Flushable Wipes Market Size & Share 2026-2035

Flushable Wipes Market Size

The global flushable wipes market was valued at USD 2.3 billion in 2025 and is projected to reach USD 4.2 billion by 2035, expanding at a compound annual growth rate (CAGR) of 6% over the forecast period. Growth is underpinned by converging demand forces- demographic aging across developed markets, rising hygiene awareness in emerging economies, and accelerating e-commerce adoption- that are collectively broadening the addressable consumer base for flushable personal care formats. According to the latest report published by Global Market Insights Inc.

Tightening regulatory standards under the EU Single-Use Plastics Directive (SUPD) and North American municipal wastewater frameworks are simultaneously reshaping product formulation priorities, incentivizing a market-wide transition toward plant-based, dispersible nonwoven substrates. ^[1] The more consequential structural development over the forecast horizon is the bifurcation between premium certified-flushable formats- commanding higher margins in pharmacy and health retail- and value-tier conventional products competing primarily on price in mass-market channels. This divergence is redefining competitive positioning for both global CPG leaders and regional contract manufacturers and is expected to accelerate category consolidation at the retail buyer level.

Key Drivers

Drivers Impact Analysis

Increased Awareness About Personal Hygiene

Rising hygiene consciousness across developed and emerging markets is broadening the addressable consumer base for flushable wipes beyond traditional demographics. In North America, mass retail and drug store channels have expanded SKU assortments to capture new hygiene-aware consumer segments, while European personal care retailers are increasing shelf space for premium biodegradable variants certified under INDA/EDANA flushability standards. ^[2] The second-order effect of this heightened awareness is a compression in the repurchase cycle, as consumers who adopt flushable wipes as a daily personal care routine exhibit higher average annual consumption than occasional users. This driver is estimated to contribute +1.2% to +1.6% to the overall CAGR forecast over the near term, with geographic relevance concentrated in North America, Europe, Australia, and Japan.

Improving Standard of Living in Emerging Economies

Rising disposable incomes in developing markets are converting aspirational hygiene products into routine household purchases at a meaningful scale. Manufacturers are responding with regionally adapted product lines- SGS-certified SKUs for North American distribution and SUPD-compliant formats for European markets- that simultaneously address consumer demand and regulatory requirements. The data indicates that this driver's impact is most pronounced in urban centers where modern retail infrastructure and income growth intersect, creating stepwise adoption curves that mirror historical patterns observed in developed markets. The contribution to CAGR is estimated at +0.9% to +1.2%, with near-term realization in markets where retail infrastructure and income thresholds already support conversion from conventional tissue products.

Growing Demand from Developing Economies

At the macro level, urbanization and demographic transitions across Latin America, Southeast Asia, and the Middle East are expanding the structural demand base for flushable wipes. The more consequential near-term development is within mature markets: adult incontinence care formats are generating disproportionate volume growth in Germany, Italy, the UK, Japan, and South Korea, where aging populations are driving premium hygiene spending at rates that outpace overall personal care category growth. This driver carries the highest estimated CAGR contribution at +1.8% to +2.2%, with realization over the medium term as infrastructure development in emerging markets matures to support sustained adoption at scale.

E-Commerce Penetration and Digital Distribution Expansion

Online marketplaces - Amazon and Walmart.com in North America, Tmall and JD.com in China, and D2C e-commerce brands operating in the UK and Germany are reducing distribution friction and enabling subscription-based replenishment models that improve average order value and customer lifetime value for brand owners. This driver is estimated to contribute +0.7% to +1.0% to CAGR over the near term, with its impact concentrated in markets where e-commerce infrastructure and consumer trust in online personal care purchasing are already well established.

Key Challenges

Restraints Impact Analysis

Environmental Impact and Regulatory Scrutiny

Flushable wipes remain a focal point of municipal wastewater infrastructure debates in North America, the UK, and Australia. Water UK's "Fine to Flush" certification standard- which subjects products to a multi-stage testing protocol simulating sewer conditions- has established a de facto market access threshold for certified-flushable claims in the UK retail environment. [3] North American clean water agencies, including those represented by the National Association of Clean Water Agencies (NACWA), continue to issue guidance that creates compliance cost pressure on manufacturers seeking unrestricted flushability claims in regulated jurisdictions. The drag on CAGR from this restraint is estimated at -0.5% to -0.8%, with near-term impact concentration as certification infrastructure and compliance requirements continue to evolve.

Consumer Skepticism and Misinformation

In emerging markets including India, Southeast Asia, Sub-Saharan Africa, and Latin America, widespread consumer skepticism around the genuine flushability of wipes- partially driven by historical drainage system incidents in urban areas- limits premium positioning and constrains adoption at scale. Industry association surveys indicate that consumer education initiatives by INDA and regional hygiene bodies have had measurable but limited impact in markets where access to certified product information remains fragmented. The CAGR drag is estimated at -0.1% to -0.2%, with medium-term impact as certification frameworks and retailer communication improve market credibility for certified formats.

Flushable Wipes Market Trends

EU SUPD Enforcement and Flushability Certification Reshaping Product Architecture

The EU Single-Use Plastics Directive (Directive 2019/904), which introduced mandatory plastic content labeling for wet wipes containing plastics from July 2021 and has progressively expanded its implementation scope, has fundamentally altered product development priorities for European-market manufacturers and global suppliers with EU distribution footprints. Compliance requires reformulation toward plant-based, dispersible nonwoven substrates that satisfy third-party flushability benchmarks- notably INDA/EDANA's GD4 "Guidelines for Assessing the Flushability of Nonwoven Consumer Products" and Water UK's "Fine to Flush" standard, both of which subject candidate substrates to multi-stage sewer simulation testing. The near-term compliance cost is partially offset by the price premium achievable for certified-flushable SKUs in pharmacy and health retail, where certified formats command approximately 20–35% price premiums over conventional wet wipes in EU markets.

Adult Incontinence Care Overtaking Baby Wipes as Fastest-Growing End Use

The structural aging of populations across North America, Europe, and East Asia is driving a decisive shift in end-use demand from infant and baby care toward adult incontinence management. OECD data projects that the proportion of people aged 65 and above across OECD member economies will exceed 27% by 2050, up from approximately 18% in 2020- and the near-term market implications are already visible in retail category performance and brand portfolio repositioning. ^[4] Kimberly-Clark's Depend and Poise brand extensions into certified-flushable adult incontinence cleansing formats are positioned explicitly to address this demographic transition, with dedicated certified-flushable adult care wipes occupying category sections in major North American and European pharmacy retail environments.

At the segment level, adult incontinence flushable wipes are generating above-average growth in Germany, Italy, the UK, Japan, and South Korea, where the combination of aging demographics, established pharmacy retail infrastructure, and consumer price tolerance for premium hygiene formats creates favorable margin conditions. The underlying driver is not solely demographic volume- it is the migration of adult incontinence personal care from institutional procurement into consumer retail channels, a shift that enables premium brand positioning and higher average transaction values relative to the legacy baby care segment.

E-Commerce and Subscription Models Restructuring Distribution Economics

The structural driver is the adoption of subscription-based replenishment models, particularly Amazon Subscribe & Save in North America and Tmall auto-replenishment programs in China, which reduce consumer price-comparison behavior and generate predictable recurring revenue streams for brand owners. A closer read reveals that D2C brands including KINDCLOTH and NEVA Global have leveraged e-commerce platforms in the UK and Germany to achieve meaningful mid-premium share gains without the distribution cost structures of traditional grocery retail. The second-order effect on the competitive landscape is significant: as subscription penetration grows, the incremental value of traditional supermarket shelf placement declines, potentially accelerating category rationalization at the retail buyer level toward a smaller set of established brands with stronger flushability certification credentials.

Asia Pacific Demand Expansion Beyond China

Asia Pacific remains the world's largest regional market for flushable wipes, but the more consequential trend is the accelerating penetration across markets beyond China. Industry association data indicates that India's personal hygiene wipes market recorded double-digit unit volume growth, driven by expanding organized retail coverage and rising urban hygiene awareness, with the Bureau of Indian Standards (BIS) progressively updating consumer product safety frameworks that are expected to formalize flushability certification requirements for organized retail channel access. ^[5]

In Southeast Asia, regional retail chains including Lotus's (Thailand) and AEON (Malaysia and Vietnam) have expanded personal care wipe category assortments, creating new distribution headroom for regional manufacturers. Eco Wipes Vietnam and RPD Sdn Bhd (Malaysia) are scaling production capacity to serve both accelerating domestic APAC demand and export markets in Japan, Australia, and the Middle East- reflecting Asia Pacific's dual and mutually reinforcing role as a high-growth demand center and an increasingly competitive contract manufacturing base..

Flushable Wipes Market Analysis

By Product Type

Wet wipes

Wet wipes commanded 83.2% of global flushable wipes market revenue in 2025, equivalent to approximately USD 1.91 billion, growing at a 6.3% CAGR in line with the overall market trajectory. The segment's dominance reflects the format's established position across all primary end-use applications- personal care, baby hygiene, adult incontinence, and household surface cleansing- as well as consumer preference for moisture-delivered actives including aloe vera, micellar water, and plant-derived surfactants that require a wet carrier medium for efficacy.

At the segment level, the wet wipes category is bifurcating between certified-flushable premium SKUs and conventional uncertified formats: Kimberly-Clark's Cottonelle Flushable Wipes and P&G's Charmin Freshmates represent established mass-market anchors in North American certified formats, while Nice-Pak manufactures private-label certified-flushable formats for major retail chains including Walmart, Target, and Aldi under proprietary retailer own-label programs. The sustained growth trajectory of the wet wipes segment is anchored in the progressive shift toward INDA/EDANA GD4-compliant substrate architectures, which are increasingly mandated for shelf access in UK and European markets and drive premium positioning in pharmacy retail channels- a dynamic that structurally reinforces segment revenue concentration at the certified, higher-ASP end of the product spectrum.

Dry wipes

Dry wipes accounted for 16.8% of flushable wipes market revenue in 2025, equivalent to approximately USD 0.39 billion, at a 6.1% CAGR- marginally below the overall market growth rate. The segment is primarily concentrated in healthcare and institutional elder care settings, where dry nonwoven formats serve as substrate carriers for specialized cleansing solutions, infection control preparations, and skin barrier products in clinical environments. FILTRA (Thea-Tex Healthcare) and Freshening Industries produce dry clinical nonwoven wipe formats for North American long-term care facilities and hospital channels, where procurement is specification-driven and performance standards differ materially from consumer retail requirements. Dry wipe growth is expected to remain steady rather than accelerating, as the segment's institutional concentration limits its exposure to the broader consumer retail and e-commerce growth dynamics propelling the wet wipes segment.

By Distribution Channel

Offline distribution

Offline distribution encompassing supermarkets, hypermarkets, pharmacies, and convenience stores- accounted for 75.6% of global flushable wipes revenue in 2025, equivalent to approximately USD 1.74 billion, growing at a 6.2% CAGR. The segment's scale reflects the category's entrenched position in physical retail, where placement alongside adjacent personal care, baby care, and household hygiene products drives both impulse and routine purchase behavior. From a pricing standpoint, offline channels span the full product spectrum: value-tier private-label SKUs at approximately USD 2.00–3.00 per pack in grocery environments, and premium certified-flushable formats retailing at USD 5.00–8.00 in pharmacy settings- a price band breadth that supports strong revenue contribution across multiple retailer formats. Kleen-Pak and Nölken Hygiene Products supply private-label certified-flushable formats to major European retail chains, maintaining physical distribution coverage across Germany, France, the UK, and the Netherlands.

Online channels

Online channels held a 24.4% flushable wipes market share in 2025, representing approximately USD 0.56 billion, growing at 6.7% CAGR- the highest rate across all distribution segments and above the overall market average. Supply chain leads we interviewed across 15 major flushable wipe brands in North America and Europe in Q2 2026 indicated that over 55% were investing in dedicated e-commerce pack formats- larger count configurations with protective outer packaging- specifically to optimize per-unit delivery economics for home replenishment. Diamond Wipes International and Luba Group have each invested in e-commerce-compatible packaging lines to serve growing online demand without absorbing per-unit logistics cost penalties associated with standard retail pack formats.

From a unit-economics standpoint, the structural cost advantage of subscription replenishment over single-transaction online purchasing is driving brand investment toward Amazon Subscribe & Save and comparable platform-native auto-replenishment tools, with several mid-premium brands in North America and Western Europe now prioritizing online channel lifetime value metrics over traditional shelf placement ROI in their retail investment allocation frameworks.

By Country

North America Flushable Wipes Market  

North America accounted for 27.7% of global flushable wipes revenue in 2025- approximately USD 0.64 billion- and is the fastest-growing regional market at a projected 6.7% CAGR through 2035. The US Environmental Protection Agency's wastewater infrastructure resilience framework has maintained regulatory pressure on flushable wipe manufacturers to demonstrate third-party certification, with NACWA and INDA continuing collaborative standard-setting to align product flushability benchmarks with municipal sewer system performance requirements. ^[6] Kimberly-Clark's Cottonelle Flushable Wipes and P&G's Charmin Freshmates collectively dominate US mass-market shelf space across over 50,000 retail locations, while Accrol Group Holdings has expanded North American distribution for its certified-flushable personal care ranges targeting the pharmacy and health specialty channel. In Canada, municipal wastewater authorities in Ontario and British Columbia have issued formal compliance guidance reinforcing flushability certification requirements- creating regulatory tailwind for premium certified formats and corresponding cost pressure on non-certified products seeking broad retail distribution.

Europe Flushable Wipes Market  

Europe represented 23.6% of global market revenue in 2025, equivalent to approximately USD 0.54 billion, growing at a 5.8% CAGR- below the global average, reflecting the region's more mature market structure and elevated regulatory compliance investment. EU SUPD mandatory plastic content labeling requirements for wet wipes, in effect since July 2021, have materially increased reformulation investment across European manufacturers, with Albaad's Twipes line and Nölken's dispersible nonwoven product range representing the two most commercially prominent SUPD-driven new product launches across the 2023–2025 period. Germany, Italy, and the UK are the three largest national markets, supported by aging demographics, established pharmacy retail infrastructure, and consumer willingness to pay for premium certified-flushable formats. Eurostat data confirms that the EU-27's population aged 65 and above reached approximately 21.3% of total population in 2024, placing European adult incontinence personal care demand on a structurally rising trajectory that benefits certified-flushable format manufacturers positioned in pharmacy and specialist health retail. ^[7]

Asia Pacific Flushable Wipes Market  

Asia Pacific commanded the largest regional revenue share at 33.5% in 2025, equivalent to approximately USD 0.77 billion, with a 6.6% CAGR projected through 2035. China represents the largest single national market within the region, with Tmall and JD.com serving as primary distribution platforms for both domestic brands and international CPG companies including Kimberly-Clark and P&G- the latter having developed China-specific certified-flushable SKUs targeting the premium urban personal care consumer segment. India's market is expanding from a low penetration base, with BIS progressively updating consumer product safety frameworks expected to formalize flushability certification benchmarks for organized retail access; Eco Wipes Vietnam and Dai Phat Phat are actively positioning for contract manufacturing opportunity as this regulatory environment matures. In Japan and South Korea, Oldam Co., Ltd. and Codi Group produce premium adult incontinence and personal care wipe formats for pharmacy and aged-care retail channels, where certification to ISO and JIS standards is a commercial prerequisite for shelf placement and demographic aging is generating sustained premium segment volume growth.

Flushable Wipes Market Shares

Kimberly-Clark holds the leading position in the global market at a 17.2% revenue share in 2025. The company's dominance is anchored by the Cottonelle Flushable Wipes franchise and Depend/Poise brand extensions into adult incontinence cleansing formats, supported by sustained investment in INDA/EDANA GD4 certification infrastructure and active participation in NACWA-INDA joint standard-setting bodies- a compliance posture that functions as both a market access credential and a competitive barrier in regulated retail environments.

The top five players collectively account for 42.9% of global market revenue- a concentration level consistent with a moderately fragmented structure in which scale leaders coexist with regional specialists and private-label manufacturers. P&G (Procter & Gamble) occupies the second-tier leadership position through its Charmin Freshmates franchise, leveraging its global CPG distribution infrastructure and established consumer trust in the Charmin brand to maintain competitive positioning across North American mass-market retail. Nice-Pak operates as a critical private-label manufacturing partner, supplying certified-flushable formats to major retail chains including Walmart, Target, and Aldi under proprietary retailer own-label programs- a model that generates volume at the expense of brand equity but creates deep supply-chain dependency relationships with major buyers. Magnera Corporation, formed through the 2023 Berry Global-Glatfelter combination, has emerged as a significant nonwoven substrate supplier with growing relevance as both an upstream materials partner and a downstream wipe converter with dispersible substrate capability directly aligned with the SUPD-driven reformulation cycle. Albaad rounds out the upper competitive tier through its water-dispersible substrate expertise and the commercial momentum of its Twipes certified-flushable product line, which achieved mainstream European retail placement across five major markets in 2025.

In our H1 2025 survey of 280 retail buyers and category managers across North America and Europe, 61% identified flushability certification status as a primary gating criterion for shelf placement decisions- up from 44% in a comparable 2023 survey- confirming that regulatory compliance is progressively functioning as a structural barrier to entry for non-certified competitors. The competitive field for the remaining 57.1% of market share is distributed across approximately 16 additional participants, ranging from regional contract manufacturers to healthcare nonwoven specialists and emerging D2C brands, with competitive differentiation increasingly anchored in certification portfolio depth, substrate innovation agility, and e-commerce channel capability. M&A activity has been oriented toward vertical integration and capacity scale: the Magnera Corporation transaction exemplifies the consolidation dynamic- combining upstream nonwoven substrate manufacturing with downstream converting capability to improve margin control and supply chain resilience across regulated markets- and further consolidation among mid-tier regional players is anticipated as certification compliance costs create structural pressure on subscale participants.

Flushable Wipes Market Companies

Major players operating in the market are: Accrol Group Holdings, Albaad, Codi Group, Dai Phat Phat, Diamond Wipes International, Eco Wipes Vietnam, FILTRA (Thea-Tex Healthcare), Freshening Industries, Kimberly-Clark, KINDCLOTH, Kleen-Pak, Luba Group, Magnera Corporation, NEVA Global, Nice-Pak, Nölken Hygiene Products, Oldam Co., Ltd., P&G (Procter & Gamble), RPD Sdn Bhd, Saraco Industries, and Universal Wipes.

Kimberly-Clark operates as the category's global benchmark player, with its Cottonelle Flushable Wipes franchise representing the highest-volume certified-flushable consumer brand in North American mass retail. Beyond the consumer segment, the company's Depend and Poise brand extensions have made it the primary branded option in the adult incontinence cleansing aisle across North American and key European pharmacy chains- a category adjacency that positions Kimberly-Clark at the intersection of the two largest structural demand growth vectors in the market.

P&G (Procter & Gamble) competes in the certified-flushable segment through Charmin Freshmates, leveraging its global CPG distribution network and the Charmin brand's established consumer trust to maintain competitive positioning across North American mass-market retail. The company's scale also enables cross-category promotional placements that reinforce trial and repurchase within the flushable wipes category.

Nice-Pak functions as among the world's largest private-label wet wipe manufacturers, supplying certified-flushable formats under retailer own-label programs to chains including Walmart, Target, and Aldi. The company's manufacturing scale, quality certification portfolio, and supply chain reliability make it a critical category enabler for retail buyers requiring certified-flushable shelf credibility without the brand investment of a proprietary product line.

Magnera Corporation- created through the 2023 merger of Berry Global's Health, Hygiene, and Specialties segment with Glatfelter- brings together upstream nonwoven substrate innovation and downstream wipe converting capability. The combined entity's dispersible substrate portfolio is directly aligned with the SUPD-driven reformulation investment cycle, positioning Magnera as both a materials supplier and a finished-goods manufacturer in the certified-flushable segment across North American and European markets.

Albaad, headquartered in Israel with global manufacturing and distribution operations, has established a distinct competitive advantage in water-dispersible nonwoven technology. Its Twipes product line, commercially launched across European retail partners in 2024 and subsequently expanded into five additional European national markets in early 2025, represents one of the most prominent SUPD-compliant certified-flushable SKUs to achieve mainstream retail placement in Europe.

Nölken Hygiene Products is a Germany-based private-label and branded wipe specialist with deep physical distribution across European food retail and pharmacy channels. Its regional manufacturing footprint and established retailer relationships position it as a primary supply partner for European flushable wipe category development under both own-label and branded formats.

Accrol Group Holdings, headquartered in the UK, produces tissue and personal care wipe products with certified-flushable formats distributed across UK retail. The company has invested in personal care wipe production capacity at its UK manufacturing site in response to rising consumer and regulatory demand for certified-flushable products in the UK market.

Codi Group and Oldam Co., Ltd. are Asia Pacific-focused wipe manufacturers with specialized capabilities in adult incontinence and personal care formats for pharmacy and aged-care retail channels in Japan and South Korea, where certification to ISO and JIS standards is a commercial prerequisite for shelf placement and demographic aging drives sustained premium format demand.

Eco Wipes Vietnam and RPD Sdn Bhd represent Southeast Asia's export-oriented contract manufacturing specialists, supplying both domestic APAC retail and international brand owners. Dai Phat Phat (Vietnam) holds parallel capability in wet and dry wipe contract manufacturing with a growing export orientation. Diamond Wipes International, Freshening Industries, FILTRA (Thea-Tex Healthcare), and Kleen-Pak serve North American institutional, healthcare, and private-label retail segments respectively. KINDCLOTH and NEVA Global represent the emerging D2C generation, leveraging e-commerce and subscription models to compete at mid-premium price points in the UK, Germany, and US online channels.

Flushable Wipes Industry News

• Jun 2026: Dalian Ruiguang (China) awarded ANDRITZ an order for its third Wetlace line for the production of premium, pulp-based, biodegradable flushable wipes, expanding the company's total annual production capacity to 40,000 tons; start-up is scheduled for the end of 2026. The nonwovens produced will meet the International Water Services Flushability Group (IWSFG) standard and the Japanese flushing specification JIS P 4501.
• May 2026: Kruger Nonwovens (Canada) ordered a complete Wetlace hybrid line from ANDRITZ for its Wayagamack mill in Trois-Rivières, Quebec- the first plastic-free, chemical-free sustainable wipes nonwovens line of its kind in Canada- marking Kruger's entry into the nonwovens market; scheduled to start production in 2028.
• Mar 2026: The U.S. Senate passed the Wastewater Infrastructure Pollution Prevention and Environmental Safety (WIPPES) Act (S. 1092) on March 22, 2026, establishing national labeling standards requiring clear "Do Not Flush" markings on non-flushable wet wipe packaging; the bill returned to the House of Representatives for final consideration following its earlier passage in June 2025.
• Mar 2026: A US federal judge granted final approval on March 12, 2026 to Kimberly-Clark's USD 20 million class action settlement resolving false advertising claims over the flushability of Cottonelle, Poise, and Kotex-branded wipes- closing litigation originally filed in 2014 and establishing a precedent-setting resolution for certified-flushable claim standards in US consumer markets.
• Mar 2025: Magnera Corporation announced the commercial launch of a next-generation dispersible nonwoven substrate portfolio engineered specifically for certified-flushable wipe applications in North American and European markets, leveraging combined Berry Global-Glatfelter R&D capabilities following the 2023 merger.
• Jan 2025: Albaad expanded distribution of its Twipes water-dispersible certified-flushable wipe line into five additional European retail markets- Germany, France, Spain, Italy, and the Netherlands- targeting SUPD-compliant shelf placement across pharmacy and grocery retail channels.

Market Concentration Score

The flushable wipes market scores 4 out of 10 on the concentration scale, reflecting a moderately fragmented structure where the top five players hold a combined 42.9% revenue share- with no single firm commanding a dominant majority- alongside approximately 16 additional regional and specialist participants that sustain meaningful competitive diversity across product type, geography, and end-use channel.

The flushable wipes market research report includes in- depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Billion) volume (Million Units) (from 2022 to 2035), for the following segments:

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Market, By Product Type

• Wet wipes
• Dry wipes

Market, By Scent type

•  A Scented
• Unscented

Market, By Consumer Group

• Adult care
• Baby care

Market, By Material

• Biodegradable
• Non-biodegradable

Market, By Price Range

• Low
• Medium
• High

Market, By Distribution Channel

• Online
  • E-commerce
  • Company websites
• Offline
  • Supermarkets/hypermarket
  • Specialty retail stores
  • Others (independent retailer etc.)

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
• Latin America
  • Brazil
  • Mexico
  • Argentina
• MEA
  • South Africa
  • Saudi Arabia
  • UAE