Wet Wipes Market Size, Share, Growth, Forecast 2030

Wet Wipes Industry Prospective:

The global Wet Wipes market size was worth around USD 20.2 billion in 2022 and is predicted to grow to around USD 27.8 billion by 2030 with a compound annual growth rate (CAGR) of roughly 4.1% between 2023 and 2030.       

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Wet Wipes Market: Overview

A wet wipe, also referred to as a wet towel, moist towelette, disposable wipe, disinfecting wipe, or baby wipe, is a small to medium-sized moistened piece of plastic or cloth that either comes folded and individually wrapped for convenience or, in the case of dispensers, as a large roll with individual wipes that can be torn off. Wet wipes are used for cleaning tasks such as domestic cleaning and personal hygiene; each is a different product based on the chemicals included, and medical or office cleaning wipes are not meant for skin hygiene.

Key Insights

• As per the analysis shared by our research analyst, the global wet wipes market is estimated to grow annually at a CAGR of around 4.1% over the forecast period (2023-2030).
• In terms of revenue, the global Wet Wipes market size was valued at around USD 20.2 billion in 2022 and is projected to reach USD 27.8 billion, by 2030.
• The growing health awareness across the globe is expected to drive the wet wipes market growth during the forecast period.
• Based on the product, the baby wipes segment is expected to dominate the market over the forecast period.
• Based on the material, the non-woven segment is expected to hold the largest market share over the forecast period.
• Based on the distribution channel, the supermarkets & hypermarkets segment is expected to dominate the market during the forecast period.
• Based on region, North America is expected to dominate the market during the forecast period.

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Wet Wipes Market: Growth Drivers

The growing geriatric population coupled with rising various diseases drives market growth

The growing geriatric population coupled with rising various diseases is expected to drive wet wipes market growth during the forecast period. In healthcare settings, wet wipes are frequently used for patient care, bed baths, and surface cleaning. For instance, according to the World Health Organization, one in six individuals on the planet will be 60 or older by 2030. By this point, there will be 1.4 billion people over the age of 60, up from 1 billion in 2020. The number of individuals in the world who are 60 or older will double (to 2.1 billion) by 2050. Between 2020 and 2050, the number of people 80 or older is projected to be high, reaching 426 million. In addition, these groups are more prone to chronic disease. For instance, as per the data given by the National Institutes of Health, In India, at least one chronic disease is claimed to affect about 21% of the older population. In rural regions, 17% of older people and 29% in urban areas have a chronic disease. Diabetes and hypertension make up around 68% of all chronic disorders. Thus, this is expected to rise in the demand for wet wipes.

Wet Wipes Market: Restraints

Environmental concerns limit the market growth

The negative environmental effects of disposable wipes are one of the biggest obstacles facing the wet wipes sector. Many wet wipes are made of non-biodegradable components, usually plastics, which, when improperly disposed of, can lead to pollution. Consumer and regulatory worries regarding the environmental impact of wet wipes have risen as a result of this.

Wet Wipes Market: Opportunities

Growing product launches offer a lucrative opportunity for market growth

Growing product launches are expected to offer a lucrative opportunity for wet wipes industry expansion over the forecast period. For instance, in February 2023, the Clean Conscious Wipes were introduced by The Honest Company, Inc. Because they include a mild cleanser, these biodegradable wipes are suitable for those with sensitive skin. Additionally, parabens, quaternary compounds, fragrances, chlorine processing, and plastic are not used in the manufacture of wipes. Moreover, in June 2023, in the baby care market, Ginni Filaments Ltd. introduced ultra-pure water wipes, a first for India. The ground-breaking product was created with a knowledge of the special characteristics of newborn and infant skin and contains 99.9% water, making it the purest and gentlest wipe with the fewest additives.

Wet Wipes Market: Challenges

Fluctuation in the cost of production poses a major challenge to market growth

The non-woven fabric, liquid solution, packaging, and transportation are only a few of the ingredients used in the production of wet wipes. Variations in the cost of raw materials, such as polymers made from petroleum, can have an impact on manufacturing costs and, consequently, product pricing. Thus, poses a major challenge to the wet wipes market growth over the forecast period.

