Wet Wipes Market Size, Share Global Analysis Report, 2024 – 2032

Industry Insights

[220+ Pages Report] According to Facts & Factors, the global wet wipes market size in terms of revenue was valued at around USD 26.45 billion in 2023 and is expected to reach a value of USD 38.56 billion by 2032, growing at a CAGR of roughly 4.28% from 2024 to 2032. The global wet wipes market is projected to grow at a significant growth rate due to several driving factors.

Market Overview

Wet wipes are pre-moistened cloths designed for cleaning purposes and are often used for personal hygiene or household cleaning. These wipes are typically made from a soft, non-woven fabric saturated with water and other cleansing ingredients, including mild detergents and preservatives to prevent microbial growth. They come in various types, including baby wipes, disinfectant wipes, and those meant for cosmetic purposes.

The wet wipes market has seen significant growth, driven by the convenience they offer and increased awareness about hygiene, particularly highlighted during health crises like the COVID-19 pandemic. The industry caters to a range of segments, including consumer and industrial applications. Consumer wipes include products for baby care, personal hygiene, and cosmetic use, while industrial wipes are used in healthcare, hospitality, and other sectors for cleaning and sanitizing purposes.

Key Highlights

• The wet wipes market has registered a CAGR of 4.28% during the forecast period.
• In terms of revenue, the global wet wipes market was estimated at roughly USD 26.45 billion in 2023 and is predicted to attain a value of USD 38.56 billion by 2032.
• The growth of the wet wipes market is being propelled by factors like rising urbanization, disposable income, and hygiene awareness.
• Based on the product type, the baby wipes are expected to dominate the global wet wipes market due to rapid urbanization and a growing infant population, which significantly boost market growth.
• In terms of material, the non-woven fabrics segment is expected to dominate the global market.
• Based on the distribution channel, the supermarkets & hypermarkets segment is expected to dominate the global market.
• By region, North America is projected to dominate the global wet wipes market.

Growth Drivers:

• Increased Health and Hygiene Awareness: Heightened global focus on sanitation driven by recent pandemics underscores the importance of convenient, effective cleaning products. Continuous public education about germ prevention significantly boosts consumer demand for personal hygiene products like wet wipes.
• Convenience of Use: The fast-paced modern lifestyle favors quick and efficient solutions, making pre-moistened wipes a preferred option for cleaning and disinfecting surfaces quickly. Wide acceptance in various consumer segments, from parents needing baby wipes to travelers looking for portable hygiene solutions.
• Innovations in Product Functionality and Composition: Manufacturers are innovating with natural ingredients and enhanced functionalities, such as skin-friendly additives and stronger disinfectant properties, to cater to niche markets. The shift towards sustainable products is leading to the development of biodegradable and compostable wipes, catering to the eco-conscious consumer base.

Restraints:

• Environmental Concerns: The environmental impact of disposable wipes, especially those that do not degrade easily, contributes to waste and pollution, leading to public and regulatory backlash. Issues like blockages in sewer systems caused by flushable wipes prompt stricter environmental regulations and reformulations of products.
• Regulatory and Compliance Hurdles: Increasingly stringent regulations on the chemical compositions of wipes and their environmental impact pose ongoing challenges. Compliance with these evolving standards incurs higher costs for manufacturers, potentially stifling innovation and affecting market competitiveness.

Opportunities:

• Rising Demand for Eco-Friendly Products: The market shift towards sustainability opens up opportunities for products that meet environmental standards, such as fully biodegradable wet wipes. Premium pricing strategies can be applied to eco-friendly products, which are often viewed as superior or more ethical choices by consumers.
• Market Expansion into Untapped Segments: Emerging markets present significant growth opportunities as awareness and disposable income increase. Expanding the utility of wipes into new applications like pet care, automotive detailing, and professional cleaning services can broaden the market base.

Challenges:

• Supply Chain Instability: The reliance on global supply chains for raw materials like non-woven fabrics and specialized chemicals can lead to vulnerabilities, including price fluctuations and supply disruptions. Political and economic instabilities in key supplier countries can exacerbate these supply chain risks.
• Intensifying Competition from Reusable and Innovative Alternatives: Growing consumer and regulatory preference for reusable cloths and more sustainable cleaning methods puts pressure on the disposable wipes market. Technological advancements in cleaning sprays and automated cleaning devices may diminish the traditional demand for wet wipes.

