Market Size of Wipes Industry
| Study Period | 2019 - 2029 |
| Market Size (2024) | USD 20.53 Billion |
| Market Size (2029) | USD 25.38 Billion |
| CAGR (2024 - 2029) | 5.44 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Wipes Market Analysis
The Wipes Market size is estimated at USD 20.53 billion in 2024, and is expected to reach USD 25.38 billion by 2029, growing at a CAGR of 5.44% during the forecast period (2024-2029).
Growing hygiene awareness among consumers and the fact that wipes support convenience in cleaning as they are handy and easily disposable are a few major factors driving the growth of the wet wipes market globally. Additionally, in the last few years, various kinds of wipes, such as intimate, wet, flushable, feminine, and scented wipes, have been introduced owing to their diversified applications, addressing various consumer needs that have expanded the market’s scope.
The booming personal care industry, with new product launches featuring enticing active ingredients and impactful results, has positively impacted the sales and production of products such as facial and cosmetic wipes. For instance, according to the Japan Hygiene Products Industry Association (JHPIA), in FY 2022, the production volume of cosmetic wet wipes in Japan amounted to around 112 million pieces, the highest in a decade. Consequently, companies like Hindustan Unilever and Procter and Gamble offer facial wipes with ingredients like chamomile, white tea extract, and vitamin complexes, thereby increasing their demand in the market.
Moreover, the market is witnessing a demand for varied wipes made using fibers and materials that are eco-friendly and sustainable. The environmental impact of disposable wipes, particularly those that are not biodegradable, has led to this growing demand for eco-friendly alternatives, creating a shift in consumer preferences in the market studied. For instance, in September 2023, TERRA introduced its premium-certified organic biodegradable baby wipes in the Indian market. The company claimed that natural and plant-based organic ingredients were used in its baby wipes and facial wipe products. It has a presence across countries such as New Zealand and the United States. Additionally, according to the company, TERRA wipes are not just 100% biodegradable. They also break down 10 times faster than regular wipes, making them a sustainable and eco-friendly choice for a cleaner planet.
Wipes Industry Segmentation
Wipes can be defined as disposable cloths with cleansing agents. The global wipes market is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into personal care wipes (which are further classified into baby wipes, facial wipes, hand & body wipes, and personal hygiene wipes), household wipes, and other product types. Based on distribution channel, the market is segmented into supermarkets/hypermarkets, convenience/grocery stores, specialty stores, online retail stores, and other distribution channels. Also, the study provides an analysis of the wipes market in emerging and established markets worldwide, including North America, Europe, Asia-Pacific, South America, and the Middle East and Africa. The market sizes and forecasts have been done in value terms (USD) for all the abovementioned segments.
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| Supermarkets/Hypermarkets | |
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| Online Retail Stores | |
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Wipes Market Size Summary
The wipes market is experiencing significant growth, driven by increasing consumer awareness of hygiene and the convenience offered by disposable wipes. The market is expanding due to the introduction of various types of wipes, such as intimate, flushable, and scented wipes, which cater to diverse consumer needs. The personal care industry, with its focus on innovative products featuring active ingredients, has further boosted the demand for facial and cosmetic wipes. Companies are also responding to the growing demand for eco-friendly and sustainable wipes, as consumers become more conscious of the environmental impact of non-biodegradable products. This shift in consumer preferences is encouraging manufacturers to develop biodegradable and plant-based alternatives, such as TERRA's organic baby wipes, which are gaining traction in the market.
In North America, the wipes market is benefiting from the rise of the natural and organic skincare industry, with e-commerce emerging as a key distribution channel. The demand for clean-label products made from recyclable and renewable materials is on the rise, prompting companies to innovate with compostable wipes. Major players like Procter & Gamble, Unilever, and Kimberly-Clark are investing in research and development to create safe, alcohol-free, and eco-friendly wipes. The market is characterized by intense competition, with leading companies adopting strategies such as product launches, expansions, and partnerships to strengthen their market position. The global wipes market remains fragmented, with key players continuously striving to increase their market share through strategic initiatives.
Wipes Market Size - Table of Contents
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1. MARKET DYNAMICS
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1.1 Market Drivers
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1.1.1 Growing Consciousness Toward Hygiene
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1.1.2 Robust Consumer Demand Driven by Outdoor Enthusiasts
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1.2 Market Restraints
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1.2.1 High Market Penetration of Substitute Products
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1.3 Porter's Five Forces Analysis
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1.3.1 Bargaining Power of Suppliers
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1.3.2 Bargaining Power of Buyers/Consumers
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1.3.3 Threat of New Entrants
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1.3.4 Threat of Substitute Products
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1.3.5 Intensity of Competitive Rivalry
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2. MARKET SEGMENTATION
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2.1 Product Type
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2.1.1 Personal Care Wipes
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2.1.1.1 Baby Wipes
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2.1.1.2 Facial Wipes
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2.1.1.3 Hand & Body Wipes
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2.1.1.4 Personal Hygiene Wipes
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2.1.2 Household Wipes
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2.1.3 Other Product Types
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2.2 Distribution Channel
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2.2.1 Supermarkets/Hypermarkets
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2.2.2 Convenience/Grocery Stores
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2.2.3 Specialty Stores
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2.2.4 Online Retail Stores
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2.2.5 Other Distribution Channels
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2.3 Geography
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2.3.1 North America
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2.3.1.1 United States
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2.3.1.2 Canada
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2.3.1.3 Mexico
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2.3.1.4 Rest of North America
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2.3.2 Europe
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2.3.2.1 United Kingdom
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2.3.2.2 Germany
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2.3.2.3 France
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2.3.2.4 Russia
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2.3.2.5 Italy
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2.3.2.6 Spain
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2.3.2.7 Rest of Europe
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2.3.3 Asia-Pacific
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2.3.3.1 China
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2.3.3.2 India
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2.3.3.3 Japan
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2.3.3.4 Australia
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2.3.3.5 Rest of Asia-Pacific
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2.3.4 South America
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2.3.4.1 Brazil
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2.3.4.2 Argentina
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2.3.4.3 Rest of South America
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2.3.5 Middle East and Africa
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2.3.5.1 South Africa
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2.3.5.2 Saudi Arabia
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2.3.5.3 Rest of Middle East and Africa
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Wipes Market Size FAQs
How big is the Wipes Market?
The Wipes Market size is expected to reach USD 20.53 billion in 2024 and grow at a CAGR of 5.44% to reach USD 25.38 billion by 2029.
What is the current Wipes Market size?
In 2024, the Wipes Market size is expected to reach USD 20.53 billion.
