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Baby Wipes Market

Baby Wipes Market Report By Product (Wet Baby Wipes, Dry Baby Wipes), By Material Types (Microfiber Wipes, Cotton Terry Wipes, Cotton Flannel Wipes, Bamboo Velour Wipes), By Technology Used (Airlaid, Spunlace, Wetlaid) & Region - Forecast to 2021 – 2031

Analysis of Baby Wipes Market covering 30 + countries including analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more

Baby Wipes Market Outlook

The global baby wipes market to expand at a steady CAGR of around 4% over the decade. The study also estimated market value for the year 2020 at approximately US$ 4.5 Bn. The global baby wipes market is anticipated to rise at a steady CAGR in most regions but is also anticipated to see a drop in demand in some countries, for example Japan.

Key Insights Covered in Baby Wipes Industry Survey:

  • Baby Wipes Demand from 2016 to 2020
  • Baby Wipes Market Size in 2021
  • Production Capacity Analysis of Prominent Baby Wipe Manufacturers
  • Major Factors Shaping Baby Wipes Market Growth
  • Segmentation Analysis of Baby Wipes Industry
  • Competition Mapping for Key Players in Baby Wipes Market
  • Baby Wipes Market Growth through 2031
  • Analysis of Direct and Indirect Sales of Baby Wipes
  • Baby Wipes Industry Share 2021
  • Baby Wipes Distribution Channel Analysis
  • COVID-19 Impact Evaluation on Baby Wipes Industry
  • Detailed Study of Key Strategies to Promote Sales of Baby Wipes

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Competitive landscape highlights only certain players
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Sales Analysis of Baby Wipes from 2016 to 2020 Vs Forecast Analysis for 2021 to 2031

The baby care products market has seen some major changes over the past decade. Demand for baby wipes and other care products has seen a rise, but growth is now expected to be stagnant due to the stable effect caused by promotional factors as well as restraining factors. 

Changing lifestyle patterns of the general population all over the globe, rising disposable income, and increasing hygiene and healthcare trends are some of the factors promoting the adoption of baby wipes. Increase in the number of working women is also a major factor that is fueling sales in the infant wipes market.

However, Use of plastics and non-biodegradable materials in wipes is restricting sales to some extent as consumers have become more climate-conscious in the wake of rising environmental issues.

Balancing the growth promoting factors and restricting factors, demand for baby wipes across the globe is expected to rise at a steady CAGR of around 4% over the next ten years.

Baby wipes market regional analysis by Fact.MR

What is the Outlook for Sales of Organic Baby Wipes?

The materials used in baby wipes usually have a long degradation cycle as they are plastics and polymers. Awareness regarding environment protection has increased manifold over the past couple of years, owing to rising climate concerns and popularity via social medium. Use of such materials is restricting the sales of baby wipes that contain materials that are not environment-friendly.

Eco-friendly baby wipes and biodegradable baby wipes are expected to be in high demand over the coming years as people become more aware and concerned about conserving the environment. Demand for sustainable baby wipes is expected to mature over the decade and see a steady increase in sales as well.

Infant skin is very sensitive and even the slightest of imbalance of chemicals can lead to inflammation or irritation of the skin. Increasing awareness about the ill-effects of chemicals is driving more consumers to choose natural baby wipes and herbal baby wipes to keep their kids safe from harmful chemicals.

The need for gentle cleaning solutions to treat babies is driving demand for natural baby wipes. Innovations in infant wipes have led to the creation of earth-friendly baby wipes that have organic ingredients such as aloe vera and bamboo extracts in their manufacturing process. Bamboo wipes for babies are gaining popularity due to their organic nature and their versatility to be used in any kind of hygiene products without harming the environment.

Plant-based premium baby wipes, bamboo wipes for babies with botanical ingredients, and earth-friendly aloe vera baby wipes are some of the examples of sustainable baby wipes that could see a major hike in demand over the forecast period.

Earth-friendly baby wipe manufactures are now investing in the research & development of products that can cater consumers’ needs in the most environment-friendly way possible. Investments in the baby care market are expected to be mostly geared towards more eco-friendly products.

Baby Wipes Market

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Which Packaging Types are Preferred for Baby Wipes?

