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The wet wipes market size was valued at USD 22.3 billion in 2021 and is expected to grow at a CAGR of 3.8% from 2022 to 2030. Factors such as rising expenditure on personal grooming, limited availability of water, increasing disposable income, and rising awareness about wet wipes in developing countries are driving market demand. The characteristics of wipes such as convenience, high-quality hygiene, and time-saving are encouraging people to adopt these products.
As more women have entered the workforce across geographies, their spending power has been increasing, which is positively impacting the demand for wet wipes catered to women. Many manufacturers have launched wet wipes catering to women such as intimate wipes, make-up removal wipes, and others to offer conveniences to working women. Facial wipes are common among women and have been frequently used on the daily basis to get rid of excess oil and dirt from the face.
Today’s consumers are shifting from chemical-based wipes to natural or eco-friendly wipes, that are made from natural ingredients, with zero chemicals owing to rising concern for the environment. Moreover, mothers are constantly looking for natural and biodegradable baby wipes to provide their babies with gentle care, as their skin can be affected by harsh chemicals. Some of the popular brands for baby wipes include Water Wipes, Pipette, and Ecoriginals.
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Many companies have realized the benefits of using naturally-derived ingredients and are thus creating products with these ingredients to offer effective products with naturally soothing properties. For instance, an Australian manufacturer of Niki’s Natural Wipes launched their product in the US market in October 2020. Its wipes are 100% natural and made from Manuka honey and coconut oil. Manuka honey provides antibacterial properties while coconut oil offers nourishment.
The outbreak of covid-19 increased the demand for wet wipes globally as people started regularly cleaning their hands and face whenever they stepped outside of their homes. The high demand for wet wipes was observed in both developed and developing nations such as India, the US, Brazil, and others. However, as China is the major raw material supplier, production for wet wipes was impacted negatively.
Baby wipes were the largest segment accounting for a market share of 30.8% in 2021. The rising concern of millennial parents for their baby’s sensitive skin is the key factor driving the demand for baby wipes. Frequent usage of diapers leads to diaper rashes among babies, thus, parents have adopted baby wipes to clean the area and reduced the risk of rashes & skin irritation. Moreover, baby wipes are used to clean the face as well as hands of the babies as these parts of the body are more exposed to natural surroundings.
Intimate wipes are anticipated to register the fastest CAGR of 4.6% during the forecast period. With the rising awareness about the importance of personal grooming and avoiding infections such as Urinary Tract Infections (UTIs) or infections caused due to sexual activity, and poor genital hygiene, women have started using intimate wipes. These wipes are designed to mildly clean the intimate part without causing any kind of reaction or irritation. Most young girls and working women have adopted this product to protect themselves from recurring genital infections. The growing use of intimate wipes among sportswomen and several campaigns by celebrities have encouraged women to use these products.
Supermarkets & hypermarkets was the largest segment accounting for a market share of 40% in 2021. Most consumers prefer to purchase toiletries products from supermarkets and hypermarkets owing to the presence of a wide variety of both domestic and international brands. Many supermarkets & hypermarkets have discounted offers and membership benefits, which also encourage customers to purchase through these channels. The supermarkets & hypermarkets also have brands ranging from low price to highest price, thus, offering products for all income groups of customers.
E-commerce is anticipated to register the fastest CAGR of 5.6% from 2022 to 2030. The changes in consumers’ shopping behavior are likely to drive the segment’s growth. Consumers worldwide are increasingly shopping online for their daily necessities including grooming products. The benefits offered by e-commerce platforms such as doorstep delivery, safe & secure payment gateways, discounts, and a wide range of products on a single platform have prompted consumers to purchase the product online.
Non-woven was a larger segment accounting for a market share of more than 75% in 2021. Non-woven wipes have high absorption rates, good moisture retention properties, and smooth textures, which makes them an ideal material for making wet wipes. These are widely used for making baby wipes, facial wipes, and intimate wipes. Moreover, these are economical in comparison to woven wipes. Product launches in the category are likely to bode well for the segment’s growth. For instance, in April 2020, EcoWipes, a Polish company created Tricell, an innovative non-woven based on FSC-certified cellulose. As it is a natural non-woven, Tricell is more absorbent than the standard viscose and polyester mixture, and its strength grade is comparable to cotton.
Woven wipes are also known as knitted wipes and are made by continuously knitting or looping monofilament of polyester. These are extremely durable with good absorption capabilities, however, their usage as wet wipes are minimal. Woven wipes are usually made for cleaning hard surfaces as they are double-knitted and have high strength.