Wet Wipes Market: Segmentation Analysis

The global wet wipes market is segmented based on product type, material, distribution channel, end user, and region.

By Product Type Insights

Based on Product Type, the global wet wipes market is divided into baby wipes, personal care wipes, household wipes, flushable wipes, and others. Baby wipes are the most dominant subsegment in the product type category due to the universal need for baby care products. Baby wipes are designed to be gentle on the skin and are used for cleaning infants during diaper changes. This subsegment benefits from a high CAGR due to consistent demand from parents seeking safe and convenient hygiene solutions for their children.

Personal care wipes include facial wipes, hand wipes, and feminine hygiene wipes. Increasing awareness about personal hygiene and the convenience of on-the-go cleansing solutions drives growth in this category. Household wipes are used for cleaning and disinfecting surfaces in homes. This segment accounted for 31.2% of revenue share in 2023. This segment has seen a surge in demand, especially highlighted during global health events like the COVID-19 pandemic, contributing to its notable CAGR.

By Material Insights

On the basis of Material, the global wet wipes market is bifurcated into non-woven fabrics and biodegradable fabrics. Non-woven Fabrics segment is expected to dominate the global market and has captured a market share of around 79.52% in 2023. Non-woven fabrics are the most commonly used material for wet wipes due to their absorbency, strength, and affordability. However, environmental concerns are driving a shift towards more sustainable options.

On other hand, Biodegradable fabrics is expanding at a CAGR of 4.1% from 2024 to 2032. As consumers become more eco-conscious, the demand for biodegradable wet wipes made from bamboo or other plant-based materials is rising. Brands like Seventh Generation, Eco by Naty, and Who Gives a Crap are leading the charge in this segment.

By Distribution Channel Insights

Based on Distribution Channel, the global wet wipes market is divided into supermarkets & hypermarkets, online retail, e-commerce, pharmacy, and others. Supermarkets & hypermarkets is dominating the distribution segment, offering wide visibility and accessibility to a variety of wet wipes. The convenience of one-stop shopping and the ability to physically select products drive consumer preference for this channel.

On other hand, Online retail segment id rapidly growing, especially in the context of the digital transformation and increased internet penetration. This segment is expected to grow at a CAGR of 6.4% from 2024 to 2032. The ease of comparing products and prices, coupled with the comfort of home delivery, fuels the growth of this segment.

The convenience stores segment is attributed to the widespread availability of wet wipes in these stores, along with their abundant presence across various regions. Additionally, the increasing consumer preference for purchasing daily necessities from convenience stores is contributing to their significant market share.

By End User Insights

Based on End User, the global wet wipes market is categorized into home care, commercial, speciality centers, and others. Home care segment is the largest end user segment, home care includes wipes for general cleaning and disinfecting. The increased emphasis on cleanliness and hygiene in residential settings, particularly highlighted by the pandemic, supports the high CAGR in this segment. The commercial segment includes wipes used in healthcare, hospitality, and other business sectors. The need for high hygiene standards in these areas, along with regulatory requirements for cleanliness, drives demand.

Recent Developments:

• In March 2024, Navigator Paper UK Limited made a significant move in the UK tissue market by proposing a cash acquisition of Accrol Group Holdings plc. This acquisition is aimed at enhancing Navigator Paper's market presence and realizing potential synergies. Accrol is a prominent supplier in the UK, known for converting and providing toilet tissues, kitchen rolls, facial tissues, and wet wipes to major discounters and grocery retailers throughout the country.
• Earlier, in January 2024, Accrol completed the acquisition of Severn Delta Limited, a Somerset-based manufacturer specializing in wet wipes and tumble dryer sheets. This acquisition was notable as Severn Delta reported revenues of £5 million.
• In September 2023, TERRA, celebrated for its premium eco-conscious and organic personal care products, entered the Indian market. This expansion followed the successful launch of its Organic Biodegradable Baby Wipes in the USA and New Zealand, signaling TERRA's commitment to global growth and sustainability.
• Back in May 2022, KCWW announced an expansion of its manufacturing operations in Brazil. This $120 million project funded by Kimberly-Clark focused on developing a local supply network and integrating advanced technologies. The expansion is aimed at transforming the facility into a hub for innovation and an export center for the Latin American market.
• Furthermore, in February 2023, The Honest Company, Inc. introduced Clean Conscious Wipes. These compostable wipes, free from plastics, parabens, quaternary compounds, fragrances, and chlorine processing, are designed for sensitive skin, highlighting the company’s commitment to safe and environmentally friendly products.

