The wet wipes market produced USD 4.3 billion in revenue in 2023. By 2033, it is expected that the wet wipes industry may expand to hit USD 9.22 billion, with a CAGR of 7.8% between 2023 and 2033.
The rising application of wet wipes for hygiene purposes, particularly when clean water is scarce, is escalating the industry. Wet wipes' infection-prevention capabilities, as well as their disposable nature, are enticing people to buy many of them.
The wet wipes business is being influenced by an increasing newborn population, urbanization, and rising consumer expenditure on personal hygiene goods. Furthermore, cost, convenience, hygiene, performance, ease of use, time savings, and consumer-centric aesthetics are the primary product qualities influencing market growth for wet wipes.
In difficult economic times, consumers have become frugal and prefer to purchase inexpensive, accessible goods over expensive specialist goods. These elements have contributed to the market expansion for wet wipes because there is an increasing demand for the goods.
Global infant population increase, rising urbanization, high female consumer disposable income, and a rise in their level of hygiene awareness are all contributing to the market expansion for wet wipes.
| Attribute | Details |
|---|---|
| Wet Wipes Market CAGR (2023 to 2033) | 7.8% |
| Wet Wipes Market HCAGR (2023 to 2033) | 6.5% |
| Wet Wipes Market Size - 2023 | USD 4.3 billion |
| Wet Wipes Market Size - 2033 | USD 9.22 billion |
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Between 2018 and 2022, wet wipe sales increased at a CAGR of 6.1%. The wet wipes business has shown modest growth and is anticipated to develop as an aging population adopts many healthcare and hygiene practices.
Wet wipes, referred to as wet towels or disinfectant wipes, are used to keep hands and faces clean and germ-free. The current sales figures are driven by several factors such as the ease of handling, constant usage, and availability in every store. Moreover, the wide variety of fragrances and their usefulness in serving various purposes such as make-up removal, hand disinfection, and baby skin cleansing contribute to its popularity.
Other significant factors promoting market growth for wet wipes are product introductions and market expansion in emerging markets. Moreover, wet wipes with fragrance and environment-friendly or biodegradable wipes are two strategies used by businesses to draw in several clients. The market is projected to grow as a result of organizations actively pursuing commercial possibilities through partnerships and acquisitions to strengthen their portfolio.
The wet wipes market may expand at a CAGR of 7.8% from 2023 to 2033. Leading corporations are responsible for the expansion since they aggressively engage in acquisitions, new product development, and distribution collaboration agreements to increase their market presence.
| Attribute | Details |
|---|---|
| Wet Wipes Market Size - 2017 | USD 2.97 billion |
| Wet Wipes Market Size - 2022 | USD 4.06 billion |
Globally, increasing health issues related to aging, such as catheter-associated urinary tract infections (CAUTI) and incontinence-associated dermatitis (IAD), have become key concerns. The infection caused by chronic catheter use is significantly linked to CAUTI, the most common disease related to healthcare.
Contrarily, Incontinence-associated Dermatitis (IAD) causes patients' skin to become irritated and degraded as a result of continuous exposure to urine and stool. Because the skin acts as a barrier between the body and the outside environment, maintaining the moisture barrier of the skin has become essential in these circumstances.
According to the Centres for Disease Control and Prevention (CDC), 15 to 25% of patients who are already hospitalized receive urinary catheters while they are in hospitals, and around 75% of urinary tract infection (UTI) infections in the United States are linked to urinary catheters.
The adoption of wet wipes designed to provide a solution for preserving skin cleanliness among CAUTI or IAD patients and to promote female hygiene may lead to an increase in market growth on a global scale.
This market has a lot of possibilities because of the participation of numerous small and regional businesses, creative product advancements, and the commercialization of wet wipes. This is because people are becoming concerned with keeping up with cleanliness and hygiene, which may increase the wet wipes market's appeal in the future.
Concerns for the ecology and ecosystem are growing as people prioritize adopting good hygiene habits. Businesses are engaged in developing cutting-edge product lines that can lessen the environmental load, such as recyclable wet wipes or wet wipes made of wood pulp and cotton as an alternative to wet wipes made of synthetic fibers.
The wet wipes manufacturers have additional opportunities thanks to the online selling of wet wipes because it broadens their market. The wet wipes manufacturers have an opportunity. Thanks to the convenience of shopping from home without going to stores, avoiding needless crowd exposure during pandemics, and acquiring a variety of products on various offers and discounted rates on e-commerce sites.
There are a few problems that, if not solved, could restrict market expansion for wet wipes although these wipes offer several convenience and hygienic advantages. One such issue is the lack of cost-effective, environment-friendly options, like a variety of face washes, washing milk, and soap. Due to the non-biodegradable nature of wet wipes, they produce significantly less waste than they do.
Several wet wipe products have been recalled as a result of adverse effects, problematic packaging, or unfulfilled promises. This was in response to complaints from customers who claimed that there were microorganisms in the product that could cause illnesses in susceptible individuals with weakened immune systems.
A Kimberly-Clark product, Cottonelle Flushable Wipes, was recalled as a result of several customer complaints. It was stated that there were bacteria present in the product. Later, it was discovered that the product included a microbe called Pluralibacter gergoviae. Some clients developed infections as a result of these bacteria, particularly immune-compromised individuals.
