Wet Wipes Market Research Report Information By Product (Household/Disinfectant/Cleaning Wipes, Baby Wipes, Facial & Cosmetic Wipes, Hand & Body Wipes, Intimate Wipes, Flushable Wet Wipes, and Others), By Material (Non-Woven, and Woven), By Distribution Channel (Supermarkets & Hypermarkets, Convenience Stores, Pharmacy, E-Commerce, and Others), And By Region (North America, Europe, Asia-Pacific, And Rest Of The World) –Market Forecast Till 2032

Global Wet Wipes Market Overview

Wet Wipes Market Size was valued at USD 20.5 Billion in 2022. The Wet Wipes market industry is projected to grow from USD 21.42 Billion in 2023 to USD 30.46 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 4.50% during the forecast period (2023 - 2032). Rising health concerns and increasing demand for the baby care industry are the key market drivers enhancing the market growth.

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Wet Wipes Market Trends

Rising demand for eco-friendly and biodegradable wet wipes is driving the market growth.

Consumers are looking for products with as little environmental impact as possible as they become more environmentally conscious. The transition to environmentally friendly wet wipes promotes a favorable business image and aligns with larger sustainability goals. Tight laws about environmental preservation and single-use plastics are pushing producers to create and market environmentally friendly substitutes. Following these rules guarantees market conformity and lowers the possibility of legal issues. Compared to conventional non-biodegradable wipes, biodegradable wet wipes have a smaller environmental imprint because they decompose naturally over time. Customers who care about the environment and are worried about trash and pollution will find this option appealing.

For instance, WaterWipes introduced their 100% biodegradable and plastic-free wipes to the US market in March 2022. Compostable and plant-based, according to the manufacturer. The product's manufacturer also states that it is made entirely of renewable energy, specifically wind.

The trend towards natural and organic components is impacting the composition of wet wipes. Manufacturers are making wipes that appeal to consumers looking for chemical-free and environmentally friendly solutions by combining organic compounds, essential oils, and plant-based extracts. Developing wet wipes with mild, hypoallergenic formulas is the main focus of innovation. Due to advanced skincare technologies, these wipes are appropriate for sensitive skin because they contain vitamins, calming compounds, and moisturizing agents.

In 2021, the Rockline industry announced a $18 million investment to provide wet wipe manufacturing facilities.

Customized wet wipes are in high demand because they are made for baby care, including changing diapers and maintaining general cleanliness. These wipes are frequently made with moisturizing ingredients to avoid irritating delicate skin. The beauty and cosmetics sectors profit from specially made wet wipes for skin care, face washing, and makeup removal. Specialized chemicals like vitamins, antioxidants, and calming agents may be added to these wipes to improve their skincare qualities. Thus, driving the Wet Wipes market revenue.

Wet Wipes Market Segment Insights

Wet Wipes Product Insights

The Wet Wipes market segmentation, based on product, includes 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 dominated the market. Household wipes are frequently used in homes to clean various surfaces, such as tables, appliances, and worktops in the kitchen and bathrooms. They can efficiently remove filth, grease, and oil and are useful for speedy cleanups. Cleaning and disinfecting bathroom surfaces, such as sinks, faucets, toilet seats, and handles, may be easily accomplished with household wipes. Disposable wipes are a popular option for effective and speedy bathroom cleaning because of their simplicity.

The intimate wipes segment is expected to be the fastest-growing segment of the wet wipes market during the forecast period. The main purpose of intimate wipes is for genital cleanliness. They make people feel clean and fresh, especially after extended physical exertion, travel, or restricted access to conventional bathing facilities.

Wet Wipes Material Insights

Based on material, the Wet Wipes market segmentation includes non-woven and woven. The non-woven category has the largest market share. Because of their smooth and gentle texture, non-woven materials are appropriate for use on skin that is more sensitive. This feature is crucial for wet wipes used in personal care applications, such as infant wipes, face wipes, and intimate wipes. Wet wipes are guaranteed to retain their structural integrity while in use due to the strength and durability of non-woven textiles. This is critical for uses where strength is required, such as heavy-duty industrial wipes or surface cleaning.

Throughout the forecast period, the wet wipes market’s woven segment is anticipated to grow quickly. Wet wipes made of woven textiles are less frequent because of their cost, absorbency, and flexibility. Because of their low cost and high performance, disposable wet wipes for single-use applications usually rely on non-woven materials.

Figure 1: Wet Wipes Market, by Material, 2022 & 2032 (USD Billion)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Wet Wipes Distribution Channel Insights

Based on distribution channels, the Wet Wipes market segmentation includes supermarkets & hypermarkets, convenience stores, pharmacies, e-commerce, and others. The supermarkets & hypermarkets category leads the market. Because they have large shelves, supermarkets, and hypermarkets enable manufacturers to display a large selection of wet wipe products. A wide variety of wipes are available for consumers, such as baby wipes, face wipes, disinfecting wipes, and specialized wipes.

During the projection period, the wet wipes market’s e-commerce segment is anticipated to grow fastest. Customers may easily buy wet wipes from the comfort of their homes thanks to e-commerce sites. For people with hectic schedules or others who might find it difficult to visit real retail establishments, this accessibility is very helpful.

Wet Wipes Regional Insights

By region, the study provides market insights into North America, Europe, Asia-Pacific, and the Rest of the World. The North American wet wipes market area will dominate this market. North America's per capita income is comparatively high, encompassing the US and Canada. This region's disposable income levels enable customers to purchase convenience products like wet wipes, which support long-term demand and market expansion.

Further, the major countries studied in the market report are the US, Canada, Germany, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.

Figure 2: WET WIPES MARKET SHARE BY REGION 2022 (USD Billion)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Europe's Wet Wipes market accounts for the second-largest market share because European consumers are renowned for having high cleanliness and personal hygiene standards. Because they are practical and efficient personal hygiene items, wet wipes are in constant demand due to the cultural emphasis on cleanliness. Further, the German Wet Wipes market held the largest market share, and the UK Wet Wipes market was the fastest-growing market in the European region.

The Asia-Pacific Wet Wipes Market is expected to grow at the fastest CAGR from 2023 to 2032. This is because convenient and time-saving personal care products are in higher demand as lifestyles in the Asia Pacific area change. Wet wipes adapt to customers' changing needs with hectic schedules because they are portable. Moreover, China’s Wet Wipes market held the largest market share, and the Indian Wet Wipes market was the fastest-growing market in the Asia-Pacific region.

Wet Wipes Key Market Players & Competitive Insights

The Wet Wipes market continues to grow due to major players investing heavily in R&D to expand their product offerings. Market participants also participate in several strategic initiatives to strengthen their footprint. The industry has seen significant developments with the launch of new products, agreements, mergers and acquisitions, higher investment, and collaboration with other companies. For the Wet Wipes industry to expand and prosper in a market that is becoming more competitive and dynamic, it must offer reasonably priced products.

Manufacturing locally to save operational costs is one of the main business tactics manufacturers adopt in the worldwide Wet Wipes industry to support clients and grow the market sector. The Wet Wipes industry has brought enormous benefits to the medical area in recent years. Major players in the Wet Wipes market, including 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, are attempting to increase market demand by investing in research and development operations.

Supplying and producing fast-moving consumer products is the business of Unilever Plc. Products related to food, beverages, home care, vitamins, minerals, and supplements are all part of the company's product line. The brands Bango, Ben & Jerry's, Hellmann's, Knorr, Magnum, The Vegetarian Butcher, Wall's, Axe, Dove, Lifebuoy, Lux, Rexona, Sunsilk, Domestos, Seventh Generation, Omo, Equilibra, Liquid I.V., and SmartyPants are among those under which its products are marketed. It supplies small family-run businesses, value retailers, and internet merchants and partners with physical stores. Unilever announced in February 2023 that Yellow Wood Partners LLC would purchase its Suave brand in North America. Suave is a beauty and personal care brand that sells deodorant, hair care, skincare, and skin cleansing products.

Johnson & Johnson (J&J) is a company that conducts research, develops, produces, and markets consumer goods, medical devices, and pharmaceuticals. The company offers consumer products in the areas of oral care, baby care, beauty, over-the-counter (OTC) medicines, women's health, and wound care; medical devices for use in the fields of cardiovascular, orthopedic, neurovascular care, general surgery, and vision care; and pharmaceuticals for immune diseases, cancer, neurological disorders, infectious, cardiovascular, and metabolic diseases. J&J provides consumer goods via retail stores and distributors and distributes medical and pharmaceutical products to hospitals, wholesalers, retailers, and medical professionals.

Key Companies in the Wet Wipes market include

• 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


• Others

Wet Wipes Industry Developments

February 2023: Clean Conscious Wipes were introduced by The Honest Company, Inc. Because of their gentle cleaner, these compostable wipes are suitable for sensitive skin. Furthermore, they are made without plastic, parabens, quaternary compounds, fragrances, or chlorine processing.

May 2022: KCWW announced that its Brazilian manufacturing facilities would be expanding. Developing a network for the supply of raw materials and installing cutting-edge technology is part of the expansion. This enlargement project was funded in part by USD 120 million by Kimberly-Clark. This growth aims to establish a hub for innovation and an export center for the Latin American region.

Wet Wipes Market Segmentation

Wet Wipes Product Outlook

• Household/Disinfectant/Cleaning Wipes


• Baby Wipes


• Facial & Cosmetic Wipes


• Hand & Body Wipes


• Intimate Wipes


• Flushable Wet Wipes


• Others

Wet Wipes Material Outlook

• Non-Woven


• Woven

Wet Wipes Distribution Channel Outlook

• Supermarkets & Hypermarkets


• Convenience Stores


• Pharmacy


• E-Commerce


• Others

Wet Wipes Regional Outlook

• North America
  
  
  
  • US
  
  
  • Canada
  
  
  
  


• Europe
  
  
  
  • Germany
  
  
  • France
  
  
  • UK
  
  
  • Italy
  
  
  • Spain
  
  
  • Rest of Europe
  
  
  
  


• Asia-Pacific
  
  
  
  • China
  
  
  • Japan
  
  
  • India
  
  
  • Australia
  
  
  • South Korea
  
  
  • Australia
  
  
  • Rest of Asia-Pacific
  
  
  
  


• Rest of the World
  
  
  
  • Middle East
  
  
  • Africa
  
  
  • Latin America