North America dominated the global market with a revenue share of more than 35% in 2021. Increasing focus on personal grooming and self-hygiene in countries like the US and Canada is driving product sales. Wet wipes are frequently used by consumers in this region owing to product availability and heightened awareness among consumers. Some of the popular brands of wet wipes include Olay, Cetaphil, Equate, Neutrogena, Huggies, Pampers, Parent’s Choice, and The Honey Pot Company.
Asia Pacific is anticipated to register the fastest CAGR of 4.3% during the forecast period. The increasing demand for baby wipes in countries like Indonesia, India, and Australia is driving regional growth. Further, rapid urbanization, increasing awareness, and rising spending on self-care products have increased the demand for wet wipes. Moreover, government initiatives to promote genital hygiene among women to prevent itching, odor, and risk of infection have also influenced women to try and purchase initiate wipes.
The wet wipes market has the presence of some large companies such as The Clorox Company; KCWW; Reckitt Benckiser Group PLC; Unilever; and Johnson & Johnson Services, Inc. The market players have been implementing various strategies such as mergers & acquisitions, and new product launches, the building of a D2C channel to market share.
Segments Covered in the Report
1. Introduction
1.1. Objectives of the Study
1.2. Market Definition
1.3. Research Scope
1.4. Currency
1.5. Key Target Audience
2. Research Methodology and Assumptions
3. Executive Summary
4. Premium Insights
4.1. Porter’s Five Forces Analysis
4.2. Value Chain Analysis
4.3. Top Investment Pockets
4.3.1. Market Attractiveness Analysis by Product
4.3.2. Market Attractiveness Analysis by Distribution Channel
4.3.3. Market Attractiveness Analysis by Material
4.3.4. Market Attractiveness Analysis by Region
4.4. Industry Trends
5. Market Dynamics
5.1. Market Evaluation
5.2. Drivers
5.2.1. Rising expenditure on personal grooming
5.2.2. Rising awareness about wet wipes
5.3. Restraints
5.3.1. Availability of alternative products
5.4. Opportunities
5.4.1. Rising number of working women across geographies
5.4.2. Product launches in the male category
6. Global Wet Wipes Market Analysis and Forecast, By Product
6.1. Segment Overview
6.2. Facial & Cosmetics
6.3. Baby
6.4. Hand & Body
6.5. Intimate
6.6. Others
7. Global Wet Wipes Market Analysis and Forecast, By Distribution Channel
7.1. Segment Overview
7.2. Supermarkets & Hypermarkets
7.3. Convenience Stores
7.4. Pharmacy
7.5. E-commerce
7.6. Others
8. Global Wet Wipes Market Analysis and Forecast, By Material
8.1. Segment Overview
8.2. Non-woven
8.3. Woven
9. Global Wet Wipes Market Analysis and Forecast, By Regional Analysis
9.1. Segment Overview
9.2. North America
9.2.1. U.S.
9.2.2. Canada
9.2.3. Mexico
9.3. Europe
9.3.1. Germany
9.3.2. France
9.3.3. U.K.
9.3.4. Italy
9.3.5. Spain
9.4. Asia-Pacific
9.4.1. Japan
9.4.2. China
9.4.3. India
9.5. South America
9.5.1. Brazil
9.6. Middle East and Africa
9.6.1. UAE
9.6.2. South Africa
10. Global Wet Wipes Market-Competitive Landscape
10.1. Overview
10.2. Market Share of Key Players in the Wet Wipes Market
10.2.1. Global Company Market Share
10.2.2. North America Company Market Share
10.2.3. Europe Company Market Share
10.2.4. APAC Company Market Share
10.3. Competitive Situations and Trends
10.3.1. Product Launches and Developments
10.3.2. Partnerships, Collaborations, and Agreements
10.3.3. Mergers & Acquisitions
10.3.4. Expansions
11. Company Profiles
11.1. The Clorox Company
11.1.1. Business Overview
11.1.2. Company Snapshot
11.1.3. Company Market Share Analysis
11.1.4. Company Product Portfolio
11.1.5. Recent Developments
11.1.6. SWOT Analysis
11.2. Unilever
11.2.1. Business Overview
11.2.2. Company Snapshot
11.2.3. Company Market Share Analysis
11.2.4. Company Product Portfolio
11.2.5. Recent Developments
11.2.6. SWOT Analysis
11.3. Johnson & Johnson Services, Inc
11.3.1. Business Overview
11.3.2. Company Snapshot
