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The baby wipes market size is forecast to increase by USD 1.55 billion at a CAGR of 4.6% between 2023 and 2028.
The baby wipes industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.
The market has experienced significant growth in online sales due to evolving consumer preferences. With the increasing reliance on digital platforms for research and purchase decisions, traditional brick-and-mortar stores are being surpassed by online retailers like Amazon.Com and JD.Com. The expansion of e-commerce infrastructure fuels this growth. Parents prioritize ingredients that are gentle on their infants' delicate skin, leading to demand for formulations free from synthetic chemical ingredients, such as phthalates. Companies like Nice-Pak International and Suominen Corporation offer eco-friendly alternatives, such as biodegradable products and vegan materials, like Biolace Bamboo. Product differentiation through packaging innovations, marketing, and advertising, as well as collaborations and partnerships, contribute to market growth.
The market encompasses wet and dry wipes, sold in various forms, including pouches/boxes, tubes/tins, and plastic cases. Revenues are driven by the increasing working women population, families with infants, and changing lifestyles. Key players include KimberlyClark and Accrol Group, offering wet and dry baby wipes made from cotton, rayon, polyester, polyethylene, and mild detergent. Online sales of baby wipes are expected to continue growing due to their convenience and accessibility.
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The Online segment was valued at USD 4.12 billion in 2018 and showed a gradual increase during the forecast period.
Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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The market in North America is currently mature, with the US being the largest consumer due to the growing working women population and increasing awareness of hygiene products. Baby wipes are used not only for diaper changes but also for various other purposes, making them a cost-effective and versatile option. Offline retail channels, including hypermarkets, specialty stores, department stores, and warehouse clubs, dominate the sales in this region. Key players In the market include Nice-Pak International, Suominen Corporation, and Accrol Group, among others. The market is witnessing innovation in formulations, such as vegan materials, biodegradable products, and skin-sensitive wipes. However, concerns over counterfeit baby wipes and synthetic chemical ingredients, like phthalates, persist.
The market is segmented into wet and dry wipes, with the wet segment accounting for the majority of sales due to viral infection control requirements. The product life cycle is shifting towards packaging innovations, marketing and advertising, and collaborations and partnerships to differentiate offerings and cater to consumer expenditure trends. The market value is expected to grow, driven by changing lifestyles, modernization, and urbanization.
Our researchers analyzed the data with 2023 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.
Introduction of varied products by manufacturers is the key driver of the market.
Product innovation is the upcoming market trend.
What challenges does the Baby Wipes Industry face during its growth?
Increased competition from local brands leading to stiff competition is a key challenge affecting the industry growth.
Exclusive Customer Landscape
The baby wipes market forecasting 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 baby wipes market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, baby wipes market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence In the industry.
Babisil Products Co. Ltd. - The market encompasses a range of hygiene products designed for infants and toddlers. These wipes are typically used for cleaning the face, hands, and mouths of young children. They are often conveniently packaged in portable containers for on-the-go use. The market for baby wipes experiences consistent demand due to the growing population of new parents and the increasing awareness of the importance of maintaining proper hygiene for infants. The product category offers various benefits, including ease of use, portability, and effectiveness in removing dirt and impurities. Manufacturers prioritize softness, gentle formulations, and biodegradability to cater to the sensitive needs of infants. The market continues to evolve, with innovations in materials, packaging, and sustainability driving growth.
The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry 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.
The market encompasses a broad range of hygiene products designed for the cleansing needs of infants and parents. These wipes, available in various forms and materials, cater to the increasing demand for convenient and effective solutions for maintaining personal hygiene. Parents prioritize the use of baby wipes due to their effectiveness in addressing various cleansing requirements. The formulations of these wipes incorporate mild detergent and cleansing agents, ensuring gentle cleansing for infants' delicate skin. The market offers a variety of wipes, including wetlaid, airlaid, and spunlace, each with unique characteristics. Manufacturers continue to innovate In the market, focusing on product differentiation and packaging solutions.
For instance, some companies have introduced viscose-dry wipes, skin-sensitive wipes, and plant-based wipes to cater to diverse consumer preferences. Additionally, collaborations and partnerships between industry players and raw material suppliers have led to the development of eco-friendly and biodegradable baby wipes. Packaging innovations have also played a significant role In the market. Wipes are available in various forms, including pouches/boxes, tubes/tins, and plastic cases, catering to different consumer preferences and usage scenarios. The market also includes unscented baby wipes, addressing the needs of parents and infants with sensitive skin. Marketing and advertising efforts have been instrumental in driving sales In the market.
Companies target various channels, including hypermarkets & supermarkets, pharmacies, online stores, and even salons and spas, to reach their consumer base. The market value continues to grow, driven by factors such as changing lifestyles, modernization, urbanization, and the increasing working women population. Despite the market's growth, challenges persist. Consumer expenditure on baby wipes is influenced by factors such as high prices and concerns over product quality. Counterfeit baby wipes and plastic-containing wipes have also emerged as concerns, with potential negative impacts on both consumers and the environment. The market's product life cycle includes the wet segment, which dominates the market due to its versatility and convenience, and the dry segment, which offers advantages such as longer shelf life and reduced moisture concerns.
The market's future growth is expected to be driven by factors such as increasing birth rates, the growing daily essentials sector, and the food sector's expansion into baby care products. In conclusion, the market is a dynamic and evolving industry, driven by consumer preferences, technological innovations, and changing societal trends. Companies continue to invest in research and development to cater to diverse consumer needs and preferences, while addressing concerns over product quality and sustainability. The market's future growth is expected to be influenced by factors such as demographic changes, urbanization, and increasing awareness of eco-friendly and biodegradable solutions.
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Market Scope |
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Report Coverage |
Details |
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Page number |
174 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 4.6% |
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Market growth 2024-2028 |
USD 1548.7 million |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
4.32 |
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Key countries |
US, UK, China, Canada, and Germany |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Technology
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
Research Framework
Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.
INFORMATION SOURCES
Primary sources
Secondary sources
DATA ANALYSIS
Data Synthesis
Data Validation
REPORT WRITING
Qualitative
Quantitative
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