Wet Tissue and Wipes Market Research Report - Global Forecast till 2027

Wet Tissue and Wipes Market: Information by Technology (Spunlace, Airlaid, Wetlaid and others), End-Use (Personal Care, Home Care, and Industrial) and Region (North America, Europe, Asia-Pacific, South America, and the Middle East & Africa) - Forecast till 2027

ID: MRFR/CR/7321-CR | February 2021 | Region: Global | 111 pages         

Wet Tissue and Wipes Market

The wet tissue and wipes market is expected that the market would register a CAGR of 5.3% and acquire a market value of USD 23,058.6 in the forecast period (2020-2027)


By Technology Spunlace Airlaid Wetlaid Others
By End-Use Personal Care Home Care Industrial
By Region North America Europe Asia-Pacific Row

Key Players

  • 3M (US)
  • Kimberly-Clark Corporation (US)
  • Procter & Gamble (US)
  • Johnson & Johnson Services Inc. (the US)
  • Unilever (UK)
  • Edgewell Personal Care (US)
  • Pigeon Corporation (Japan)
  • DR. Fischer Ltd. (Germany)
  • Henkel AG & Co. KGaA (Germany)


  • The Increasing Concern Regarding Hygiene
  • Increasing product development
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Wet Tissue and Wipes Market Overview

The wet tissue and wipes market is expected that the market would register a CAGR of 5.3% and acquire a market value of USD 23,058.6 in the forecast period. 

Wet tissues are popularly recognized as wet towels or moist towelettes. These are some drenched pieces of non-woven cloth or plastic substances that are specifically used for cleaning purposes. The wet tissue and wipes market demand is increasing in various sectors for cleaning out a wide range of products. The wet tissue and wipes are specifically used for maintaining personal hygiene, beauty appliances, cleaning the sensitive skins of babies, floors, toilets, kitchen, and cleaning out equipment utilized in different industrial sectors, etc. As the concern regarding the hygienic issue is growing among the general population, it contributes to market growth. The demand for using chemical-free products is boosting across the globe. Thus, the demand for using organic wet tissue and wipes is growing, due to which, it is expected that it can give lucrative opportunities to the market players in the upcoming years. 

COVID-19 Impact Analysis

The COVID-19 pandemic has impacted almost all industrial sectors, and wet tissues and wipes market is no different. Because of the pandemic influences, the majority of the manufacturers and suppliers were unable to provide products to the marketplaces and retailers due to transportation and lockdown restrictions. But the demand for Wet wipes was in the high course for disinfecting purposes. Although the market suffered growth deprivation during the COVID-19 restriction period, the wet tissue and wipes market size increased exponentially in the latter half. After some of the covid-19 restrictions and lockdown have been lifted, the pandemic shows the transforming growth of various industries due to the innovative approach of the market's major key players. 

Wet Tissue and Wipes Market Dynamics

  • Major Market Drivers

The growing sense of personal hygiene and health consciousness among people is a driving factor for the growth of wet tissue and wipes market demand. Using sanitizing wipes is one of the most effective ways to prevent acquiring possible diseases. Many regions across the globe are now adapting to the use of wet tissues and wipes. Many of the major key manufacturers are also making eco-friendly approaches to manufacturing wet tissue and wipes that are gaining popularity globally. Such product development and growing demand are what drive the Market share 

  • Global Market Opportunities

Wet tissues and wipes are very easy to use for cleaning purposes. Thus, the demand for disinfectant tissues is increasing globally to keep various surfaces germ and bacteria-free. They are also utilized to clean the sensitive skin of babies and contribute to maintaining hygiene and health care. Other than that, the growth of the organized retail sector in emerging economies is creating better opportunities in the global market. 

  • Market Restraints

While the growing demand for chemical-free wipes is providing attractive opportunities for the small and big market players, the availability of counterfeit products can be a major restraint for the wet tissue and wipes market growth in the forecast period. 

  • Market Growth Challenges

Although the demand for wet tissue and wipes is boosting, the global market can face some challenges. The strict government regulations and issues of disposal can limit the growth of the wet wipes market. 

Cumulative Growth Analysis

Increasing preference for wet tissues and wipes has influenced the manufactures to focus more on developing the capabilities of traditional wet tissues. They are launching new and innovative products to target a broad audience on a global level. As the average global birth rate is increasing, it is expected to fuel the demand for baby wipes in the forecast period. Some medical-grade wet wipes have been approved by the FDA, which can be used by patients nine years and older who have primary axillary hyperhidrosis or excessive underarm sweating. 

Wet Tissue and Wipes Market Segment Overview

The Wet Tissue and Wipes Market is divided into various segments based on technology type and the end-users. 

  • By Technology

According to the technology segment, the Market is further sub-segmented into spun lace, airlaid, wetland, and others. The wet tissue and wipes market research report suggests that the spun lace segment is expecting to dominate the global market in the forecast period at a market value of USD 15,212 Million. The spun lace technology uses depositing extruded and spun filaments to manufacture wet tissue and wipes. The raw materials are placed on a collection belt in a uniformly random manner, which is economical since the fabric production is integrated with fiber production. Due to such advantages, spun lace technology demand is expected to boost in the upcoming years. Moreover, the airlaid segment has registered the highest CAGR of 5.7% during the review period. 

