Wet Wipes Market Size, Share & Trends Analysis Report By Product (Baby Wipes, Hand & Body Wipes), By Distribution Channel (Supermarkets & Hypermarkets, E-commerce), By Region, And Segment Forecasts, 2021 - 2028

Report Overview

The global wet wipes market size to be valued at USD 28.85 billion by 2028 and is expected to grow at a compound annual growth rate (CAGR) of 2.4% during the forecast period. Rising awareness regarding personal hygiene, coupled with the rising proclivity to spend on products that aid in the proclamation of cleanliness and disinfection among consumers across the globe, is likely to fuel the market demand throughout the forecast period. 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 market growth as the product is witnessing growing demand.

The emergence of COVID-19 positively impacted the growth of the market, owing to the increased focus on sanitization and personal hygiene during the pandemic. The use of bacterial wipes by healthcare facilities to avoid any infection impacted the market positively. For instance, Johnson & Johnson introduced wet wipes for infants. Furthermore, the Department of Health under the Government of Australia launched a campaign to promote the use of such products to spread hand hygiene awareness amongst people.

The major characteristics of the product influencing the market growth are cost, convenience, hygiene, performance, ease of use, time-saving, and consumer-centric aesthetics. 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 the market growth.

The U.S. is one of the major countries contributing to the growth of the market. The ease of use, portability, and shortage of water in the U.S. have all contributed to an increase in the usage of wet wipes. Rising consumer demand has enticed several manufacturers to invest and expand their manufacturing capabilities. For instance, in December 2020, Nice-Pak, a leading manufacturer of wet wipes, invested in a new manufacturing facility in the U.S. to help support the increasing demand for wet wipes amidst the COVID-19 pandemic.

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 towards 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 manufactures 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.

Wet Wipes Market Trends 

The rising middle-class population and their willingness to purchase premium products for their infants, along with the urbanization, led to the demand for wet wipes. The production of antibacterial wipes, owing to the risks of viruses and attention to maintaining personal care, are the factors driving the growth of the market. Developing needs for cleanliness, and sanitization due to rising air pollution and skin problems, have increased the usage of wet wipes.

The growing old-age population with their mobility issues has amplified the demand for wet wipes, with higher absorption levels and gentleness. Besides, the investment made by the companies to develop quality hygiene products like wipes ensure the delivery of efficient solutions for their health problems. This has also boosted the demand for wet wipes amongst consumers in different regions.

The non-biodegradable nature of the wet wipes, being made out of microplastic fiber, will affect the environmental health, thus, restraining the growth of the market. Another factor limiting the growth of this market is the availability of alternative hygiene products. These products include cleansing milk, face washes, liquid cleaners, towels, and disinfectants are expected to impact the sales of the wipes adversely; thus affecting growth in the forecast period.

Manufacturing the recyclable wet wipes made from wood pulp and cotton, to mitigate the burden on the environment is a vital growth opportunity for the market. Online retailing of the wipes has presented high prospects and is expected to create lucrative opportunities for the market.  Offers and discounts available from online sites is expected to drive the market during the forecast period.

Product Insights

Baby wipes held the largest revenue share of over 30.0% in 2020 and are expected to maintain their lead over the forecast period. Rising consumer expenditure on baby care products is one of the key factors fueling the segment growth around the globe. Parents are concerned about the baby’s sensitive skin, especially the diaper area, hence to avoid rashes, the majority of the consumers prefer using baby wipes owing to the associated benefits.

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.

Hand and body wipes are expected to register the fastest CAGR of 2.7% from 2021 to 2028. Since consumers don’t always have access to water, hand and body wipes can be used as a cleaning tool in such times. They can be used to clean everyday messes and even common viruses and bacteria. Convenience and ease of use are some of the major factors contributing to the segment growth.

Furthermore, numerous cross-over products have emerged in the market that cater to the changing consumer demand. These products offer dual-functionality of disinfection as well as can be used as deodorants. For instance, in December 2018, Unilever launched deodorant wipes through its brand Dove, AXE, and Degree. These are used for easy cleaning of underarms post-workout and getting rid of the odor.

Distribution Channel Insights

Supermarkets and hypermarkets accounted for the largest revenue share of over 40.0% in 2020. 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.

E-commerce is expected to register the fastest CAGR of 3.4% from 2021 to 2028. 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 in the market are increasingly launching e-commerce websites in large lucrative markets owing to the rising internet penetration and increasing propensity of mobile shopping among consumers.

Regional Insights

North America dominated the global market with a revenue share of over 35.0% in 2020. The major factors driving this regional market 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 the developing markets of 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.

AsiaPacific is expected to register the fastest CAGR of 2.9% from 2021 to 2028. 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 market has been characterized by the presence of many multinationals as well as domestic manufacturers operating in the market, making the product pricing highly competitive. Additionally, many of the retailers in the wet wipes sector have entered marketing to cater to the growing consumer demand. A large part of the industry is dominated by some of the large and strong companies. For instance, in June 2020, ITC Limited, a leading FMCG brand in India, launched a new multi-purpose body wipe that can be used for cleaning and moisturizing, and hydrating the hands.

Recent Developments

• In 2021, Unicharm, a Japanese company that produces disposable hygiene products, launched baby wipes, which ensured both safety and environmental sustainability. The company made use of the cotton compound sheet, to protect the health and hygiene of newborn babies. This has made significant contributions to the overall revenue share of the industry

• In 2022, PDI Healthcare Inc., healthcare launched new disinfectants to help prevent the spread of the infection of the novel coronavirus virus. For instance, Sani-24 uses continuously active disinfectant (CAD) technology for the prevention of pathogenic organisms. Similarly, SaniHypercide is another disinfectant available in the wipe and spray category and is extensively used for fighting against micro-organisms. The company is making a sustainable contribution to preventing the infection in foodservice community, and healthcare centers to ensure the safety of the patients and staff. This surged the demand for wet wipes, leading to increased production and growth of the market

• Orchid Paper Products, a maker of paper towels, washcloths and napkins, has been acquired by Cascades, a leading company, which manufactures packaging, and tissue products. This acquisition strengthened the geographic and operational position of the company’s retail tissue segment, focusing on the improvement of overall efficiency and productivity, supporting market growth

Some prominent players in the global wet wipes market include: -

• The Colorox Company

• Kimberly-Clark Professional

• Reckitt Benckiser Group PLC

• TLC International

• Nice-Pak Products, Inc.

• WipesPlus

• The Honest Company

• Procter and Gamble Co.

• PDI HealthCare

• EssityAktie bolag

Wet Wipes Market Report Scope

Global Wet Wipes Market Segmentation

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 2028. For the purpose of this study, Grand View Research has segmented the global wet wipes market report on the basis of product, distribution channel, and region.

• Product Outlook (Revenue, USD Million, 2016 - 2028)

  • Baby Wipes

  • Facial & Cosmetic Wipes

  • Hand & Body Wipes

  • Flushable Wipes

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2016 - 2028)

  • Supermarkets & Hypermarkets

  • Convenience Stores

  • Pharmacy

  • E-commerce

  • Others

• Regional Outlook (Revenue, USD Million, 2016 - 2028)

  • North America

    • U.S.

  • Europe

    • Germany

    • U.K.

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa