San Francisco, 24 May 2024: The Report Wet Wipes Market Size, Share & Trends Analysis Report By Product (Household Wipes, Baby Wipes, Intimate Wipes), By Material (Non-Woven, Woven), By Distribution Channel, By Region, And Segment Forecasts, 2023 - 2030

The global wet wipes market size is expected to reach USD 36.56 billion by 2030, registering a CAGR of 3.8% from 2023 to 2030, according to a new report by Grand View Research, Inc. The rising hygiene consciousness among consumers and expenditure on personal hygiene products is anticipated to drive market growth. Increasing awareness of hygiene among people is one of the primary reasons driving market growth. Diverse types of wipes, including intimate, moist, flushable, feminine, and scented, have been developed during the past decade to serve a variety of purposes.

Emerging markets and rising demand for imported goods drive online spending even more. Instagram and Facebook influence consumer purchasing decisions by providing customer reviews and numerous forums to address purchase issues. Consumers in emerging markets prefer local e-commerce platforms, such as Tmall in China and Flipkart in India. Due to increasing demand from emerging markets in South Asian countries, the online market for wet wipes among other personal care products has experienced significant growth in recent years.

In 2020, the COVID-19 pandemic led to an unprecedented demand for disinfecting products, making it a remarkable year for household wipes. The American Cleaning Institute reported improved availability of cleaning and disinfecting wipes in the second quarter of 2021, compared to 2020. Consumers now recognize the value and convenience of these products in everyday life. While panic buying has subsided, sustained interest in household and cleaning wipes is expected due to permanent changes in cleaning habits and a continued focus on hygiene and wellness.

In recent years, wet wipes have surged in popularity worldwide, appealing to people of all ages. The availability of a diverse range, such as makeup removers, cooling, scented, antibacterial, body wipes, and general cleaning wipes, has led to widespread daily use. According to a 2022 survey by A Dollar Shave Club, 51% of 1,000 surveyed U.S. male consumers expressed a preference for wipes, while 23% reported using alternative hygiene products. The study also noted that women tend to favor wet wipes more than men, driven by their increasing focus on health and hygiene products.

Growing demand for chemical-free wet wipes has encouraged manufacturers to come up with new products that would especially appeal to parents who are looking for natural wipes for their babies. For instance, in May 2021, Coterie introduced baby wipes made using compostable VEOCELTM fibers from Lenzing to the U.S. market. The new product, formulated with gentle additives, effectively removes dirt and irritants while protecting the skin's barrier properties and pH balance.

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The increased use of wet wipes to maintain hygiene, particularly when the availability of clean water is limited, drives the market growth. Disinfectant wet wipes are increasingly being used for contamination control, driving product penetration. Cost, convenience, hygiene, performance, ease of use, disposability, and safety are attributes augmenting product adoption. Diverse types of wipes, including intimate, moist, flushable, feminine, and scented, have been developed during the past decade to serve a variety of purposes.

Wet Wipes Market Report Highlights

• Based on product, the intimate wipes are expected to grow at the fastest CAGR in the forecast period. The demand for feminine hygiene wipes is mainly driven by growing awareness about the importance of maintaining hygiene and the increasing popularity of organic products
• Based on material, the non-woven segment dominated the market in 2022. They are often used in baby care, skincare, and personal hygiene applications where a soft touch is desired. The non-woven fabric provides a gentle and non-abrasive feel, enhancing the user experience
• Based on distribution channel, the supermarkets & hypermarkets segment accounted for a majority of market share in 2022. These channels offer a large variety of products, including different brands, sizes, and types of wet wipes. The extensive product range makes supermarkets and hypermarkets a convenient destination for consumers
• The demand in the Asia Pacific region is forecasted to grow at the highest CAGR during the forecast period. The region has experienced economic growth and rising disposable income levels in many countries. As disposable income increases, consumers are more willing to spend on convenient and value-added products like wet wipes

Expansion and new product releases in emerging markets are also important growth drivers. The creation and sale of fragranced wet wipes as well as ecologically friendly or biodegradable wet wipes is a strategy used by businesses to attract more clients. For instance, in May 2021, a baby care company Coterie, introduced a new biodegradable and compostable wipe made entirely of plant-based components. The Coterie Wipes, composed of 99% water and created in collaboration with the Veocel brand, are the most eco-friendly and largest (up to 30% larger) baby wipes available on the U.S. market.

During the COVID-19 pandemic, strong demand for wipes also prompted numerous domestic and international companies to increase their manufacturing capabilities. In March 2020, GoodFibers, a U.S.-based wet wipes manufacturer, increased production to generate up to 225 million wipes each month. Similarly, the need for disinfectant wipes to combat the spread of COVID-19 surged, highlighting the significance of cleaning and sanitizing homes. In the first quarter of 2020, Clorox, a U.S.-based manufacturer of cleaning goods, produced close to 40 million more items, including wipes.

Businesses are increasingly focused on creating innovative, soft, and skin-friendly sanitation and hygiene products to cater to varied consumer needs for hygiene. Furthermore, companies are adding various ingredients to sanitized sheets to nourish and moisturize the skin. For instance, in July 2021, Bausch + Lomb, a leading global eye care company, launched 'Biotrue,' a new range of lubricating eye drops and cleansing wipes. The Biotrue Micellar Eyelid Cleansing Wipes provide instant moisture to help relieve dry, digital-device-weary eyes. The product is pH-balanced, free of preservatives, and inspired by the biology of the eye. The development of such new products has boosted the wet wipes business.

Wet Wipes Market Report Scope

A switch to reusable and biodegradable cosmetic products has also influenced product development. Players such as L'Oréal, Oriflame, and L'Occitane have increased their research and development (R&D) investments to create products that cater to these evolving needs. For instance, L'Occitane’s Shea Butter Cleansing and Refreshing Cloth is soaked in a lotion rich in shea extract, cassia, and orange blossom floral water for a soothing and softening cleansing experience. The towelettes are 100% biodegradable and remove make-up and refresh the face with its gentle, alcohol-free formula.

As more women join the workforce globally, their purchasing power and understanding of personal hygiene are increasing. Manufacturers are introducing intimate, feminine, flushable, and scented wipes to target this consumer group. For instance, in September 2022, Ginni Filaments launched a new manufacturing facility for wet wipes. The company introduced intimate hygiene wipes with the opening of its new facility. These products are intended for women's intimate areas. This product prevents irritation, itching, bad odor, pain, white discharge, and infections in the vaginal area because it maintains the optimal pH range of 3.5 to 4.5 and contains 1.2% lactic acid, which promotes the growth of beneficial bacteria.

List of Key Players in the 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