilet care, and feminine hygiene wipes) is the convenience of its disposal.
  • Consumers also perceive biodegradability as a desirable attribute in flushable wipes.
  • Consumers are "increasingly looking for time-saving and convenient solutions for their cleaning tasks."
  • In 2018, the UK, Germany, France, Italy, Spain, Benelux, and Scandinavia accounted for about 85% of the flushable wipes market in Western Europe.
  • "In North America, the US and Canada represent almost 95% of the flushable wipes market for the region".
  • Currently, there is "no international flushability standard. However, voluntary test guidelines have been developed."


We found some proprietary research from one of our data partners which may be helpful:
If you'd like us to purchase any of these reports on your behalf, just let us know!


  • For the initial hour, we tried identifying as much of the requested information as possible. We were mainly able to identify the global market size of flushable wipes. A breakdown for the market size and market share of adult flushable wipes in Australia, the USA, and the UK as well as demographic information did not appear immediately available in the public domain. We were also able to identify some consumer purchase drivers for flushable wipes, as well as some proprietary research listed above, which might be of use.
  • In the course of our research, we also came across some leading industry players in the global flushable wipes market, as well as more general insights on flushable wipes, which might also be of interest.
  • Feel free to add or select an option below.
Prepared By
Mik W.
510 assignments | 5.0