Wet Wipes Market Size, Share & Trends Analysis Report By Product (Baby Wipes, Intimate Wipes), By Material (Non-woven, Woven), By Distribution Channel, By Region, And Segment Forecasts, 2023 - 2030

Wet Wipes Market Growth & Trends

The global wet wipes market size is expected to reach USD 29.66 billion by 2030, growing at a CAGR of 3.8% from 2023 to 2030, according to a new report by Grand View Research, Inc. Increasing consumer awareness of personal hygiene, as well as their proclivity to spend on products that aid in cleanliness and disinfection, is expected to drive demand over the forecast period. In times of economic distress, consumers have grown more mindful of their spending and have opted for low-cost and inexpensive products rather than high-priced specialty products. As the product is in high demand, these factors have had a beneficial impact on market growth.

The expansion of middle-income age groups in emerging economies such as China and India is expected to play a key role in encouraging manufacturers to establish new tie-ups with both offline and online channels over the next few years. In addition, several wet wipes with unique constituents are available in the market that are specifically suitable for various purposes. For instance, customers who have dry skin issues are recommended rosewater-based wipes for proper hydration and water retention. These developments in product offerings are expected to drive the market growth.

In terms of product, the baby wipes segment held the largest revenue share of 30.46% in 2022. Millennial parents are concerned about the baby’s sensitive skin, especially the diaper area. Therefore, to avoid rashes, they prefer using baby wipes that have improved absorbent fabrics, which help in cleaning and reducing bacteria on the baby's skin and reduce the risk of infection and skin irritation.

The role of e-commerce is integral in this industry as online platforms attract a larger set of consumers. As this trend holds the potential to change the dynamics of the market, most small- and medium-sized manufacturers have been trying to advertise, promote, and sell their products online in their initial stages.

The wet wipes industry is highly competitive and dominated by large multinational manufacturing companies.The Clorox Company; KCWW; Reckitt Benckiser Group PLC; Unilever; Johnson & Johnson Services, Inc.; TLC International; WipesPlus; The Honest Company; Procter and Gamble; Himalaya Wellness Company are among the prominent players in the global market. The players face intense competition, especially from the top players in the wet wipes industry, as they have a large consumer base, strong brand recognition, and vast distribution networks.

Wet Wipes Market Report Highlights

• In terms of region, North America held the largest revenue share of 36.14% in 2022 and is expected to grow at a CAGR of 2.8% from 2023 to 2030. The major factors driving this regional market’s growth are the changing lifestyles of the people, an increase in the number of working women, rising online retailing trends, and increasing disposable income
• Based on product, the intimate wipes segment is projected to register the fastest CAGR of 5.3% from 2023 to 2030.Globally, there has been a large increase in the number of women entering the workforce, which has increased their purchasing power and raised their awareness of personal hygiene, ultimately driving the market growth
• Based on material, the non-woven segment held the largest revenue share of 81.24% in 2022. Non-woven wet wipes have recently gained popularity due to their absorption and softness, wherein the nonwoven fabric is impregnated with a solution. The non-woven segment will continue to dominate the market over the forecast period

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