That's a wrap on an inspiring WOW 2025! What an incredible few days of connection, innovation, and forward-looking conversation. We're leaving feeling so energized about the future of our industry.
A huge thank you to INDA, Association of the Nonwoven Fabrics Industry for orchestrating another phenomenal event. The quality of the presentations was outstanding, and it was fantastic to connect with so many industry leaders and friends. It's always the combination of serious innovation and fun, memorable moments — like meeting Responsible Flushing Alliance's Mel the talking toilet — that makes this event so special. A huge congratulations to this year's Innovation Award winner Cookware Care's Seasoning Wipes, and all the finalists for pushing the boundaries of what's possible in our field!
A few of our key takeaways from the sessions:
- Moist toilet wipes lead growth: It was exciting to see data showing moist toilet wipes are the fastest-growing category, with a 4.8% CAGR from 2024–2029, as they shift from a niche item to a high-frequency household essential.
- Sustainability gets practical: While sustainability is a crucial innovation driver, consumers are taking a more "Eco Logical" approach — prioritizing performance and efficacy alongside green benefits.
- Uncertain tariffs: The only certainty was that the tariffs we currently have will change! This will continue to have a major impact on our industry, even for those manufacturing wipes in the USA.
These trends represent real opportunities for brands to innovate. At Crown Abbey, we thrive on helping our partners navigate this dynamic landscape, turning these insights and ideas into successful products on the shelf.
It was wonderful seeing everyone. If we didn't get a chance to connect, please don't hesitate to reach out — let's continue the conversation!