  • By End-Use

The Market is classified into personal care, home care, industrial application, and others based on the end-use segment. As they are used for hygienic treatment, the wet tissues and wipes are manufactured in various types, implemented for common, sanitary, and antiseptic uses. 

Regional Analysis

The Wet Tissue and Wipes Market share are segmented into North America, Europe, Asia Pacific, South America, Middle East & Africa, and others. As per the research report, North America will acquire the highest share in the forecast year. This region accounted for having a 31.3% share in the global market in the preview period. The US and Canada are noted to be the major contributors to the North American market. It is expected that this region will report a CAGR of 5.0% in the forecast period. Due to substantial innovation in wet tissue and wipes manufacturing, the market is experiencing rapid growth in this region. Additionally, most of its major manufacturers are concentrating on mergers and acquisitions, which can accelerate the growth of the market in North America. Europe acquires the second highest market value in the Wet Tissue and Wipes Market share because of the high adaptation of wet tissues and wipes for their convenient application.  

Competitive Landscape Analysis

According to this market analysis report, the market demand is showing strong competition in the global sphere. Below are the mentions about some of the major market players who are influencing the growth of the global market with their innovative approaches:

  • Johnson & Johnson Services, Inc. (US)

  • Procter & Gamble (US) 

  • Dr. Fischer Ltd. (Germany)

  • Henkel Ag & Co. KGaA (Germany)

  • Unilever (UK)

  • Kimberly Clark Corporation (US)

  • 3M (US)

  • Edgewell Personal Care (US)

  • Pigeon Corporation (Japan)

  • Essity Aktiebolag (Publ) (Sweden)

  • Nice-Pak Products, Inc. (US)

  • Vinda International Holdings Limited (China)

  • Beiersdorf AG (Germany)

  • Unicharm Corporation (Japan)

  • S.C. Johnson & Son, Inc. (US)

  • Diamond Wipes International Inc. (US)

Recent Development

  • In August 2018, Bey Bee announced about launching India's 1st toxin-free baby wipes. The wipes are prepared with purest pharmaceutical-grade purified water and enriched with Aloe Vera extracts and Vitamin E. 

  • On April 2021, 3M announced a new technology manufacturing instant microbe removing wipes in a dry state. When you moisten the wipes, they can remove up to 99.9% of microbes. 

Report Overview

This Market analysis report provides all end-users a complete panoramic view of the industry. The report contains in-depth information about the Wet Tissue and Wipes Market research to offer insights into the industry and drivers of business growth. Moreover, the report gives information about the major drivers of the market, potential growth opportunities, and innovative market strategies for enhancing the market's growth. Additionally, the market analyses also include the growth restraining factors and challenges that have to be overcome to bring more revenue to the market. Due to the increasing demand for wipes and tissues for cleaning purposes, the Market is expected to achieve substantial growth in the forecast period. According to the regional analysis, North America is expected to hold the dominant share in the wet tissue and wipes market in the forecast period. Additionally, this market research report contains historical, current, and future details on both regional and global levels. 

Segment Table:

By Technology

  • Spunlace

  • Airlaid

  • Wetland

  • Others

By End-Use

  • Personal Care

  • Home Care

  • Industrial

By Region

North America

  • US

  • Canada

  • Mexico


  • Germany

  • UK

  • France

  • Spain

  • Italy

  • Russia

  • Rest of Europe


  • China

  • Japan

  • South Korea

  • India

  • Taiwan

  • Indonesia

  • Australia and New Zealand

  • Rest of Asia-Pacific

South America

  • Brazil

  • Argentina

  • Chile

  • Colombia

  • Rest of South America

Middle East & Africa

  • Saudi Arabia

  • UAE

  • Egypt

  • Nigeria

  • South Africa

  • Rest of the middle east & Africa

Report Scope:
Report Attribute/Metric Details
  Market Size   USD 23,058.6 Million (2025)
  CAGR   5.3% (2019-2025)
  Base Year   2019
  Forecast Period   2027
  Historical Data   2018
  Forecast Units   Value (USD Million)
  Report Coverage   Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
  Segments Covered   Technology, End-Use
  Geographies Covered   North America, Europe, Asia-Pacific, and Rest of the World (RoW)
  Key Vendors   3M (US), Kimberly-Clark Corporation (US), Procter & Gamble (US), Johnson & Johnson Services, Inc. (the US), Unilever (UK), Edgewell Personal Care (US), Pigeon Corporation (Japan), DR. Fischer Ltd. (Germany), Henkel AG & Co. KGaA (Germany), Essity Aktiebolag (Sweden), Vinda International Holdings Limited (China), Nice-Pak Products, Inc (US), Beiersdorf AG (Germany), S. C. Johnson & Son, Inc. (US), Unicharm Corporation (Japan), and Diamond Wipes International Inc (US).
  Key Market Opportunities   The Demand for Chemical-Free Products Has Increased
  Key Market Drivers   The Increasing Concern Regarding Hygiene Among The General Population

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