Wet Wipes Market Size, Share & Trends Analysis Report By Product (Facial & Cosmetics, Baby, Hand & Body, Intimate), By Material (Non-woven, Woven), By Distribution Channel, By Region, And Segment Forecasts, 2022 - 2030

Report Overview

The global wet wipes market size was valued at USD 21.5 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 3.6% from 2022 to 2030. The market is driven by the increased use of wet wipes for hygiene purposes, particularly when clean water is limited. Furthermore, the benefits of wet wipes for infection prevention, as well as their disposable nature, are attracting consumers to purchase more wet wipes. 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-saving, 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 U.K., which have been adversely affected by the pandemic. Many manufacturers have been historically relying on China for raw materials for the manufacturing of various types of wet wipes. However, with supply and logistics taking a massive hit, countries have had to look inward for raw materials. Further, as COVID-19 cases have been increasing exponentially worldwide, the grave risk of the virus spreading has 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 high-priced specialty products in times of economic hardship. These factors have positively impacted the growth as the product is witnessing growing demand. Additionally, the rise in the infant population across the globe, rapid growth in urbanization, high disposable income of female consumers, and a surge in hygiene consciousness among them are having a positive impact on market growth.

Many women have been entering the workforce across the world, which has enhanced their spending power as well as made 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 consumers’ preference toward eco-friendly and biodegradable products, which 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 2018, Indian wipes brand Mother Sparsh launched 98% water-based baby wipes, which are biodegradable, extra strong, and velvety-soft for babies’ skin.

The expansion of middle-income age groups in emerging economies such as China and India is expected to 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, a variety of wet wipes with unique constituents are available in the market, which is 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 dominated the market for wet wipes and accounted for the largest revenue share of 30.1% in 2021. Millennial parents are concerned about the baby’s sensitive skin, especially the diaper area. Therefore, to avoid rashes, they prefer using baby wipes because of the associated benefits, such as improved absorbent fabrics, which help in cleaning and reducing bacteria on the baby's skin, and reduced risk of infection and skin irritation. In 2018, the National Retail Federation U.S. reported that 69% of parents earn more than the national median income of USD 59,000 a year and 80% of millennials with children are in their 30s and prefer spending on quality baby products. The aforementioned factors have led to a rise in consumer expenditure on baby care products and the adoption of quality baby care products, such as baby wipes.

The intimate wipes segment is expected to register the fastest CAGR of 4.1% from 2022 to 2030. Many women have been entering the workforce across the world, which has enhanced their spending power as well as made them conscious about their hygiene, which is ultimately fueling growth. The demand for intimate hygiene products 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 as a result of poor genital hygiene. These factors are expected to drive the demand for intimate wipes.

Distribution Channel Insights

The supermarkets and hypermarkets segment dominated the market for wet wipes and accounted for a revenue share of 40.9% in 2021. 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 and in doing so, have increased their influence over suppliers. Since 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 5.4% in the market for wet wipes from 2022 to 2030. Over the past few years, e-commerce has been gaining popularity as it offers high levels of convenience. Buyers worldwide are increasingly turning to online shopping 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 the shopping habits of people 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 for mobile shopping among consumers.

Material Insights

The non-woven segment dominated the market for wet wipes and accounted for the largest revenue share of 81.3% in 2021. Non-woven wet wipes have recently gained popularity on account of their absorption and softness, wherein the nonwoven fabric is impregnated with a solution. Non-woven fabrics, the key raw material used in the production, are 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 in non-woven materials, which are considered one of the prominent components in the production of wipes, are expected to favor this segment’s growth.

The non-woven segment will continue to dominate the market for wet wipes 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 the overall growth.

Regional Insights

North America dominated the market for wet wipes and accounted for a revenue share of over 36.3% in 2021. The major factors driving this region are the changing lifestyles of the people, an increase in the number of working women, rising online retailing trends, and increasing disposable income. Moreover, growing 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 U.K., 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.

In the Asia Pacific, the market for wet wipes is expected to register the fastest CAGR of 4.1% from 2022 to 2030. The growing demand in the region can be attributed to various factors including rapid urbanization and the 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 as a result of 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 market is characterized by the presence of some large multinational companies with a strong presence across the globe. Some of the key players are 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 have been implementing various expansion strategies such as mergers and acquisitions, capacity expansions, strengthening of online presence, and new product launches to gain a competitive advantage

• In December 2021, Nice-Pak, a U.S.-based pioneer and leader in the manufacturing and distribution of pre-moistened wipes, launched its new Nice ’N Clean SecureFLUSH technology flushable wet wipes. The patented SecureFLUSH technology claims to manufacture a unique, 100% cellulose nonwoven wipe that is strong enough to clean, yet breaks apart rapidly

• In December 2020, Kimberly-Clark-owned brand Huggies launched its first biodegradable product. The Huggies Pure Biodegradable baby wipes break down in landfill conditions within 15 days. The product is made using 100% natural fibers

• In January 2019, Derma E, a beauty skincare brand, launched Vitamin C Brightening Glow Micellar Wipes that are 100% biodegradable and also contain vitamin B3 and licorice extract. These gently exfoliate and brighten the skin, even out skin tone, and reduce UV-induced hyperpigmentation

 Some of the prominent players in the 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 Segmentation

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

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

  • Facial & Cosmetics

  • Baby Wipes

  • Hand & Body

  • Intimate

  • 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

    • U.K.

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa