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Dry and Wet Wipes Market size will register significant growth between 2024 and 2032 due to increasing acquisitions and mergers among leading companies. These strategic alliances drive market consolidation and expansion, allowing companies to broaden their product portfolios and enhance their market presence.
For instance, in February 2022, Essity, a hygiene and health company, acquired Legacy Converting, Inc., a US-based professional wiping and cleaning company. Legacy Converting offers a range of products, including sanitizing and disinfecting wet wipes, chemical-ready wipes, and dry wipes. The acquisition was made for a purchase price of USD 40 million with a potential additional earnout of USD 10 million on a cash and debt-free basis.
By combining resources and expertise, companies can innovate and offer a wider range of wipes catering to diverse consumer needs. This trend not only strengthens the competitiveness of the market but also fosters innovation and expansion in the industry.
The dry and wet wipes market experiences increased demand driven by rising sustainable initiatives and agendas within the industry. As environmental concerns gain prominence, consumers and businesses alike are prioritizing eco-friendly alternatives. This has led to a surge in demand for wipes made from biodegradable materials, with reduced environmental impact throughout their lifecycle. Companies are responding by introducing sustainable product lines and incorporating eco-friendly practices into their manufacturing processes. This trend underscores a collective commitment to environmental stewardship.
For instance, in October 2023, The Cheeky Panda, a leading sustainable personal care, baby, and beauty brand, introduced its popular dry wipes in a box format instead of a roll. The Bamboo Dry Wipes from Cheeky Panda remained the same high-quality product but were now offered in a more convenient packaging option. These wipes, crafted from 100% FSC-certified bamboo, are gentle enough for even the most sensitive skin and can be used with or without water. Dave Southgate, Director of Retail at The Cheeky Panda, emphasized the wipes' plastic- and chemical-free composition and minimal packaging, which reduces waste.
The Dry and Wet Wipes Market faces several restraints despite its development trajectory. Environmental concerns regarding disposable wipes contribute to regulatory pressures, leading to stricter standards and regulations. Additionally, the rising popularity of sustainable alternatives challenges the market's conventional products. Economic uncertainties and fluctuations in raw material prices also impact manufacturing costs, potentially affecting product affordability. Moreover, concerns over skin sensitivity and allergies limit the market's growth potential. Addressing these restraints requires innovation, regulatory compliance, and consumer education within the industry.
The industry experiences notable trends driven by innovative product launches aimed at offering greater convenience. Companies are introducing wipes with enhanced features such as improved packaging designs, single-use packaging options, and multi-functional wipes catering to diverse consumer needs. These innovations provide added convenience for users in various settings, from personal hygiene to household cleaning. This trend underscores a commitment to meeting consumer demands for ease of use and practicality.
Quoting an instance, in 2023, Ginni Filaments Ltd. introduced water wipes that were ultra-pure, a pioneering product in the baby care segment, a first-of-its-kind in India. These innovative wipes, marketed and registered as ‘paaniwipes’ under the brand name ‘Adore Baby’, boasted an impressive water content of 99.9%. Developed with a deep understanding of baby and infant skin, these wipes are formulated with minimal ingredients, ensuring purity and gentleness. Made from soft and breathable nonwoven spun lace fabric, they provide a soothing and refreshing cleansing experience for babies, including infants. Enhanced with aloe vera, these wipes also help hydrate the skin and reduce inflammation, safeguarding babies' delicate skin from rashes and irritation.
In terms of application, the market share from the clinical use segment will experience considerable expansion through 2032, with the increasing use of dry baby wipes in hospital facilities to maintain infant hygiene. These wipes are additive-free, super absorbent, and fragrance-free, which makes them ideal for applications on young infants. Due to rising purchasing power, young parents are more inclined to buy products designed for sensitive skin to prevent any harm to infants.
Based on distribution channel, the online retail segment is poised to record tremendous growth by 2032. The promising trajectory can be attributed to the growing sales of personal care, hygiene, and beauty products on e-commerce channels across countries such as the U.S. Access to a wider number of general as well as niche online selling platforms has offered consumers a significant number of options at affordable costs. This trend could impact the development of the global dry & wet wipes market to some extent.
Europe dry and wet wipes market is estimated to acquire a sizeable industry share through 2032. Supermarkets and hypermarkets in France are experiencing a surge in sales of body hygiene products. Moreover, the regional expansion will gain a notable push by the stringent standards implemented by countries such as the U.K. to limit plastic use. Higher awareness about natural products is accelerating consumer interest in biodegradable wipes. Furthermore, the rise in the geriatric population with mobility issues will foster demand for dry and wet wipes for healthcare and hygiene purposes. For instance, 1 in 5 people in the U.K. will be aged 65 years and above by 2030, representing a large patient pool with mobility impairment issues.
Major companies operating in the dry and wet wipes industry competitive landscape include:
In August 2021, Unicharm Corporation, led by President & CEO Takahisa Takahara, announced its plan to introduce "Mamy Poko Premium Baby Wipes" in Greater China and Taiwan in early August 2021. This new product addressed both safety and environmental concerns by incorporating a compound sheet made of organic cotton. The sheet was certified STANDARD100 by "OEKO-TEX," signifying adherence to the world's highest safety standards. Additionally, the product obtained "FSC Certification," confirming the use of fabrics sourced from responsibly managed international forest stewardship organizations.