Wet Wipes Market: Segmentation

The global Wet Wipes industry is segmented based on product, material, distribution channel, and region.

Based on the product, the global market is bifurcated into baby wipes, facial & cosmetics wipes, hand & body wipes, intimate wipes, flushable wet wipes, and others. The baby wipes segment is expected to dominate the market over the forecast period. Millennial parents are worried about their children's delicate skin, particularly around the diaper area. Because of the accompanying advantages, such as enhanced absorbent materials that aid in cleansing and eliminating bacteria on the baby's skin and minimizing the danger of infection and skin irritation, they prefer using baby wipes to prevent rashes. For instance, the 'Unscented Baby Wipes' product line was introduced by Yoboo, a Philippine-based maker of maternal and child goods, in February 2022. Yoboo worked with SGS, a reputable testing, inspection, and certification organization, to carry out extensive tests on "Unscented Baby Wipes." These factors have increased consumer spending on infant care products and encouraged the use of high-quality baby care goods, such as baby wipes.

Based on the material, the global wet wipes market is bifurcated into woven and non-woven. The non-woven segment is expected to hold the largest market share over the forecast period. Due to its absorbency and softness, nonwoven wet wipes—in which the nonwoven fabric is impregnated with a solution—have lately grown in popularity. The main raw material used in manufacturing is non-woven textiles, which are created by weaving and pressing a single sheet of fiber material from a variety of distinct fibers, such as cotton and rayon. Non-woven materials, which are one of the key ingredients in the creation of wipes, are projected to benefit from investments and manufacturing facility expansions.

Based on the distribution channel, the wet wipes industry  is bifurcated into supermarkets & hypermarkets, convenience stores, pharmacies, e-commerce, and others. The supermarkets & hypermarkets segment is expected to dominate the market during the forecast period because consumers have a strong preference for buying toiletries from supermarkets and hypermarkets since these stores have a broader range of goods and brands. Supermarkets have bought a sizable number of food stores in places like North America and Europe, which has expanded their influence on suppliers. Supermarkets are an ideal venue for all sorts of customers since they provide major benefits to consumers, including freedom of choice, reduced pricing, and great visibility of worldwide brands.

Wet Wipes Market: Report Scope

Wet Wipes Market: Regional Analysis

North America is expected to dominate the market growth over the forecast period

North America is expected to dominate the global wet wipes market during the forecast period. The main drivers of this region's growth include the shift in people's lives, the rise in the proportion of working women, rising online retailing tendencies, and rising disposable income. The demand for baby wet wipes in North America is also being fueled by rising awareness among moms regarding infant cleanliness. Most of Europe, including Germany, the UK, and France, emphasize hygiene and are willing to spend more on high-end personal care and hygiene goods. Women are also able to spend more on high-end personal care and hygiene products, such as wet wipes, due to their rising disposable income. On the other hand, the Asia Pacific is expected to grow at the highest CAGR over the forecast period. The region's rising demand may be ascribed to several causes, including the region's fast urbanization and a rise in the need for goods in nations like China, India, and South Korea that can offer convenience, save time, and still deliver the same level of cleanliness.

Wet Wipes Market: Competitive Analysis

The global Wet Wipes market is dominated by players like:

• Johnson & Johnson Services Inc
• The Clorox Company
• KCWW
• Procter and Gamble
• Himalaya Wellness Company
• Unicharm Corporation
• Reckitt Benckiser Group PLC
• Pigeon
• The Honest Company
• TLC International
• Godrej Consumer Products Limited
• WipesPlus
• Unilever

The global Wet Wipes market is segmented as follows:

By Product

• Baby Wipes
• Facial & Cosmetics Wipes
• Hand & Body Wipes
• Intimate Wipes
• Flushable Wet Wipes
• Others

By Material

• Woven
• Non-woven

By Distribution Channel

• Supermarkets & Hypermarkets
• Convenience Stores
• Pharmacy
• E-commerce
• Others

By Region

• North America
  • The U.S.
  • Canada
• Europe
  • France 
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Southeast Asia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of Middle East & Africa