Coronavirus Technology Solutions
October 30, 2020

World Face Mask Market Growth could be Huge or Just Robust

WIRED Selects its Favorite Masks

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World Face Mask Market Growth could be Huge or Just Robust

The world mask market has soared and will reach between $30 billion and $40 billion this year.  This includes the range from bandannas to powered  N95 respirators. Loose fitting inefficient masks comprise the majority of the market. Despite agreement that masks are the best investment to battle COVID, only $5 or less per person will be invested in masks.

Because of the importance of masks, revenues could soar to $675 billion by 2022. A classification of masks labeled CATE (Comfortable, attractive, tight fitting, efficient) generated less than $100 million in revenue in 2019.  Because CATE masks are by far the best choice to battle COVID  revenues could soar to $600 billion by 2022 ($77/person).

The total market could peak in 2024 at $700 billion or could shrink by 2026 to just $30 billion of which most would just be inefficient cloth masks.

The low CATE estimate assumes that with a COVID vaccine most of the demand will disappear.  Even with this most pessimistic scenario the 2026 CATE  mask market would be five times greater than the 2019 market.

The high McIlvaine forecast for 2022 has three billion people wearing masks costing from $50 to $500 per year resulting in total yearly purchases of $675 billion.

The CATE and other mask market could be larger than the sports footwear market. It could be  30 times larger than the market for hoodies and considerably larger than the rest of the filtration market. The combined mask and filter market could be as large as $750 billion/yr.

The 500 million people who could spend $500 per year each in 2022 will be wearing masks in low virus load situations where the attractiveness factor equals that for comfort, and tight fit/ efficiency.

The CATE mask market will be so much greater than the industrial or medical respirator market because the potential purchasers are measured in the billions and not millions.

The uncertainty as to whether the CATE market could be $650 billion or just $400 million six years from now makes it very difficult for suppliers to formulate the best strategy.  However this uncertainty can be reduced with insights provided by McIlvaine. They include continuing forecasts based on the assessments of

·          initiatives to make sure governments and individuals are aware of the advantages of CATE masks

·         the future impact of wildfires, air pollution, allergens, indoor pollutants, influenza, and reoccurring COVID

·         the potential in each country and each income group

·         the potential in each application

o   industrial - from meat packing to wood working

o   medical - from nursing homes to ICUs

o   leisure - from sports to musical festivals

o   mobile - from airplanes to subways

o   buildings - from restaurants to grocery stores

o   Others

·         Competition

o   by region

o   by mask type

§  disposable

§  reusable

·         washable

·         filter inserts

·         Technology Developments

For more information on High Efficiency Mask Market and Supplier Program  Click here to view a video description or Click here for the power point display.

WIRED Selects its Favorite Masks

Adrienne So, a senior writer for WIRED who reviews consumer technology, gave the following evaluations of face masks. These evaluations unfortunately cite CDC guidelines as the qualifications for tight fit and efficiency. These are all masks which McIlvaine believes provide little protection but are popular.

Tom Bihn V4 Cotton Flannel Reusable Face Mask

One version or another of Tom Bihn's face masks has been at the top of this list since April. The latest version comes with a neck lanyard in addition to the ear loops, so I can sling it around my neck when I leave the house instead of tucking it into a bag or pocket. The cotton flannel is exceptionally soft, and it has three layers. It passes both the light and the candle test—I can blow at a candle until I get lightheaded, without blowing out the flame. There's also some evidence that cotton with visible fibers may be one of the most effective materials at slowing the spread.

Since it's flannel and three layers, it's a little warmer than some of the other masks we've tried, but it might double as a face warmer when the temperature drops. They're also handmade in Seattle, and for every mask you buy, Tom Bihn donates one to a local charity. You can track those donations in a public spreadsheet.

