Wipes Market Size
| Study Period | 2019 - 2029 |
| Market Size (2024) | USD 20.53 Billion |
| Market Size (2029) | USD 25.38 Billion |
| CAGR (2024 - 2029) | 5.44 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
Major Players
*Disclaimer: Major Players sorted in no particular order |
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Wipes Market Analysis
The Wipes Market size is estimated at USD 20.53 billion in 2024, and is expected to reach USD 25.38 billion by 2029, growing at a CAGR of 5.44% during the forecast period (2024-2029).
Growing hygiene awareness among consumers and the fact that wipes support convenience in cleaning as they are handy and easily disposable are a few major factors driving the growth of the wet wipes market globally. Additionally, in the last few years, various kinds of wipes, such as intimate, wet, flushable, feminine, and scented wipes, have been introduced owing to their diversified applications, addressing various consumer needs that have expanded the market’s scope.
The booming personal care industry, with new product launches featuring enticing active ingredients and impactful results, has positively impacted the sales and production of products such as facial and cosmetic wipes. For instance, according to the Japan Hygiene Products Industry Association (JHPIA), in FY 2022, the production volume of cosmetic wet wipes in Japan amounted to around 112 million pieces, the highest in a decade. Consequently, companies like Hindustan Unilever and Procter and Gamble offer facial wipes with ingredients like chamomile, white tea extract, and vitamin complexes, thereby increasing their demand in the market.
Moreover, the market is witnessing a demand for varied wipes made using fibers and materials that are eco-friendly and sustainable. The environmental impact of disposable wipes, particularly those that are not biodegradable, has led to this growing demand for eco-friendly alternatives, creating a shift in consumer preferences in the market studied. For instance, in September 2023, TERRA introduced its premium-certified organic biodegradable baby wipes in the Indian market. The company claimed that natural and plant-based organic ingredients were used in its baby wipes and facial wipe products. It has a presence across countries such as New Zealand and the United States. Additionally, according to the company, TERRA wipes are not just 100% biodegradable. They also break down 10 times faster than regular wipes, making them a sustainable and eco-friendly choice for a cleaner planet.
Wipes Market Trends
Rising Parental Concerns Propel the Baby Wipes Market’s Growth
Rising awareness among parents about sanitation and safety is one of the major drivers of demand for baby wipes in the market. The most prevalent carriers of illnesses in babies are germs and bacteria, and wet wipes are an efficient way to keep babies clean and hygienic, which drives parents toward making quality purchases. This, along with the rising customer expenditure on newborn hygiene products, is likely to drive the popularity of baby wipes globally, and this has led to increased production of baby wipes worldwide to cater to the growing demand.
For instance, according to JHPIA (Japan Hygiene Products Industry Association), in FY 2022, the baby wipes production volume in Japan amounted to around 259 million pieces, up from about 195 million baby wipes in the fiscal year 2013 and 258 million in 2021. In 2022, baby wipes and antibacterial wipes accounted for the largest share of wipes production in Japan.
As the manufacturers operating in the baby wipes segment cater to the needs of newborns and babies, they are observed to be eager to produce baby wipes with minimal ingredients and a lot of water content to support the baby’s comfort. For instance, in June 2023, Ginni Filaments Ltd launched ultra-pure water wipes in the baby care segment in India. The product was asserted to contain 99.9% water and was promoted as the purest and gentlest wipe with minimal ingredients, developing an understanding of the unique properties of baby and infant skin.
Moreover, baby wipes are disposable in nature and cannot be reused, which adds to sustainability and environmental pollution concerns. Thus, manufacturers are focusing on producing eco-friendly baby wipes, widely boosting the growth of the market.
North America Holds a Significant Market Share
The North American population, along with high purchasing power, recognizes the importance of personal care products, including wipes. The rise of the natural and organic skincare industry has led to numerous product launches driven by companies capitalizing on this trend. E-commerce is becoming a strong distribution channel for alcohol-based wipes, while the demand for clean-label products made from recyclable, biodegradable materials and renewable resources is boosting the North American wipes market, including baby wipes.