Report Scope

Wet Wipes Market: Regional Analysis

• North America is expected to dominate the global market during the forecast period.

In North America, the wet wipes market is well-established, with the United States leading in terms of consumption and innovation. The North American region has captured a market share of around 37.2% in 2023. This region benefits from a high level of consumer awareness regarding hygiene and health, which drives demand for both standard and specialized wet wipes, including those for cosmetic and antibacterial purposes.

The market is also seeing a significant shift towards eco-friendly products, driven by consumer preferences and supported by stringent environmental regulations. Manufacturers are increasingly focusing on developing biodegradable and compostable wipes to align with these trends. The growth rate in this region is solid, reflecting an ongoing interest in health and wellness products.

The Asia-Pacific region is experiencing the fastest growth in the wet wipes market, driven by a combination of rising hygiene awareness, increasing disposable incomes, and the expansion of retail and online shopping platforms. Countries like China and India are key drivers of this growth, with large and increasingly urban populations seeking convenient, effective hygiene solutions. The region's CAGR (around 5.3%) is the highest globally during the forecast period, spurred by these demographic and economic dynamics. The market is expanding not only in personal care but also in sectors such as healthcare and hospitality, where hygiene standards are becoming increasingly stringent.

Europe's wet wipes market is characterized by strict regulatory standards, particularly concerning environmental impact, which influence product formulations and sustainability initiatives. The European market is substantial, with countries like Germany, the UK, and France leading in sales due to high consumer spending power and an established retail sector.

The demand for eco-friendly products is particularly strong in Europe, pushing companies to innovate in compostable and organic wipes. This has resulted in a robust Compound Annual Growth Rate (CAGR) across the region, as manufacturers and consumers alike respond to regulatory pressures and growing environmental awareness.

Latin America's market for wet wipes is developing with an evolving focus on personal care and hygiene, influenced by urbanization and improved healthcare education. Brazil and Mexico are notable markets within the region, where the adoption of baby wipes and personal hygiene products is growing. Economic fluctuations and varying consumer purchasing power can affect market stability; however, the CAGR shows promise as the region continues to adapt to global trends and local consumer needs become more sophisticated.

The Middle East and Africa (MEA) region presents a growing opportunity for the wet wipes market, though it is still less mature compared to other regions. Factors such as an expanding middle class, urbanization, and increased awareness of personal hygiene are contributing to market growth.

The availability of international brands and local entries are both expanding, offering various products tailored to regional preferences and needs. Although the CAGR in the MEA region is currently lower than in Asia-Pacific or North America, the potential for rapid growth is significant due to untapped markets and increasing consumer demand.

Wet Wipes Market: List of Key Players

Some of the main competitors dominating the global wet wipes market include;

• 3M Company
• Godrej Consumer Products Limited
• Himalaya Wellness Company
• Johnson & Johnson Consumer Inc.
• KCWW
• Kimberly-Clark Corporation
• Nice-Pak Products, Inc.
• Procter & Gamble
• Reckitt Benckiser Group PLC
• The Clorox Company
• The Honest Company, Inc.
• TLC International
• Unicharm Corporation
• Unilever
• WipesPlus

The global wet wipes market is segmented as follows:

By Product Type

• Baby Wipes
• Personal Care Wipes
  • Facial wipes
  • Hand wipes
  • Feminine hygiene wipes
• Household Wipes
• Flushable Wipes
• Others

By Material

• Non-Woven Fabrics
• Biodegradable Fabrics

By Distribution Channel

• Supermarkets & Hypermarkets
• Online Retail
• Convenience Stores
• Pharmacy
• Others

By End User

• Home Care
• Commercial
• Speciality Centers
• Others

By Regional Segment Analysis

• North America
  • The U.S.
  • Canada
  • Mexico
• Europe
  • France
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • Southeast Asia
  • Rest of Asia Pacific
• The Middle East & Africa
  • Saudi Arabia
  • UAE
  • Egypt
  • Kuwait
  • South Africa
  • Rest of the Middle East & Africa
• Latin America
  • Brazil
  • Argentina
  • Rest of Latin America