Rising hygiene awareness, growing urbanization, and busy lifestyles are expected to drive market expansion in the near future at a CAGR of 4.50% during the forecast period 2023 to 2032

Market Research Future (MRFR) has published a cooked research report on the “Global Wet Wipes Market” that contains information from 2018 to 2032. The wet wipes market is estimated to register a CAGR of 4.50% during the forecast period of 2023 to 2032.

MRFR recognizes the following companies as the key players in the global wet wipes market— The Clorox Company; KCWW; Reckitt Benckiser Group PLC; Unilever; Johnson & Johnson Consumer Inc.; TLC International; WipesPlus; The Honest Company, Inc.; Procter & Gamble; Himalaya Wellness Company, and Others.

Market Highlights

The global wet wipes market is accounted to register a CAGR of 4.50% during the forecast period and is estimated to reach USD 30.46 billion by 2032.

Growing awareness of the need for environmental and personal hygiene is one of the main factors propelling the wet wipes market. Convenient and efficient hygiene solutions are in greater demand as consumers' cleanliness awareness grows. Additionally, the environmental impact of disposable wipes is one of the major reasons hindering the growth of the wet wipes industry. Many wet wipes are not biodegradable, which increases pollution and raises questions about sustainability. Furthermore, the wet wipes market has prospects in the healthcare and institutional sectors, particularly in settings like hospitals, senior care centers, and educational institutions. Bulk purchasing may be motivated by the demand for practical and efficient hygiene solutions in these environments. Moreover, a challenge is the growing amount of attention being paid to the safety and effectiveness of the substances used in wet wipes. Manufacturers in the market face constant problems in responding to health and safety issues, fulfilling regulatory requirements, and preserving consumer confidence in the quality of wet wipes.

Segment Analysis

The global wet wipes market has been segmented based on product, material, and distribution channels.

Based on product, the market is segmented into household/disinfectant/cleaning wipes, baby wipes, facial & cosmetic wipes, hand & body wipes, intimate wipes, flushable wet wipes, and others. The household/disinfectant/cleaning wipes segment was attributed to holding the largest market share in 2022.  Glass and mirror cleaning wipes are streak-free and frequently used on windows, mirrors, tables, and surfaces. They support keeping things looking tidy and professional. The intimate wipes segment is expected to grow the fastest during the forecast period. Intimate wipes are commonly used for convenient and quick cleansing during menstruation. They provide a gentle and soothing method to feel refreshed and clean during periods.

Based on material, the global wet wipes market has been segmented into non-woven and woven. The non-woven segment was expected to hold the largest market share in 2022. High levels of consistency and uniformity can be achieved in manufacturing non-woven materials. This guarantees a consistent and dependable user experience by guaranteeing that every wet wipe in a pack has the same thickness, texture, and absorption capacity. The woven category is the fastest growth. Wet wipes that appeal to consumers looking for eco-friendly options might use woven textiles composed of natural or organic fibers. In contrast to the more widespread use of non-woven materials, the market demand for these items is frequently niche.

The global wet wipes market has been segmented based on distribution channels into supermarkets & hypermarkets, convenience stores, pharmacies, e-commerce, and others. In 2022, the supermarkets & hypermarkets segment was anticipated to have the highest market share. Wet wipe brands have a great deal of visibility in supermarkets and hypermarkets. Brand awareness is increased by shelf space, promotional displays, and in-store advertising, which aids producers in marketing their goods and drawing in customers. The category with the fastest growth is e-commerce. Wet wipe makers can access a global audience through e-commerce. Online shopping makes it simple for customers from many areas and nations to access and purchase products, giving producers access to a wide range of marketplaces without being restricted by physical location.

Regional Analysis

Based on region, the global wet wipes market has been divided into North America, Europe, Asia-Pacific, and the Rest of the World. North America consists of the US and Canada. The European wet wipes market comprises Germany, France, the UK, Italy, Spain, and the rest of Europe. The wet wipes market in Asia-Pacific has been segmented into China, India, Japan, Australia, South Korea, and the rest of Asia-Pacific. The Rest of the World's wet wipes market comprises the Middle East, Africa, and Latin America.

The North American regional sector maintained the largest market share for wet wipes. North American producers are leading the way in innovation and product development in the wet wipes industry. Companies are always coming out with new formulas, environmentally friendly choices, and specialty wipes to meet changing customer preferences.

Moreover, the European market has been persistently growing over the forecast period. The focus on wellness and health is a defining feature of the European market. Items that fit with consumers' health-conscious lives are becoming increasingly popular. Examples of such items are wet wipes with specific formulas and skin-friendly components.

Additionally, Asia Pacific is anticipated to experience the quickest growth over the forecast period. The population of the Asia Pacific region is expanding quickly, which means there are more consumers in this area. Growing urbanization and disposable income have given customers more access to convenience products like wet wipes, driving market expansion.

Furthermore, the rest of the world's wet wipes market is divided into the Middle East, Africa, and Latin America. This growth is attributed to the region's rising disposable income, tourism industry, cultural acceptance, and hot climate conditions, all contributing to market expansion.

Key Findings of the Study

• The global wet wipes market is expected to reach USD 30.46 billion by 2032, at a CAGR of 4.50% during the forecast period.


• The Asia-Pacific region accounted for the fastest-growing global market due to the growing middle class in nations like China. India is one of the main factors propelling the wet wipes industry. People earning middle-class wages can better afford and include convenience products in their daily lives.


• Based on material, the non-woven segment was attributed to holding the largest market in 2022.


• The Clorox Company; KCWW; Reckitt Benckiser Group PLC; Unilever; Johnson & Johnson Consumer Inc.; TLC International; WipesPlus; The Honest Company, Inc.; Procter & Gamble; Himalaya Wellness Company, and Others