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Wet Wipes Market

Wet Wipes Market Analysis by Product Type (Cosmetic Wipes, Baby Wipes, Intimate Wipes, Household Wipes), by Technology (Airlaid, Spunlace, Wetlaid), by Sales Channel & Regional Forecast 2022-2032

Analysis of Wet Wipes Market Covering 30+ Countries Including Analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more

Global Wet Wipes Market Outlook

The wet wipes market is estimated at US$ 4.4 Billion in 2022 and is projected to reach US$ 7.6 Billion by 2032, at a CAGR of 5.6% from 2022 to 2032.

Consumer willingness to spend on skincare products to enhance overall skin texture and rising skin concerns due to escalating pollution and stress levels at work are expected to propel the demand for wet wipes during the assessment year.

The wet wipes market accounts for 2% of total personal care market in 2022, and is expected to expand due to increased consumer preference for personal care products. Wet wipes market is expected to gain an absolute $ opportunity of US$ 2.9 Billion during the assessment period 2022-2032.

Wet wipes also known as wet towels are pieces of moist fabrics that come folded in packs and are used for cleaning and disinfecting purposes. Rising hygiene concerns and consumer willingness to spend on hygiene products to limit the spread of the virus is expected to push the demand for consumer wet wipes.

Wet wipes have wide range of utility, and can be used to clean delicate skin of infants, remove makeup and clean corners of room which are difficulty to reach using conventional cleaning devices.

Many brands have launched disinfectant and anti-bacterial wet wipes to fulfil the rising concern for cleanliness to prevent spread of virus. Easy availability of different types of wet wipes in grocery stores, medical outlets is expected to push the demand for consumer wet wipes in the market. Wet wipes are portable and accessible in different pack sizes. Owing to these factors, demand for wet wipes is expected to surge during the assessment year.

Report Attributes


Base Year Value (2021A)

US$ 4.1 Bn

Estimated Year Value (2022E)

US$ 4.4 Bn

Projected Year Value (2032F)

US$ 7.6 Bn

Value CAGR (2022-2032)


Collective Value Share (US, UK,India): 2022 Top 3 Countries


Key Companies Profiled

  • Johnson & Johnson
  • Kimberly-Clark
  • Unicharm
  • Hengan
  • Burt's Bees
  • Farlin Infant Product Corporation
  • TLC International
  • Nice-Pak Products Inc.
  • Excelcare Products.

Know thy Competitors

Competitive landscape highlights only certain players
Complete list available upon request

2017-2021 Global Wet Wipes Market Outlook in Comparison to 2022-2032 Growth Forecast

Demand for wet wipes is expected to rise due to convenience and easy usability they offer to the consumer. Wet wipes vary based on the fabric and the cleaning solution added to it. Wet wipes are made from different materials like bamboo, plastic, rayon.

Consumer wet wipes come to rescue and make life easier like baby wipes are used to quickly get rid of the baby blowout, cosmetic wet wipes are used to clean face and hand without the need of water and face- wash. Household wipes are used to clean corners without the need for disinfectant spray and water towels.

Baby wipes make the tedious task of changing diapers easy and are added with a formulation that is sensitive to baby skin. They are scented, unscented or come in mild fragrances in addition to being alcohol and paraben-free. The rising no. of working women and nuclear families is expected to contribute to one – third demand of the total segment.

Anti-bacterial wipes are used to get rid of germs without the assistance of water, demand for anti-bacterial and disinfectant wipes is expected to skyrocket and account for 45% of revenue generation due to heightened consumer awareness regarding health and hygiene inflected by covid-19. Key manufacturers are focusing on developing these variants as consumer inclination towards sanitation products is at peak. They are primarily used for cleaning serving desks and cafeteria chairs, common gym equipment, and shopping pushcarts.

Cosmetic wipes specific to skin conditions like acne, dry skin, cleansing for oily skin is available in the market. Gym enthusiasts often use wet wipes to do away with sweat after a heavy workout. Changing consumer lifestyle and availability of consumer wipes specific to different consumer needs is expected to propel the demand for wet wipes in the market.

Wet Wipes Gaining Traction in the Industry

Rising pollution and its side effects on skin have resulted in rising cases of skin disorders, every 6/10 people face skin dryness or pigmentation due to daily exposure to dust and frequently changing atmosphere, As a result, demand for wet wipes with essential oils that cleanse and nourishes the skin at the same time are expected to drive the demand for consumer wet wipes in market.

Growing awareness about maintaining healthy skin is expected to boost the demand for consumer wet wipes used to smear the face in no time for a refreshed experience. Manufacturers are increasingly focusing on developing innovative productions and are investing in research and developmental activities to come up with soft materials and skin-nourishing ingredients to cater to wide consumer requirements.

Wet Wipes Market

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What are the Restraining Factors of Wet Wipes Market?

One of the limiting factors which hinder the growth of wet wipes market consumer is growing concern about deforestation, forest fire, rising carbon footprint due to the burning of fossil fuel which may cause unavailability of raw material to produce paper-based wet wipes. Another restraining factor is the alternative choices available to consumers in the market which includes similar hygiene products such as towels, liquid cleaners, brushes and disinfectants.

What is the Impact of COVID-19 on the Wet Wipes Market?

The covid-19 pandemic had a positive impact on the demand for consumer wet wipes industries as consumers were on the lookout for products that guarantee bacteria proof environment.

Use of anti-bacterial wipes by doctors increased by multifold to avoid the danger of infection due to daily exposure to infected patients. Use of Household wet wipes increased by 3X times as consumers started to hoard wet wipes to maintain a germ-free atmosphere at home.

Consumer willingness to spend on health and hygiene products is expected to open new opportunities in the consumer wet wipes market. Key Manufacturers should focus on new product development to exploit these opportunities.

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Country-wise Insights

What is the market scenario of wet wipes in UK?

Europe is predicted to be the market leader in terms of value in the wet wipes market attributing to countries such as UK, Germany, Spain where manufacturers are setting up producing facilities and emphasizing developing multi-purpose wet wipes. This is expected to bring magnificent growth opportunities for the regional market.

What is driving the Asia-Pacific wet wipes market?

Asia pacific is expected to contribute a maximum share in global revenue generated from wet wipes market. The rising middle class population and consumer willingness to spend on premium baby care products like baby wipes promise positive growth in demand. Additionally, the climbing geriatric population is expected to boost the demand for household wipes in 2021, and the trend is likely to surge during the forecast period (2022-2032). Asia Pacific’s consumer wipes market is projected growing at a CAGR of 6.4% between 2022 and 2032.

Consumer wet wipes market forecast by Fact.MR

Category-wise Insights

Which type of product is consumed maximum in the wet wipes industry?

Household wipes account for maximum share followed by baby wipes market due to consumer willingness to spend on high-end products to ensure better safety of kids and household respectively is expected to generate up to 75% revenue from product type segment.

Which sales channel contributes maximum to revenue generation during 2022?

Company-owned websites and e-commerce channels accounted for more than 40% of sales in 2022. Consumers were stuck at home and preferred purchasing online from the safety of their home as a result sales through online channels surged and was preferred by consumers due to the availability of varied options and easy access to consumer reviews to make a final choice among brands offering similar products.

Competitive Landscape

Consumer wet wipes manufacturers are exploring new and innovative designs focusing on ease of use to end-consumers. Key manufacturers are utilizing the heightened awareness of health and safety to come up with packaging that is aseptic, by way of new product launches.

For instance :

  • August 2021, Unicharm Corporation launched “Mamy Poko Premium Baby Wipes" in China. This new product offers safety and uses environment-friendly cotton sheets certified by "OEKO-TEX which is considered to be the highest safety standard for consumer goods
  • In December 2020, Johnson & Johnson transformed its Neutrogena make-up wipes to 100% plant-based fabric to emphasize the sustainable image and keep a check on carbon footprint

Global Wet Wipes Market by Category

  • 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 Store
    • Online Stores
    • Other Sales Channel

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The global consumer wet wipes market is estimated to be worth over US$ 4.4 Billion by 2022

The demand is anticipated to surpass US$ 7.3 Billion by 2032 end

Global demand for consumer wet wipes rose at a rate of 5.8% from 2022 to 2032

Between 2017 and 2021, the market grew at a 5.1% CAGR

Johnson & Johnson, Kimberly-Clark, Unicharm, Hengan, Pigeon Corporation, Burt's Bees, Farlin Infant Product Corporation, TLC International products are the most prominent players in the global market

Europe tops the global market for consumer wet wipes. Sales in the European market is anticipated to account for a share of 35 % in the consumer wet wipes market in 2022.

Personal care industry and cosmetic industry combined contribute to maximum share of brings in 60% of total revenue of consumer wet wipes market.

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