Personal Care Wipes Market Size, Share, Report 2023-2032
The global personal care wipes market was valued at USD 11.91 billion in 2022 and it is predicted to surpass around USD 22.09 billion by 2032 with a CAGR of 6.37% from 2023 to 2032. The personal care wipes market in the United States was accounted for USD 4 billion in 2022.
Key Pointers
Report Scope of the Personal Care Wipes Market
| Report Coverage | Details |
| Revenue Share of North America in 2022 | 35% |
| CAGR of Asia Pacific from 2023 to 2032 | 6.72% |
| Revenue Forecast by 2032 | USD 22.09 billion |
| Growth Rate from 2023 to 2032 | CAGR of 6.37% |
| Base Year | 2022 |
| Forecast Period | 2023 to 2032 |
| Market Analysis (Terms Used) | Value (US$ Million/Billion) or (Volume/Units) |
| Companies Covered | Edana Diamond Wipes International Inc.; Medline Industries; The Honest Company, Inc.; Procter and Gamble Co.; Edgewell Personal Care Co.; Johnson & Johnson Services, Inc; Pluswipes; Rockline Industries; KCWW |
Convenience, hygiene, easy disposability, and consumer-centric aesthetics are some of the major characteristics associated with these products that are influencing the industry’s growth. In addition, the rising awareness about hygiene is another factor driving the growth. Rising usage of the product as a more convenient alternative to cloth, liquid washes, and paper towels is further propelling the industry's growth. The COVID-19 pandemic positively influenced the industry, majorly due to the sudden rise in the demand for wipes as a result of the increased importance of cleanliness and hygiene to curb the spread of the infection.
In addition, the demand for organic and eco-friendly wipes also increased. For instance, in April 2022, Walgreens Boots Alliance, Inc. announced to replace wipes containing plastic with wood fiber or plant-based alternatives by the end of 2022. This trend among the consumers of organic products is expected to continue growing in the coming years. Personal care wipes enable easy maintenance of hygiene as they are portable. Moreover, most of these are made from natural ingredients, thus being environment-friendly and fulfilling the need of customers looking for sustainable products. Furthermore, the demand for skin and personal care products has been growing in various areas including cosmetics, makeup, and hygiene. Facial and cosmetic wipes do not require the need for lather & rinse and are travel-friendly, contributing to their growing use.
This growth can be attributed to the advantages of these products along with the growing awareness among consumers. The increasing consumer disposable income and the shift toward an improved lifestyle are also boosting product usage, thus fueling industry growth. Moreover, the growing usage of organic wipes to avoid the side effects of harsh chemicals on the skin is expected to drive the industry. Increasing marketing initiatives, such as media & broadcasting, product branding, advertisements, and others, have been leading to substantial growth in product use, thus driving the overall market. The product acceptance has been growing due to the fact that they are manufactured with compostable materials and natural ingredients.
In addition, these products are used for various purposes, such as patient care, diapering a baby, post-workout, and others. The surging product usage due to their effectiveness as an alternative to several other products used for cleansing, including facewash, soap, handkerchief, cloth, and napkin, along with their small and convenient packaging, is expected to propel the market growth. However, their high cost in comparison to cloth napkins and the presence of certain harsh chemicals may cause skin-related allergies, which may hinder industry growth. Thus, manufacturers are launching natural, organic wipes to cater to such issues. For instance, in August 2021, Unicharm Corp. launched Mamy Poko Premium Baby Wipes, a range of organic baby wipes in Taiwan.
Product Insights
On the basis of products, the global industry has been divided into baby wipes, facial & cosmetic wipes, hand & body wipes, flushable wipes, and others. The baby wipes segment dominated the global industry in 2022 and accounted for the maximum share of more than 54% of the overall revenue. A rise in the usage of baby wipes by millennial parents due to the growing concerns regarding the sensitive skin of infants is a primary factor contributing to the high share of the segment. The baby wipes segment is an established segment; however, the price of these products remains one of the major competitive factors in this product segment, thereby providing enough space for companies to enter the market.
The flushable wipes segment is expected to advance at the fastest CAGR of 7.13% during the forecast period. Flushable wipes have deodorization and antibacterial properties and provide skin protection, which results in their increased adoption over traditional toilet paper, thus boosting the segment growth. These are designed in a manner so that they can be flushed down, thus making them septic-safe, leading to their increasing usage. Moreover, the usage of flushable wipes provides a better cleaning experience and is more refreshing, which results in their high adoption rate. These factors are anticipated to boost the growth of this segment during the forecast period.
