The personal wipes category in the US is fairly stagnated, with women being the main purchasers of these products. In order to reinvigorate the category, companies are launching products marketed strictly for men. For example, “Dude Wipes” targets young, active male consumers who may not have time for a shower between work, the gym and social events. With rising product
awareness, Euromonitor expects more manufacturers to launch similar products.
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