An earlier Freedonia Group survey which analyzes the US market for wipes shows that most consumers of wipes prioritize convenience and flushability over other considerations. With sustainability one of the top concerns nowadays, consumers and media may cast doubt on the actual flushability of flushable wipes products – consumers want to make sure that the personal care wipes they use won't cause extra burden to earth. 

Furthermore, more consumers now are concerned about the toxicity of the wipes they use and they expect natural additives and gentler formulations especially for products that are directly in contact with skin or are used for children and pets. The transparency of ingredients has become one of the way manufacturers imbue trust in their consumers.

The trend is also on the rise to use reusable, recyclable, or biodegradable packaging to address the concerns of eco-conscious consumers over excessive packaging.