$16 AT TOM BIHN

·        

PHOTOGRAPH: OUTDOOR RESEARCH

WIRED’s Second Favorite Mask

Outdoor Research Face Mask Kit

After the Tom Bihn masks, this is currently my runner-up. Outdoor Research is a US-based outdoor gear maker with domestic manufacturing and fast shipping. It makes one of my favorite rain jackets, and now it also makes a relatively affordable mask kit. It has adjustable ear-bungees, a nose wire, and a three-pack of filters. It's polyester, relatively light, and seems to wick away my hot breath while I'm walking my dog. I don't have to wear a mask while running, because I run on uncrowded trails, but this is the one I'd pick if I had to.

It's worth noting the fabric has also been treated with HeiQ NPJ03. This is a Swiss textile treatment that has been tested in the European Union for antiviral and antibacterial properties. However, these tests have not been replicated in the US as of publication. For our purposes, it's just a very washable, adjustable, and durable mask.

$20 AT AMAZON

$20 AT NORDSTROM

$20 AT MOOSEJAW

$20 AT BACKCOUNTRY

PHOTOGRAPH: SUNDAY AFTERNOONS

Best Mask for Workouts

Sunday Afternoons UV Shield Cool Face Mask

I don't have to wear masks while I run or bike, because my neighborhood isn't densely populated, and it's easy to maintain a distance of more than 10 feet. Nevertheless, I've started to wear one out of solidarity. Sunday Afternoons' two-layer mask is light enough to exert myself in without having to take it off to gasp for air. It's made from a UV-protective fabric and comfortably fits my medium-sized face. It also passes both the light and candle tests.

An almost identical mask that I also like is Boco Gear's Performance X mask ($13). In this mask, I'm a small. I wore it almost every other day through August and September, but I did eventually end up ripping off one of the ear loops. I sewed it back on, but it's worth mentioning since most of you are probably reading this because you can't sew.

$12 AT AMAZON

$12 AT DICK'S SPORTING GOODS

$12 AT MACY'S

PHOTOGRAPH: CON.STRUCT

Best Cheap Mask

Con.Struct Cotton Pleated Mask 6-Pack

I've found the Con.Struct cotton face masks to be shockingly durable and well made, considering the price. This men's clothing store sells its masks in six-packs on Amazon, and the price per mask is around $4. The one-sized masks fit my medium face well, and the ear loops also have adjustable bungees. The light pleated cotton is breathable and passes the light test. They also have a pocket for an adjustable filter, as well as a moldable nose wire.

$25 AT AMAZON

$25 AT NORDSTROM

PHOTOGRAPH: OLD NAVY

Best Kids Mask

Old Navy Variety 5-Pack Masks

I have two young kids, 3 and 5 years old, who are big enough to wear masks in public. We've tried several varieties, including ones from Etsy and Vistaprint, but so far, the clear winners are the affordable Old Navy masks, which are made from 100 percent cotton. Synthetic masks, like the Vistaprint, get soaked by kid drool within seconds.

The masks fit both my kids' faces perfectly. They like the playful prints, and they also prefer pleated masks, which stretch as they talk. (Constantly! They talk constantly.) However, a mask that fits a 5-year-old probably won't work for an 8- or 9-year-old. Tom Bihn, Kitsbow, and Rickshaw Bags are just a few of the companies that are making masks in small sizes.

$13 AT OLD NAVY

PHOTOGRAPH: SAFE-MATE

These Disposable Masks Also Work

Disposable 3-Ply Face Masks (50 Pack)

My partner is an essential worker who has to wear a mask all day, every day. Even though he has access to a full bin of masks of every imaginable shape, style, and size, he prefers the bulk disposable face masks. Happily for him, the world of science has vindicated his choice. Disposable masks do a great job at blocking respiratory droplets, and they're also the lightest and most affordable masks I've tried. They may get soaked by sweat and vapor, but at least you won't have to wash them afterwards.

This 50-Pack of Disposable Masks for $9 ($21 off) at Amazon is also good.

