Personal Care Wipes Market

Personal Care Wipes Market Size

The global personal care wipes market size was estimated at USD 10.6 billion in 2024. The market is expected to grow from USD 11.2 billion in 2025 to USD 19.1 billion in 2034, at a CAGR of 6.1% according to latest report published by Global Market Insights Inc.

The worldwide personal care wipes industry is gaining momentum due to changing lifestyles and growth in the demand for convenience in personal hygiene. The recent heightened awareness of personal hygiene, especially given recent health emergencies, has positioned wipes to be an essential tool in cleanliness and the reduction of germs. Manufacturers are making reforms and changes to meet consumer expectations, moving wipes into the advanced personal care realm, including additional benefits besides personal care.

Sustainability is a key area of focus, as brands are looking to engage with biodegradable fibers, plant-based fibers, and plastic-free packaging methods to change their sustainability focus and comply with legal requirements. The personal care wipes industry is branching out with multi-purpose and specialty wipes that will include added benefits besides just using wipes. Benefits such as hydration for skin, anti-aging benefits, and targeted actives added to personal care wipes that can be directly related to skincare ingredients. Expanding the market scope in personal care wipes is evidence of the market diversification for niche products for men-wipes, intimate care, and elderly care options for specialty needs, was shown when re-evaluating the personal care wipes holdings.

Customers are showing a preference for everything natural and organic with attention to clean-label products that do not contain unacceptable harsh chemicals and synthetic additives. Dispersible materials that are set to flushable are on the rise, all developed to be aligned with global standards for disposal. In addition, the e-commerce industry has been one of the strongest segments influences that shape product development and promotional offerings. E-commerce has also changed convenience for consumers, by having products delivered to their doorsteps. With all these factors being considered, personal care.

Personal Care Wipes Market Trends

Market is experiencing a key transition driven by consumer behavior, technological innovation, and strong regulatory pressures.

•  Rise of Specialty and Multi-Functional Wipes: Wipes now can be marketed for benefits like hydration, anti-aging, and acne, leaving room to infuse wipes with skincare actives like vitamin E and hyaluronic acid. Specialty wipes targeted to male grooming, intimate hygiene, and elder care are also gaining traction.
  
• Demand for Clean and Natural Ingredients: There is a growing demand for what is termed (clean label) wipes or wipes with fewer ingredients, excluding potentially hazardous chemicals, parabens, and synthetic fragrances. Also, consumers refer to additive rich formulations with natural extracts, like aloe vera or chamomile, for consumers with sensitive skins.
  
• Environmentally Friendly Choices: Customers are turning to wipe products from sustainable components, such as bamboo fibers, organic cotton, and wood pulp. Wipe companies are working with environmentally friendly customers by using compostable packaging and excluding plastic from their infrastructures to hopefully balance the environmental sustainability while providing a product that the consumer is willing to purchase. 
  
• Increased Awareness of Hygiene: Because of COVID-19, there is a surge in the demand for personal care wipes, as hygiene and germ prevention are more important factors than they used to be. Demand for wipes that are specific to antibacterial or related to general cleanliness on-the-go will remain due to the increasing awareness of cleanliness and hygiene.
  

Personal Care Wipes Market Analysis

Based on type, the market is divided into dry and wet wipes. The wet wipes segment dominated the market, accounting for around 61% in 2024 and is expected to grow at a CAGR of over 6% through 2034.

• Wet wipes, which come pre-moistened with a cleansing or disinfecting solution, bring convenience in which no further water or other product is needed, making wet wipes perfect for travel, quick clean-ups and on-the-go use. Wet wipes have a variety of functions including, but not limited to, baby wipes, facial cleansing, cosmetic removal, hand and body wipes, and medical disinfecting. Generally, dry wipes are typically used in hospitals or are only effective when used in conjunction with another liquid. The COVID-19 pandemic led to an increase in demand for disinfecting wet wipes, indicating their significance in hygiene and safety practices.
  
• Product innovation has continued to grow the wet wipe market by providing use cases for antibacterial, alcohol-based, fragrance-free, sensitive skin, and biodegradable wet wipe options. Leading brands actively promote wet wipes as an important part of modern living and continue to dominate in retail channels. This blend of convenience, versatility, hygiene perception, and product offering has made wet wipes an ever-growing choice across a multitude of consumers.
  

