Flushable Wipes Market - By Product Type (Wet Wipes and Dry Wipes), By Scent Type (Scented and Unscented), By Consumer Group, By Material, By Price Range, By Distribution Channel Forecast 2024 – 2032

Flushable Wipes Market Size

Flushable Wipes Market size was valued at around USD 3 Billion in 2023 and is anticipated to register a CAGR of 5.4% between 2024 to 2032 driven by growing concerns about personal hygiene and cleanliness.
 

Heightened awareness of personal hygiene and cleanliness has brought about increased usage in flushable wipes, followed by recommendations from health professionals. For instance, around 22 million Americans use wipes 31 times or more per week. Flushable wipes give a very convenient and effective way to maintain hygiene in situations where it is not possible to wash hands.
 

Parents are becoming more and more demanding regarding hygiene products selected for their infants. Flushable baby wipes, gentle but effective, come into demand because they work to maintain cleanliness and prevent nappy rash. This greater interest in personal hygiene raises demand not only for flushable wipes across demographics and applications but also brings innovations in product offerings. This trend underlines the role of cleanliness in everyday life, thereby further amplifying market momentum.
 

Most wipes, though labelled as flushable, do not easily break down as their manufacturers led customers to believe. The inability of such products to break down easily has been the cause of blockages in sewage systems and could potentially cause harm to facilities treating wastewater. As such, environmentalists and regulators have been raised to high alarm on this issue. There is a move by several regions looking to increase control on the disposal of such so-called flushable wipes. This regulation may mandate specific standards for disintegration and biodegradability and thus present a challenge for manufacturers. Moreover, with the turn by consumers towards sustainability and eco-friendliness, reusable cloths and plant-based wipes are very likely to substitute the traditional flushable wipes easily.
 

Flushable Wipes Market Trends

Flushable wipes are being added to the wide consumer group that uses biodegradable or compostable materials that could readily decompose into the environment. This trend is mainly fuelled by concerns towards the environment and a rise in regulatory pressures. The companies are on the lookout for environmentally friendly alternatives in packaging material, like bio-degradable or bio-decomposable raw materials, to help reduce the potential harm to the environment from the respective products. Flushable wipes with added antimicrobial agents will become prevalent. These wipes provide an extra barrier of protection against germs and bacteria.
 

Flushable Wipes Market Analysis

Based on the product type, the market can be segmented into wet wipes and dry wipes. The wet wipes segment held around 68% of the total market share in 2023 and is anticipated to grow at a CAGR of 5.5% during the forecast period. To address environmental concerns, manufacturers are increasingly producing wet wipes from biodegradable and compostable materials. Both consumers and regulators are advocating for products that decompose more readily, thereby minimizing their environmental footprint. Additionally, wet wipes infused with antimicrobial or antibacterial agents are becoming more sought after, especially in healthcare and personal hygiene, due to their enhanced protective benefits.
 

Dry wipes are finding applications beyond just personal care, being utilized in industrial cleaning, medical environments, and household chores. This versatility is propelling market growth. Furthermore, there's a noticeable trend towards crafting dry wipes that boast superior softness and absorbency, thereby elevating user experience and cleaning efficacy. In tandem, companies are actively seeking methods to lessen the environmental footprint of dry wipes, whether through sustainable production processes or by innovating reusable alternatives.
 

Based on the consumer group, the flushable wipes market is categorized into adult care and baby care. The adult care segment held around 81% of the total market share in 2023 and is anticipated to grow at a CAGR of 5.3% during the forecast period. Busy adults, especially those traveling, are increasingly prioritizing convenient personal hygiene solutions. Flushable wipes have emerged as a favored choice for quick and effective cleanliness. With a heightened focus on personal hygiene and self-care, adults are driving demand for wipes tailored for diverse uses, from hand cleansing and facial care to general hygiene. Furthermore, adults with sensitive skin or allergies are specifically seeking hypoallergenic and dermatologically tested wipes, emphasizing gentleness and the absence of harsh chemicals.
 

Baby wipes prioritize being gentle, hypoallergenic, and devoid of irritants. There's a pronounced demand for wipes that undergo dermatological testing, ensuring they're suitable for sensitive infant skin. Modern parents are gravitating towards baby wipes crafted from natural or organic ingredients, steering clear of synthetic chemicals and fragrances for their babies' safety. Additionally, there's an increasing inclination towards eco-friendly baby wipes, made from biodegradable materials and sustainably packaged, mirroring a broader societal trend towards environmental responsibility.  
 

North America represents the global flushable wipes market with a market share of around 38% in 2023 and anticipated to grow with a CAGR of around 5.3% during the forecast period. The North American market is experiencing notable growth driven by a combination of consumer trends, regulatory developments, and market dynamics.
 

Consumers increasingly prioritize convenience and hygiene in their choices. Flushable wipes, catering to these needs, are gaining traction, especially among those leading busy lives. Baby wipes continue to see strong demand, being indispensable for diaper changes and overall baby care. Parents also appreciate the convenience and efficacy of flushable wipes in ensuring their infants' hygiene. Moreover, there's a growing interest in flushable wipes for adult care, spanning personal hygiene, feminine care, and even healthcare settings, all fueled by a heightened emphasis on personal wellness.
 

In North America, the U.S. stands out as the dominant flushable wipes market. This is largely due to its vast and varied consumer base, a pronounced appetite for convenience products, and a deep-rooted emphasis on personal hygiene. U.S. regulations on flushable wipes are becoming stricter, focusing on product disintegration and environmental impact. Companies are adapting by improving product designs and compliance.  

North America: In terms of the country, the US dominates with the overall market share of around 78% in the North America flushable wipes market. This dominance stems from a diverse consumer base, a strong preference for convenience products, and a significant focus on personal hygiene. As U.S. regulations tighten, emphasizing product disintegration and environmental concerns, companies are proactively enhancing product designs to ensure compliance.  
 

Europe: The Europe market with a market share of around 34% in 2023 and anticipated to grow with a CAGR of around 5.1% during forecast period. The European market's expansion is fueled by a rising consumer demand for convenience and hygiene products. Applications span personal care, baby care, and healthcare.
 

In terms of country, Germany is dominating the Europe flushable wipes market in terms of market share of around 24% during the 2023. The steady growth of flushable wipes in Germany is underpinned by heightened demand for hygiene products and trends in personal care and home hygiene.
 

Asia Pacific: The Asia Pacific market with a market share of around 18% in 2023 and anticipated to grow with a CAGR of around 6.2% during forecast period. Urbanization, heightened hygiene awareness, and rising living standards are propelling the demand for flushable wipes. While there's a burgeoning awareness of environmental concerns, leading to a preference for biodegradable and compostable wipes, this trend lags Western markets.
 

In terms of country, China is dominating the Asia Pacific flushable wipes market in terms of market share of around 33% during the 2023. The swift expansion of China's market is attributed to urbanization, elevating living standards, and a burgeoning middle class, all driving the demand for convenient personal hygiene solutions.
 

Flushable Wipes Market Share

Key players involve in the market are Reynolds Consumer Products, Codi Group, Kimberly-Clark Worldwide, Inc., P&G and S. C. Johnson & Son accounting market share of 15-20% in 2023. P&G offers a range of flushable wipes under various brand names, leveraging its extensive distribution network and brand recognition. With brands such as Huggies and Scott, Kimberly-Clark is a significant player in the market, known for its focus on hygiene and quality.
 

Flushable Wipes Market Companies

Major companies operating in the flushable wipes industry include:

• Albaad
• Ahlstrom
• Berry Global Inc.
• Codi Group
• Diamond Wipes International Inc.
• John Dale Ltd
• Kelheim Fibres GmbH
• Kimberly-Clark Worldwide, Inc.
• NEVA Global Group
• Nice-Pak International
• Nölken Hygiene Products GmbH
• P&G
• Reynolds Consumer Products
• S. C. Johnson & Son
• Saraco Industries Ltd    
   

Flushable Wipes Industry News

• In June 2023, Procter & Gamble (P&G) invested over USD 100 million in setting up a new manufacturing facility in Singapore. This substantial investment represented P&G’s strategic vision to harness Singapore’s position as a global epicenter for trade, technology, and talent.
   
• In August 2021, Nice-Pak introduces Nice ’N CLEAN SecureFLUSH Technology Flushable Wipes, a breakthrough flushable wet wipe that is strong and durable yet breaks apart five times faster than the leading brand of two-ply toilet paper.
   

The flushable wipes market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Billion) (Thousand Units) from 2021 to 2032, for the following segments:

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Market, By Product Type, 2021 – 2032

• Wet Wipes
• Dry Wipes   

Market, By Scent Type, 2021 – 2032

• Scented
• Unscented  

Market, By Consumer Group, 2021 – 2032

• Adult Care
• Baby Care   

Market, By Material, 2021 – 2032

• Biodegradable
• Nonbiodegradable

Market, By Price Range, 2021 – 2032

• Low
• Medium
• High

Market, By Distribution Channel, 2021 – 2032

• Online
  • E-Commerce Sites
  • Company Website
• Offline
  • Specialty Stores
  • Mega Retail Stores
  • Others  

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Malaysia
  • Indonesia
  • Rest of Asia Pacific   
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa
  • Rest of MEA