Pre-Moistened Towelettes

Although relatively new to the jan/san marketing arena, “pre-moistened towelettes” are a growing product category. This group houses a broad variety of different wet and dry types of cleaning cloths — each offering a significant use, ranging from metal polishing to hand sanitizing to dusting.

The biggest selling point for distributors with these products is that they replace the traditional multi-step process: first diluting and/or mixing a chemical, then applying the chemical to the cloth, then wiping the chemical on the surface, and finally buffing or polishing the chemical completely off.

“End users respond to these because they work faster and more economically,” says Andy Bolin, marketing manager for ITW Dymon, Olathe, Kan.

Because steps are eliminated, there are fewer chances of chemical dripping, chemical overspraying or incorrect dilution, says Bolin.

Pre-moistened towelettes are packaged ready-to-use in a customer-friendly era where the chemical and cloth are combined to create one cleaning tool.

Since most moist towelettes are relatively new — the first products were introduced about seven years ago, manufacturers and distributors are trying to figure out the best marketing strategies to make end users aware of the variety of products available.

A recent surge in popularity of ready-to-use scrubs has caused many manufacturers to expand their product lines.

“The market segment has exploded with pre-treated products,” says Viktors Trence, director of branded products for Chicopee, makers of Chix® towels, a PGI (Polymer Group Inc.) nonwovens company, Dayton, N.J.

What’s Out There
While there are many types of pre-moistened products available, it’s best to first determine which product is needed for each specific job.

After determining the exact needs of the end user, distributors can then work with customers to create an entire cleaning system that incorporates pre-moistened towelettes for each specific task.

Types:
• Hand cleaner/sanitizer can come as two separate products or it can be combined into one towel. The cleaning agent removes dirt, grime, grease, oil, etc., while the sanitizing agent kills germs and bacteria often found on skin.

Aspen Maintenance Supply Inc., Basalt, Colo., sells one type of hand scrubber and according to company president/owner Kevin Harris, he often sells these pre-moistened products as an add-on with bench chemicals or greasers.

Although these products are great for home use, there hasn’t been an overwhelming demand for them yet in industrial markets, Harris says.

“These products are better, but you are paying for convenience. It is a lot easier to buy a package than having to separately buy the chemical and rags needed to wipe down a surface,” he adds.

• Graffiti remover is able to safely remove graffiti from non-porous surfaces.

“The most popular product for us is the graffiti remover,” says John Manolas, vice president of Venus Laboratories Inc., Wood Dale, Ill. “Distributors and customers love the fact that it works and that it’s not toxic.”

• Metal polishers enable end users to clean and polish all metal surfaces with one cloth. For example, the food service industry is a popular market for this specific type because restaurants often have bars with metal that needs to be cleaned often.

• Degreaser cloths remove grease, oil, ink and similar stains.

• Dusters provide a dust-trapping cloth so that particles don’t become airborne and settle on other surfaces. This allows for more effective first-time cleaning.

• Furniture polishers can be used on furniture, woodwork, cabinets, paneling, etc. Often used in hotels and restaurants, it doesn’t leave a build-up and or scratch the surface.

What End Users Want
End users are always looking for a convenient product that is cost-effective. They also want an easier and quicker way to do a more effective and efficient job, according to Trence.

Conveniently packaged for easy dispensing, pre-moistened towelettes commonly come in a bucket or plastic pouches. Some other manufacturers also offer a dry towel pre-treated with a cleaning agent that is activated by water.

End users like convenient products like these because it is easier to use and simpler to buy one towel with pre-treated chemical than it is to buy multiple chemicals and go through multiple steps, says Harris.

Not only do end users like convenience, but also the cost savings that these products offer.

“The products are better because they help end users control costs. A canister with a pre-determined amount [of chemical] is easier to control than a bottle of liquid,” says Manolas.

“End users are looking for the best product, the best service and fast receipt of their orders. Distributors that can fulfill these needs will do well,” he says.

Training Know-How
Focusing on product training is an important factor for distributors when selling pre-moistened towelettes. Trence suggests providing more data and detail when presenting products — correct training will help a distributor be able to knowledgeably do so.

Since many distributors have not sold this type of product before it is important to train both the distributors and end user, he adds.

Many distributors are learning as they go and manufacturers slightly disagree on the amount of training needed. “Very little training is needed on how to use the products,” says Manolas.

However, manufacturers and distributors seem to agree that although training is important, not much of it is needed for towelette selling.

“As far as sales training, education is really easy,” says Bolin. He explains that with these products it is easy to demonstrate features and benefits, such as easy use and elimination of traditional cleaning steps.

“In the past it was hard to have everyone push the button to dispense the chemical,” he says.

It seems that simpler is better for both the distributor and the end user. “The simplicity for pulling a wipe and cleaning a surface eliminates the need for carrying a concentrate, diluting, spraying, etc.,” says Manolas.

The End Result
Pre-moistened towelettes offer many benefits to the end user, including cost-savings, decreased waste and saved time since they eliminate the diluting/mixing stage.

The success of these products has led ITW Dymon to further develop different types. Its product line has grown from one type in 1993 to about eight different types of towelettes today, with two more on the way.

“The market has embraced these products. They are so easy to use,” he adds.

With a growing market for pre-moistened towelettes, many distributors and manufacturers are trying to keep ahead of customer demand by increasing their inventory and broadening product lines.

The bottom line for pre-moistened towelettes: “End users are looking for new ways of cleaning that are cost-effective and efficient,” Bolin adds.