On the basis of packaging, baby wipe products are split into four categories:

  • Pouch Packaging for Baby Wipes
  • Box Packaging for Baby Wipes
  • Tin Packaging for Baby Wipes
  • Tube Packaging for Baby Wipes

The most popular and used forms of packing for baby wipes are pouch and box packaging. Use of plastic cases for baby wipes is expected to see a major drop in use due to the environmental impact of plastic.

What is the Impact of Counterfeit Baby Wipes on Market Growth?

Increasing demand for baby wipes has also been met with rise in the supply of counterfeit products. These counterfeit products are usually cheaper and utilize chemicals that can be harmful for infants, so as to reduce cost and increase profits via sales in quantity. Affordable baby wipes are generally preferred by majority of users over premium-priced baby wipes that cost higher.

Demand for affordable baby wipes is expected to see major increase as the use of wipes becomes more mainstream for infant hygiene. Counterfeit baby wipes are also expected to negatively impact sales and hinder the market progress. Top baby wipe manufacturers are striving to eliminate counterfeit products and are creating awareness among consumers about their original products.

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What Does the Research Reveal about Disposable Baby Wipes?

Disposable wet wipes/cloth are products that can be just used for cleaning and then discarded in order to avoid cleaning the cloth or wipe itself after use. This makes it very convenient to use and just discard after the task is done. Increasingly hectic lifestyle of parents makes it hard to spend time on cleaning the wipes, hence, demand for disposable baby wipes is expected to increase over the next ten years.

Travelling has increased in the 21st century as disposable income of the general population has risen and affordable travel has made it easy to travel for everyone. It’s not possible to travel with a huge amount of wipes as it increases the baggage and leads to unnecessary weight.

Disposable travel wipes come in handy and get the job done without having to worry about cleaning or disposal. Demand for travel infant wipes is anticipated to increase as the trend of travelling picks pace.

How is Increasing Focus on Baby Skincare Aiding Progress of the Baby Wipes Industry?

The baby skincare trend is gaining momentum, and one of the most prominent products in the baby skincare regimen is baby skincare wet wipes. As infant skin is very delicate, it needs to be kept safe from any infections or skin damage. Disinfectant baby wet wipes work amazingly for this purpose and can also be found for various skin types for kids so that the parents can choose the best suitable wipe.

Demand for disinfectant baby wipes is expected to see a shift as baby skincare becomes more prominent over the decade. Sales of cotton flannel baby wipes and microfiber baby wipes are also expected to see some increase as they are very soft on the skin and their reusable feature makes them an interesting choice for consumers. Cotton terry baby wipe demand is expected to follow a similar trend.

Which Regions are Expected to be Favorable in Terms of Revenue for Baby Wipe Suppliers?

This research details the global baby wipes industry landscape across regions such as North America, Latin America, Europe, APAC, and MEA.

North America is expected to be a dominant region in terms of market share. High demand can be attributed to increased health and hygiene awareness among the population driven by government support and initiatives.

Europe is also anticipated to record stable growth in terms of demand for baby wipes, with the U.K., Germany, and Italy leading baby wipes growth. Demand for natural baby wipes in Germany is expected to see growth as the trend for eco-friendly products takes off in the country. As awareness increases, sales of herbal baby wipes in the U.K. are also expected to see an increase over the next few years.

The APAC region is anticipated to witness stellar demand due to populous nations such as China and India driving sales. High birth rates in nations such as India and China are expected to be major driving forces in the APAC region over the next ten years.

Online sales are expected to drive baby wipe demand in the MEA region as consumption of baby care products and their sales see an upward trend.

Country-wise Analysis

What is the Outlook for Key Baby Wipe Market Players in the U.S.?

The U.S. baby wipes market is expected to be dominant in the global landscape. This dominance is expected to be further cemented by the high spending potential of consumers and increased popularity of disposable hygiene products.

Increasing focus on childcare facilities through government initiatives is also expected to fuel the sales of disposable baby wipes in the country.

How are Sales of Baby Wipes Shaping Up across Japan?

Japan is one of the few regions where demand for baby wipes is expected to see a downward trend. This is attributed to rising aging population in the country and declining birth rates.

Another factor restraining demand is decreasing personal disposable income. Manufacturers of wet baby wipes in Japan are adopting various strategies to promote their sales in the country. 

Category-wise Insights

Why are Sales of Dry Baby Wipes High?

