Wipes Market Size (2024 - 2029)

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.