Wet Wipes Market (By Product: Baby Wipes, Facial & Cosmetic Wipes, Hand & Body Wipes, Flushable Wipes; By Distribution Channel: Supermarkets & Hypermarkets, Convenience Stores, Pharmacy, E-commerce) - Global Industry Analysis, Size, Share, Growth, Trends, Revenue, Regional Outlook 2021 – 2030

Published Date : Dec 2021 | No. of Pages : 150+ Pages | Category : Consumer Goods

The global Wet Wipes market size is expected to be worth around US$ 31.85 billion by 2030, according to a new report by Vision Research Reports.

The global Wet Wipes market size was valued at US$ 25.93 billion in 2020 and is anticipated to grow at a CAGR of 3.5% during forecast period 2021 to 2030.

Wet Wipes Market Size 2021 to 2030

Report Coverage

Report Scope Details
Market Size US$ 31.85 billion by 2030
Growth Rate CAGR of 3.5% From 2021 to 2030
Base Year 2021
Forecast Period 2021 to 2030
Segments Covered Product, Distribution channel
Regional Scope North America, Europe, Asia Pacific, Latin America, Middle East & Africa
Companies Mentioned Johnson & Johnson; Kimberly-Clark Professional;vRockline Industries; TLC International; Nice-Pak Products, Inc.; WipesPlus; The Honest Company; Procter and Gamble Co.; Diamond Wipes International;vEssityAktiebolag

Growth Factors

Rising awareness regarding sanitation and personal hygiene among consumers across the globe, coupled with the rising proclivity to spend on products that aid in cleanliness and disinfection, is likely to fuel the market demand throughout the forecast period.

Rising inclination towards green and plant-based products has piqued the interest of many manufactures to provide a chemical-free product. For instance, in May 2021, Coterie Wipes, a U.S.-based wet wipes brand, recently launched wet wipes consisting of 99% water. They are the most sustainable and the largest (up to 30% bigger) baby wipes on the U.S. market made from 100% plant-based biodegradable and compostable materials. As COVID-19 cases have been increasing exponentially worldwide, the grave risk of the virus spreading has led to the panic buying of personal hygiene-related products, such as wet wipes. Consumers have become more conscious about their spending and have been opting for low-cost and affordable products instead of high-priced specialty products in times of economic hardship. 

By Product Analysis

Baby wipes held the largest revenue share of over 31.0% in 2020 and are expected to maintain their lead over the forecast period. Rising consumer expenditure on baby care products is one of the key factors fueling the segment growth around the globe. 

The National Retail Federation U.S. reported that 69% of parents earn more than the national median income of USD 59,000 a year and 80% of millennials with children are in their 30s and prefer spending on quality baby products. 

Hand and body wipes are expected to register the fastest CAGR of 3.7% from 2021 to 2030. Since consumers don’t always have access to water, hand and body wipes can be used as a cleaning tool in such times.

Numerous cross-over products have emerged in the market that cater to the changing consumer demand. These products offer dual-functionality of disinfection as well as can be used as deodorants

By Distribution Channel Analysis

Supermarkets and hypermarkets accounted for the largest revenue share of over 41.0% in 2020. The segment is projected to maintain its lead throughout the forecast period owing to the high consumer inclination toward purchasing toiletries from supermarkets and hypermarkets as these places offer a wider variety of products and brands.

Supermarkets in regions such as North America and Europe have acquired a significant number of grocery stores and in doing so, have increased their influence over suppliers.

E-commerce is expected to register the fastest CAGR of 4.4% from 2021 to 2030. Over the past few years, e-commerce has been gaining popularity as it offers high levels of convenience.

E-commerce has significantly changed the shopping habits of people as it offers benefits such as doorstep delivery, easy payment methods, heavy discounts, and the availability of a wide range of products on a single platform. 

By Regional Analysis

North America dominated the global market with a revenue share of over 35.0% in 2020. The major factors driving this regional market are the changing lifestyles of the people, an increase in the number of working women, rising online retailing trends, and increasing disposable income.

AsiaPacific is expected to register the fastest CAGR of 2.9% from 2021 to 2030. The growing demand in the region can be attributed to various factors including rapid urbanization and the increasing preference in the countries, such as China, India, and South Korea.

Key Players

  • The Colorox Company

  • Kimberly-Clark Professional

  • Reckitt Benckiser Group PLC

  • TLC International

  • Nice-Pak Products, Inc.

  • WipesPlus

  • The Honest Company

  • Procter and Gamble Co.

  • PDI HealthCare

  • EssityAktie bolag

Market Segmentation

  • By Product 

    • Baby Wipes

    • Facial & Cosmetic Wipes

    • Hand & Body Wipes

    • Flushable Wipes

    • Others

  • By Distribution Channel

    • Supermarkets & Hypermarkets

    • Convenience Stores

    • Pharmacy

    • E-commerce

    • Others

  • Regional 

    • North America

      • U.S.

    • Europe

      • Germany

      • U.K.

    • Asia Pacific

      • China

      • India

    • Central & South America

      • Brazil

    • Middle East & Africa

      • South Africa

The Wet Wipes market research report covers definition, classification, product classification, product application, development trend, product technology, competitive landscape, industrial chain structure, industry overview, national policy and planning analysis of the industry, the latest dynamic analysis, etc., and also includes major. The study includes drivers and restraints of the global market. It covers the impact of these drivers and restraints on the demand during the forecast period. The report also highlights opportunities in the market at the global level.

The report provides size (in terms of volume and value) of Wet Wipes market for the base year 2020 and the forecast between 2021 and 2030. Market numbers have been estimated based on form and application. Market size and forecast for each application segment have been provided for the global and regional market.

This report focuses on the global Wet Wipes market status, future forecast, growth opportunity, key market and key players. The study objectives are to present the Wet Wipes market development in United States, Europe and China.

It is pertinent to consider that in a volatile global economy, we haven’t just conducted Wet Wipes market forecasts in terms of CAGR, but also studied the market based on key parameters, including Year-on-Year (Y-o-Y) growth, to comprehend the certainty of the market and to find and present the lucrative opportunities in market.

In terms of production side, this report researches the Wet Wipes capacity, production, value, ex-factory price, growth rate, market share for major manufacturers, regions (or countries) and type.

In terms of consumption side, this report focuses on the consumption of Wet Wipes by regions (countries) and application.

Buyers of the report will have access to verified market figures, including global market size in terms of revenue and volume. As part of production analysis, the authors of the report have provided reliable estimations and calculations for global revenue and volume by Type segment of the global Wet Wipes market. These figures have been provided in terms of both revenue and volume for the period 2017 to 2030. Additionally, the report provides accurate figures for production by region in terms of revenue as well as volume for the same period. The report also includes production capacity statistics for the same period.

With regard to production bases and technologies, the research in this report covers the production time, base distribution, technical parameters, research and development trends, technology sources, and sources of raw materials of major Wet Wipes market companies.

Regarding the analysis of the industry chain, the research of this report covers the raw materials and equipment of Wet Wipes market upstream, downstream customers, marketing channels, industry development trends and investment strategy recommendations. The more specific analysis also includes the main application areas of market and consumption, major regions and Consumption, major Chinese producers, distributors, raw material suppliers, equipment providers and their contact information, industry chain relationship analysis.

The research in this report also includes product parameters, production process, cost structure, and data information classified by region, technology and application. Finally, the paper model new project SWOT analysis and investment feasibility study of the case model.

Overall, this is an in-depth research report specifically for the Wet Wipes industry. The research center uses an objective and fair way to conduct an in-depth analysis of the development trend of the industry, providing support and evidence for customer competition analysis, development planning, and investment decision-making. In the course of operation, the project has received support and assistance from technicians and marketing personnel in various links of the industry chain.

Wet Wipes market competitive landscape provides details by competitor. Details included are company overview, company financials, revenue generated, market potential, investment in research and development, new market initiatives, global presence, production sites and facilities, production capacities, company strengths and weaknesses, product launch, product width and breadth, application dominance. The above data points provided are only related to the companies’ focus related to Wet Wipes market.

Prominent players in the market are predicted to face tough competition from the new entrants. However, some of the key players are targeting to acquire the startup companies in order to maintain their dominance in the global market. For a detailed analysis of key companies, their strengths, weaknesses, threats, and opportunities are measured in the report by using industry-standard tools such as the SWOT analysis. Regional coverage of key companies is covered in the report to measure their dominance. Key manufacturers of Wet Wipes market are focusing on introducing new products to meet the needs of the patrons. The feasibility of new products is also measured by using industry-standard tools.

Key companies are increasing their investments in research and development activities for the discovery of new products. There has also been a rise in the government funding for the introduction of new Wet Wipes market. These factors have benefited the growth of the global market for Wet Wipes. Going forward, key companies are predicted to benefit from the new product launches and the adoption of technological advancements. Technical advancements have benefited many industries and the global industry is not an exception.

New product launches and the expansion of already existing business are predicted to benefit the key players in maintaining their dominance in the global market for Wet Wipes. The global market is segmented on the basis of region, application, en-users and product type. Based on region, the market is divided into North America, Europe, Asia-Pacific, Latin America and Middle East and Africa (MEA).

In this study, the years considered to estimate the market size of Wet Wipes are as follows:

  • History Year: 2017-2020
  • Base Year: 2021
  • Forecast Year 2021 to 2030

Reasons to Purchase this Report:


- Market segmentation analysis including qualitative and quantitative research incorporating the impact of economic and policy aspects
- Regional and country level analysis integrating the demand and supply forces that are influencing the growth of the market.
- Market value USD Million and volume Units Million data for each segment and sub-segment
- Competitive landscape involving the market share of major players, along with the new projects and strategies adopted by players in the past five years
- Comprehensive company profiles covering the product offerings, key financial information, recent developments, SWOT analysis, and strategies employed by the major market players

Research Methodology:

In-depth interviews and discussions were conducted with several key market participants and opinion leaders to compile the research report.

This research study involved the extensive usage of both primary and secondary data sources. The research process involved the study of various factors affecting the industry, including the government policy, market environment, competitive landscape, historical data, present trends in the market, technological innovation, upcoming technologies and the technical progress in related industry, and market risks, opportunities, market barriers and challenges. The following illustrative figure shows the market research methodology applied in this report.

The study objectives of this report are:

  • To analyze and study the global market capacity, production, value, consumption, status (2017-2020) and forecast (2021-2030);
  • Focuses on the key manufacturers, to study the capacity, production, value, market share and development plans in future.
  • Comprehensive company profiles covering the product offerings, key financial information, recent developments, SWOT analysis, and strategies employed by the major market players
  • To define, describe and forecast the market by type, application and region.
  • To analyze the global and key regions market potential and advantage, opportunity and challenge, restraints and risks.
  • To identify significant trends and factors driving or inhibiting the market growth.
  • To analyze the opportunities in the market for stakeholders by identifying the high growth segments.
  • To strategically analyze each submarket with respect to individual growth trend and their contribution to the market
  • To analyze competitive developments such as expansions, agreements, new product launches, and acquisitions in the market
  • To strategically profile the key players and comprehensively analyze their growth strategies.

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