Women Intimate Care Wipes Market - By Product Type (Medicated Wipes, Non-medicated Wipes), By Material (Cotton, Wool, Others), By Age Group, By Price Range, By Distribution Channel, Forecast 2024 – 2032

Women Intimate Care Wipes Market Size

Women Intimate Care Wipes Market size was valued at USD 5.64 billion in 2023 and is anticipated to register a CAGR of over 4.7% between 2024 and 2032. Intimate care wipes are used to gently cleanse sensitive areas without irritating them, eliminating odour and dryness. They gently cleanse and refresh sensitive mucous membranes and skin.
 

They are specifically designed to be pH balanced to match intimate areas to leave it feeling fresher, without causing any harm. They can be used during menstruation or for everyday use to minimize the risk of infection. They can be used in different situation such as during menstruation to prevent leaking, or a quick wipe after working out or using the public restroom, or as a brief shower substitute after an intimate contact.
 

The women intimate care wipes market is experiencing significant growth, propelled by increase in awareness about hygiene and specifically vaginal hygiene. Many media campaigns and programs by governments, different NGO’s and social media influencers are educating and raising awareness among women about feminine hygiene products. They are also working towards the elimination of misinformation about various products related to intimate care. Additionally, rising commonness of vaginal bacterial and fungal infections due to neglection in intimate area hygiene is also a factor boosting the market expansion.
 

Moreover, as population of working women increases, there is more awareness among consumers for the use of intimate area sanitation products which in turn is expected to grow the market. Furthermore, the e-commerce sector is experiencing a rapid growth, owing to the increase in adoption of smartphones and increase in penetration of internet, resulting in consumers having access to a wide selection of goods through online channels as opposed to offline retailers, where customers have fewer options. Thus, the market is boosting owing to the expansion in the e-commerce sector.
 

The use of chemicals and preservatives in feminine wipes is expected to hinder the market growth. The theory that a vagina is self-cleansing and so it does not require intimate wipes to keep it clean hinders the market growth. Intimate wipes often contain high levels of lactic acid and other chemicals which may disrupt the natural pH levels causing issues for your intimate areas. They induce a 3.5 times higher risk of bacterial infections and UTIs owing to the presence of chemicals and parabens in them. Additionally, the lack of awareness in the underdeveloped areas is anticipated to hamper the market growth. The topic of vaginal health is still considered taboo in many regions of the world and so a lack of awareness of this can cause a scarcity of hygiene products.   
 

Women Intimate Care Wipes Market Trends

The market is witnessing a trend toward increasing demand for chemical free intimate products. Companies are producing paraben free and dye free products from herb-based ingredients to make the wipes more vaginal friendly. Ingredients such as aloe vera, and nourishing camilla leaf extract are used to make the product more soothing. Additionally, companies are using organic cotton to cater to the sensitivity of intimate areas.

Women Intimate Care Wipes Market Analysis

Based on the product type, the market is bifurcated into Medicated Wipes and Non-medicated Wipes. The Medicated Wipes segment has held the largest share of about 57.5% of the market and is expected to do so in the forecast period owing to the benefits it provides such as the ability to disinfect, sterilize, and leave the vagina feeling fresh and clean. Additionally, the sanitary wet wipes can also be used during menstruation and has the ingredients which are not supposed to be harmful or irritating for the vagina.
 

Based on the material, the women intimate care wipes market is divided into cotton, wool, and others such as polyester, combination, etc. The cotton segment has dominated the market with a market share of 41% and is expected to remain as the dominating segment as cotton is known for its soft and gentle texture, making it suitable for the intimate areas. Additionally, cotton is a natural, plant-based material that is biodegradable which makes it environmentally friendly and thus, is most widely used to produce intimate care wipes.
 

Based on the age group, the women intimate care wipes market is segmented into 10 to 25 years old, 26 to 40 years old, 41 to 55 years old, and above 56 years old. The 10 to 25 years old segment had the largest share, generating a revenue of around USD 139 Million, owing to the increase of awareness about feminine hygiene in this age group due to the presence of social media and awareness spread by government and NGOs. Based on Price Range the market is segmented into Low (<25$), Mid (25$-50$), High (>50$).  
 

Based on distribution channels the market is separated into online channels and offline channels. The offline segment has held a major share of about 67.4% of the total market as supermarkets and hypermarkets offer a variety of products while also allowing consumers to verify the product. The online channels also accounted for a major share in the market and are expected to grow at a faster rate during the forecast period owing to the convenience of shopping from home, customers can select their desired shipping, payment options, and delivery.
 

Currently, North America leads the women intimate care wipes market by generating a total revenue of USD 2.1 Billion in the year 2023, driven by the increasing awareness regarding hygiene, rise in population of working women, and high disposable incomes, which has led to the rise of need for intimate care wipes. Furthermore, the presence of major intimate care wipes manufacturers and suppliers surge in investment in the research and development of new products has led to the growth of this market.
 

Additionally, the market in Asia Pacific is expected to grow at a faster rate with a CAGR of 5%, owing to the rising awareness related to feminine wipes and sanitation and the benefits of using eco-friendly products. Numerous health and hygiene campaigns conducted in schools, universities, and workplaces is also expected to contribute to the product demand in this region.
 

Women Intimate Care Wipes Market Share

In 2023, dominant market players, including Procter & Gamble, Kimberly-Clark, Reckitt Benckiser Group PLC and Johnson & Johnson collectively hold a around 40% market share. These industry leaders are actively engaged in strategic initiatives such as mergers & acquisitions, facility expansions, and partnerships to broaden their product portfolios, reach a wider customer base, and strengthen their market presence. These companies continuously invest in research and development to improve their designs and incorporate new technologies, allowing them to stay ahead of the competition.
 

Women Intimate Care Wipes Market Companies

Major players operating in the women intimate care wipes industry include:

• Johnson & Johnson
• Kimberly-Clark
• Procter & Gamble
• Reckitt Benckiser Group PLC
   

Women Intimate Care Wipes Industry News

• In June 2023, Harper Hygienics announced the launch of Naturals Hemp Intimate Wipes, which are made using hemp seed extract. Designed to promote the natural balance of the microbiome, these wipes are gynecologically and dermatologically tested to ensure the highest standards of safety and quality.
   
• In May 2023, Victoria’s Secret launched its coconut milk and rose intimate care collection which consists of an intimate wash, intimate wipes, intimate hair oil, and intimate cream to powder inspired by nature and formulated for self-care.
   
• In May 2023, Acmemills announced the launch of Natura, a line of flushable and compostable wipes, designed to address the need for environmentally friendly personal hygiene products, offering a sustainable solution.
   

The Women Intimate Care Wipes market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) and volume (Million Units) from 2018 to 2032, for the following segments:

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By Product Type, (USD Billion; Million Units)

• Medicated Wipes
• Non-medicated Wipes

By Material, (USD Billion; Million Units)

• Cotton
• Wool
• Others (polyester, combination, etc.)

By Age Group, (USD Billion; Million Units)

• 10-25
• 26-40
• 41-55
• 56 and above

By Price Range, (USD Billion; Million Units)

• Low (<25$)
• Mid (25$-50$)
• High (>50$)

By Distribution channel, (USD Billion; Million Units)

• Online channels
  • E-commerce
  • Company websites 
• Offline channels
  • Specialty Stores
  • Mega Retail Stores
  • Others (Departmental Stores, Pharmacy, etc.)

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

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