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Wipes Market - By Product (Personal Care Wipes, Household Wipes, Industrial), By Type (Disposable, Non-Disposable), By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online) & Forecast, 2023-2032

  • Report ID: GMI5606
  • Published Date: May 2023
  • Report Format: PDF

Wipes Market Size

Wipes Market size valued at USD 19.5 billion in 2022 and is expected to grow at over 7% CAGR from 2023 to 2032.

Wipes Market

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Growing adoption of hygiene practices due to rising consumer awareness is fueling market growth. Many developing nations are promoting hygiene practices in schools and education institutes to boost public health, which is driving product demand in these regions. To cite an instance, in September 2022, the U.S. government introduced Nemours Children’s Health, a multi-state pediatric system to expand health & hygiene awareness and partner with food security companies in Delaware to allocate Nemours Cares Closet that will stock primary care products with personal hygiene items and foods.

The increasing availability of alternative products will restrain wipes market growth. The consumer shift toward sustainable solutions in accordance with growing environmental concerns has encouraged people to prefer washable cloth or materials as chemical-free alternatives. Nonetheless, the introduction of new sustainable wipes that cater to the changing demand of consumers will aid in overcoming this issue, such as the plastic-free disposable wipes by Waterwipes use biodegradable fibers for babies.

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Global Wipes market by personal care, 2020 – 2032 (Billion)

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The personal care segment of wipes market reached USD 10.5 billion in 2022, as a result of various benefits of wipes such as the prevention of infection due to their disposable nature and protection against harmful deposits on skin that make them ideal for personal care use. Furthermore, the booming cosmetics industry backed by prevalent online shopping trends is benefitting the segment outlook.

Global Wipes Market Revenue Share, By Type, (2022)

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The disposable segment held approximately 87% of the wipes industry share in 2022 as they are convenient, easy to use, and can be discarded after a single use. Additionally, strong efforts by key companies to expand their business will stimulate product adoption. In February 2022, Essity, a hygiene and health company, acquired U.S.-based wiping and cleaning brand Legacy Converting, Inc. for its disposable sanitizing and disinfecting wet wipes.

North America Wipes Market Size, 2022 & 2032 (USD Billion)

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North America wipes market is poised to exhibit around 6.5% CAGR from 2023 to 2032, attributed to growing personal hygiene awareness and rising consumer inclination toward baby care products. Moreover, favorable investments by several countries in public health are driving market growth. For instance, in January 2022, the Ontario government invested approximately USD 1.2 million in a disinfectant wipe production facility in Barrie by Empack Spraytech.

Wipes Market Share

Some of the key players profiled in the wipes market report include :

  • Unilever Group
  • Johnson & Johnson Inc.
  • Procter and Gamble Co.
  • Edgewell Personal Care
  • Suominen Corporation

These companies invest in new production facilities and businesses to stay ahead in the industry.

Wipes Industry News

  • In June 2022, Kimberly-Clark, a personal care product manufacturer, announced the expansion of its innovative hub and export center in Brazil. This initiative was purposed to aid the company in achieving sustainability targets for diapers and wipes production with an investment of nearly USD 120 million in new equipment and raw material.
  • In April 2023, Quimicolor, a Columbian wipes producer, intended to invest in viscose and polyester fibers production for conversion to wipes. With this investment, the company wants to leverage better business opportunities in the Latin American market.

This Wipes market research report includes in-depth coverage of the industry with estimates & forecasts in terms of volume in Million Units and revenue in USD million from 2018 to 2032 for the following segments:

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By Product

  • Personal Care Wipes
  • Household Wipes,
  • Industrial Wipes
  • Others

By Type

  • Disposable
  • Non-Disposable

By Distribution Channel

  • Supermarkets/Hypermarkets,
  • Convenience Stores,
  • Specialty Stores,
  • Online
  • Others

By Region

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


Authors: Avinash Singh, Sunita Singh

Frequently Asked Questions (FAQ) :

The market size of wipes valued at more than USD 19.5 billion in 2022 and will progress at over 7% CAGR between 2023 and 2032 propelled by the growing adoption of hygiene practices due to rising consumer awareness.

The disposable segment held 87% of the market share in 2022 as a result of strong efforts by key companies to expand their business.

The personal care segment exceeded USD 10.5 billion in 2022 owing to the booming cosmetics industry backed by prevalent online shopping trends.

North America market for wipes is predicted to observe nearly 6.5% growth rate through 2032 due to growing personal hygiene awareness and rising consumer inclination toward baby care products in the region.

Wipes Market Scope

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Premium Report Details

  • Base Year: 2022
  • Companies covered: 10
  • Tables & Figures: 198
  • Countries covered: 20
  • Pages: 350
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