Market Trends of Wipes Industry
Rising Parental Concerns Propel the Baby Wipes Market’s Growth
Rising awareness among parents about sanitation and safety is one of the major drivers of demand for baby wipes in the market. The most prevalent carriers of illnesses in babies are germs and bacteria, and wet wipes are an efficient way to keep babies clean and hygienic, which drives parents toward making quality purchases. This, along with the rising customer expenditure on newborn hygiene products, is likely to drive the popularity of baby wipes globally, and this has led to increased production of baby wipes worldwide to cater to the growing demand.
For instance, according to JHPIA (Japan Hygiene Products Industry Association), in FY 2022, the baby wipes production volume in Japan amounted to around 259 million pieces, up from about 195 million baby wipes in the fiscal year 2013 and 258 million in 2021. In 2022, baby wipes and antibacterial wipes accounted for the largest share of wipes production in Japan.
As the manufacturers operating in the baby wipes segment cater to the needs of newborns and babies, they are observed to be eager to produce baby wipes with minimal ingredients and a lot of water content to support the baby’s comfort. For instance, in June 2023, Ginni Filaments Ltd launched ultra-pure water wipes in the baby care segment in India. The product was asserted to contain 99.9% water and was promoted as the purest and gentlest wipe with minimal ingredients, developing an understanding of the unique properties of baby and infant skin.
Moreover, baby wipes are disposable in nature and cannot be reused, which adds to sustainability and environmental pollution concerns. Thus, manufacturers are focusing on producing eco-friendly baby wipes, widely boosting the growth of the market.
North America Holds a Significant Market Share
The North American population, along with high purchasing power, recognizes the importance of personal care products, including wipes. The rise of the natural and organic skincare industry has led to numerous product launches driven by companies capitalizing on this trend. E-commerce is becoming a strong distribution channel for alcohol-based wipes, while the demand for clean-label products made from recyclable, biodegradable materials and renewable resources is boosting the North American wipes market, including baby wipes.
Concerns about sustainability have led to a shift toward compostable wet wipes, which has encouraged companies to launch innovative eco-friendly products. For instance, in July 2023, Neutrogena partnered with Lenzing's Veocel fiber brand to produce makeup removal wipes from 100% plant-based fibers, which are compostable at home. Additionally, the market is also witnessing an increasing demand for household and disinfectant wipes, owing to the higher consumer awareness regarding the availability and benefits of these products in cleaning in the US market.
Major companies like Procter & Gamble, Unilever, Kimberly-Clark, and Johnson & Johnson are investing in R&D to innovate safe, alcohol-free baby wipes. For instance, in March 2022, WaterWipes launched 100% biodegradable, plant-based, plastic-free, and compostable baby wipes in the United States, made with 99.9% purified water and fruit extract and USDA-certified Biobased.