Based on usability, the personal care wipes market is segmented into disposable and reusable. The disposable segment dominates the market with 70% share in 2024, and the segment is expected to grow at a CAGR of over 6.1% from 2025 to 2034.

• The market is mainly occupied by disposable wipes, and marketers have heavily marketed their convenience and cleanliness benefits, as they provide a method to avoid washing and maintenance, matching well with our busy lifestyles and travel needs, or addressing the need for quick cleaning.
  
• Disposable wipes are also readily available, inexpensive, and come in multiple formats for various needs including but not limited to antibacterial, moisturizing, and sensitive skin formulations. The healthcare and baby care markets use disposable wipes primarily for infection control and safety.
  
•  There is a small market segment for reusable wipes that is prioritizing both environmental benefit and long-term cost savings. These wipes are produced with durable materials, such as cotton or bamboo, against a multi-wash wash cycle, and provide a method to minimize waste, as well as long-term costs.
  
• It is important to note that market consumption for reusable wipes has faced limitations by other considerations including maintenance, cost to purchase, and less convenience than disposable wipes. However, the use of reusable wipes is expected to continue to increase with environmentally conscious consumers and districts with stricter environmental requirements.
  

Based on distribution channel, the personal care wipes market is segmented into online and offline.

• The offline segment is the leading segment in the market, as brick-and-mortar stores offer the benefit of instant access to customers. Consumers often buy personal care wipes bought on impulse as they simultaneously purchase other items, and they also prefer to feel the product, such as the softness of it, and smell the product before the purchase. Consumers are primarily driven to buy offline for the tactile and immediacy of the product experience.
  
• Furthermore, retailers with brick and mortar stores such as supermarkets, hypermarkets, or drug stores have the broadest reach in terms of distribution and consumer access. The customer can view and browse across numerous brands of personal care wipes and types of personal care wipes and decide on a personal care wipe quickly based on price, potential promotions, and familiarity with in-store displays.
  

North America Personal Care Wipes Market Analysis

In 2024, the U.S contributed significantly to the market, generating revenue of USD 2.5 billion.

• North America holds significant share of the personal care wipes industry, driven by a high level of consumer awareness in hygiene, strong purchasing power, and wide availability of premium products.
  
• The region benefits from a strong retail infrastructure, and significant presence of leading manufacturers selling multiple products, even in baby wipes, facial wipes, and disinfectant wipes.
  
• The trend of selling eco-friendly biodegradable wipes also emerged as consumer preferences have shifted, hence product manufacturers develop more sustainable materials.
  

Europe Personal Care Wipes Market Analysis

Europe market holds significant share in 2024 and is expected to grow at 5.9% during the forecast period.

• Europe represents another sizable market, and shows strict environmental regulations, and sustainable products. Consumers in this region are highly aware of the safety of products, as well as the environmental impact, which hastened the adoption of biodegradable, and organic wipes. In addition to these factors, the urban lifestyle in Europe is pushed for convenience and the packaging and dispensing of personal care wipes; demographic factors also play a role, as the population is aging, which is a coincidence factor driving personal care wipes.
  
• Single-use plastics will continue to be regulated, which are driving product manufacturers to experiment with discarded or alternative fibers, such as wood pulp, cotton, viscose, and bamboo.
  

Asia-Pacific Personal Care Wipes Market Analysis

Asia Pacific is both dominant and the fastest growing region and is expected to grow at 6.6% during the forecast period.

• The Asia-Pacific region leads the market based on its population size, fast urbanization, rising disposable incomes, demand for convenience hygiene products, and other related factors.
  
• Countries such as China, India and Japan continue to see significant growth in baby care and personal hygiene sectors, respectively, aided by the development of retail and the increase of e-commerce networks in the region.
  
• The rising importance of health and wellness, along with a rapidly growing prevalence of premium and biodegradable wipes, continue to solidify this region's global market influence.
  

Personal Care Wipes Market Share

• The top 5 companies in the market are Procter & Gamble Company, Kimberly-Clark Corporation, Johnson & Johnson Consumer Inc., Unilever PLC, and The Clorox Company contributing around 30% of the market in 2024.
  
• P&G, a world-leading player of consumer goods, develops a wide variety of household and personal care products. P&G holds a strong position through its various strong brands and products such as Pampers (baby wipes) and Always (feminine wipes); consumers show strong brand loyalty, coupled with retailer distribution.
  
• Kimberly-Clark is a multinational corporation focused on personal care, specifically hygiene products. Their strong holding in the wipes market is fueled by leading brands, such as Huggies (baby wipes) and Kleenex (facial tissues/wipes) - both gaining consumers' trust and developing new innovations.
  
• Johnson & Johnson Consumer Inc. is the personal care division of a global health and wellness company. They are a strong player in wipes with brands that are known and trusted, including baby care products (Johnson's Baby) as well as facial cleansers (Neutrogena), and products that are clinically tested and are mild enough for sensitive skin.
  
• Unilever is a British-based multinational corporation, and a leader in the personal care sector with brands including Dove and Simple. Their wide range of cleansing products includes facial wipes and household wipes, and with their ability to appeal to various global markets, they are well-positioned.
  
• The Clorox Company, an American manufacturer of consumer and professional cleaning products, dominates the disinfecting wipes market segment. They are known for their Clorox Wipes, a staple for household cleaning and disinfecting, while also expanding product lines into the personal sanitizing space with brand recognition.
  

Personal Care Wipes Market Companies

Major players operating in the personal care wipes industry are:

• The Procter & Gamble Company
• Kimberly-Clark Corporation
• Johnson & Johnson Consumer Inc.
• Unilever PLC / Unilever NV
• The Clorox Company
• Nice-Pak Products, Inc.
• Rockline Industries Limited
• Diamond Wipes International, Inc.
• Albaad USA, Inc.
• Suominen Corporation
• Ontex Group NV
• Essity Aktiebolag
• Beiersdorf AG
• Unicharm Corporation
• LG Household & Health Care Ltd.
  
• Nice-Pak is a worldwide leader in the design, manufacture, and distribution of wet wipes for different end uses. In its role as a major private label and contract manufacturer of wet wipes, they produce wipes for many high-profile brand owners in baby, personal, and household care segments.
  
• Rockline Industries is one of the largest wet wipes manufacturers in the world for private label brands. Their importance is derived from a combination of extensive innovation, high volume manufacturing capabilities, and a wide range of products to serve several major retailers and brands around the globe in many wipe categories.
  

Personal Care Wipes Industry News

• In January 2025, 3i Group plc committed around €145 million to a stake in WaterWipes UC, the premium wet-wipe brand recognized for its 99.9% water formulation. This investment will allow the company to expand into Europe, Latin America, and Asia, while also developing its core Baby & Children's range.
  
• In June 2025, Dude Wipes received a minority strategic growth investment from TSG Consumer Partners. The founders will maintain a large share of ownership and a controlling interest in the company while accessing TSG's expertise in innovation to expand distribution into emerging distribution channels.
  
• In June 2025, Kimberly-Clark and Brazilian pulp company Suzano announced a $3.4 billion joint venture to combine their consumer tissue businesses in Brazil. The companies expect to have a broader geographic footprint and achieve cost efficiencies associated with the pulp supply and production in this joint venture.
  
• In August 2024, Nice-Pak was granted a patent for its SecureFLUSH technology, which was developed in the US and represents a flushable wet-wipe formulation that breaks down 5 times faster in water than toilet paper. As a result of this innovation, Nice-Pak is addressing regulatory concerns while maintaining a relevant competitive advantage in their footprint.
  

The personal care wipes market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue (USD Billion) and Volume (Million Units) from 2021 to 2034, for full diversification.

Market, By Type

• Wet wipes
• Dry wipes

Market, By Material

• Cotton
• Polyester
• Viscose
• Others

Market, By Usability

• Disposable
• Reusable

Market, By Price Range

• Low
• Mid
• High

Market, By Application

• Baby care wipes
• Feminine hygiene wipes
• Adult/incontinence care wipes
• Facial/makeup removal wipes
• Hand sanitizing wipes
• Body cleansing wipes

Market, By End Use

• Consumer/retail
• Healthcare facilities
• Institutional
• Travel & hospitality

Market, By Distribution channel

• Online
  • E-commerce websites
  • Company-owned websites
• Offline
  • Hypermarkets and supermarkets
  • Pharmaceutical and drug store
  • Other retail stores

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

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