Wet Wipes Market

Wet Wipes Market Outlook (2023 to 2033)

The global wet wipes market has reached a size of US$ 4.64 billion in 2023 and is projected to climb to US$ 8 billion by the end of 2033, advancing at a healthy CAGR of 5.6% from 2023 to 2033.

Wet wipes are an easy and quick solution for personal hygiene and cleaning purposes. Wet wipes are commonly used for personal care, baby care, and household cleaning, and they provide a convenient alternative to traditional methods such as utilizing water and soap. Wet wipes are useful in settings where access to water is limited.

Worldwide demand for wet wipes is growing steadily due to increased emphasis on personal hygiene and cleanliness, notably in the aftermath of the COVID-19 pandemic. People are more concerned with maintaining hygiene standards, which has increased the use of wet wipes as a convenient and effective form of sanitization.

Several government initiatives and promotions encouraging hand hygiene habits amid COVID-19 also raised the use of hand hygiene and sanitary goods.

• For example, in February 2021, the Australian Government's Department of Health released a print ad and poster with the statement 'Coronavirus (COVID-19) - Practice Good Hand Hygiene' to raise hand hygiene awareness and maintain a healthy environment.

Modern lifestyles have become increasingly hectic, with people frequently confronting time constraints. Wet wipes are a practical solution that allows people to rapidly clean themselves or objects without taking extra time or effort. This ease of use has contributed to the increasing demand for wet wipes.

Rising disposable income in several regions has increased consumer expenditure on convenience products. Wet wipes are perceived as cost-effective and time-saving solutions, making them appealing to consumers ready to spend money on practical products that simplify their everyday lives. Moreover, many women are joining the workforce all over the world, boosting their ability to purchase and enhancing their awareness of personal cleanliness, which is raising the demand for wet wipes. As a result of their wide range of applications, many products have been developed, including flushable, intimate, scented, and feminine wipes, which help clean and reduce skin bacteria, minimizing the likelihood of infection and skin irritation.

Globally, the growing geriatric population and their increasing mobility challenges are also creating a continual need for wet wipes with better absorption and softness.

• According to the United Nations Department of Economic and Social Affairs study 'World Population Aging: Highlights 2020', there were 727 million individuals aged 65 and up in 2020, with the number expected to reach 1,500 million by 2050.

Report Attributes	Details
Wet Wipes Market Size (2023)	US$ 4.64 million
Projected Market Value (2033)	US$ 8 billion
Global Market Growth Rate (2023 to 2033)	5.6% CAGR
United States Market Projected Value (2033)	US$ 2.18 billion
Household Wet Wipes Segment Growth Rate (2023 to 2033)	6% CAGR
Key Companies Profiled	Johnson & Johnson Kimberly-Clark Unicharm Hengan Burt’s Bees Nice-Pak Products Inc TLC International

Why is the Wet Wipes Market Growing at a Steady Pace?

“Rising Demand for Biodegradable Wipes”

Increasing demand for biodegradable wipes is mostly due to a shift in consumer preference toward eco-friendly products and a growing emphasis of governments on green procurement regulations. Wipes made from biodegradable materials can be easily broken down anaerobically by bacteria or other living organisms over time.

This aids in the reduction of waste accumulation in the environment. As a result, biodegradable wipes are gaining popularity among customers in developed countries such as Canada, the United States, France, Italy, Germany, and the United Kingdom.

Leading market players are focusing on R&D initiatives to generate novel products with the least environmental impact or are environmentally friendly.

• Naty, an eco-friendly nappy business, makes compostable baby wipes. Nivea also sells biodegradable aloe cleansing wipes. These delicate wipes biodegrade in 28 days and are composed entirely of renewable plant fibers, ensuring no trash pollutes the environment.

Country-wise Insights

Why is the United States Poised to Maintain its Lead in the Global Market?

“Huge Urban Population, Increased Health & Hygiene Awareness, and Strong Focus on Eco-friendly Products”

Personal care products have always been in high demand in the United States, and this trend is projected to continue over the next ten years. Fact.MR, a market research and competitive intelligence provider, expects the United States market to garner US$ 2.18 billion by 2033.

American consumers highly value convenience and time-saving items. Wet wipes are popular among busy individuals and families looking for convenient ways to streamline their daily routines since they provide a quick and hassle-free solution for personal hygiene and cleaning.

The American way of life has become increasingly hectic, with people balancing several duties. The United States has a sizable urban population.

• According to World Bank Group figures, almost 82.66% of the US population lived in cities in 2020.

Wet wipes meet the needs of a busy lifestyle by providing a quick and on-the-go solution for personal care, baby care, and household cleaning.

The COVID-19 outbreak has dramatically increased Americans' health and hygiene awareness. There is a higher emphasis on maintaining cleanliness and lowering the danger of infection, which has increased the use of wet wipes for sanitization. Furthermore, the huge presence of production facilities and supplier bases of important firms such as America Hygienics Corporation, Nice Pak, Kimberly Clark Company, and others is supporting market expansion in the country. Due to mounting environmental concerns, these players are heavily focused on launching eco-friendly products.

Which Countries are Bolstering Asia Pacific Market Growth?

“China, Japan, and South Korea to Strengthen Regional Market Expansion”

The Chinese market is expected to reach US$ 1.34 billion by 2033. Significant urbanization in China has resulted in a fast-paced lifestyle for many residents. Wet wipes provide convenience and time savings, which align with urban consumers' needs. Moreover, rising disposable income in China is boosting people's purchasing power for convenience items such as wet wipes.

The sales of wet wipes in Japan are projected to hit US$ 368.24 million by 2033. Japan has a strong hygiene and cleaning culture. Wet wipes are considered necessary for maintaining personal hygiene and disinfecting surfaces, contributing to their extensive use. Japan has one of the most aging populations in the world. Older people frequently demand things that are simple to use and convenient. Wet wipes are widely utilized in nursing homes and for the personal care of older people, fueling market expansion. Moreover, Japan, like other developed countries, has a fast-paced lifestyle, spurring the demand for wet wipes.

The market in South Korea is anticipated to touch US$ 320.21 million by 2033. South Korea is well-known for its skincare and cosmetics industries. Wet wipes have become more popular as part of skincare routines due to the global appeal of South Korean cosmetic products. K-Beauty firms frequently offer novel and specialized cosmetic wet wipes, contributing to market growth. Moreover, wet wipes are widely utilized for baby care in South Korea, which places a high value on childcare. Parents use wet wipes for diaper changes, wiping hands and faces, and maintaining hygiene.

What Makes the United Kingdom a Lucrative Market for Wet Wipe Manufacturers?

“Heavy Emphasis on Hygiene & Cleanliness and Increasing Popularity of Biodegradable and Flushable Wipes”

The United Kingdom market is forecasted to achieve US$ 424.28 million by 2033. The increased emphasis on hygiene and cleanliness in the United Kingdom is increasing the demand for wet wipes. Moreover, concerns about the disposal and environmental impact of wet wipes have gained traction in the United Kingdom.

Consumers and governments are increasingly looking for environmentally friendly options, and firms are encouraged to embrace more sustainable methods. As a result, biodegradable and flushable wipes are growing in popularity in the country.

Category-wise Insights

Why is Demand for Household Wet Wipes Booming?

“COVID-19-Induced Demand and Broad Range of Applications”

Household wet wipes are a quick and easy way to clean a variety of surfaces and household items. They eliminate the necessity for traditional cleaning procedures, such as utilizing a spray bottle and a cloth, making them appealing to consumers looking for quick and easy cleaning solutions. The global demand for household wet wipes is predicted to swell at a CAGR of 6% during the forecast period.

Household wet wipes are frequently used to clean kitchen countertops, washroom surfaces, appliances, and other germ and dirt-prone areas. The greater focus on cleanliness, particularly after the COVID-19 outbreak, has fueled demand for household wet wipes.

Household wet wipes have a wide range of applications. They can be used on a variety of surfaces, such as glass, plastic, stainless steel, and wood. They are also appropriate for a variety of household products such as electronics, furniture, and cooking utensils. Wet wipes' adaptability makes them desirable to consumers looking for a single product that can meet multiple cleaning needs.

Why are Online Sales of Wet Wipes Set to Increase Rapidly?

“Convenience, Heavy Discounts, and Wide Variety of Products Offered by Online Stores”

Worldwide demand for wet wipes from online stores is expected to evolve at a CAGR of 7.5% from 2023 to 2033. E-commerce has gained prominence in recent years due to its ease of use. Buyers worldwide are increasingly resorting to online to purchase daily necessities such as personal care and hygiene items.

e-Commerce has significantly impacted people's purchasing habits by offering benefits such as doorstep delivery, heavy discounts, simple payment choices, and the availability of a diverse selection of products on one platform. Due to expanding internet penetration and consumer proclivity for online shopping, key businesses are progressively developing e-commerce websites in huge attractive regions.

Competitive Landscape

Key players in the global wet wipes market are constantly innovating to differentiate and personalize their offers for potential users. These players are focusing on mergers & acquisitions, new offerings, and collaborations to gain market share.

• Nice-Pak, an innovator and leader in producing and distributing pre-moistened wipes based in the United States, unveiled its new Nice 'N Clean SecureFLUSH technology flushable wet wipes in December 2021. The SecureFLUSH technology boasts of generating a special, 100% cellulose nonwoven wipe that is sufficiently effective to clean but breaks down rapidly.
• Huggies, a brand owned by Kimberly-Clark, introduced its first biodegradable product in December 2020. Huggies Pure Biodegradable baby wipes decompose in landfills in 15 days. The product is entirely comprised of natural fibers.

Key Segments of Wet Wipes Industry Research

• By Product Type :

  • Cosmetic Wipes
  • Baby Wipes
  • Intimate Wipes
  • Household Wipes

• By Technology :

  • Airlaid
  • Spunlace
  • Wetlaid

• By Sales Channel :

  • Modern Trade
  • Departmental Stores
  • Drug Stores
  • Convenience Stores
  • Online Stores

• By Region :

  • North America
  • Latin America
  • Europe
  • Asia Pacific & China
  • Middle East & Africa