Wet Wipes Market Opportunity, Growth Drivers, Industry Trend Analysis, and Forecast 2024 to 2032
The Global Wet Wipes Market, valued at USD 4.6 billion in 2023, is expected to grow at a CAGR of 5.5% between 2024 and 2032. Wet wipes provide a convenient solution for on-the-go cleaning and sanitizing, making them a popular choice among busy consumers, parents, and travelers. Their portable packaging offers ease of use without the need for water or additional cleaning products. This practicality is driving widespread usage across homes, workplaces, and public spaces, aligning with fast-paced lifestyles. A key factor contributing to the growing demand for wet wipes is the increasing focus on health and hygiene, particularly in response to global health concerns like the COVID-19 pandemic.
Consumers have become more cautious about cleanliness, relying on disinfectant and antibacterial wipes to sanitize surfaces and personal items. This heightened awareness of germs and viruses has led to the adoption of wet wipes as essential hygiene tools in everyday life. Wet wipes are versatile, serving a variety of purposes beyond basic cleaning, including personal care, household cleaning, and industrial uses. The market is segmented by product type into personal care wet wipes and household wet wipes.
In 2023, personal care wet wipes dominated the market with a value of USD 3.2 billion and are projected to reach USD 5.3 billion by 2032. As consumers lead busier lives, they increasingly prefer convenient hygiene solutions. Personal care wet wipes offer quick solutions for various needs, from hand cleaning to skin care, making them popular among individuals and families alike. Innovations in formulations and packaging are boosting demand for these products, with consumers looking for options that fit their lifestyles. Based on material, the market includes cotton, non-woven fabrics, and woven fabrics.
The cotton segment held approximately 51% of the market in 2023 and is expected to see continued growth by 2032. Cotton wipes are favored for personal care due to their softness and gentleness, particularly in baby care and skincare markets. The hypoallergenic properties of cotton make it an attractive choice for consumers with sensitive skin, further driving its demand. North America accounted for USD 1.2 billion of the market in 2023 and is projected to reach USD 1.9 billion by 2032. The U.S. market is expected to grow at a CAGR of 5.9%, offering a wide range of wet wipes tailored to diverse applications, including personal care, household cleaning, and pet care.
Consumers have become more cautious about cleanliness, relying on disinfectant and antibacterial wipes to sanitize surfaces and personal items. This heightened awareness of germs and viruses has led to the adoption of wet wipes as essential hygiene tools in everyday life. Wet wipes are versatile, serving a variety of purposes beyond basic cleaning, including personal care, household cleaning, and industrial uses. The market is segmented by product type into personal care wet wipes and household wet wipes.
In 2023, personal care wet wipes dominated the market with a value of USD 3.2 billion and are projected to reach USD 5.3 billion by 2032. As consumers lead busier lives, they increasingly prefer convenient hygiene solutions. Personal care wet wipes offer quick solutions for various needs, from hand cleaning to skin care, making them popular among individuals and families alike. Innovations in formulations and packaging are boosting demand for these products, with consumers looking for options that fit their lifestyles. Based on material, the market includes cotton, non-woven fabrics, and woven fabrics.
The cotton segment held approximately 51% of the market in 2023 and is expected to see continued growth by 2032. Cotton wipes are favored for personal care due to their softness and gentleness, particularly in baby care and skincare markets. The hypoallergenic properties of cotton make it an attractive choice for consumers with sensitive skin, further driving its demand. North America accounted for USD 1.2 billion of the market in 2023 and is projected to reach USD 1.9 billion by 2032. The U.S. market is expected to grow at a CAGR of 5.9%, offering a wide range of wet wipes tailored to diverse applications, including personal care, household cleaning, and pet care.
