GVR Report cover Personal Care Wipes Market Size, Share & Trends Report

Personal Care Wipes Market Size, Share & Trends Analysis Report By Product Type (Baby, Facial & Cosmetic, Hand & Body), By Distribution Channel (Supermarket, Convenience Stores, E-commerce), And Segment Forecasts, 2019 - 2025

  • Published Date: Jun, 2019
  • Base Year for Estimate: 2018
  • Report ID: GVR-2-68038-862-6
  • Format: Electronic (PDF)
  • Historical Data: 2015 - 2017
  • Number of Pages: 110

Report Overview

The global personal care wipes market size was valued at USD 15.8 billion in 2018. Personal Care Wipes have witnessed rapid growth in recent years across the globe. Some of the major characteristics of the product influencing the market growth are cost, convenience, hygiene, performance, ease of use, time saving, disposability, safety/regulation, and consumer centric aesthetics. Improving hygiene awareness among people is one of the major factors for the growth of the market. Over the past one decade, various kinds of wipes such as intimate, wet, flushable, feminine, and scented have been introduced owing to their diversified applications.

Sudden rise in the infant population, rapid growth in urbanization, high disposable income of female consumers, and a surge in hygiene consciousness among consumers are having a positive impact on the market growth. Wipes allow performing daily tasks in substantially less time for most of the people who are quite held up in their day to day activities due to extreme job pressures and increased children activities.

U.S. Personal Care Wipes market

Convenience and effectiveness of this product have slowly diminished the usage of traditional cleansing means. Additionally, portability of wet wipes enables all types of users to easily maintain and raise personal and environmental hygiene standards and eventually reduce the risk of cross contamination. Baby wipes have been in the market for the longest time due to their widespread usage. They are considered to be a convenient, portable, and hygienic way to keep babies clean.

The feminine hygiene wipes are newer entrants in the market and their benefits for improving quality of life are well recognized by women who use them for hygiene and convenience. Various companies in this space are trying to gain their market share thorough new innovations and approaches. On the similar business model, Biossance has developed an advanced product called Squalane + Antioxidant Cleansing Cloths. These kind of alcohol-free and biodegradable products are intended to remove long wear makeup, condition lashes and brows, and hydrate skin easily.

Introduction of innovative products such as flavored wipes for cleaning children’s faces, will continue to provide growth opportunities. Products categorized in the segment of personal hygiene, pre-moistened facial cleansing, disinfecting, and wet floor care wipes are expected to witness rapid gains. However, inflated cost of personal care wipes and skin problems caused due to chemical contents in the products are expected to restrain the growth of the market.

Product Type Insights

Baby wipes accounted for the largest market share with 30.9% in 2018. Growing urbanization is one of the major factors that offer considerable growth potential to various developing countries of Africa and Asia Pacific. Though the baby wipes market is a mature market, but price remains one of the major competitive factors in this product segment, thereby providing enough space for the major companies to enter this market.

Facial and hand and body wipes are the other two segments that accounted for the maximum share. They consist of various kinds of wipes including wet, hygienic, intimate, and fragrance. Wet wipes are the perfect solutions in many life situations. They can be used as a cleaning tool very often during water scarcity or unavailability, which is a serious problem in many countries. This is one of the reasons for faster growth of this segment.

Distribution Channel Insights

On the basis of distribution channel, the market has been segmented into supermarket/hypermarket, convenience stores, pharmacy, and e-commerce. The convenience stores segment was the largest contributor to the market growth in 2018. E-commerce would be the fastest growing segment over the forecast period owing to steadily increasing internet penetration.

In the 21st century, wipes have become an important part of daily life. The consumption pattern of these products has increased two fold because of their multiple applications. It has compelled consumers to buy these products at a much shorter term or in a bulk quantity. People find convenience stores and supermarkets as the best channel to buy them as a part of their daily goods purchases, resulting in maximum market share for convenience stores and supermarket.

Though e-commerce has gained popularity to a large extent in the retail business, it accounts for a small percentage of the total retail sales across the world. Absence of the need to try before purchasing and easy accessibility of online shopping are significantly driving consumer’s attention towards e-commerce. Countries such as India, China, and Germany have witnessed rapid growth in the online buying of these products. The e-commerce segment is likely to emerge as the fastest growing segment over the forecast period due to the above given factors.

Regional Insights

North America emerged as the largest regional market in 2018 owing to growing demand for wipes for hygiene and household works. In 2018, U.S. was the largest market with 61.0% share in the region owing to growing demand by the U.S population for the products that can provide convenience, save time, and still give the same cleaning result.

Global Personal Care Wipes market

Cost of raising a baby is high in the U.S. as baby diapers and wipes are used very frequently when taking care of a baby. Due to scarcity of water in many places of the U.S., wipes are used quite often for the purpose of cleaning in restaurants, hotels, and washrooms, thus making it the largest market.

Europe is projected to emerge as the fastest growing regional market with a CAGR of 7.1% over the forecast period on account of increasing demand for more specialized types of wipes, such as herbal wipes, gentler cleaning additives or more easily flushable substrates wipes. Growing concerns over beauty among men and women and constant increase in air pollution are also driving the demand of these products in Europe as skin needs to be cleaned up very often.

Key Companies & Market Share Insights

Some of the key players in this market are Edana, Diamond Wipes, Medline Industries, Procter & Gamble Company, and Edgewell Personal Care Company. Other prominent players are Honest Company, Pluswipes, Rockline Industries, and Kimberly-Clark Corporation. High to moderate entry barriers due to presence of various brands and rapid innovation in the product line are anticipated to assert high competition among major manufacturers.

Rising demand for the organic-based products and chemical free wipes with no side effects on skin is providing tough competition to various players. The market is identified by several activities such as expansions, acquisition and mergers, and product and technological innovation attempted by the key manufacturers in the industry. Meanwhile, Derma E, a natural, clean beauty skin care brand, recently launched Vitamin C Brightening Micellar Wipes. The new 100% biodegradable wipes gently exfoliate the skin while lifting away makeup, oil, and impurities.

Big companies are expanding their geographical presence in order to obtain maximum market share. Consumers want the wipes to be cheaper so that they can be used for wider applications in bulk quantity. Cost effectiveness and multiple uses of the wipes are likely to remain critical success factors over the next few years. Taking into account all of the above factors, manufacturers are likely to focus on price and product innovation, catering particularly to the Personal Care Wipes segment.

Personal Care Wipes Market Report Scope

Report Attribute


Market size value in 2020

USD 17.2 billion

Revenue forecast in 2025

USD 23.1 billion

Growth Rate

CAGR of 5.6% from 2019 to 2025

Base year for estimation


Historical data

2015 - 2017

Forecast period

2019 - 2025

Quantitative units

Revenue in USD Billion & CAGR from 2019 to 2025

Report coverage

Revenue forecast, company share, competitive landscape, growth factors and trends

Segments covered

Product type, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central and South America; Middle East & Africa

Country scope

U.S.; Germany; China; Brazil; South Africa

Key companies profiled

Edana; Diamond Wipes; Medline Industries; Procter & Gamble Company; Edgewell Personal Care Company.

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global Personal Care Wipes market report on the basis of product type, distribution channel, and region:

  • Product Type Outlook (Revenue, USD Billion, 2015 - 2025)

    • Baby

    • Facial & Cosmetic

    • Hand & Body

    • Flushable

    • Others

  • Distribution Channel Outlook (Revenue, USD Billion, 2015 - 2025)

    • Supermarket/Hypermarket

    • Convenience Stores

    • Pharmacy

    • E-commerce

    • Others

  • Regional Outlook (Revenue, USD Billion, 2015 - 2025)

    • North America

      • The U.S.

    • Europe

      • Germany

    • Asia Pacific

      • China

    • Central & South America

      • Brazil

    • Middle East & Africa

      • South Africa

Frequently Asked Questions About This Report

gvr icn


gvr icn

This FREE sample includes market data points, ranging from trend analyses to market estimates & forecasts. See for yourself...

gvr icn


We can customize every report - free of charge - including purchasing stand-alone sections or country-level reports, as well as offer affordable discounts for start-ups & universities.

Contact us now to get our best pricing.

BBB icon D&B icon

We are GDPR and CCPA compliant! Your transaction & personal information is safe and secure.