$35 AT WALMART

$30 $10 AT AMAZON

PHOTOGRAPH: CARILOHA

A Great 4-Layer Mask

Cariloha Bamboo Face Mask

When wildfire smoke blanketed Portland, Oregon, I did not have any N95 masks. Of the masks I had on hand, Cariloha's thick, four-layer bamboo masks did the best job of filtering out the smoky smell and soot, without taking valuable PPE from first responders. The very substantial mask has a smooth, moisture-wicking bamboo exterior and three interior layers, which include a PM 2.5 filter. It also has a nose band and O-rings on the ear loops to adjust the fit.

Cariloha is a bedding company, so the mask does feel a little bit like wearing a tiny duvet on your face. But otherwise, it's very comfortable. I also later acquired a comfortable silicone CastleGrade reusable respirator, which has been FDA-registered and tested at Nelson Labs. This is a good reusable mask if you already donated your bin of emergency single-use N95 masks earlier this year.

$12 AT CARILOHA

PHOTOGRAPH: COTOPAXI

A Great Mask Made of Repurposed Cotton

Cotopaxi Teca Cotton Face Mask

Most of Cotopaxi's colorful gear is also made from deadstock. Likewise, the company's face masks are made from tightly woven, repurposed cotton, in bright, eye-catching colors, with an adjustable nose wire and ear loops. The Teca face masks are machine washable, and Cotopaxi also donates one mask for every mask made. They don't have a pocket for a filter.

$13 AT ZAPPOS

$13 AT MOOSEJAW

$13 AT COTOPAXI

PHOTOGRAPH: RAG & BONE

A Great Pleated Mask

Rag & Bone Pleat Mask Pack

WIRED senior writer Lily Hay Newman likes these masks, which are manufactured in Los Angeles. They're pleated for a greater range of motion when you talk, and they're also made from 100 percent cotton (with a cotton-poly lining). Each month, Rag & Bone picks a different charity to donate $5 from the sale of each mask.

$55 AT RAG & BONE (3-PACK)

PHOTOGRAPH: HEDLEY & BENNETT

A Very Comfortable Mask

Hedley & Bennett The Wake Up and Fight Mask

WIRED's managing digital producer, Kimberly Chua, recommends these masks, and I also like them a lot. Hedley & Bennett is a kitchen work ware company that quickly pivoted from making aprons and chef coats to making masks. It designed them in collaboration with Robert Cho, a pediatric orthopedic surgeon at a local hospital. They're sturdy, comfortable, and made from either cotton or a cotton-poly blend, with an adjustable nose wire.

They also come with a pocket for a removable filter. For every mask sold, the company donates a mask to frontline health care workers and farmworkers. I also love its recent collaboration with Rifle Paper Co, which is the prettiest mask I have right now.

$22 AT HEDLEY & BENNETT

PHOTOGRAPH: KITSBOW

A Very Adjustable Mask

Kitsbow Wake Protech Reusable Face Mask

Kitsbow is a high-end cycling apparel company that, like many other clothing companies, recently pivoted to making personal protective equipment. The ProTech face mask was designed in collaboration with Wake Forest Baptist Health, and it comes in six different sizes. This might be a good choice if you've had trouble finding a mask that fits you.

This mask has four separate layers, with the two muslin filter layers sewn directly inside the masks. The jacquard outer lining looks very nice, but it's one of the heavier ones we've tried. It has cord locks, so you don't need to tie the head ties every time you put it on, which makes for a very secure fit. It's likely safer than some masks on this list, but it also retains more heat.

The company also makes one with a removable filter if you like the secure fit and would like the ability to lighten it up if you're not indoors.

$30 AT KITSBOW

Most Popular

CULTURE

PHOTOGRAPH: THE MIGHTY COMPANY

A Glittery Mask

The Mighty Company Fabric Face Mask

Wearing a mask can feel depressing. It's harder to see people smile or to make them smile yourself. That's why WIRED writer Louryn Strampe loves this glitter face mask from the Mighty Company. The ear loops are soft and comfortable, and the mask itself is breathable enough. Also, for every mask sold, the company donates one to the Midnight Mission Shelter in Los Angeles. You'll have to take some care when washing them.

