The global feminine wipes market size was valued at USD 1.31 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 5.8% from 2020 to 2027. Improving female education levels, rising disposable incomes, and rising demand for convenient and discreet intimate care products are some of the prominent factors contributing to the product demand worldwide. Feminine wipes refer to cloths/wipes that are intended to clean the vaginal area. While other intimate care products, such as sanitary pads, are typically used during menstruation, feminine wipes are marketed as ideal for daily/everyday use. The online segment is expected to emerge as the most popular distribution channel in the near future. The COVID-19 pandemic has created unprecedented market opportunities for all industry participants, given the rising consumer spending on hygiene and personal care products.
As is the case with other personal hygiene or intimate care products, a sizable number of consumers worldwide have been stockpiling feminine wipes ever since the COVID-19 outbreak. However, the product demand is anticipated to shrink post-2020, with consumers likely to realize that they do not necessarily have to panic buy/stockpile. Beneficial properties of feminine wipes, such as ease of use, disposability, portability, and reduced risk of cross-contamination, are expected to favor market growth in the foreseeable future. Consumers worldwide prefer feminine wipes based on various factors, including cost convenience, hygiene, performance, time-saving, ease of use, disposability, and consumer-centered aesthetics.
With the rising global concerns regarding the use of chemicals and preservatives in feminine wipes, key brands are increasingly focusing on using formulas powered by herb-based ingredients (free from parabens and dyes). The global market for feminine wipes is expected to witness significant growth in the natural space throughout the forecast timeframe.
The supermarkets and hypermarkets segment led the market and accounted for 37.2% share of the global revenue in 2019. This channel offers consumers a broad range of products (brands) while also allowing them to verify the product physically. The COVID-19 pandemic has forced some of the most prominent supermarket and hypermarket chains worldwide to shut down operations. Such factors are likely to contribute to the growth of the online segment in the foreseeable future.
The online segment is likely to expand at the fastest CAGR over the forecast period. Social media is expected to help support the growth of relatively small, premium organic brands throughout the forecast period. These smaller brands are expected to leverage company blogs and social networking platforms to educate consumers regarding product availability and usage.
Asia Pacific emerged as the largest regional market for feminine wipes in 2019 and accounted for 34.2% share of the overall revenue. China and India are the most prominent markets within Asia Pacific. Various health and hygiene campaigns conducted in workplaces, universities, and schools have also been contributing to the product demand in the region over the years.
For instance, the Global Interfaith WASH Alliance (GIWA) in India, initiated by The United Nations Children's Fund (UNICEF) was aimed at creating awareness among women regarding topics, such as menstruation. Such campaigns are expected across the Asia Pacific throughout the forecast period, given the lack of knowledge regarding intimate hygiene in countries, such as Bangladesh and Pakistan.
North America is expected to witness healthy growth in the foreseeable future, given the rising demand for biodegradable and organic feminine wipes, notably in countries, such as Canada and the U.S. Prominent brands in North America market their products as on-the-go intimate care products to attract the consumers’ attention.
The market is characterized by intense competition, with both global and domestic players competing in terms of product innovation. Rising demand for feminine wipes amid the COVID-19 crisis is likely to encourage prospective brands to establish a business, most notably in the Asian markets. Given the rising global demand for mild feminine intimate care products, market participants are expected to focus on developing or manufacturing alcohol-free, pH-balanced, and aloe vera-based wipes over the forecast period to target a varied set of consumers worldwide. Furthermore, market participants are expected to focus on employing sustainable packaging materials owing to the rising popularity of sustainability worldwide. Some of the prominent players in the feminine wipes market include:
Procter & Gamble
Edgewell Personal Care
Johnson & Johnson
Bodywise (UK) Limited
Market size value in 2020
USD 1.74 billion
Revenue forecast in 2027
USD 2.07 billion
CAGR of 5.8% from 2020 to 2027
Base year for estimation
2016 - 2018
2020 - 2027
Revenue in USD million and CAGR from 2020 to 2027
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Distribution channel, region
North America; Europe; Asia Pacific; Central & South America; MEA
U.S.; U.K.; Germany; China; India; Brazil; UAE
Key companies profiled
Procter & Gamble; Edgewell Personal Care; Johnson & Johnson; Kimberly-Clark; ALBAAD; Unicharm Corporation; Bodywise (UK) Limited; Laclede, Inc.; Corman SpA.
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This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2027. For the purpose of this study, Grand View Research has segmented the global feminine wipes market report on the basis of distribution channel and region:
Distribution Channel Outlook (Revenue, USD Million, 2016 - 2027)
Supermarkets & Hypermarkets
Pharmacies & Drugstores
Regional Outlook (Revenue, USD Million, 2016 - 2027)
Central & South America
Middle East & Africa
b. The global feminine wipes market size was estimated at USD 1,314.0 million in 2019 and is expected to reach USD 1,742.1 million in 2020.
b. The global feminine wipes market is expected to grow at a compound annual growth rate of 5.8% from 2020 to 2027 to reach USD 2,066.9 million by 2027.
b. The Asia Pacific dominated the feminine wipes market with a share of 34.1% in 2019. This is attributable to rising healthcare awareness among women coupled with various health and hygiene campaigns conducted in workplaces, universities, and schools that have been contributing to the product demand in the region.
b. Some key players operating in the feminine wipes market include Procter & Gamble, Edgewell Personal Care, Johnson & Johnson, Kimberly-Clark, ALBAAD, Unicharm Corporation, Bodywise (UK) Limited, Laclede, Inc., and Corman SpA.
b. Key factors that are driving the feminine wipes market growth include improving global female education levels, rising disposable incomes, and increasing demand for mild feminine intimate care products that are alcohol-free and pH-balanced.
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