11.3.3. Company Market Share Analysis
11.3.4. Company Product Portfolio
11.3.5. Recent Developments
11.3.6. SWOT Analysis
11.4. Godrej Consumer Products Limited
11.4.1. Business Overview
11.4.2. Company Snapshot
11.4.3. Company Market Share Analysis
11.4.4. Company Product Portfolio
11.4.5. Recent Developments
11.4.6. SWOT Analysis
11.5. TLC International
11.5.1. Business Overview
11.5.2. Company Snapshot
11.5.3. Company Market Share Analysis
11.5.4. Company Product Portfolio
11.5.5. Recent Developments
11.5.6. SWOT Analysis
11.6. WipesPlus
11.6.1. Business Overview
11.6.2. Company Snapshot
11.6.3. Company Market Share Analysis
11.6.4. Company Product Portfolio
11.6.5. Recent Developments
11.6.6. SWOT Analysis
11.7. The Honest Company
11.7.1. Business Overview
11.7.2. Company Snapshot
11.7.3. Company Market Share Analysis
11.7.4. Company Product Portfolio
11.7.5. Recent Developments
11.7.6. SWOT Analysis
11.8. KCWW
11.8.1. Business Overview
11.8.2. Company Snapshot
11.8.3. Company Market Share Analysis
11.8.4. Company Product Portfolio
11.8.5. Recent Developments
11.8.6. SWOT Analysis
11.9. Reckitt Benckiser Group PLC
11.9.1. Business Overview
11.9.2. Company Snapshot
11.9.3. Company Market Share Analysis
11.9.4. Company Product Portfolio
11.9.5. Recent Developments
11.9.6. SWOT Analysis
11.10. Procter and Gamble
11.10.1. Business Overview
11.10.2. Company Snapshot
11.10.3. Company Market Share Analysis
11.10.4. Company Product Portfolio
11.10.5. Recent Developments
11.10.6. SWOT Analysis
11.11. Himalaya Wellness Company
11.11.1. Business Overview
11.11.2. Company Snapshot
11.11.3. Company Market Share Analysis
11.11.4. Company Product Portfolio
11.11.5. Recent Developments
11.11.6. SWOT Analysis
11.12. Unicharm Coporation
11.12.1. Business Overview
11.12.2. Company Snapshot
11.12.3. Company Market Share Analysis
11.12.4. Company Product Portfolio
11.12.5. Recent Developments
11.12.6. SWOT Analysis
11.13. Pigeon
11.13.1. Business Overview
11.13.2. Company Snapshot
11.13.3. Company Market Share Analysis
11.13.4. Company Product Portfolio
11.13.5. Recent Developments
11.13.6. SWOT Analysis
List of Table
1. Global Wet Wipes Market, By Product, 2019-2030 (USD Billion)
2. Global Facial & Cosmetics Wet Wipes Market, By Region, 2019-2030 (USD Billion)
3. Global Baby Wet Wipes Market, By Region, 2019-2030 (USD Billion)
4. Global Hand & Body Wet Wipes Market, By Region, 2019-2030 (USD Billion)
5. Global Intimate Wet Wipes Market, By Region, 2019-2030 (USD Billion)
6. Global Others Wet Wipes Market, By Region, 2019-2030 (USD Billion)
7. Global Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
8. Global Supermarkets & Hypermarkets Wet Wipes Market, By Region, 2019-2030 (USD Billion)
9. Global Convenience Stores Wet Wipes Market, By Region, 2019-2030 (USD Billion)
10. Global Pharmacy Wet Wipes Market, By Region, 2019-2030 (USD Billion)
11. Global E-commerce Wet Wipes Market, By Region, 2019-2030 (USD Billion)
12. Global Others Wet Wipes Market, By Region, 2019-2030 (USD Billion)
13. Global Wet Wipes Market, By Material, 2019-2030 (USD Billion)
14. Global Non-woven Wet Wipes Market, By Region, 2019-2030 (USD Billion)
15. Global Woven Wet Wipes Market, By Region, 2019-2030 (USD Billion)
16. Global Wet Wipes Market, By Region, 2019-2030 (USD Billion)
17. North America Wet Wipes Market, By Product, 2019-2030 (USD Billion)
18. North America Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
19. North America Wet Wipes Market, By Material, 2019-2030 (USD Billion)
20. U.S. Wet Wipes Market, By Product, 2019-2030 (USD Billion)
21. U.S. Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
22. U.S. Wet Wipes Market, By Material, 2019-2030 (USD Billion)
23. Canada Wet Wipes Market, By Product, 2019-2030 (USD Billion)
24. Canada Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
25. Canada Wet Wipes Market, By Material, 2019-2030 (USD Billion)
26. Mexico Wet Wipes Market, By Product, 2019-2030 (USD Billion)
27. Mexico Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