Concerns about sustainability have led to a shift toward compostable wet wipes, which has encouraged companies to launch innovative eco-friendly products. For instance, in July 2023, Neutrogena partnered with Lenzing's Veocel fiber brand to produce makeup removal wipes from 100% plant-based fibers, which are compostable at home. Additionally, the market is also witnessing an increasing demand for household and disinfectant wipes, owing to the higher consumer awareness regarding the availability and benefits of these products in cleaning in the US market.
Major companies like Procter & Gamble, Unilever, Kimberly-Clark, and Johnson & Johnson are investing in R&D to innovate safe, alcohol-free baby wipes. For instance, in March 2022, WaterWipes launched 100% biodegradable, plant-based, plastic-free, and compostable baby wipes in the United States, made with 99.9% purified water and fruit extract and USDA-certified Biobased.
Wipes Industry Overview
The global wet wipes market stands to be fragmented, with competition among a few market players to increase their share in the market studied. In terms of share, the market is dominated by players such as The Procter & Gamble Company, Kimberly-Clark Corporation, Johnson & Johnson, Unilever PLC, and Diamond Wipes International. The key players operating in the global wipes market have been majorly adopting strategies like product launches, expansions, mergers and acquisitions, and partnerships. Companies have been strengthening their position in the market by acquiring other players operating in the market studied. For instance, in April 2022, Kimberly-Clark’s brand Cottonelle enhanced its product for a worry-free flush. The company claims that its flushable wipes aim to break down like toilet paper. Moreover, in August 2022, Kimberly-Clark, including Andrex, Kleenex, and Huggies, partnered with Carlton Power to supply hydrogen to the company’s manufacturing facility at Barrow-in-Furness in the United Kingdom.
Wipes Market Leaders
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Unilever Group
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Procter and Gamble Co.
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Kimberly Clark Corporation
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Diamond Wipes International, Inc.
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Johnson & Johnson Services Inc.
*Disclaimer: Major Players sorted in no particular order
Wipes Market News
- May 2024: Wipemate launched its premium quality wipes across the United States and other operating areas. The range included beauty wipes, pet wipes, and other home care wipes that are 100% compostable.
- July 2023: Dr. Schumacher unveiled the ULTRASOL OXY SACHET, aligning with the latest KRINKO guidelines. Highlighting its efficacy, the product swiftly exhibited sporicidal, fungicidal, pesticidal, and bactericidal properties. Dr. Schumacher ensured a seamless match, supplying ULTRASOL OXY SACHETS tailored to each cloth roll order and facilitating compliance with KRINKO guidelines for non-woven cloth dispenser systems.
- May 2023: Paula's Choice, a leading skincare brand, unveiled its direct-to-consumer (D2C) platform in India, enhancing its digital footprint in the nation. This move was designed to offer Indian shoppers a user-friendly and comprehensive virtual shopping experience, showcasing an extensive array of skincare products, including personal care wipes and wet wipes.
Wipes Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Market Drivers
- 4.1.1 Growing Consciousness Toward Hygiene
- 4.1.2 Robust Consumer Demand Driven by Outdoor Enthusiasts
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4.2 Market Restraints
- 4.2.1 High Market Penetration of Substitute Products
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4.3 Porter's Five Forces Analysis
- 4.3.1 Bargaining Power of Suppliers
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Threat of New Entrants
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 Product Type
- 5.1.1 Personal Care Wipes
- 5.1.1.1 Baby Wipes
- 5.1.1.2 Facial Wipes
- 5.1.1.3 Hand & Body Wipes
- 5.1.1.4 Personal Hygiene Wipes
- 5.1.2 Household Wipes
- 5.1.3 Other Product Types
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5.2 Distribution Channel
- 5.2.1 Supermarkets/Hypermarkets
- 5.2.2 Convenience/Grocery Stores
- 5.2.3 Specialty Stores
- 5.2.4 Online Retail Stores
- 5.2.5 Other Distribution Channels
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5.3 Geography
- 5.3.1 North America
- 5.3.1.1 United States
- 5.3.1.2 Canada
- 5.3.1.3 Mexico
- 5.3.1.4 Rest of North America
- 5.3.2 Europe
- 5.3.2.1 United Kingdom
- 5.3.2.2 Germany
- 5.3.2.3 France
- 5.3.2.4 Russia
- 5.3.2.5 Italy
- 5.3.2.6 Spain
- 5.3.2.7 Rest of Europe
- 5.3.3 Asia-Pacific
- 5.3.3.1 China
- 5.3.3.2 India
- 5.3.3.3 Japan
- 5.3.3.4 Australia
- 5.3.3.5 Rest of Asia-Pacific
- 5.3.4 South America
- 5.3.4.1 Brazil
- 5.3.4.2 Argentina
- 5.3.4.3 Rest of South America
- 5.3.5 Middle East and Africa
- 5.3.5.1 South Africa
- 5.3.5.2 Saudi Arabia
- 5.3.5.3 Rest of Middle East and Africa
6. COMPETITIVE LANDSCAPE
- 6.1 Strategies Adopted by Leading Players
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 Diamond Wipes International Inc.
