USD 23.38 Billion
Wet Wipes Market Size, Share, Growth Analysis, By Product(Household Wipes, Baby Wipes, Facial and Cosmetic Wipes, Hand & Body Wipes), By Material(Non-Woven, and Woven), By Distribution Channel(Online, Offline (Supermarkets & Hypermarkets, Pharmacy, and Others)), By End User(Hospitals, Clinics, Homecare Settings and Others), By Region - Industry Forecast 2025-2032
Report ID:
SQMIG30L2082 |
Region:
Global |
Published Date: April, 2024
Pages:
198
|Tables:
121
|Figures:
80
Wet Wipes Market Insights
Wet Wipes Market size was valued at USD 24.29 Billion in 2023 and is poised to grow from USD 25.24 Billion in 2024 to USD 34.28 Billion by 2032, growing at a CAGR of 3.9% during the forecast period (2025-2032).
The market demand for wet wipes is being fueled by elements like rising personal grooming costs, restricted water supply, rising disposable income, and growing consumer awareness of wet wipes in developing nations. Wipes' ease, superior hygiene, and time-saving qualities are influencing individuals to use them more frequently. The demand for wet wipes specifically targeted at women has increased as more women have entered the workforce globally and as their purchasing power has grown. Intimate wipes, make-up remover wipes, and various wet wipes targeted towards women have been introduced by numerous firms to provide working women with conveniences. Women typically use facial wipes to remove extra oil and grime from their faces on a regular basis. Due to growing environmental concerns, customers are switching from chemical-based wipes to natural or eco-friendly wipes that are created from natural components and contain no chemicals. Also, given that harsh chemicals can harm a baby's skin, mothers are continuously looking for natural and biodegradable baby wipes to give their children gentle treatment. Water Wipes, Pipette, and EC originals are a few of the widely recognized baby wipes brands. Since many businesses now recognize the advantages of using naturally derived substances, they are making products using these compounds to provide efficient goods with calming effects. Niki's Natural Wipes, for instance, were introduced to the US market by an Australian producer. Manuka honey and coconut oil are the only natural ingredients used in its wipes. While coconut oil is nourishing, manuka honey has antimicrobial characteristics.
US Wet Wipes Market is poised to grow at a sustainable CAGR for the next forecast year.
Market snapshot - 2024-2031
Global Market Size
Largest Segment
Baby Wipes
Fastest Growth
Intimate Wipes
Growth Rate
3.9% CAGR
Global Wet Wipes Market ($ Bn)
Country Share for North America Region (%)
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Wet Wipes Market Segmental Analysis
Global Wet Wipes Market is segmented by Product, Type, Application, End User, Distribution Channel, and region. Based on Product, the market can be segmented into Personal Care Wipes (Baby Wipes, Facial & Cosmetic Wipes, Intimate Wipes, Others), Household Wipes (Floor Cleaning Wipes, Kitchen Wipes, Others) and Industrial & Institutional Wipes. Based on Type, the market can be segmented into Disposable and Non-disposable. Based on Application, the market is segmented into Skincare & Personal Hygiene, Cleaning & Disinfecting, Medical & Healthcare and Others. Based on End User, the market can be segmented into Hospitals, Clinics, Speciality Centers, Long-term care Centers and Homecare Settings. Based on Distribution Channel, the market is segmented into Online and Offline (Supermarkets & Hypermarkets, Convenience Stores, Others). Based on region, the market is segmented into North America, Europe, Asia-Pacific, Latin America, and Middle East & Africa.
Analysis by Product
Baby wipes segment dominated the global market in 2022. The demand for baby wipes is mostly being driven by millennial parents' growing concern about their infants' delicate skin. Babies who use diapers frequently get diaper rashes; as a result, parents have started using baby wipes to clean the region and lower the risk of rashes and skin irritation. Baby wipes are also used to clean the baby's hands and face because these areas of the body are more exposed to the outside environment.
The intimate wipes segment dominated the global market during the projection period. Women have started utilising intimate wipes due to the growing awareness of the value of personal grooming and preventing infections such urinary tract infections (UTIs) or infections induced by sexual activity, as well as inadequate genital cleanliness. These wipes are made to gently clean the intimate area without triggering a reaction or irritability. To safeguard themselves against reoccurring vaginal infections, the majority of adolescent girls and working women have accepted this product. Several celebrity-led ads and the rising use of intimate wipes among athletes have persuaded women to use these it.
Analysis by Materials
The non-woven segment dominated the global market. Wipes made of non-woven material are the perfect material for creating wet wipes because of their high rates of absorption, excellent moisture retention capabilities, and smooth textures. They are frequently employed in the production of baby wipes, facial wipes, and intimate wipes. Also, these are more affordable than braided wipes. Product introductions in the category should help the segment grow. For instance, the Polish business EcoWipes developed Tricell, a cutting-edge non-woven made from cellulose that has received FSC certification. Tricell, a natural non-woven, is stronger than typical viscose and polyester blends and more absorbent than cotton due to its natural composition.
The fastest growing segment of global wet Wipe market is woven. The process of continually knitting or looping polyester monofilament produces woven wipes, also referred to as knitted wipes. Although they are very strong and have excellent absorption qualities, they are rarely used as wet wipes. Because they are double-knitted and have a high strength, woven wipes are typically developed for cleaning hard surfaces.
Global Wet Wipes Market Size By Products
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Wet Wipes Market Regional Insights
With a sales share of nearly 36.3% in 2021, North America dominated the wet wipes market. In North America, women's growing awareness of infant care is also fueling the demand for baby wet wipes. The vast majority of European nations, including Germany, the U.K., and France, place a high value on hygiene and are willing to pay more for premium personal care and hygiene products. In addition, as women's discretionary income rises, they are able to spend more on high-end personal care and hygiene items, including wet wipes.
The Asia Pacific market is expected to grow at the fastest CAGR. Several factors such as the region's rapid urbanization and the rising desire in China, India, and South Korea for goods that can be time- and convenience-saving while yet providing the same level of cleaning, are to blame for the region's rising demand. Furthermore, one of the primary factors driving regional expansion is the easy access to wet wipes as a result of the rising popularity and high spending in the area. The key causes raising product demand in the region include rising product promotion campaigns and increased knowledge among women of the negative impacts of unclean intimate areas, such as skin conditions, irritation, odor, and the potential for cervical cancer.
Global Wet Wipes Market Size By Region
- Largest
- Fastest
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Wet Wipes Market Dynamics
Drivers
Increasing Need for Sanitation and Cleanliness to Support
- The demand for bathroom and toilet tissues is increasing as a result of the increased personal hygiene requirements for cleanliness. Also, as air pollution and dust issues have gotten worse, housekeepers are using more kitchen tissue to effectively clean the utensils and other kitchenware items. Globally, rising nuclear family habits are fuelling a demand boom for household cleaning supplies. There is a constant need for wet tissues with increased absorption and softness because to the growing senior population around the world and their increasing mobility concerns.
New product developments that will benefit the market
- To offer effective hygiene solutions to consumers, businesses are continually concentrating on creating novel and gentle sanitary items. In order to feed and moisturise the skin, businesses are also putting different compounds into sterilised sheets. For instance, in July 2021, Bausch Health Companies Inc., a major player in the worldwide eye health industry, unveiled "Biotrue," a new range of lubricant eye drops and cleansing wipes that promotes hydration. The launch of these fresh beneficial items propels the wipes market's expansion even further.
Restraints
Widespread Accessibility of Competitive Goods to Limit Market Expansion
- Widespread availability of cleaning and hygiene supplies such towels, handkerchiefs, brushes, and other surface cleansers is predicted to reduce consumer demand for the product. Additionally, the companies' ability to obtain an adequate amount of raw materials to produce pulp & paper-based products is constrained by growing concerns about deforestation, intense rain, fires, and temperature rise caused by the excessive tree cutting. These worries disrupt the supply of such products.
Price sensitivity
- The price sensitivity is one of the restraints that can limit the growth of the global wet wipes market. The cost of wet wipes can be higher than that of traditional cleaning methods, such as using soap and water, tissues, or towels. This can be a limiting factor, especially in price-sensitive markets where consumers may be unwilling or unable to pay a premium for wet wipes. The price sensitivity of consumers is affected by several factors, including income level, cultural values, and perceived product value. In some regions, consumers may prefer low-cost alternatives or may not consider wet wipes as a necessary expense. In other regions, consumers may be willing to pay more for premium or specialized wet wipe products. To address the issue of price sensitivity, companies in the wet wipes market may need to focus on product differentiation, cost optimization, and market segmentation. By developing innovative and specialized products that meet specific consumer needs, companies can differentiate themselves from competitors and justify a higher price point. Additionally, by optimizing their supply chain and production processes, companies can reduce their costs and offer more competitive pricing.
