Baby Wipes Market Analysis North America,Europe,APAC,South America,Middle East and Africa - US,Canada,China,UK,Germany - Size and Forecast 2023-2027

Baby Wipes Market Forecast 2023-2027

The baby wipes market size is forecast to increase by USD 1.74 billion, at a CAGR of 5.32% between 2022 and 2027. Market expansion hinges on numerous factors, notably the diversification of offerings by manufacturers, heightened awareness regarding infant health, and a growing preference for organic and natural items. Manufacturers' introductions of a range of products cater to different needs and preferences, fostering market growth and consumer interest. With heightened concerns about the well-being of babies, parents and caregivers prioritize products that prioritize safety, quality, and health benefits. The shift towards organic and natural products reflects a broader trend in consumer behavior, where individuals seek more sustainable and eco-friendly options. This emphasis on product variety, health consciousness, and sustainability drives innovation and competition in the market, shaping the landscape for infant care products.

What will the Size of the Market be During the Forecast Period?

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Market Segmentation

This report extensively covers market segmentation by distribution channel (online and offline), technology (spunlace technology, airlaid technology, coform technology, needle punch technology, and others), and geography (North America, Europe, APAC, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.

Market Dynamics and Customer Landscape

The market is driven by a multitude of factors. One key driver is the increasing demand from parents who prioritize convenience and hygiene. Innovations in ingredients, such as mild detergent and amphoteric surfactants, cater to specific needs like skin infection prevention and gentle care for infants. Packaging advancements, including plastic cases for portability, also contribute to market growth. However, challenges such as synthetic materials and diaper rashes pose concerns, requiring continuous formulation improvements. The market's response to these trends and challenges defines its trajectory in meeting evolving consumer demands. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Market Driver 

The primary driver of growth in the market is the increasing prevalence of private-label brands. Retailers around the world are focusing on their own brands of infant wipes, with the aim of increasing profitability by selling various types of infant care products. This trend is contributing to the market's growth, as major retailers globally are introducing their own brands of infant care products, including baby wipes, to meet the growing demand from customers.

Moreover, over the last decade, the private-label product segment has grown significantly in both size and scope. Private-label baby wipes are priced lower than branded products, making them more appealing to price-sensitive customers. Supermarket chains are devoting more shelf space to their private-label offerings, and also conducting in-house marketing and promotional activities. As the demand for private-label brands is projected to continue increasing during the forecast period, this trend is expected to support the growth of the market during the forecast period.

Key Market Trend

The increasing prominence of private-label brands is the primary trend driving the market growth. Private-label baby wipes are becoming a key focus area for retailers across the world. Retailers are selling different types of infant care products under their private-label brands to increase profitability. This is contributing to the growth of the market. Globally, major retailers are introducing their brands of infant care products, such as baby wipes, and thus capitalizing on the growing demand for baby wipes among customers.

Moreover, in the last decade, the private-label product segment has grown in terms of scope and size. Private-label products are priced less than branded products. Hence, price-sensitive customers are more likely to purchase such baby wipes. Supermarket chains have started allocating more shelf space to their private-label offerings and are undertaking in-house marketing and promotional activities. The demand for private-label brands is expected to increase during the forecast period, which, in turn, will support the growth of the market.

Key Market Challenge

The increased competition from local brands leading to the stiff competition may impede the market growth. The presence of local brands in the market has resulted in intense competition and market fragmentation, leading to a lack of price standardization and erosion of market share. Additionally, the rising cost of raw materials, including wood pulp, resins, and fuel, is driving up the price of baby wipes and sparking price wars among companies. Furthermore, the price discrepancies among top companies of baby wipes are significant.

For example, Procter & Gamble Co.'s flagship brand Pampers sells 56 sheets of baby wipes for roughly USD 1.97, while Kimberly Clark Corp.'s flagship brand Huggies offers 16 sheets of  infant wipes for USD 0.98. These price variations are expected to impede the market's growth.

Key Market Customer Landscape

The report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

Market Customer Landscape

Who are the Major Market Players?

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

Unicharm Corp. - The company offers baby wipes such as MamyPoko Soft Baby wipes under its personal care segment as its key offering. Through this segment, the company also offers a wide range of baby care products, feminine care products, healthcare products, and clean and fresh products with a high focus on baby products. Additionally, through the pet care segment, the company offers a wide range of pet food products and pet toiletry products.

The report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:

• Babisil Products Co. Ltd.
• Bodywise UK Ltd.
• Caboo
• Farlin Corp.
• First Quality Enterprises Inc.
• Himalaya Wellness Co.
• Johnson and Johnson
• Joonya
• Menmoms
• Morisons Baby Dreams
• Mother Sparsh
• Pigeon Corp.
• Sebapharma GmbH and Co. KG
• The Clorox Co.
• The Procter and Gamble Co.

Qualitative and quantitative market growth analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

What is the Fastest-Growing Segments in the Market?

The market is a dynamic segment driven by diverse factors such as the parents' growing awareness of ingredients used in these products, concerns about skin infection and diaper rashes, and advancements in formulations and packaging. Major players like Nice-Pak International have contributed significantly to the market, especially during the pandemic, leading to substantial revenues. The market is influenced by the increasing number of working women, who rely on hygiene products like hand sanitizers and baby wipes. These wipes are tailored to be gentle on infant skin, often made from materials like cotton, rayon, polyester, or polyethylene, and infused with mild detergent and amphoteric surfactants for effective cleaning. Variants such as wetlaid, airlaid, and spunlace baby wipes cater to different preferences and needs.

The market share growth by the online segment will be significant during the forecast period. Customers are shifting from offline/brick-and-mortar stores to online retail stores. This shift is mostly led by the penetration and broad geographical reach of e-retailers, such as Amazon.com and JD.com. The development of suitable infrastructure for the penetration of e-commerce services propels the growth of the online distribution channel. For instance, increasing Internet penetration and the rising use of smartphones will drive the growth of this format in the future.

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The online segment showed a gradual increase in market share with USD 3.99 billion in 2017 and continued to grow by 2021. Changes in shopping preferences have propelled the values sales of baby products, such as baby wipes, through the online channel, and sales through online retailing are expected to grow at a rapid pace during the forecast period. At present, most purchase decisions are based on online research through websites, blogs, and social media sites. The growth of this segment is primarily attributed to the increasing adoption of baby wipes, which is driven by an increase in the global demand for the baby wipes industry.

Which are the Key Regions for the Market?

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North America is projected to contribute 39% by 2027. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

The market in North America is witnessing growth as inexpensive private labels encourage users to increase their consumption per diaper change and use inexpensive wipes for multiple purposes other than for babies. In North America, the US experienced the highest consumption of baby wipes due to factors such as the rise in the population of working women and educated individuals in the country. The majority of baby wipes in the region are sold through offline retail formats such as hypermarkets, speciality stores, department stores, and warehouse clubs.

The leading country in the region is the US, followed by Canada and Mexico. Various companies in North America are offering organic and natural baby wipes. For instance, Caboo offers Bamboo Baby Wipes that are manufactured using 99.7% naturally derived ingredients and are free of parabens and chlorine. Therefore, the growing demand for organic and natural baby wipes is expected to drive the growth of the market in the region during the forecast period.

Segment Overview

The report forecasts market growth by revenue at global, regional & country levels and provides a market research and growth analysis of the latest market trends and growth opportunities from 2017 to 2027.

The market has been segmented by distribution channel, technology, and region.

• Distribution Channel Outlook 
  • Online
  • Offline

• Technology Outlook 
  • Spunlace technology
  • Airlaid technology
  • Coform technology
  • Needle punch technology
  • Others

• Region Outlook 
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • South America
    • Brazil
    • Argentina
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Market Analyst Overview

The Market is influenced by a multitude of factors, ranging from skin infection concerns to the preferences of working women and the rising demand for hygiene products. As pandemic awareness grows, the market witnesses a surge in the use of hand sanitizers and disinfectant baby wet wipes. The segment is also shaped by trends like personal care products, biodegradable materials, and product differentiation to cater to skin-sensitive needs and avoid diaper rashes. With an array of players like Nice-Pak International, Suominen Corporation, and Accrol Group, innovations in formulations, packaging, and material choices are prominent. The market's future will be guided by ongoing research, partnerships, and a focus on environmental concerns to meet the diverse needs of families with infants while ensuring health and safety standards are met.

Moreover, the Market is a dynamic sector driven by various factors such as revenues from sales, the rising working women population, and the growing infant population. Raw material suppliers play a crucial role in providing vegan materials like Biolace Bamboo for manufacturing. However, challenges like counterfeit baby wipes containing synthetic chemical ingredients such as phthalates pose risks to consumers. To address this, the market sees a shift towards biodegradable products and skin-sensitive wipes made from plant-based or semisynthetic materials. Companies like John Dale Limited and KimberlyClark Corporation are leading the charge with organic and safe baby wipes, catering to modern parents who prioritize personal hygiene and environmental concerns. The market's growth is further fueled by innovation, collaborations, and marketing efforts, especially in retail sales through online stores and pharmacies. As urbanization and changing lifestyles continue, the demand for convenient and high-quality baby wipes remains strong, driving production and market value in the industry.

Market Scope
Report Coverage	Details
Page number	168
Base year	2022
Historic period	2017-2021
Forecast period	2023-2027
Growth momentum & CAGR	Accelerate at a CAGR of 5.32%
Market growth 2023-2027	USD 1.74 billion
Market structure	Fragmented
YoY growth (%)	4.2
Regional analysis	North America, Europe, APAC, South America, and Middle East and Africa
Performing market contribution	North America at 39%
Key countries	US, Canada, China, UK, and Germany
Competitive landscape	Leading companies, Market Positioning of companies, Competitive Strategies, and Industry Risks
Key companies profiled	Babisil Products Co. Ltd., Bodywise UK Ltd., Caboo, Farlin Corp., First Quality Enterprises Inc., Himalaya Wellness Co., Johnson and Johnson, Joonya, Menmoms, Morisons Baby Dreams, Mother Sparsh, Pigeon Corp., Sebapharma GmbH and Co. KG, The Clorox Co., The Procter and Gamble Co., Unicharm Corp., Unilever PLC, WaterWipes UC, and Kimberly Clark Corp.
Market dynamics	Parent market analysis, Market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and market condition analysis for the forecast period.
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period.
• Detailed information on factors that will drive the growth of the market between 2023 and 2027
• Precise estimation of the market size and its contribution of the market in focus to the parent market.
• Accurate predictions about upcoming trends and changes in consumer behaviour.
• Growth of the industry across North America, Europe, APAC, South America, and Middle East and Africa.
• Thorough market growth and forecasting analysis of the market’s competitive landscape and detailed information about companies.
• Comprehensive market report analysis of factors that will challenge the growth of market companies.

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