Distribution Channel Insights
The supermarkets & hypermarkets segment was the largest contributor to the industry in 2022 and accounted for the maximum revenue share of more than 35%. The dominance of the segment is attributed to the availability of a diverse range of products at affordable prices in one place. Products in these stores are organized on shelves making them easily accessible to the customers. Supermarkets & hypermarkets provide various offers and discounts to reach a larger consumer base. Moreover, such channels allow the buyers to compare different products before purchasing, which is driving product sales through these channels.
In addition, these stores are located in convenient places making them easily accessible to consumers. The e-commerce segment is estimated to advance at the fastest CAGR of 6.93% from 2023 to 2032. E-commerce has rapidly gained popularity to a large extent in the retail business across the world. The easy accessibility of online shopping is significantly driving consumers’ attention toward e-commerce. Countries, such as India, China, and Germany, have witnessed rapid growth in online shopping for these products. Moreover, the introduction of various platforms, such as Amazon.com, and Flipkart.com, and the availability of different, safe, and convenient payment gateways are contributing to the segment growth.
Regional Insights
On the basis of geographies, the global industry has been divided into North America, Asia Pacific, Middle East & Africa, Central & South America, and Europe. North America emerged as the leading region in 2022 and accounted for the maximum share of more than 35% of the overall revenue owing to the growing demand for wipes for hygiene and household work. In 2022, the U.S. was the largest market in the North American region owing to the growing demand for hygiene products and increasing health consciousness among consumers. In addition, the availability of a diverse range of products in the region is further contributing to its growth.
On the other hand, the Asia Pacific region is expected to register the fastest CAGR of 6.72% during the forecast period. The growth of the region is attributed to the rising population, majorly in the developing economies, along with their increasing purchasing power. In addition, the high infant population in the region will also support the growth in the years to come. For instance, according to the East Asia Forum (EAF), in 2020, twelve million babies were born in China alone. Furthermore, the availability of a wide range of products at reasonable prices is another key factor driving the region’s growth.
Personal Care Wipes Market Segmentations:
By Product
By Distribution Channel
By Regional
Chapter 1. Introduction
1.1. Research Objective
1.2. Scope of the Study
1.3. Definition
Chapter 2. Research Methodology
2.1. Research Approach
2.2. Data Sources
2.3. Assumptions & Limitations
Chapter 3. Executive Summary
3.1. Market Snapshot
Chapter 4. Market Variables and Scope
4.1. Introduction
4.2. Market Classification and Scope
4.3. Industry Value Chain Analysis
4.3.1. Raw Material Procurement Analysis
4.3.2. Sales and Distribution Channel Analysis
4.3.3. Downstream Buyer Analysis
Chapter 5. COVID 19 Impact on Personal Care Wipes Market
5.1. COVID-19 Landscape: Personal Care Wipes Industry Impact
5.2. COVID 19 - Impact Assessment for the Industry
5.3. COVID 19 Impact: Global Major Government Policy
5.4. Market Trends and Opportunities in the COVID-19 Landscape
Chapter 6. Market Dynamics Analysis and Trends
6.1. Market Dynamics
6.1.1. Market Drivers
6.1.2. Market Restraints
6.1.3. Market Opportunities
6.2. Porter’s Five Forces Analysis
6.2.1. Bargaining power of suppliers
6.2.2. Bargaining power of buyers
6.2.3. Threat of substitute
6.2.4. Threat of new entrants
6.2.5. Degree of competition
Chapter 7. Competitive Landscape
7.1.1. Company Market Share/Positioning Analysis
7.1.2. Key Strategies Adopted by Players
7.1.3. Vendor Landscape
7.1.3.1. List of Suppliers
7.1.3.2. List of Buyers
Chapter 8. Global Personal Care Wipes Market, By Product
8.1. Personal Care Wipes Market, by Product, 2023-2032
8.1.1. Baby Wipes
8.1.1.1. Market Revenue and Forecast (2020-2032)
8.1.2. Facial & Cosmetic Wipes
8.1.2.1. Market Revenue and Forecast (2020-2032)
8.1.3. Hand & Body Wipes
8.1.3.1. Market Revenue and Forecast (2020-2032)
8.1.4. Flushable Wipes
8.1.4.1. Market Revenue and Forecast (2020-2032)
8.1.5. Others
8.1.5.1. Market Revenue and Forecast (2020-2032)
Chapter 9. Global Personal Care Wipes Market, By Distribution Channel
9.1. Personal Care Wipes Market, by Distribution Channel, 2023-2032
9.1.1. Supermarkets & Hypermarkets
9.1.1.1. Market Revenue and Forecast (2020-2032)
9.1.2. Pharmacies & Drugstores
9.1.2.1. Market Revenue and Forecast (2020-2032)
9.1.3. E-commerce
9.1.3.1. Market Revenue and Forecast (2020-2032)
9.1.4. Others
9.1.4.1. Market Revenue and Forecast (2020-2032)
Chapter 10. Global Personal Care Wipes Market, Regional Estimates and Trend Forecast
10.1. North America
10.1.1. Market Revenue and Forecast, by Product (2020-2032)
10.1.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.1.3. U.S.
10.1.3.1. Market Revenue and Forecast, by Product (2020-2032)
10.1.3.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.1.4. Rest of North America
10.1.4.1. Market Revenue and Forecast, by Product (2020-2032)
10.1.4.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.2. Europe
10.2.1. Market Revenue and Forecast, by Product (2020-2032)
10.2.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.2.3. UK
10.2.3.1. Market Revenue and Forecast, by Product (2020-2032)
10.2.3.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.2.4. Germany
10.2.4.1. Market Revenue and Forecast, by Product (2020-2032)
10.2.4.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.2.5. France
10.2.5.1. Market Revenue and Forecast, by Product (2020-2032)
10.2.5.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.2.6. Rest of Europe
10.2.6.1. Market Revenue and Forecast, by Product (2020-2032)
10.2.6.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.3. APAC
10.3.1. Market Revenue and Forecast, by Product (2020-2032)
10.3.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.3.3. India
10.3.3.1. Market Revenue and Forecast, by Product (2020-2032)
10.3.3.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.3.4. China
10.3.4.1. Market Revenue and Forecast, by Product (2020-2032)
10.3.4.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.3.5. Japan
10.3.5.1. Market Revenue and Forecast, by Product (2020-2032)
10.3.5.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.3.6. Rest of APAC
10.3.6.1. Market Revenue and Forecast, by Product (2020-2032)
10.3.6.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.4. MEA
10.4.1. Market Revenue and Forecast, by Product (2020-2032)
10.4.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.4.3. GCC
10.4.3.1. Market Revenue and Forecast, by Product (2020-2032)
10.4.3.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.4.4. North Africa
10.4.4.1. Market Revenue and Forecast, by Product (2020-2032)
10.4.4.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.4.5. South Africa
10.4.5.1. Market Revenue and Forecast, by Product (2020-2032)
10.4.5.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.4.6. Rest of MEA
10.4.6.1. Market Revenue and Forecast, by Product (2020-2032)
10.4.6.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.5. Latin America
10.5.1. Market Revenue and Forecast, by Product (2020-2032)
10.5.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.5.3. Brazil
10.5.3.1. Market Revenue and Forecast, by Product (2020-2032)
10.5.3.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
10.5.4. Rest of LATAM
10.5.4.1. Market Revenue and Forecast, by Product (2020-2032)
10.5.4.2. Market Revenue and Forecast, by Distribution Channel (2020-2032)
Chapter 11. Company Profiles
11.1. Edana Diamond Wipes International Inc.
11.1.1. Company Overview
11.1.2. Product Offerings
11.1.3. Financial Performance
11.1.4. Recent Initiatives
11.2. Medline Industries
11.2.1. Company Overview
11.2.2. Product Offerings
11.2.3. Financial Performance
11.2.4. Recent Initiatives
11.3. The Honest Company, Inc.
11.3.1. Company Overview
11.3.2. Product Offerings
11.3.3. Financial Performance
11.3.4. Recent Initiatives
11.4. Procter and Gamble Co.
11.4.1. Company Overview
11.4.2. Product Offerings
11.4.3. Financial Performance
11.4.4. LTE Scientific
11.5. Edgewell Personal Care Co.
11.5.1. Company Overview
11.5.2. Product Offerings
11.5.3. Financial Performance
11.5.4. Recent Initiatives
11.6. Johnson & Johnson Services, Inc
11.6.1. Company Overview
11.6.2. Product Offerings
11.6.3. Financial Performance
11.6.4. Recent Initiatives
11.7. Pluswipes
11.7.1. Company Overview
11.7.2. Product Offerings
11.7.3. Financial Performance
11.7.4. Recent Initiatives
11.8. Rockline Industries
11.8.1. Company Overview
11.8.2. Product Offerings
11.8.3. Financial Performance
11.8.4. Recent Initiatives
11.9. KCWW
11.9.1. Company Overview
11.9.2. Product Offerings
11.9.3. Financial Performance
11.9.4. Recent Initiatives
Chapter 12. Research Methodology
12.1. Primary Research
12.2. Secondary Research
12.3. Assumptions
Chapter 13. Appendix
13.1. About Us
13.2. Glossary of Terms
Cross-segment Market Size and Analysis for
Mentioned Segments
Additional Company Profiles (Upto 5 With No Cost)
Additional Countries (Apart From Mentioned Countries)
Country/Region-specific Report
Go To Market Strategy
Region Specific Market DynamicsRegion Level Market Share Import Export AnalysisProduction AnalysisOthers