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Wet Wipes Market Competitive Landscape
Global Wet Wipes Market is highly competitive, with a large number of players operating in the market. To meet the rising demand for wipe products, businesses must focus on product innovation and effective capacity use. The market's most well-known company is Kimberly-Clark Company. The company is continually working to reduce the CO2 emissions from its operations, which helps it achieve FDA compliance for its diverse pulp-based goods and contribute to environmental sustainability. The business heavily relies on a variety of online marketing techniques to increase sales of sanitary and hygiene products through company-owned and affiliate web storefronts.
Top Player’s Company Profiles
- Procter & Gamble Co.
- Johnson & Johnson Services, Inc.
- Kimberly-Clark Corporation
- Nice-Pak Products, Inc.
- The Clorox Company
- Unicharm Corporation
- S. C. Johnson & Son, Inc.
- 3M Company
- Reckitt Benckiser Group plc
- Diamond Wipes International, Inc.
- Edgewell Personal Care Company
- Svenska Cellulosa AB SCA
- Beiersdorf AG
- La Fresh Group, Inc.
- Rockline Industries, Inc.
- Himalaya Wellness
- Meridian Industries Inc.
- Body Wipe Company
- Greenbrier International, Inc.
- Hangzhou Guoguang Touring Commodity Co., Ltd.
Recent Developments
- In March 2024, Navigator Paper UK Limited launched a cash offer to acquire Accrol Group Holdings plc, aiming to bolster its position in the UK tissue market with anticipated synergies and increased market presence. Accrol is a leading tissue converter and supplier of toilet tissues, kitchen rolls, facial tissues, and wet wipes to many of the UK’s leading discounters and grocery retailers across the UK.
- In January 2024, Accrol, a U.K.-based independent tissue converter, finalized the acquisition of Severn Delta Limited, a maker of wet wipes and tumble dryer sheets based in Somerset, U.K. Delta's revenues are reported at £5 million.
- In September 2023, TERRA a renowned manufacturer of premium eco-conscious and organic personal care products, made its debut in the Indian market following the resounding success of its groundbreaking Organic Biodegradable Baby Wipes in the USA and its home market of New Zealand.
Wet Wipes Key Market Trends
- Development of Sustainable Wipes with Biodegradable Components to Promote Market Expansion: Industry associations and major players now concentrate on providing hygiene products made of biodegradable materials such recycled plastic, organic cotton, natural bamboo, and others to prevent plastic pollution issues and support environmental sustainability. Because of this, sustainable wipes are a popular trend in the market. As an illustration, Coterie Baby Inc. introduced plant-based, biodegradable, and compostable baby hygiene sheets to the U.S. market in May 2021. Moreover, consumers who use hospital services will have greater access to antimicrobial property-based disinfection products, creating additional market growth potential. The distribution of hygiene products by common businesses in environmentally responsible packaging will increase demand for the product.
Wet Wipes Market SkyQuest Analysis
SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Co-relates and Analyses the Data collected by means of Primary Exploratory Research backed by the robust Secondary Desk research.
According to our global Wet wipes market analysis, the key drivers of the wet wipes market expansion is customers' rising cleanliness consciousness. Because of their wide range of uses, numerous types of wipes, including scented, feminine, flushable, moist, and intimate wipes, have been available in recent years. Throughout the forecast period, a rising demand for clean-label products created from recyclable chemicals and renewable resources is anticipated to drive the wipes market's expansion, especially home wipes. The largest segment by product is Baby wipes and fastest growing is intimate wipes. By Materials, the largest segment is Nonwoven and fastest growing is woven. North America is the largest region and Asia Pacific is the growing region of global Wet Wipes market. The implementation of various healthcare management programmes, the growth of wet wipes manufacturing businesses, the availability of a range of wet wipes solutions, and higher investments in technical improvements are all projected to have a positive impact on sales.
