Baby Wipes Market

Baby Wipes Market Study by Wet Baby Wipes and Dry Baby Wipes Made from Microfiber, Cotton Terry, Cotton Flannel, and Bamboo Velour from 2023 to 2033

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 (2023 to 2033)

The global baby wipes market size stands at US$ 5.1 billion in 2023 and is expected to reach US$ 7.55 billion by the end of 2033. Global demand for baby wipes has been predicted by Fact.MR to increase at a CAGR of 4% during the next 10 years.

Baby wipes are disposable cloths or tissues that are pre-moistened with a solution of water and other ingredients such as moisturizers, fragrances, and disinfectants, among others. The use of baby wipes is essential for maintaining proper hygiene and cleanliness for infants and toddlers, as they are designed to be gentle and effective in cleaning sensitive skin areas, such as the diaper area, face, hands, and other body parts. Additionally, baby wipes are convenient for on-the-go clean-ups, and they are ideal for use in situations where water and soap are not readily available.

When purchasing baby hygiene products, parents are most concerned about the substances used in them. This is to minimize the possibility of harmful substances causing infectious skin illnesses in their newborns. To meet the various hygienic needs of consumers, businesses are therefore putting a lot of effort into designing wipes with safer compositions and in a variety of sizes and shapes. Also, to support environmental sustainability, they are creating eco-friendly packaging for disinfecting wipes.

  • Nice-Pak International, a market leader in European hygiene products, introduced recyclable wet wipe packaging in the United Kingdom in October 2019.

Wet and dry baby wipes are some of the types of baby wipes available in the market. Demand for dry baby wipes is expected to increase at a CAGR of 4.5% during the forecast period. Dry wipes are more eco-friendly and sustainable than wet baby wipes, as they are not pre-moistened with chemicals and are often made from biodegradable natural fibers. This makes them a preferred choice for environmentally conscious consumers who want to reduce their carbon footprint and minimize waste.

Another reason driving dry baby wipe sales is that they are versatile and can be used with any cleaning solution, such as water, soap, or natural cleansers, making them ideal for parents who want to control what they put on their baby's skin. This is especially important for babies with sensitive skin or allergies, as some pre-moistened wipes may contain harsh chemicals or fragrances that can irritate. Dry baby wipes are more cost-effective than wet wipes, as they can be purchased in bulk and used with a variety of cleaning solutions, which can save money in the long run.

Report Attributes


Baby Wipes Market Size (2023E)

US$ 5.1 Billion

Forecasted Market Value (2033F)

US$ 7.55 Billion

Global Market Growth Rate (2023 to 2033)


United Kingdom Market Value (2033)

US$ 369.74 Million

United States Market Value (2033)

US$ 2.06 Billion

South Korea Market Growth Rate (2023 to 2033)

4.3% CAGR

Japan Market Growth Rate (2023 to 2033)

3.8% CAGR

China Market Growth Rate (2023 to 2033)

4.7% CAGR

Key Companies Profiled

  • Unicharm Corporation
  • Svenska Cellulosa Aktiebolaget SCA
  • Johnson & Johnson
  • The Procter and Gamble Company
  • Kimberly Clark Corporation
  • Pigeon Corporation
  • Hengan International Group Company Limited
  • CPMC Holdings Ltd.
  • Nice-Pak International Limited
  • Beiersdorf AG
  • Albaad Massuot Yitzhak Ltd.

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Which Trends are Uplifting the Sales of Baby Wipes?

“Growing Adoption of Eco-friendly & Biodegradable Wipes”

To lessen the pollution strain on the environment, manufacturers are concentrating on developing biodegradable personal care products, including diapers, tissues, wet wipes, toilet paper, and others.

  • In August 2020, Natures One, a manufacturer of sustainable personal care goods, introduced comfort newborn diapers and wipes produced from plant-based materials that use moisture absorption technology.

Many convenience stores and supermarkets stock large-sized packs and refills that are labelled with inventive graphics to entice customers to purchase such products. People prefer smaller travel-sized packages because they can easily be disposed of while travelling.

