Wet Wipes Market Size, Share & Trends Analysis Report By Product (Baby Wipes, Intimate Wipes), By Material (Non-woven, Woven), By Distribution Channel, By Region, And Segment Forecasts, 2023 - 2030

Report Overview

The global wet wipes market size was valued at USD 21.97 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 3.8% from 2023 to 2030. The market growth is driven by the increased use of wet wipes for hygiene purposes, particularly in cases where the availability of clean water is limited. Furthermore, the benefits of wet wipes such as the prevention of infection, as well as their disposable nature, are attracting consumers to purchase more wet wipes. The increasing infant population, urbanization, and rising consumer expenditure on personal hygiene products are all influencing the market. The major characteristics of the product influencing the growth are cost, convenience, hygiene, performance, ease of use, time convenience, and consumer-centric aesthetics.

The COVID-19 (coronavirus) outbreak has doubled the demand for wet wipes globally, particularly in countries such as the U.S., India, Brazil, Russia, and the UK, which have been adversely affected by the pandemic. Many manufacturers historically relied on China for raw materials for the manufacturing of various types of wet wipes. However, with supply and logistics taking a massive hit during COVID-19, countries have had to look for alternative sources of raw materials. Further, as COVID-19 cases increased exponentially worldwide, the grave risk of the virus spreading led to the panic buying of personal hygiene-related products, such as wet wipes.

Consumers have become more conscious about their spending and have been opting for low-cost and affordable products instead of costly specialty products in times of economic hardship. These factors have positively impacted the market growth as the product is witnessing growing demand. In addition, the rise in the infant population globally, rapid growth in urbanization, high disposable income of female consumers, and a surge in hygiene consciousness among them are having a positive impact on the market growth.

Many women have been entering the workforce globally, which has enhanced their spending power as well as making them conscious about their hygiene, which is ultimately fueling growth. Therefore, various products such as intimate, wet, flushable, feminine, and scented wipes have been introduced owing to their diversified applications, which help in cleaning and reducing bacteria on the skin and eventually reduce the risk of infection and skin irritation.

Shifting consumer preference toward eco-friendly and biodegradable products that are alcohol-free as well as do not contain synthetic fragrances, artificial colors, or harsh chemicals, has been encouraging manufacturers to produce wipes with natural ingredients. For instance, in May 2021, the baby care company Coterie introduced a new biodegradable and compostable wipe made entirely of plant-based components. The Coterie Wipes, comprised of 99% water and created in collaboration with the Veocel brand, are the most eco-friendly and largest (up to 30% larger) baby wipes available in the U.S. market.

Expansion of middle-income age groups in emerging economies such as China and India will play a key role in encouraging manufacturers to establish new tie-ups with both, offline and online channels over the next few years. In addition, several wet wipes with unique constituents are available in the market, which are suitable for various purposes. For instance, customers who have dry skin issues are recommended rosewater-based wipes for proper hydration and water retention. These developments in product offerings are expected to drive the market.

Product Insights

The baby wipes segment held the largest revenue share of 30.46% in 2022. Millennial parents are concerned about the sensitive skin of their babies, especially the diaper area. Therefore, to avoid rashes, they prefer using baby wipes because of the associated benefits, such as improved absorbent fabrics that help in cleaning and reducing bacteria on the baby's skin and reducing the risk of infection and skin irritation.For instance, in February 2022, yoboo, a Philippine-based manufacturer of maternal and child products, launched 'Unscented Baby Wipes'. yoboo collaborated with SGS, an internationally recognized testing, inspection, and certification agency to conduct in-depth tests on ‘Unscented Baby Wipes’. The aforementioned factors have led to a rise in consumer expenditure on baby care products and adoption of quality baby care products, such as baby wipes.

The intimate wipes segment is expected to register the fastest CAGR of 5.3% from 2023 to 2030. Globally, many women have been entering the workforce, which has enhanced their spending power as well as making them conscious about their hygiene, which is ultimately fueling growth. The intimate hygiene products demand is also increasing due to the rising cases of early puberty. Unhealthy food habits, obesity, and stress are the main reasons responsible for early puberty in girls. Moreover, reproductive tract infections (RTIs) are becoming common among adolescents due to poor genital hygiene. These factors are expected to drive the market growth.

Distribution Channel Insights

The supermarkets and hypermarkets segment held the largest revenue share of 40.94% in 2022. The segment is projected to maintain its lead throughout the forecast period owing to the high consumer inclination toward purchasing toiletries from supermarkets and hypermarkets as these places offer a wider variety of products and brands.Supermarkets in regions such as North America and Europe have acquired a significant number of grocery stores, which in turn, has increased their influence over suppliers. As supermarkets offer significant advantages to consumers, such as freedom of selection, lower prices, and high visibility of international brands, it makes them a suitable platform for all types of customers.

