Wipes Market - By Type (Wet Wipes, Dry Wipes), By Application (Personal Care, Household and Home Cleaning, Industrial Wipes), By Material, By Usability, By Price Range, By Distribution Channel & Forecast, 2024 - 2032

Wipes Market Size

Wipes Market was valued at USD 21.8 billion in 2023 and is estimated to grow at a CAGR of 5.5% during the forecast period. Growing awareness about personal hygiene and cleanliness has led to a higher demand for wipes, especially in urban areas. Campaigns and initiatives promoting hygiene practices have further fueled the demand for wipes.
 

Wipes are portable and easy to use, making them convenient for on-the-go cleaning and personal care. The disposable nature of wipes appeals to consumers looking for quick and effective cleaning solutions. The introduction of various types of wipes, such as baby wipes, facial wipes, disinfectant wipes, and medical wipes, caters to different consumer needs. Innovations like biodegradable wipes, alcohol-free wipes, and scented wipes have attracted a broader consumer base. Increased use of wipes in healthcare settings for sanitation and disinfection purposes has significantly driven market growth. The hospitality industry’s focus on maintaining high standards of cleanliness has led to increased use of wipes for cleaning and sanitation.
 

The wipes market is highly competitive with numerous global and local players vying for market share. Intense competition can lead to price wars, reduced profit margins, and the need for continuous innovation. Differentiating products through innovation, quality, and marketing, as well as expanding into niche markets. The availability of raw materials, especially sustainable and biodegradable ones, can be inconsistent. Supply chain disruptions can lead to production delays and increased costs.
 

Wipes Market Trends

Consumers are increasingly prioritizing personal hygiene, leading to a surge in demand for personal wipes like baby wipes, disinfectant wipes, and intimate wipes. These wipes offer convenience and portability, making them ideal for on-the-go cleaning and sanitation. Environmental concerns are driving the development of wipes made from biodegradable and compostable materials. This caters to eco-conscious consumers and reduces the environmental footprint of wipes. The presence of microplastics in some wet wipe varieties has raised environmental concerns. Manufacturers are exploring alternative materials and production processes to minimize microplastic content. The market is witnessing a growing focus on wipes designed for specific applications, such as medical wipes for wound care, industrial wipes for heavy-duty cleaning, or lens cleaning wipes for electronics.
 

Wipes Market Analysis

Based on type, the market is divided into wet wipes and dry wipes. In 2023, dry wipes held the dominant market of USD 13 billion and is expected to reach USD 14.4 billion by 2032. Wet wipes offer a quick and convenient way to clean and sanitize hands, surfaces, and bodies. This resonates with consumers prioritizing personal hygiene and convenience in their busy lives.  Dry wipes are generally less expensive than wet wipes, making them an attractive option for budget-conscious consumers. Dry wipes often have a lower environmental impact compared to wet wipes, particularly those with biodegradable materials. This appeals to eco-conscious consumers concerned about microplastics in wet wipes.
 

Based on application, the wipes market is categorized into personal care, household and home cleaning and industrial wipes. In 2023, personal care wipes held the dominant market share of 46% and is anticipated to grow through the years. Consumers prioritize personal hygiene and convenience in their busy lives. Personal care wipes offer a quick and easy way to clean and refresh on the go. Disinfecting wipes and surface cleaning wipes offer a faster and more convenient alternative to traditional cleaning methods, appealing to busy homeowners.  Stricter regulations and focus on workplace safety and hygiene drive demand for industrial wipes used for tasks like cleaning spills, machinery, or tools.
 

North America held a market of around USD 5.8 billion in 2023 and is expected to reach USD 9.4 billion by 2032. The fast-paced lifestyle in North America leads to a preference for convenient, disposable hygiene products.  High awareness about personal hygiene and health contributes to the strong demand for various types of wipes. Increased focus on hygiene and sanitation due to the pandemic has led to a surge in demand for disinfectant wipes.
 

The market in U.S. is set to grow through a CAGR of 5.9% through the forecast time period. Americans value convenience, and wipes cater to this need perfectly. Baby wipes, disinfecting wipes, and personal care wipes (intimate wipes, makeup remover wipes) offer a quick and easy solution for maintaining hygiene at home, work, or while traveling.
 

The German wipes market maintained a considerable position in Europe. Germany's well-established manufacturing sector creates demand for wipes in various applications, like cleaning machinery, tools, and spills, or maintaining sterile environments.
 

China is supposed to grow at the highest rate of 6.6% in the region. The rapid urbanization in China leads to busier lifestyles. Wipes offer a convenient and time-saving alternative to traditional cleaning methods, appealing to both households and individuals.
 

Wipes Market Share

Wipes industry seem to be consolidated in nature due to presence of local and global players across the globe. In 2023, the market players such Kimberly-Clark Corporation, Procter & Gamble, Johnson & Johnson, Reckitt Benckiser Group plc, The Clorox Company, 3M, Bayer AG and BASF SE collectively held around 10%-15% market share. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broader customer base, and strengthen their market position.
 

Wipes Market Companies

Major players operating in the wipes industry are:

• 3M
• BASF SE
• Bayer AG
• Diamond Wipes International, Inc.
• Hengan International Group Company Limited
• Johnson & Johnson
• Kimberly-Clark Corporation
• Lenzing AG
• Nice-Pak Products, Inc.
• Pigeon Corporation
• Procter & Gamble
• Reckitt Benckiser Group plc
• Suominen Corporation
• The Clorox Company
• Unilever

Wipes Industry News

• In July 2023, the Cheeky Panda, a U.K.-based tissue paper products company, launched its updated version of Anti-Bacterial Multisurface Wipes.
   
• In June 2023, Ginni Filaments, an Indian nonwoven fabrics company, launched its ultra-pure water wipes line under the Adore Baby brand.
   
• In June 2023, Berry Global Inc., a U.S.-based plastic packaging products manufacturer, launched its new range of sustainable wipes materials for disinfecting hard surfaces.
   

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 2032, 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
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• MEA
  • UAE
  • Saudi Arabia
  • South Africa
  • Rest of MEA