| Report Metric | Details |
|---|---|
| Market size value in 2022 | USD 23.38 Billion |
| Market size value in 2031 | USD 32.99 Billion |
| Growth Rate | 3.9% |
| Base year | 2023 |
| Forecast period | 2024-2031 |
| Forecast Unit (Value) | USD Billion |
| Segments covered |
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| Regions covered | North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA) |
| Companies covered |
Recent Developments
|
| Customization scope | Free report customization with purchase. Customization includes:-
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Table Of Content
Executive Summary
Market overview
- Exhibit: Executive Summary – Chart on Market Overview
- Exhibit: Executive Summary – Data Table on Market Overview
- Exhibit: Executive Summary – Chart on Wet Wipes Market Characteristics
- Exhibit: Executive Summary – Chart on Market by Geography
- Exhibit: Executive Summary – Chart on Market Segmentation
- Exhibit: Executive Summary – Chart on Incremental Growth
- Exhibit: Executive Summary – Data Table on Incremental Growth
- Exhibit: Executive Summary – Chart on Vendor Market Positioning
Parent Market Analysis
Market overview
Market size
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- SWOT Analysis
KEY MARKET INSIGHTS
- Technology Analysis
- (Exhibit: Data Table: Name of technology and details)
- Pricing Analysis
- (Exhibit: Data Table: Name of technology and pricing details)
- Supply Chain Analysis
- (Exhibit: Detailed Supply Chain Presentation)
- Value Chain Analysis
- (Exhibit: Detailed Value Chain Presentation)
- Ecosystem Of the Market
- Exhibit: Parent Market Ecosystem Market Analysis
- Exhibit: Market Characteristics of Parent Market
- IP Analysis
- (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
- Trade Analysis
- (Exhibit: Data Table: Import and Export data details)
- Startup Analysis
- (Exhibit: Data Table: Emerging startups details)
- Raw Material Analysis
- (Exhibit: Data Table: Mapping of key raw materials)
- Innovation Matrix
- (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
- Pipeline product Analysis
- (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
- Macroeconomic Indicators
COVID IMPACT
- Introduction
- Impact On Economy—scenario Assessment
- Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
- Revised Market Size
- Exhibit: Data Table on Wet Wipes Market size and forecast 2021-2027 ($ million)
- Impact Of COVID On Key Segments
- Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
- COVID Strategies By Company
- Exhibit: Analysis on key strategies adopted by companies
MARKET DYNAMICS & OUTLOOK
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- Regulatory Landscape
- Exhibit: Data Table on regulation from different region
- SWOT Analysis
- Porters Analysis
- Competitive rivalry
- Exhibit: Competitive rivalry Impact of key factors, 2021
- Threat of substitute products
- Exhibit: Threat of Substitute Products Impact of key factors, 2021
- Bargaining power of buyers
- Exhibit: buyers bargaining power Impact of key factors, 2021
- Threat of new entrants
- Exhibit: Threat of new entrants Impact of key factors, 2021
- Bargaining power of suppliers
- Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
- Competitive rivalry
- Skyquest special insights on future disruptions
- Political Impact
- Economic impact
- Social Impact
- Technical Impact
- Environmental Impact
- Legal Impact
Market Size by Region
- Chart on Market share by geography 2021-2027 (%)
- Data Table on Market share by geography 2021-2027(%)
- North America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- USA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Canada
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Europe
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Germany
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Spain
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- France
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- UK
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Europe
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Asia Pacific
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- China
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- India
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Japan
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Korea
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Asia Pacific
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Latin America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Brazil
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of South America
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Middle East & Africa (MEA)
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- GCC Countries
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Africa
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of MEA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
KEY COMPANY PROFILES
- Competitive Landscape
- Total number of companies covered
- Exhibit: companies covered in the report, 2021
- Top companies market positioning
- Exhibit: company positioning matrix, 2021
- Top companies market Share
- Exhibit: Pie chart analysis on company market share, 2021(%)
- Total number of companies covered
Methodology
For the Wet Wipes Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:
1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.
2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Wet Wipes Market.
3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.
4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.
Analyst Support
Customization Options
With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Wet Wipes Market:
Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.
Regional Analysis: Further analysis of the Wet Wipes Market for additional countries.
Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.
Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.
Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.
Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.
Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.
Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.
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