Report Content
CHAPTER 1 METHODOLOGY & SCOPE
1.1 Market scope & definitions
1.2 Base estimates & calculations
1.3 Forecast calculations
1.4 Data sources
1.4.1 Primary
1.4.2 Secondary
1.4.2.1 Paid sources
1.4.2.2 Public sources
CHAPTER 2 EXECUTIVE SUMMARY
2.1 Industry 360° synopsis, 2021-2032
CHAPTER 3 INDUSTRY INSIGHTS
3.1 Industry ecosystem analysis
3.1.1 Factor affecting the value chain
3.1.2 Profit margin analysis
3.1.3 Disruptions
3.1.4 Future outlook
3.1.5 Manufacturers
3.1.6 Distributors
3.2 Supplier landscape
3.3 Profit margin analysis
3.4 Raw material analysis
3.5 Key news & initiatives
3.6 Regulatory landscape
3.7 Impact forces
3.7.1 Growth drivers
3.7.1.1 The growing emphasis on hygiene
3.7.1.2 Convenience and portability trends
3.7.1.3 Health regulations and standards
3.7.1.4 Growing hospitality sector
3.7.2 Industry pitfalls & challenges
3.7.2.1 Regulatory pressures
3.7.2.2 Market saturation and competition
3.8 Growth potential analysis
3.9 Porter’s analysis
3.10 PESTEL analysis
CHAPTER 4 COMPETITIVE LANDSCAPE, 2023
4.1 Introduction
4.2 Company market share analysis
4.3 Competitive positioning matrix
4.4 Strategic outlook matrix
CHAPTER 5 MARKET ESTIMATES & FORECAST, BY PRODUCT TYPE, 2021-2032 (USD BILLION) (MILLION UNITS)
5.1 Key trends
5.2 Personal care wet wipes
5.2.1 Face wipes
5.2.2 Body wipes
5.2.3 Intimate wipes
5.2.4 Baby wipes
5.2.5 Others
5.3 Household wet wipes
CHAPTER 6 MARKET ESTIMATES & FORECAST, BY MATERIAL, 2021-2032 (USD BILLION) (MILLION UNITS)
6.1 Key trends
6.2 Cotton
6.3 Non-woven fabrics
6.4 Woven fabrics
CHAPTER 7 MARKET ESTIMATES & FORECAST, BY PACKAGING SIZE, 2021-2032 (USD BILLION) (MILLION UNITS)
7.1 Key trends
7.2 Upto 50 wipes
7.3 50-100 wipes
7.4 More than 100 wipes
CHAPTER 8 MARKET ESTIMATES & FORECAST, BY END-USE, 2021-2032 (USD BILLION) (MILLION UNITS)
8.1 Key trends
8.2 Individual
8.3 Commercial
CHAPTER 9 MARKET ESTIMATES & FORECAST, BY DISTRIBUTION CHANNEL, 2021-2032 (USD BILLION) (MILLION UNITS)
9.1 Key trends
9.2 E-commerce
9.3 Company websites
9.4 Supermarkets
9.5 Individual stores
9.6 Dollar stores
9.7 Others (specialty stores, etc.)
CHAPTER 10 MARKET ESTIMATES & FORECAST, BY REGION, 2021-2032 (USD BILLION) (MILLION UNITS)
10.1 Key trends
10.2 North America
10.2.1 U.S.
10.2.2 Canada
10.3 Europe
10.3.1 UK
10.3.2 Germany
10.3.3 France
10.3.4 Italy
10.3.5 Spain
10.3.6 Russia
10.4 Asia Pacific
10.4.1 China
10.4.2 India
10.4.3 Japan
10.4.4 South Korea
10.4.5 Australia
10.5 Latin America
10.5.1 Brazil
10.5.2 Mexico
10.6 MEA
10.6.1 South Africa
10.6.2 Saudi Arabia
10.6.3 UAE
CHAPTER 11 COMPANY PROFILES
11.1 Beiersdorf
11.2 Cascades
11.3 Clorox
11.4 Essity
11.5 Estee Lauder
11.6 Johnson & Johnson
11.7 Kimberly-Clark
11.8 Kirkland Signature
11.9 Nice-Pak Products
11.10 PDI
11.11 Procter & Gamble
11.12 Reckitt Benckiser
11.13 Sani Professional
11.14 Seventh Generation
11.15 Unilever
CHAPTER 1 METHODOLOGY & SCOPE
1.1 Market scope & definitions
1.2 Base estimates & calculations
1.3 Forecast calculations
1.4 Data sources
1.4.1 Primary
1.4.2 Secondary
1.4.2.1 Paid sources
1.4.2.2 Public sources
CHAPTER 2 EXECUTIVE SUMMARY
2.1 Industry 360° synopsis, 2021-2032
CHAPTER 3 INDUSTRY INSIGHTS
3.1 Industry ecosystem analysis
3.1.1 Factor affecting the value chain
3.1.2 Profit margin analysis
3.1.3 Disruptions
3.1.4 Future outlook
3.1.5 Manufacturers
3.1.6 Distributors
3.2 Supplier landscape
3.3 Profit margin analysis
3.4 Raw material analysis
3.5 Key news & initiatives
3.6 Regulatory landscape
3.7 Impact forces
3.7.1 Growth drivers
3.7.1.1 The growing emphasis on hygiene
3.7.1.2 Convenience and portability trends
3.7.1.3 Health regulations and standards
3.7.1.4 Growing hospitality sector
3.7.2 Industry pitfalls & challenges
3.7.2.1 Regulatory pressures
3.7.2.2 Market saturation and competition
3.8 Growth potential analysis
3.9 Porter’s analysis
3.10 PESTEL analysis
CHAPTER 4 COMPETITIVE LANDSCAPE, 2023
4.1 Introduction
4.2 Company market share analysis
4.3 Competitive positioning matrix
4.4 Strategic outlook matrix
CHAPTER 5 MARKET ESTIMATES & FORECAST, BY PRODUCT TYPE, 2021-2032 (USD BILLION) (MILLION UNITS)
5.1 Key trends
5.2 Personal care wet wipes
5.2.1 Face wipes
5.2.2 Body wipes
5.2.3 Intimate wipes
5.2.4 Baby wipes
5.2.5 Others
5.3 Household wet wipes
CHAPTER 6 MARKET ESTIMATES & FORECAST, BY MATERIAL, 2021-2032 (USD BILLION) (MILLION UNITS)
6.1 Key trends
6.2 Cotton
6.3 Non-woven fabrics
6.4 Woven fabrics
CHAPTER 7 MARKET ESTIMATES & FORECAST, BY PACKAGING SIZE, 2021-2032 (USD BILLION) (MILLION UNITS)
7.1 Key trends
7.2 Upto 50 wipes
7.3 50-100 wipes
7.4 More than 100 wipes
CHAPTER 8 MARKET ESTIMATES & FORECAST, BY END-USE, 2021-2032 (USD BILLION) (MILLION UNITS)
8.1 Key trends
8.2 Individual
8.3 Commercial
CHAPTER 9 MARKET ESTIMATES & FORECAST, BY DISTRIBUTION CHANNEL, 2021-2032 (USD BILLION) (MILLION UNITS)
9.1 Key trends
9.2 E-commerce
9.3 Company websites
9.4 Supermarkets
9.5 Individual stores
9.6 Dollar stores
9.7 Others (specialty stores, etc.)
CHAPTER 10 MARKET ESTIMATES & FORECAST, BY REGION, 2021-2032 (USD BILLION) (MILLION UNITS)
10.1 Key trends
10.2 North America
10.2.1 U.S.
10.2.2 Canada
10.3 Europe
10.3.1 UK
10.3.2 Germany
10.3.3 France
10.3.4 Italy
10.3.5 Spain
10.3.6 Russia
10.4 Asia Pacific
10.4.1 China
10.4.2 India
10.4.3 Japan
10.4.4 South Korea
10.4.5 Australia
10.5 Latin America
10.5.1 Brazil
10.5.2 Mexico
10.6 MEA
10.6.1 South Africa
10.6.2 Saudi Arabia
10.6.3 UAE
CHAPTER 11 COMPANY PROFILES
11.1 Beiersdorf
11.2 Cascades
11.3 Clorox
11.4 Essity
11.5 Estee Lauder
11.6 Johnson & Johnson
11.7 Kimberly-Clark
11.8 Kirkland Signature
11.9 Nice-Pak Products
11.10 PDI
11.11 Procter & Gamble
11.12 Reckitt Benckiser
11.13 Sani Professional
11.14 Seventh Generation
11.15 Unilever
