# Odour-Neutralizing Wipes Andrex Ultimate Fresh Hygiene Wipes Launch with Odour-Neutralising Tech By Georgia Wray Norsten | Published 2025-05-17 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/andrex-ultimate References: [talkingretail](https://www.talkingretail.com/products-news/household/andrex-launches-new-ultimate-fresh-hygiene-wipes-16-05-2025/)  [Andrex](https://www.trendhunter.com/trends/andrex) 'Ultimate Fresh Hygiene Wipes' are expanding the brand’s product portfolio with a new level of freshness and hygiene. Designed to offer consumers a more confident clean, these upgraded wipes are enhanced with patented DeodEclyx™ technology, which neutralises odours rather than simply masking them, delivering a fresh scent that lasts up to four hours. This breakthrough formula is now available across all Andrex Ultimate Fresh formats, including single packs, Mega Packs, and multi-packs, and is already stocked at retailers nationwide. Engineered to provide lasting freshness for at-home and on-the-go use, the wipes also come in new 'Fresh & Go' packs for added convenience. According to Emma Laisby, Head of Andrex at [Kimberly-Clark UK](https://www.trendhunter.com/trends/ultimate-fresh-hygiene-wipes) & [Ireland](https://www.trendhunter.com/trends/ki-by-kathy-ireland), the innovation aligns with Andrex’s mission to improve everyday hygiene and comfort through practical, effective solutions that meet modern lifestyle needs. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 20% | Activity: 17% | Freshness: 41% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Home](https://www.trendhunter.com/home) ## Key Themes ### What Makes This Trend Stand Out - **Odour-neutralizing Technology:** The integration of DeodEclyx™ technology in hygiene products signifies a shift towards solutions that focus on neutralizing rather than masking odors, paving the way for more effective personal care innovations. - **Portable Hygiene Solutions:** The introduction of 'Fresh & Go' packs highlights a growing trend towards portable hygiene products, catering to the increasing demand for convenience in on-the-go lifestyles. - **Extended Freshness in Products:** Products promising extended freshness, such as the Andrex wipes with a four-hour lasting scent, indicate a consumer preference for long-lasting hygiene solutions in daily use items. ### Sectors Adopting This - **Personal Care:** Advancements in odor-neutralizing technologies present new opportunities for innovation within the personal care industry, particularly in enhancing the effectiveness of hygiene products. - **Consumer Packaged Goods:** The evolution towards multi-pack offerings and convenience-focused solutions marks a significant trend in the consumer packaged goods sector, aimed at addressing modern lifestyle demands. - **Retail Innovation:** The adoption of new hygiene technologies is reshaping retail strategies, creating differentiation and drawing consumers towards innovative products that promise enhanced performance. ## Related on Trend Hunter - [Anti-Odor Hygiene Wipes](https://www.trendhunter.com/trends/ultimate-fresh-hygiene-wipes.md) - [Cheeky Soda-Scented Wipes](https://www.trendhunter.com/trends/peaches-cream-flushable-wipes.md) - [Cooling Male Hygiene Wipes](https://www.trendhunter.com/trends/menthole-xxtreme.md) - [Premium Flushable Wipes](https://www.trendhunter.com/trends/premium-flushable-wipes.md) - [Thickly Textured Pet Wipes](https://www.trendhunter.com/trends/white-tea-basil.md) - [Versatile Cleansing Wipe Products](https://www.trendhunter.com/trends/nicepak-wetnaps.md) - [Hygiene Packaging Redesigns](https://www.trendhunter.com/trends/andrex.md) - [Individually Wrapped Flushable Wipes](https://www.trendhunter.com/trends/individually-wrapped-flushable-wipes.md) - [Odor-Adaptive Whole Body Deodorants](https://www.trendhunter.com/trends/unilever-whole-body-deo.md)