The e-commerce segment is expected to register the fastest CAGR of 5.5% from 2023 to 2030. Over the past few years, e-commerce has been gaining popularity due to its high convenience. Buyers worldwide are increasingly shopping online for their daily necessities, including personal care and hygiene products. This trend has also been witnessed in developing countries, such as India and Brazil, and several countries in Africa. E-commerce has significantly changed shopping habits worldwide as it offers benefits such as doorstep delivery, easy payment methods, heavy discounts, and the availability of a wide range of products on a single platform. Key players are increasingly launching e-commerce websites in large lucrative markets owing to the rising internet penetration and increasing propensity of mobile shopping among consumers.

Material Insights

The non-woven segment held the largest revenue share of 81.24% in 2022. Non-woven wet wipes have recently gained popularity due to their absorption and softness, wherein the nonwoven fabric is impregnated with a solution. Non-woven fabrics are the key raw material used in production that is made by weaving and pressing a single sheet of fiber material from a mass of separate fibers, including cotton and rayon. Investments and manufacturing plant expansions pertaining to non-woven materials, which are considered one of the prominent components in the production of wipes, are expected to favor market growth.

The non-woven segment will continue to dominate the market over the forecast period.Big players have been launching new products to gain traction. For instance, in February 2020, Hengan International Group’s brand ‘Convenience’ launched its first adult pull-up pants. These pull-up pants are made of cotton and comprise water-locking polymers for absorption. They have a 360-degree waist design with elastic rubber roots and non-woven fabrics. Moreover, R&D investments in non-woven hygiene products by companies are likely to positively influence overall growth.

Regional Insights

North America dominated the global market with a revenue share of over 36.14% in 2022. The major factors driving this region’s growth are the changing lifestyles of the people, an increase in the number of working women, rising online retailing trends, and increasing disposable income. Moreover, increasing awareness among women regarding baby hygiene is fueling the demand for baby wet wipes across North America.The majority of the countries in Europe such as Germany, the UK, and France prioritize hygiene and are ready to spend on premium personal care and hygiene products. Furthermore, the increasing disposable income of women is enabling them to spend more on premium personal care and hygiene products, including wet wipes.

Asia Pacific is expected to register the fastest CAGR of 5.0% from 2023 to 2030. The growing demand in the region can be attributed to various factors including rapid urbanization and increasing preference in the countries, such as China, India, and South Korea, for products that can provide convenience, save time, and still give the same cleaning effect.Furthermore, the easy availability of wet wipes due to the growing popularity and high spending in the region is one of the key reasons fueling the regional expansion. The main factors boosting the product demand in the region include increasing awareness and rising initiatives for product promotions among women about the adverse effects of unclean intimate areas such as skin disorders, itching, odor, and the possibility of cervical cancer.

Key Companies & Market Share Insights

The wet wipes industry is characterized by the presence of a mix of established players and emerging entrants globally. Key industry players are recognizing the rising trend of eco-friendly and biodegradable products and intensifying their efforts to capture this market opportunity. To safeguard their market share, these major players are diversifying their service offerings to cater to evolving customer preferences and demands.

• In April 2023, KCWW’s Cottonelle brand launched the DownThereCare campaign in partnership with FCB Chicago, a prominent advertising agency. The company conducted extensive market research to identify the typical issues regarding intimate care cleanliness. It then selected four metaphoric scenarios to use in its campaign to attract its target audience. Cottonelle promoted the campaign through connected and linear TV, digital ads, Facebook, Instagram, Twitter, TikTok, and in-store retail displays.

• In February 2023, The Honest Company, Inc. launched its Clean Conscious Wipes. These compostable wipes are appropriate for sensitive skin because they have a mild cleaner. In addition, wipes are created without plastic, quaternary compounds, perfumes, chlorine processing, and parabens.

• In June 2023, Procter & Gamble attained a patent for its wet wipes consisting of lotion and substrate. As per the patent, the lotion is comprised of 98.5-99.9% water by weight of the lotion, benzoic acid, from approximately 0.024- 0.072% by weight of sodium benzoate, wherein the amount of benzoic acid is greater than or equal to the amount of sodium benzoate. When the sodium benzoate in the lotion dissociates, benzoic acid is produced. The lotion's pH ranges from 3.6 to 4.2. Lyocell, viscose, and cotton make up the substrate.

Some prominent players in the global wet wipes market include:

• The Clorox Company

• KCWW

• Reckitt Benckiser Group PLC

• Unilever

• Johnson & Johnson Services, Inc

• TLC International

• WipesPlus

• The Honest Company

• Procter and Gamble

• Himalaya Wellness Company

Wet Wipes Market Report Scope

Global Wet Wipes Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest trends in each of the sub-segment from 2017 to 2030. For this study, Grand View Research has segmented the wet wipes market report on product, material, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2017 - 2030)

  • Baby Wipes

  • Facial & Cosmetics Wipes

  • Hand & Body Wipes

  • Intimate Wipes

  • Flushable Wet Wipes

  • Others

• Material Outlook (Revenue, USD Million, 2017 - 2030)

  • Non-woven

  • Woven

• Distribution channel Outlook (Revenue, USD Million, 2017 - 2030)

  • Supermarkets & Hypermarkets

  • Convenience Stores

  • Pharmacy

  • E-commerce

  • Others

• Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • North America

    • U.S.

  • Europe

    • Germany

    • UK

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa