Wipes Market - By Type, By Application, By Material, By Usability, By Price Range, By Distribution Channel, Forecast 2025 - 2034

Wipes Market Size

The global wipes market was valued at USD 22.9 billion in 2024. The market is expected to grow from USD 24.1 billion in 2025 to USD 39.5 billion in 2034, at a CAGR of 5.7%. The surge in the need for hygiene and sanitation has been a major factor in the market growth, especially after the onset of COVID-19 pandemic.
 

The global emphasis on individual hygiene and sanitization increased during the pandemic, which led to a greater consumption of disinfectant wipes. The CDC advised the use of disinfectant wipes to curtail the spread of infectious diseases, which made their demand even higher. This is also evidenced by the increased use of wipes in healthcare facilities, schools, and other public areas. In 2021, global health spending reached USD 9.8 trillion, which is 10.3% of the world’s GDP. This increase accounts for the rising usage of wipes in medical and healthcare settings.
 

The increasing consumer shift towards convenience and multifunctional products is another crucial element that augments the growth of the market. Wipes, by virtue of their ease of use, portability, and versatility, are convenient products for personal hygiene, household cleaning and baby care. There has also been heightened demand for organic and green wipes. Walgreens Boots Alliance, Inc. had put forth an announcement in April 2022, detailing their intent to substitute plastic-based wipes for plant-based ones by the end of the year.
 

As more people direct their attention towards using eco-friendly products, there is a greater expectation for the use of organic products. Personal care wipes serve the dual purpose of maintaining hygiene on the move and catering to the increased demand for sustainable products, as they are usually made from non- woven fabrics. In addition to this, the growing demand for skin and personal care products, which also includes cosmetic and hygiene, has caused an increased utilization of facial and cosmetic wipes. The movability, ease, and the practicality of these rinse less wipes, which are also known as non- towels, have increased its consumption.
 

Wipes Market Trends

• There is an increasing focus from governments and industry organizations on safety and environmental compliance regulations related to wipe products. As a result, manufacturers are being compelled to use sustainable materials and practices which leads to the creation of eco-friendly wipes. Compliance with these regulations not only ensures safety but also enhances consumer confidence and acceptance in the market.
   
• Within the wipes industry, there has been rapid progress in the development of certain products measures, especially the flushable wipes. The focus of manufacturers is to create products that work well, but are also green in nature, which helps in addressing the rising levels of concern in regard to sustainability. The use of biodegradable materials in wipes has made a significant impact on the environment and is consistent with sustainability goals.
   
• The rapid development in the personal care sector along with the launch of new products containing potent active ingredients have spurred the production and sales of facial and cosmetic wipes. For instance, the Japan Hygiene Products Industry Association (JHPIA) disclosed that the production of cosmetic wet wipes in the Japan reached 112 million pieces in FY 2022 which was the highest in 10 years. Procter and Gamble and Hindustan Unilever have also been a part of the growing market by introducing facial wipes containing chamomile, vitamins, and white tea extract.
   

Wipes Market Analysis

Based on type, the market is divided into wet wipes and dry wipes. In 2024, dry wipes held the dominant market of USD 13.6 billion and is expected to reach USD 23.3 billion by 2034.
 

• The increase in the need for efficient and better cleaning solutions is driving the growth of the dry wipes industry. In March 2021, ITW Pro Brands introduced SCRUBS Hand & Tool Wipes, a soft wipe specially created for cleaning both hands and surfaces. This product simplifies the cleaning process by removing the need for numerous cleaning products, demonstrating the market's shift toward single solution, efficiency cleaning products.
   
• In healthcare environments, dry wipes are commonly used for patient care, surface cleaning, and medical equipment cleaning. Their flexibility allows them to be used in both medical and household settings.
   
• Research and development from manufacturers focus on crafting an advanced version of dry wipes with improved absorbance and tensile strength using materials like cotton, rayon, and polyester. Innovations include the development of environmentally safe biodegradable dry wipes.
   

Based on application, the wipes market is categorized into personal care, household and home cleaning and industrial wipes. In 2024, personal care wipes held the dominant market share of 46.1% and is anticipated to grow through the years.
 

• The urban population with an active lifestyle has a growing need for easy-to-use hygiene products. In addition, the COVID-19 pandemic has influenced the need to pay more attention to personal hygiene supporting the use of personal care wipes.
   
• The market encompasses several products which include baby wipes, facial and cosmetic wipes, hand and body wipes, as well as wipes that can be flushed down the toilet. To appeal to health-oriented consumers, manufacturers are producing wipes that contain natural and organic substances.
   
• There is increasing concern for health and wellness among the consumers, which caused the demand for wipes containing nonirritating skin friendly materials. Following this trend, manufacturers have also started producing wipes free of aggressive chemicals, alcohol, and synthetic fragrances, selling them as hypo-Allergenic and safe for sensitive skin.
   

Based on material, the wipes market is categorized into Cotton, Polyester, Viscose, and Others. In 2024, cotton wipes held the dominant market share and is anticipated to maintain its position during the forecast period.
 

• Cotton is grown on only 2.1% of the world’s Agri-land; however, the U.N. estimates that it fulfills 27% of the world's textile requirements.
   
• These types of wipes are the most preferred because of their gentleness, absorbency, and softness and are, therefore, ideal for sensitive skin, especially in baby and facial wipes.
   
• There has been an increase in the demand for cotton wipes with the growing environmentally conscious ideal caused by the shift to sustainable and green products.
   

The U.S. dominated the North America wipes market with a value of USD 5.4 billion in 2024 and is expected to grow at a CAGR of 6 % during the forecast period. 
 

• In the U.S., major players are adopting product innovations, sustainable business practices, biodegradable packaging, and use of organic ingredients to remain competitive. For instance, beauty product company Busy Co. launched antibacterial and deodorizing wet wipes in April 2021 that are made in the U.S. using wind energy and 100% clean processes with a zero-waste initiative.
   
• The increase in urbanization and disposable incomes is expected to lead to robust growth in the personal care wipes industry in the Asia-Pacific region, leaded by China.
   
• Europe remains one of the regions with the highest share in the personal care wipes business, with Germany playing a vital role. The major focus on hygiene in the region accompanied by the existence of major manufacturers is driving the market, which is expected to grow steadily during the forecast periods.
   
• Rising disposable incomes and increased hygiene awareness is propelling the personal care wipes industry in the Middle East and Africa region, which includes Saudi Arabia. The region's market is expected to boost as consumers shift towards more convenient hygiene products.
   

Wipes Market Share

• The market is fragmented with top 5 players including Kimberly-Clark Corporation, Procter & Gamble, Johnson & Johnson, Reckitt Benckiser Group plc, The Clorox Company held a share of about 10-15% in 2024
   
• Kimberly-Clark Corporation: Known for its biodegradable and flushable wipes, the company invests heavily on product innovation and sustainability.
   
• Procter & Gamble: The company maintains a competitive edge in the markets due to an extensive distribution network and the brand's reputation.
   
• Johnson & Johnson: Engaged in the manufacturing of personal care wipes, mainly baby wipes and skincare items, with a competitive advantage owing to higher R&D spending.
   
• Reckitt Benckiser Group plc: Focuses primarily on hygiene and disinfection wipes and holds a strong position in healthcare as well as the household cleaning industry.
   
• The Clorox Company: This firm is famous for its disinfecting wipes and has developed a wider range of products, including green goods.
   

Wipes Market Companies

Major players operating in the wipes industry are:

• 3M
• BASF SE
• Bayer AG
• Johnson & Johnson
• Kimberly-Clark Corporation
• Procter & Gamble
• Reckitt Benckiser Group plc
• Suominen Corporation
• The Clorox Company
• Unilever
   

To enhance their market share, participants in the wipes industry are making new product developments, engaging in sustainability initiatives, and forming collaborative partnerships. For example, the Kimberly-Clark corporation has provided the market with biodegradable wipes in response to the increasing need for eco-friendly products.
 

Likewise, Procter & Gamble directs its efforts toward utilizing its enormous distribution network for a larger consumer base. Another major strategy is product diversification to develop specialty wipes for various purposes. Johnson & Johnson has invested into R&D for functionalized skincare and baby wipes. Reckitt Benckiser Group plc has increased its range of disinfectant wipes to respond to the growing demand for hygienic products in both the medical and domestic fields.
 

In October 2022, Reckitt’s Lysol Pro Solutions introduced their 800-count bucket and refill pack version of disinfecting wipes. For businesses, this robust offering dramatically reduces operating expense and increases efficiency while lowering packaging waste. The wipes have verified germ defense and kill 99.9% of viruses and bacteria, including the COVID-19 virus.
 

Wipes Industry News

• In July 2023, Cheeky Panda, a tissue paper products company from the UK, launched its new version of Anti-Bacterial Mult surface Wipes.
   
• In June 2023, An Indian nonwoven fabrics manufacturer, Ginni Filaments, launched their ultra-pure water wipes branded as Adore Baby.
   
• In June 2023, Berry Global Inc., a manufacturer in the U.S. specializing in plastic packaging goods, debuted a new line of sustainable wipe materials for disinfecting hard surfaces.
   
• In February 2023, The Honest Company, Incorporated launched its Clean Conscious Wipes. These wipes are for sensitive skin as they include a gentle, biodegradable cleanser. Furthermore, they are free from plastic, quaternary compounds, fragrance, chlorine processing, and parabens.
   

The wipes market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) (Million Units) from 2021 to 2034, for the following segments:

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Market, By Type

• Wet wipes
• Dry wipes

Market, By Application

• Personal care
  • Baby wipes
  • Cleansing wipes
  • Personal hygiene
  • Pet care wipes 
• Household and home cleaning
  • Kitchen wipes
  • Bathroom wipes
  • Food service wipes
  • Industrial wipes

Market, By Material

• Cotton
• Polyester
• Viscose
• Others

Market, By Usability

• Disposable
• Reusable

Market, By Price Range

• Low
• Mid
• High

Market, By Distribution Channel

• Online
  • E-commerce websites
  • Company-owned websites 
• Offline
  • Hypermarkets and supermarkets
  • Pharmaceutical and drug store
  • Other retail stores

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

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