- 6.3.2 Procter and Gamble Co.
- 6.3.3 Kimberly Clark Corporation
- 6.3.4 Unilever PLC
- 6.3.5 Johnson & Johnson Services Inc.
- 6.3.6 Diva International SRL
- 6.3.7 Nice-Pak International Ltd
- 6.3.8 The Clorox Company
- 6.3.9 La Fresh Group Inc.
- 6.3.10 Unicharm International
- 6.3.11 Dude Products Inc.
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
Wipes Industry Segmentation
Wipes can be defined as disposable cloths with cleansing agents. The global wipes market is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into personal care wipes (which are further classified into baby wipes, facial wipes, hand & body wipes, and personal hygiene wipes), household wipes, and other product types. Based on distribution channel, the market is segmented into supermarkets/hypermarkets, convenience/grocery stores, specialty stores, online retail stores, and other distribution channels. Also, the study provides an analysis of the wipes market in emerging and established markets worldwide, including North America, Europe, Asia-Pacific, South America, and the Middle East and Africa. The market sizes and forecasts have been done in value terms (USD) for all the abovementioned segments.
| Product Type | Personal Care Wipes | Baby Wipes |
| Facial Wipes | ||
| Hand & Body Wipes | ||
| Personal Hygiene Wipes | ||
| Product Type | Household Wipes | |
| Other Product Types | ||
| Distribution Channel | Supermarkets/Hypermarkets | |
| Convenience/Grocery Stores | ||
| Specialty Stores | ||
| Online Retail Stores | ||
| Other Distribution Channels | ||
| Geography | North America | United States |
| Canada | ||
| Mexico | ||
| Rest of North America | ||
| Geography | Europe | United Kingdom |
| Germany | ||
| France | ||
| Russia | ||
| Italy | ||
| Spain | ||
| Rest of Europe | ||
| Geography | Asia-Pacific | China |
| India | ||
| Japan | ||
| Australia | ||
| Rest of Asia-Pacific | ||
| Geography | South America | Brazil |
| Argentina | ||
| Rest of South America | ||
| Geography | Middle East and Africa | South Africa |
| Saudi Arabia | ||
| Rest of Middle East and Africa |
Wipes Market Research FAQs
How big is the Wipes Market?
The Wipes Market size is expected to reach USD 20.53 billion in 2024 and grow at a CAGR of 5.44% to reach USD 25.38 billion by 2029.
What is the current Wipes Market size?
In 2024, the Wipes Market size is expected to reach USD 20.53 billion.
Who are the key players in Wipes Market?
Unilever Group, Procter and Gamble Co., Kimberly Clark Corporation, Diamond Wipes International, Inc. and Johnson & Johnson Services Inc. are the major companies operating in the Wipes Market.
Which is the fastest growing region in Wipes Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).
Which region has the biggest share in Wipes Market?
In 2024, the North America accounts for the largest market share in Wipes Market.
What years does this Wipes Market cover, and what was the market size in 2023?
In 2023, the Wipes Market size was estimated at USD 19.41 billion. The report covers the Wipes Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Wipes Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Facial Wipes Industry Report
Statistics for the 2024 Facial Wipes market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Facial Wipes analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