$30 AT THE MIGHTY COMPANY

$18 AT AMAZON

PHOTOGRAPH: BILIO

A Mask That Won't Fog Up Glasses

Bilio Mask

In my bin of masks, this one is incredibly distinctive. It's knit-to-shape from recycled yarn. That means it's zero-waste—no cutting and sewing pieces of fabric with scraps that will have to be discarded—and it also stands off my face. This shape, combined with the fact that it points sharply over the bridge of my nose, means it doesn't make my glasses fog. It also passes both the light and the candle test. It's a little harder to breathe on walks or longer hikes, though.

Bilio uses proprietary SilverKiss antibacterial tech, though we should note that coronavirus is a virus, not bacteria. If you're having a lot of trouble with mascne, silver, copper oxide, or zinc oxide treatments like this might help (maybe), but you'd probably get more benefit from washing your mask more often and doing spot treatments.

$38 AT BILIO

PHOTOGRAPH: PADI GEAR

A Mask Made of Ocean Plastic

PADI Gear Recycled Plastic Cloth Face Mask

Buying a mask can be a convenient and easy way to support causes you love. The Professional Association of Dive Instructors is currently selling fun, marine-printed masks made from polyester harvested from ocean waste. The masks are machine washable and quick-drying, and they come with five replaceable activated-carbon filters.

The masks are sold at cost, so PADI doesn't make a profit. At checkout, you're also given the option to donate a small amount to Project Aware, which is PADI's nonprofit organization that helps volunteer scuba divers mobilize around local causes like coral reef protection and beach cleaning.

$20 AT PADI GEAR

PHOTOGRAPH: GOODFIGHT

A Salvaged Mask

Blue Camo Salvage Mask

If you're going to wear a mask every day, it should probably be a mask that you really love. Photo editor Phuc Pham loves these salvaged masks made by Goodfight, a POC-founded and owned label. The one-size-fits-all cotton masks can be worn independently or as a cover for an N95 mask to extend its life. For every mask sold, Goodfight donates a mask to a local institution that's in need.

$40 AT GOODFIGHT

A Mask That's Easy to Store

BaubleBar Adjustable Face Mask Set

Louryn Strampe also likes BaubleBar's comfortable, adjustable face masks for a few simple reasons. When you order from BaubleBar, you get two face masks for an affordable price. And when you're done wearing it, you can fold it into a neat little bundle and store it in the included plastic bag! No more wadding up a filthy mask in your pocket or dangling it from the rearview mirror of your car.

$12 AT BAUBLEBAR

PHOTOGRAPH: NW ALPINE

A Comfy US-Made Mask

Trew Two-Layer Face Mask

Another face mask made by a US-based outdoor apparel manufacturer is this one from Trew Gear, produced in collaboration with NW Alpine in Portland, Oregon. The soft, stretchy mask has two layers—a more durable stretch-woven polyester and an antimicrobial inner lining. Fifty percent of the proceeds go to the Oregon Community Recovery Fund to help Oregon residents who have been hit hard by Covid-19.

$21 AT TREW

PHOTOGRAPH: RICKSHAW BAGS

A Gorgeous, Sturdy Mask

Rickshaw Bags Face Mask

WIRED's director of audience development, Indu Chandrasekhar, likes the masks made by bag manufacturer Rickshaw Bags. Rickshaw offers a handy shorthand to sizing for anyone who doesn't have a tape measure. Faces tend to correspond to body size, so if you're under 5 feet tall, go with a small, and if you're over 6 feet, pick large. Everyone else is a medium. Each mask is made by hand in San Francisco from three layers of 100 percent cotton, so you don't need a separate filter.

$22 AT RICKSHAW BAGS

PHOTOGRAPH: SOCIETY6

A Great Graphical Mask

Society6 Artist Face Mask

WIRED's Kimberly Chua also likes these masks from Society6 and LookHuman. They're comfortable, fit well, and come in both pleated and flat mask styles. Chua notes that they have a lot of fun designs, which is an important incentive to encourage people to wear them. They also have filter pockets.

$17 $14 AT SOCIETY6