Dry baby wipes led the market in terms of revenue share in 2020 and accounted for more than half of global sales of baby wipes. Sales of dry wipes dominated the market on account of their multipurpose nature and use in various activities such as baby feeding, body cleaning, and most importantly, changing of baby diapers.

The dry wipes segment is expected to have a dominant outlook over the forecast period as well. Highly-absorbent dry wipes are expected to be in high demand citing their absorption capacity.

What is Driving Sales of Baby Wipes Via e-Commerce?

The trend of online shopping has gained massive popularity over the past decade, and the recent COVID-19 pandemic further boosted online shopping. Preference of consumers to purchase products from the comfort of their home is also a major factor propelling sales via e-Commerce.

Sales through e-Commerce are expected to rise at the highest CAGR. Demand for disposable baby wipes is increasing and top online retailers of disposable baby wipes are trying to cash in this potential by through offers and creative marketing strategies geared towards consumers.

Competition Landscape

Key companies manufacturing baby wipes are focusing on developing sustainable and environment-friendly products to cash in on the revenue potential that the market has to offer.

Market players are looking to accomplish this by adopting different sales and marketing strategies, and through mergers and collaborations.

  • Niki’s Natural Wipes an Australian firm who launched 100% natural wipes with Manuka honey, which is a first for the world. The product was initially available to Australian and New Zealand consumers only, and now the product has been made available for the U.S. consumers as well.
  • In the first quarter of 2021, world’s purest baby wipes by the brand WaterWipes were introduced in India. The purity of wipes has been globally recognized and its entry in the Indian market is sure to push the competition to adopt innovative products and strategies to market their products.
  • Unicharm Corporation had announced its plan to launch Mamy Poko Premium Baby Wipes which has been certified STANDARD100 by “OEKO-TEX®. Unicharm is expecting to strengthen its presence in the region and expecting to rake in good sales citing the safety and environmental standards the product has to offer.

Baby Wipes Industry Report Scope



Market Size Value in 2020

US$ 4.5 Bn
Market CAGR (2021-2031) 4%

Forecast Period


Historical Data Available for


Market Analysis

KT for Volume and US$ Mn for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • APEJ
  • MEA

Key Countries Covered

  • United States
  • Canada
  • Brazil
  • Mexico
  • Germany
  • U.K.
  • France
  • Spain
  • Italy
  • China
  • Japan
  • South Korea
  • India
  • Indonesia
  • Malaysia
  • Singapore
  • Australia
  • New Zealand
  • Turkey
  • South Africa
  • and GCC Countries

Key Market Segments Covered

  • Product Type
  • Material
  • Distribution Channel
  • Technology Used
  • Region

Key Companies Profiled

  • Unicharm Corporation
  • Svenska Cellulosa Aktiebolaget SCA
  • Johnson & Johnson
  • The Procter and Gamble Company
  • Kimberly Clark Corporation


Available upon Request

Segmentation of Baby Wipes Industry Research

  • By Product Type:

    • Wet Baby Wipes
    • Dry Baby Wipes
  • By Material Type:

    • Microfiber Baby Wipes
    • Cotton Terry Baby Wipes
    • Cotton Flannel Wipes
    • Bamboo Velour Wipes
  • By Distribution Channel:

    • Modern Trade Sales of Baby Wipes
    • Drug Store Sales of Baby Wipes
    • Convenience Store Sales of Baby Wipes
    • e-Commerce Sales of Baby Wipes
    • Other Retail Format Sales
  • By Technology Used:

    • Airlaid Baby Wipes
    • Spunlace Baby Wipes
    • Wetlaid Baby Wipes

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Increasing working women all over the globe, rising awareness about baby care, and growing focus on hygiene and health backed by government initiatives are prevalent trends in this space.

Top companies such as Unicharm Corporation, Svenska Cellulosa Aktiebolaget SCA, Johnson & Johnson, The Procter and Gamble Company, and Kimberly Clark Corporation leading baby wipe suppliers.

The global baby wipes market was estimated to be worth around US$ 4.5 Bn in 2020.

The research suggests that baby wipe sales will rise at a steady CAGR of nearly 4% over the next ten years.

Increasing aging population and decline in birth rate are two major factors limiting the demand for baby wipes in Japan.

Demand for baby wipes is expected to be high in countries such as India, China, and the U.S.

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