The additives added to wet wipes, such as preservatives like methylchloroisothiazolinone or methylisothiazolinone in some formulations can increase the likelihood of developing rashes and allergies. Excessive use can be damaging to adult female skin around the intimate area in addition to the fragile skin of infants. Companies must take these difficulties into account and create product lines that can deal with them in the future.
| Attribute | Details |
|---|---|
| The United States Market Share - 2023 | 30.3% |
| North America Market Share - 2023 | 35.4% |
In terms of revenue, North America dominated the wet wipes industry, with the United States market expected to hold over 30.3% of the region's market share in 2023. During the predicted period, a CAGR of more than 6.2% is expected.
Huge healthcare spending and health awareness are what are surging the domination. The United States wet wipes business may rise as a result of the factors such as:
| Attribute | Details |
|---|---|
| Japan Market Share - 2023 | 12.3% |
| India Market CAGR (2023 to 2033) | 8.0% |
| China Market CAGR (2023 to 2033) | 8.6% |
East Asia’s wet wipes market may expand at an 8.6% CAGR through 2033, with China emerging as the leading country. In terms of revenue, China is anticipated to represent close to 40% of East Asia market in 2023.
In China, hand cleanliness is seen as of the utmost importance as an infection control measure to avoid any healthcare-related infections. People are sufficiently knowledgeable about proper hand hygiene procedures.
Wet wipes may become increasingly necessary as many individuals become concerned about safety and medical procedures. Furthermore, the wet wipes manufacturers are concentrating on new product releases and marketing alliances as tactics to increase their market share. Over the projection period, the availability of wet wipes in both online and offline stores is likely to boost market growth for wet wipes in China, thanks to numerous local companies.
| Attribute | Details |
|---|---|
| Germany Market Share - 2023 | 7.1% |
| Europe Market Share - 2023 | 29.4% |
| United Kingdom Market CAGR (2023 to 2033) | 9% |
In 2023, it is anticipated that Germany to own over 7.1% of Europe’s wet wipes business. Wet wipe manufacturers are expanding their presence in Germany thanks to a variety of factors, including the rising number of hygienically conscious citizens, government-enacted mandatory health insurance policies, and the equal right to medical care and continued employment even during illness, regardless of an individual's income.
| Category | Disposability |
|---|---|
| Leading Segment | Non-Flushable Wipes |
| Market Share | 74.25% |
| Category | Product Type |
|---|---|
| Leading Segment | Incontinence wipes |
| Market Share | 28.20% |
| Category | Application |
|---|---|
| Leading Segment | Skin care |
| Market Share | 38.5% |
| Category | End User |
|---|---|
| Leading Segment | Hospitals |
| Market Share | 27.1% |
Incontinence wipes are currently the popular product in the wet wipes industry globally and are expected to make up close to 328.2 of them in the forthcoming years. Sales of this product category can be fueled by the factors such as:
More than 30.3% of the market share in the sub-segment is accounted for by baby wipes. This results from customers' increased purchasing power. Consumers who are parents tend to be concerned about their child's health and wellness. So, during the forecast period, this segment is anticipated to demonstrate strong expansion.
In terms of market share, the hospital segment is anticipated to be the leading segment, expanding at a CAGR of 6.4% during the anticipated time frame. The wet wipes market is anticipated to grow in both developed and developing countries as a result of:
The wet wipes industry is fiercely competitive, with many different brands and producers competing for market share. Differentiation depends on elements like product quality, cost, packaging, and innovation. The fierce competition is fueled by international competitors as well as local and regional producers.
Market dynamics are also impacted by shifting customer tastes and new trends, such as eco-friendly choices. To compete successfully in the wet wipes business, manufacturers must be alert, innovate, and adjust to changing demands.
Pivotal Wet Wipes Manufacturers
Novel Breakthroughs and Advancements
| Company | Nice-Pak |
|---|---|
| Strategy |
Nice-Pak Introduces Revolutionary Flushable Wet Wipes with SecureFLUSH Technology |
| Details | In December 2021, Nice-Pak, a pioneer and market leader in the United States that produced and distributed pre-moistened wipes, unveiled its ground-breaking flushable wet wipes with SecureFLUSH technology. A unique, 100% cellulose nonwoven wipe that is strong enough to clean yet quickly dissolves is created using the patented SecureFLUSH technology. |
| Company | Huggies |
|---|---|
| Strategy | Huggies Introduces Pure Biodegradable Baby Wipes: Decomposes in 15 Days Under Landfill Conditions |
| Details | In December 2020, Kimberly-Clark's Huggies brand unveiled its first biodegradable product. The Huggies Pure Biodegradable baby wipes break down in 15 days when dumped in a landfill. The entire piece is made of natural fibers. |
| Company | Derma E |
|---|---|
| Strategy | Derma E Launches Biodegradable Vitamin C Micellar Wipes for Brighter, Even-Toned Skin. |
| Details | A cosmetics company called Derma E introduced Vitamin C Brightening Glow Micellar Wipes in January 2019. These wipes are 100% biodegradable and also include licorice extract and vitamin B3. These lessen UV-induced hyperpigmentation, and gently exfoliate, brighten, and even out skin tone. |
The global wet wipes market might create a revenue of around USD 4.3 billion in 2023.
In the United States the net demand is around 30.3% of the total demand globally.
Japan is the leading market with a global market share of 12.3% in 2022.
The non-flushable wipes segment dominated and held 74.25% market share in 2022.
Global sales of wet wipes for skin care applications owned 38.5% market share in 2022.
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Wet Wipes Market
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