Wet Wipes Market Size, Share, Industry, Forecast and outlook (2024-2031)

Global Wet Wipes Market is Segmented By Product Type (Baby Wipes, Flushable Wipes, Facial & Cosmetic Wipes, Hand & Body Wipes, and Others), By Disposability (Flushable, Non-Flushable), By Technology (Airlaid, Spunlace, Wetlaid), By Distribution Channel (Supermarket/ Hypermarkets, Online, Convenience Stores, Others), and By Region (North America, Latin America, Europe, Asia Pacific, Middle East, and Africa) – Share, Size, Outlook, and Opportunity Analysis, 2023-2030

Wet Wipes Market Report Overview

The Global Wet Wipes Market report analyzes the market size, current trends, competitive landscape, and future market outlook. The demand for wet wipes is increasing due to their convenience, and ease of use. The market is witnessing a surge in demand from regions, including Asia-Pacific and  Europe. The competitive rivalry is intensifying with major players such as Procter & Gamble, Kimberly-Clark Corporation, Johnson & Johnson, and others actively operating in the market.

Wet wipes are also known as wet towels. These are small, pre-moistened pieces of paper or fabric that often come folded and individually wrapped for convenience. They are mainly used for cleaning or disinfecting. Wipes can be paper, tissue, or nonwoven; they are subjected to light rubbing or friction to remove dirt or liquid from the surface. Wet wipes have become an increasingly popular everyday use in homes and workplaces. Although they were originally developed as personal care products, their success has led to the development of many products with household and industrial applications for cleaning, polishing, and sanitizing.

Wet Wipes Market Scope

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Wet Wipes Market Dynamics

Growing consumer awareness regarding good hygiene practices and concerns for the ecosystem boost the market growth

Rising awareness regarding personal hygiene, associated with the rising propensity to spend on products that aid in the proclamation of cleanliness and disinfection among consumers across the globe and concern about the environment and ecosystem, raises the demand for wet wipes. For instance, companies are producing innovative products in their product line. These products create recyclable wet wipes to replace synthetic fiber made wet wipes that reduce the burden on the environment. Wet wipes contain a low concentration of hydrogen peroxide, giving them a wider sterilization spectrum, and enabling bacteria elimination from multiple surfaces. Wet wipes are available for personal, household, and commercial purposes. These are used in domestic spaces for quick and easy cleaning required throughout the day. Thus, these factors are contributing to the global demand for wet wipes.

However, the increasing number of skin problems is due to the chemical contents present in the products, such as face washes, cleansing milk, and soap estimated to hamper the growth of wet wipes.

Covid-19 impact on Wet Wipes Market Growth

During the pandemic, a swelling surge of health consciousness among the global population, rising disposable income, and change towards a hygienic lifestyle have boosted the demand for disposable hygiene products. While wet wipes belong to the category, their use is restricted to cleaning the skin. The product has gained importance during pandemic times as a necessary sanitary disinfectant. Consumers were encouraged to wash their hands more continually as the pandemic spread. In many markets, personal cleanliness product sales rise as consumers stockpile supplies. Moreover, COVID-19 has pushed governments and public health authorities to issue household advice and guidelines to maintain personal hygiene standards. Cleanliness and sanitization have become synonymous with healthiness, reinforcing the overall wet wipes market growth.

Wet Wipes Market Segmentation Analysis

Baby wipes held the highest market revenue share of xx% in the year 2021

Based on product type, baby wipes held the largest revenue share of xx% in 2021 due to the increase in the purchasing power of consumers. As a parent, consumers are more focused on their child's health and well-being of their child. Hence, baby wipes are expected to showcase high growth in the forecast period—consumer willingness to spend on high-end products to ensure better safety for kids. Parents' focus, particularly in the diaper area and household application, is a major factor expected to generate high revenue from the product type segment.

Based on distribution channels, supermarkets, and hypermarkets accounted for the largest revenue share of over xx% in 2021. It is the most favored platform among consumers to purchase all daily-use items, including personal care and hygiene products. The supermarkets offer significant benefits to consumers, such as freedom of selection, lower prices, and high visibility of international brands. It also provides reasonable gross discounts, making them a suitable platform for customers.

Wet Wipes Market Geographical Share

North America is dominating the global wet wipes market in the year 2021

North America dominated the wet wipes market in 2021. The major factors driving this regional market are the changing lifestyles of the people and increasing the number of working women. In addition, growing awareness among women regarding baby hygiene is fueling the demand for baby wet wipes across the developing markets of North America. Moreover, rising internet retailing trends, various healthcare-related awareness programs initiated by governments and organizations, and a focus on enhancing healthcare services by healthcare providers will drive the growth of the wet wipes market in the United States. Furthermore, the water shortage in various regions of the United States and the increasing demand for wipes for cleaning in restaurants, hotels, and washrooms boost the North American wet wipes market.

Asia Pacific is expected to hold the highest growth during the forecast period. Due to the increasing awareness and rising initiatives for product promotions among women about the adverse effects of intimate contaminated areas such as skin disorders, itching, odor, and the possibility of cervical cancer. The various factors contribute to the demand for wet wipes in the region, including rapid urbanization and increasing preference in the countries such as China, India, and South Korea. The wet wipes products provide convenience, save time, and still give the same cleaning effect.

Wet Wipes Companies and Competitive Landscape

The major players in the market include The Clorox Company, Kimberly-Clark Corporation, WipesPlus, Reckitt Benckiser Group plc, PDI Healthcare, Inc., Essity AB, Procter and Gamble Co., Nice-Pak Products, Inc., Procter & Gamble, and Medtronic plc among others. Companies are focusing on expanding their production capacity and are adopting innovative technologies to meet consumer demand for wet wipes. For instance, in December 2020, Kimberly-Clark company brand Huggies launched biodegradable baby wipes toward a plastic-free goal. In June 2021, PDI Healthcare launched Super Sani-Cloth wipes in a new portable package, providing greater flexibility and reducing the overall waste footprint.