28. Mexico Wet Wipes Market, By Material, 2019-2030 (USD Billion)
29. Europe Wet Wipes Market, By Product, 2019-2030 (USD Billion)
30. Europe Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
31. Europe Wet Wipes Market, By Material, 2019-2030 (USD Billion)
32. Germany Wet Wipes Market, By Product, 2019-2030 (USD Billion)
33. Germany Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
34. Germany Wet Wipes Market, By Material, 2019-2030 (USD Billion)
35. France Wet Wipes Market, By Product, 2019-2030 (USD Billion)
36. France Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
37. France Wet Wipes Market, By Material, 2019-2030 (USD Billion)
38. U.K. Wet Wipes Market, By Product, 2019-2030 (USD Billion)
39. U.K. Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
40. U.K. Wet Wipes Market, By Material, 2019-2030 (USD Billion)
41. Italy Wet Wipes Market, By Product, 2019-2030 (USD Billion)
42. Italy Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
43. Italy Wet Wipes Market, By Material, 2019-2030 (USD Billion)
44. Spain Wet Wipes Market, By Product, 2019-2030 (USD Billion)
45. Spain Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
46. Spain Wet Wipes Market, By Material, 2019-2030 (USD Billion)
47. Asia Pacific Wet Wipes Market, By Product, 2019-2030 (USD Billion)
48. Asia Pacific Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
49. Asia Pacific Wet Wipes Market, By Material, 2019-2030 (USD Billion)
50. Japan Wet Wipes Market, By Product, 2019-2030 (USD Billion)
51. Japan Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
52. Japan Wet Wipes Market, By Material, 2019-2030 (USD Billion)
53. China Wet Wipes Market, By Product, 2019-2030 (USD Billion)
54. China Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
55. China Wet Wipes Market, By Material, 2019-2030 (USD Billion)
56. India Wet Wipes Market, By Product, 2019-2030 (USD Billion)
57. India Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
58. India Wet Wipes Market, By Material, 2019-2030 (USD Billion)
59. South America Wet Wipes Market, By Product, 2019-2030 (USD Billion)
60. South America Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
61. South America Wet Wipes Market, By Material, 2019-2030 (USD Billion)
62. Brazil Wet Wipes Market, By Product, 2019-2030 (USD Billion)
63. Brazil Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
64. Brazil Wet Wipes Market, By Material, 2019-2030 (USD Billion)
65. Middle East and Africa Wet Wipes Market, By Product, 2019-2030 (USD Billion)
66. Middle East and Africa Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
67. Middle East and Africa Wet Wipes Market, By Material, 2019-2030 (USD Billion)
68. UAE Wet Wipes Market, By Product, 2019-2030 (USD Billion)
69. UAE Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
70. UAE Wet Wipes Market, By Material, 2019-2030 (USD Billion)
71. South Africa Wet Wipes Market, By Product, 2019-2030 (USD Billion)
72. South Africa Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion)
73. South Africa Wet Wipes Market, By Material, 2019-2030 (USD Billion)
List of Figures
1. Global Wet Wipes Market Segmentation
2. Wet Wipes Market: Research Methodology
3. Market Size Estimation Methodology: Bottom-Up Approach
4. Market Size Estimation Methodology: Top-Down Approach
5. Data Triangulation
6. Porter’s Five Forces Analysis
7. Value Chain Analysis
8. Global Wet Wipes Market Attractiveness Analysis by Product
9. Global Wet Wipes Market Attractiveness Analysis by Distribution Channel
10. Global Wet Wipes Market Attractiveness Analysis by Material
11. Global Wet Wipes Market Attractiveness Analysis by Region
12. Global Wet Wipes Market: Dynamics
13. Global Wet Wipes Market Share by Product (2022 & 2030)
14. Global Wet Wipes Market Share by Distribution Channel (2022 & 2030)
15. Global Wet Wipes Market Share by Material (2022 & 2030)
16. Global Wet Wipes Market Share by Regions (2022 & 2030)
17. Global Wet Wipes Market Share by Company (2021)
Segments Covered in the Report
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