Cleaning has never been easier than with pre-moistened towels. Simply open the bucket or plastic pouch, yank out a towel, then wipe the surface clean.

This simple technology replaces the multi-step process of diluting or mixing a chemical, applying it to a cloth, wiping the chemical on the surface, and finally buffing or polishing the chemical completely off.

But will customers trade in their pails and rags for a higher-priced alternative?

Jack of All Tasks
This product category includes a vast array of cleaning cloths, each with a specific purpose. In less than 10 years, the number of different and unique uses for wipes has mushroomed from just a handful to literally hundreds.

“I don’t think anyone anticipated there would be this many wipes and that their use would be this widespread,” says Andy Bolin, national sales manager for ITW Dymon, a manufacturer based in Olathe, Kan. “But we always knew the potential was there.”

Wipes can be used as carpet spotters, heavy-duty bathroom cleaners, hand sanitizers, degreasers, dusters, and they can clean and polish metal and wood. There are insect repellent wipes, sunscreen wipes and even teat wipes for milking cows.

More recently, pre-moistened towels have been manufactured for specific jobs and targeted to particular markets. For example, newer roof tar wipes are perfect for construction workers, while police officers and educational facilities are likely buyers of graffiti-removal wipes.

With so many different wipes, there is an application for almost any market, including gas stations, movie theaters, restaurants, bars and more.

“Keep your eyes open for any new applications,” says Steve Hipp, vice president of operations for Athea Laboratories, Milwaukee. Several wipe manufacturers, including Athea, can create custom towels for distributors who identify a new need or who desire a new formulation. “Nothing seems to be out of reach.”

Thanks to the vast selection of wipes, there is great opportunity in this category for bundling. Oftentimes, customers are interested in investing in more than one type of pre-moistened towel. Distributors might consider packaging different wipes together to create a custom set for a particular customer. For example, schools can use wipes for removing graffiti, janitors can use heavy-duty wipes for powerful cleaning, and nurses can use hand-sanitizer wipes for health-care sanitation.

Wipes can also be packaged with other cleaning items. For example, Athea often bundles its glass cleaner wipes with a bulk container of glass cleaner.

“Large areas of glass still need to be cleaned with a liquid and squeegee but the wipes are great for quick touch-ups, especially in high-traffic areas,” Hipp says.

Manufacturers recommend taking time to talk to customers to learn about their specific needs. Armed with this information, distributors can help them choose the type and brand of wipe that is the best fit.

Make the Sale
When approaching customers about this newer product category, be prepared for some hesitancy. Manufacturers agree that the most common objection to purchasing wipes is the price.

“There is a fee charged to combine the chemistry and the wiper and for putting it all in the portable package,” says Jeff Miller, vice president of marketing for Amrep Inc., Marietta, Ga.

Jim Balthrop, president of PR Cleaning Supply, a jan/san distributor in Pensacola, Fla., recently met with his sales staff about wipes. The group wondered if the company’s clientele would pay a premium for pre-moistened towels.

“The cost-per-use is somewhat higher than conventional means of getting a chemical in a gallon jug and mixing it,” Balthrop says.

Manufacturers say one way to address cost concerns is to point out the convenience of using wipes. A one-step solution, wipes allow for a controlled application that eliminates the possibility of a chemical spill. By eliminating such steps as dilution and mixing, wipes wipe out the chances of dripping and dangerous dilution mistakes, and reduce the amount of waste.

In addition to cost savings from reduced waste, their easy and quick use also saves money in labor costs.

“The most common objection is price, but by selling the labor savings and convenience, distributors can overcome that objection,” Hipp says.

Additional cost savings comes in the form of reduced training. Unlike many complicated cleaning products, wipes are straightforward and relatively simple to use, even for those whose first language is not English.

“It can be pretty expensive to train and retrain people,” Bolin says. “On a product like a wipe, it’s really quick and easy to train. You don’t have to worry about the language barrier. It’s easy to show someone how to pull out a wipe. They are pre-measured.”

Despite cost concerns, Balthrop’s company has decided to begin carrying a line of wipes this spring. PR Cleaning Supply has a showroom that is open to the public. He anticipates the wipes will sell well in the retail arena and among non-professional cleaners.

“We think this has a market but it’s mainly going to be a convenience market,” Balthrop says.

A good selling point for professionals and non-professionals alike is the sanitizing effect of wipes. Clorox, based in Oakland, Calif., recently completed a study of germs in the workplace and found that the average desk harbors 400 times more bacteria than the average toilet seat. Telephones have the biggest concentration of office germs followed by desks, water fountain handles, microwave door handles and computer keyboards. The study found that bacteria levels decreased 99.9 percent if surfaces were treated with disinfecting wipes once a day.

“Wipes clean and kill the most common germs found on any hard non-porous surface, including salmonella, E.coli and strep. Plus, they are effective flu fighters. They kill the viruses that cause cold and flu,” says Bill Bauernfeind, Clorox’s marketing manager.

Whether the target market for a wipe is a professional cleaner or a private household, the biggest selling point will probably always be ease of use.

“The biggest selling point of wipes is value-added convenience, plain and simple,” says Miller. “In our go-go-go society, Americans value anything that makes their lives better or easier.”

Luckily for distributors, many people are willing to pay a premium for that convenience. A case of pre-moistened wipes may sell for $100 while other cleaning products or regular wipes might not break $50, manufacturers say.

“Instead of selling a case of chemicals and a case of traditional un-moistened wipes, you get to sell the combination for a premium because of the convenience,” Miller says. “This is a classic ‘whole equals greater than the sum of the parts.’”

Put it to Work
Of course, to sell a wipe, distributors have to show it.

“A lot of people assume that everyone has seen them but some people still need to be shown that this is an alternative way to clean,” says Bolin.

Manufacturers agree that this is a product category that buyers have to see to believe. As the old saying goes — the proof is in the pudding.

“You have to show it, work with it, demonstrate it,” Miller says. “It’s actually easier to show and sell than other product types, but you still have to get out and do it. For the typical jan/san distributor, this is a chance to break out of the same old product rut. Wipes are new, exciting and very personal,” Miller says.

Solve a problem or reduce costs with wipes and distributors may open the door for more business.

“This is a great opportunity to augment regular cleaning programs,” Bauernfeind says. “Pre-moistened wipes provide an opportunity for incremental sales to existing customers.”

Wave of the Future
Less than a decade ago, most people had never even heard of a pre-moistened towel. Now it’s clear that wipes are a product category to be reckoned with.

“Wipes are here to stay,” Hipp says. “Consumers are used to the convenience and time savings and are not going to give that up.”

The future of wipes is wide open. Manufacturers predict sales will increase as more uses for wipes are discovered. Wipes will only get better and cheaper as the coming years bring more innovation in wipe media, formulations and packaging.

“Don’t be afraid of the new,” Miller says. “Embrace the category with an open mind and look at the market with an open mind.”

Becky Mollenkamp is a freelance writer based in Des Moines, Iowa.
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POSTED ON: 3/1/2003