Growing trend of well-known brands employing fragranced and naturally occurring components such as neem, aloe vera, honey, and other preservatives in disinfected wipes for babies is projected to provide potential growth opportunities.

“Rising Prevalence of Skin Allergies Driving Demand for Disinfectant Baby Wipes”

Baby wipes can aid in preventing skin infection by removing dirt and dust and hydrating and nourishing the skin. Numerous infant populations worldwide experience contagious skin conditions such as eczema, allergies, nappy rashes, and others such as acne. As a result, the global need for disinfectant wipes is projected to increase as these diseases become more prevalent.

Other factors that are driving the growth of the baby wipes market include the rapidly growing rate of infant population and the increasing spending power of parents on personal care items for their kids

  • A survey called Diaper Dermatitis Prevalence and Severity, carried out by the United States National Library of Medicine, found that in December 2019, 14.9% of infants in Germany had diaper rash issues.

What May Make a Hole in the Pockets of Baby Wipe Suppliers?

“Counterfeit Products - Threat to Baby Wipe Manufacturers’ Revenue Growth”

The market growth of baby wipes is expected to be impeded by the prevalence of counterfeit products made with synthetic chemical ingredients such as parabens, sulfates, and phthalates. Moreover, consumers may opt for alternative products such as paper towels or toilet paper to clean their infants' skin, which could hinder the sales of baby wipes. Additionally, premium-priced baby care items may face limited demand among lower-income groups due to their higher cost.

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How Can New Market Players Benefit from the Evolving Baby Wipes Market?

“Development of Innovative & Sustainable Baby Wipes Key to Success for New Companies”

The baby wipes market can be beneficial for new companies due to several reasons. There is a high demand for baby wipes globally, making it a potentially lucrative market for new entrants. The market is constantly evolving and innovating, which provides several growth opportunities for new players to generate new & innovative products and ideas.

Consumers are becoming increasingly aware of the need for safe and natural baby care products, which presents a moment for newcomers to differentiate themselves by offering products made with natural and sustainable ingredients. Moreover, the market is quite diverse, with different types of wipes catering to various needs, such as sensitive skin, fragrance-free, and eco-friendly. This presents chances for new players to specialize in a particular segment and build a loyal customer base, thereby driving the consumption of baby wipes.

With the growth of e-commerce, new market players can enter the business with low initial investment and establish a digital presence, making it easier to reach a wider audience and grow their business. Overall, the baby wipes market presents several attractive opportunities for new players to enter and establish themselves in a growing and evolving industry.

  • Esembly is a producer of baby care products, founded in 2019 in the United States. The company produces reusable and washable baby wipes made from organic cotton and bamboo.

Baby wipes market forecast by Fact.MR

Country-wise Analysis

Why are Producers of Baby Wipes Attracted to the United States?

“Supportive Government Healthcare Initiatives and Growing Demand for Sustainable Baby Wipes”

Demand for baby wipes is predicted to expand at a CAGR of 3.4% from 2023 to 2033 and is likely to reach US$ 2.06 billion by the end of the forecast period.

Market growth is due to the populace's greater purchasing power and the increasing use of disposable hygiene products. Furthermore, the government's affirmative measures to offer financial assistance for child care contribute to this dominance. Also, the growing inclination towards sustainable personal care products among consumers is expected to facilitate the adoption of eco-friendly baby wipes in the country.

  • According to the WYN Women's Foundation's findings, the Child Care and Development Bank Grant Organization (CCDBG) granted US$ 8.3 billion in childcare subsidies in the United States in 2019.

Which Tactics are Being Used by Manufacturers of Baby Wipes in the United Kingdom?

“Continuous Product Innovation Driving Baby Wipe Producer’s Revenue Shares”

Sales of baby wipes in the United Kingdom are expected to reach US$ 369.74 million by the end of the forecast period.

The presence of key market players in the United Kingdom is influencing the baby wipe sales growth. To retain the interest of parents in buying baby care products for their children, companies are implementing various marketing and promotional strategies along with product innovation.

  • The United Kingdom-based company WaterWipes, which launched the Early Day Club in July 2020, is a virtual parent committee aimed at educating both new and existing members about effective ways to care for their babies.

Which Aspects are Increasing the Sales of Baby Wipes in Japan?

“High Hygiene Care Awareness and Growing Rate of Working Women Population”

The market for baby wipes in Japan is expected to progress at a CAGR of 3.8% during the next 10 years due to various factors such as the increasing awareness of the importance of hygiene, convenience, and the availability of high-quality products. Japanese parents place a high value on cleanliness and often use disinfectant baby wipes as a quick and easy way to clean their baby’s skin.

Japanese manufacturers are known for producing high-quality baby wipes that are gentle on a baby's skin and offer a range of benefits such as moisturizing and anti-bacterial properties. The high-quality products led to a loyal customer base and high product demand. In addition to these factors, the increasing number of working women in Japan is also contributing to the growth of the baby wipes market. With more women entering the workforce, there has been an increasing demand for products that make it easier for working mothers to take care of their babies, including baby wipes.

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Category-wise Analysis

Which is the Most Profitable Distribution Channel for Baby Wipe Producers?

“Convenience at Finger Tips – e-Commerce Boosting Sales of Baby Wipes”

According to Fact.MR, a market research and competitive intelligence provider, sales of baby wipes through e-Commerce are expected to progress at a CAGR of 5.9% during the projected period.

e-Commerce is playing a significant role in the growth of the market for baby wipes. With the increasing penetration of the internet and smartphones, online shopping has become more accessible and convenient. Consumers can easily compare prices and products from different brands and make purchases from the comfort of their homes.

Online shopping platforms facilitate targeted marketing and promote baby wipes, allowing companies to reach a larger audience. Through personalized recommendations and offers, companies can retain customer loyalty and increase sales. The ease of online ordering and delivery is also encouraging repeat purchases and further boosting the sales of baby wipes.

Competitive Landscape

Leading manufacturers of baby wipes include Procter & Gamble, Kimberly-Clark Corporation, Johnson & Johnson, and Unicharm Corporation. These companies are continuously investing in research and development to improve the quality of their products and offer innovative solutions to customers. They also have a strong distribution network and invest heavily in advertising and marketing to create brand awareness and capture market share.

  • In April 2021, the Albaad Group, a prominent European manufacturer of hygiene care products, invested US$ 60.29 million to enhance its production capacity and produce sustainable cosmetics and wet baby wipes. This move was in response to the increasing demand for environmentally conscious products such as baby wipes.
  • In May 2021, Veocel, a hygiene products manufacturer, joined forces with Coterie Baby Inc. and launched a new plant-based and biodegradable baby wipe in the United States market. This product is made entirely from sustainable materials, making it an eco-friendly option for parents.

Key Segments of Baby Wipes Industry Research

  • By Product Type :

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

    • Microfiber
    • Cotton Terry
    • Cotton Flannel
    • Bamboo Velour
  • By Technology :

    • Airlaid
    • Spunlace
    • Wetlaid
  • By Distribution Channel :

    • Modern Trade
    • Drug Stores
    • Convenience Stores
    • E-commerce
  • By Region :

    • North America
    • Latin America
    • Europe
    • East Asia
    • South Asia & Oceania
    • MEA

- FAQs -

What is the current value of the baby wipes market?

The global baby wipes market is valued at US$ 5.1 billion in 2023.

What is the projected market value for baby wipes by 2033?

The market for baby wipes is expected to reach US$ 7.55 billion by 2033.

What is the projected CAGR for the baby wipes market?

Global sales of baby wipes are predicted to increase at a CAGR of 4% from 2023 to 2033.

Which is the most profitable market for manufacturers of baby wipes?

The United States is a leading market for producers of baby wipes and is predicted to reach US$ 2.06 billion by 2033.

Which selling platform is aiding the revenue growth of baby wipe suppliers?

Sales of baby wipes through e-Commerce are expected to increase at a healthy pace during the forecast period.

Baby Wipes Market

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