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The wet tissue and wipe market size is estimated to grow at a CAGR of 6.83% between 2023 and 2028. The market size is forecast to increase by USD 8.27 billion.
The report includes a comprehensive outlook on the wet tissue and wipe market offering forecasts for the industry segmented by Application, which comprises personal care, household, and industrial commercial and institutional. Additionally, it categorizes Distribution Channel into offline and online and covers Geography regions, including North America, APAC, Europe, Middle East and Africa, and South America. The report provides market size, historical data spanning from 2018 to 2022, and future projections, all presented in terms of value in USD billion for each of the mentioned segments.
Growing pollution and deteriorating environmental conditions are notably driving the market growth. The growing pollution and deteriorating environmental conditions are increasing concerns regarding skin issues such as rashes, dryness, pimples, and blackheads. As these products are used regularly, they must have an adequate combination of high-quality ingredients. This further leads to product premiumization. Thus, high product premiumization and product line extension, coupled with the growing customer expenditure on consumer products such as wet tissues and wipes, will strengthen value sales in the global wet tissue and wipe market. Pollution due to rapid urbanization leads to the spread of several diseases, which has become a major concern for customers. Therefore, consumers are ready to pay premium prices for wet tissues and wipes, depending on the quality. Hence, the above-mentioned factors are expected to drive the growth of the market during the forecast period.
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Our researchers analyzed the data with 2023 as the base year, along with the key trends, and challenges. A holistic analysis of drivers, trends, and challenges will help stakeholders in the value chain refine their marketing strategies to gain a competitive advantage.
Increasing demand for multi-functional wet wipes is an emerging trend shaping the market growth. The rapid growth of the consumer products market has led to opportunities for companies to innovate their product offerings and packaging. This has led to the introduction of innovative and upgraded products in the market and has helped vendors build brand appeal and loyalty among consumers.
For instance, Kimberly Clark offers a professional range of wipes that can clean small quantities of solvents or other liquids from hands, tools, equipment, or other surfaces. These multipurpose products remove the hassle of carrying various wet tissues and wipes for different applications. Thus, the increase in demand for multi-functional wet wipes will fuel the growth of the market during the forecast period.
The availability of counterfeit products is a significant challenge hindering market growth. Counterfeit products are made of toxic, low-quality raw materials. The advent and penetration of e-commerce have further propelled the sales of counterfeit products by widening their geographical reach. Customers face challenges in distinguishing between genuine and counterfeit products. These products also lead to market fragmentation, lack of price standardization, decrease in margins of branded players, reduction in brand equity of major players, uneven competitive scenario, and market share erosion. Further, manufacturers of counterfeit products significantly save production and transportation costs due to operations in regional or local markets.
As a result, counterfeit products become cheaper than their genuine counterparts, which consecutively poses a severe price challenge to established international players. Global players are striving to penetrate developing countries such as India and China, which have a significant presence of counterfeit products. Hence, the above-mentioned factors are expected to hinder the growth of the global wet tissue and wipe market during the forecast period.
The personal care segment includes baby wipes, facial wipes, and feminine wipes. The wet tissues and wipes offered for personal use are highly regulated across the world due to health concerns. Non-woven fabrics and other natural fibers, such as cotton, are the major raw materials used for manufacturing wet tissues and wipes for personal use. The demand for eco-friendly, natural, and chemical-free wet tissues and wipes is growing rapidly worldwide as these products are safe to use and do not have side effects. Moreover, travel packs of wet facial wipes are popular among consumers as they are convenient to carry and can be used and disposed of easily. Hence, the above-mentioned factors are expected to drive the demand for wet tissues and wipes from the personal care segment, which is expected to drive the growth of the market during the forecast period.
The market share growth by the personal care segment will be significant during the forecast period. The personal care segment includes baby wipes, facial wipes, and feminine wipes. The wet tissues and wipes offered for personal use are highly regulated across the world due to health concerns. Non-woven fabrics and other natural fibers, such as cotton, are the major raw materials used for manufacturing wet tissues and wipes for personal use.
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The personal care was the largest and was valued at USD 11.20 billion in 2018. Companies are also offering wet tissues and wipes for personal use based on different types of skin, such as oily, normal, dry, greasy, and sensitive. Companies such as Procter and Gamble and several others offer wet facial tissues and wipes that serve different purposes, such as cleansing, moisturizing, makeup removal, and revitalization, to attract customers. Moreover, travel packs of wet facial wipes are popular among consumers as they are convenient to carry and can be used and disposed of easily. Hence, the above-mentioned factors are expected to drive the demand for wet tissues and wipes from the personal care segment, which is expected to drive the growth of the global wet tissue and wipe market during the forecast period.
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Europe is estimated to contribute 36% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. In Europe, Western European countries contribute a major share of revenue to the wet tissue and wipe market in Europe, primarily due to due to the high standards of living, the introduction of innovative products, strong brand value, and the significant consumption of premium wet tissues and wipes. Countries such as Germany, Russia, and the UK are the key contributors of revenue to the wet tissue and wipe market in Europe. Companies that operate in Europe offer products in many variants and at different price ranges. They also offer organic and eco-friendly wet tissues and wipes to address the growing demand among customers for natural personal care products.
In addition, the growth of the healthcare sector is driven by the commencement of operations of new hospitals and medical centres because of the rising demand for healthcare facilities due to the growth of the geriatric population. The growth of the tourism industry is increasing the number of hotels and resorts. For instance, Europe accounts for 50% of the total tourist arrivals. Therefore, the growth of end-user industries will drive the growth of the wet tissue and wipe market in Europe during the forecast period.
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.
The wet tissue and wipe market report also includes detailed analyses of the competitive landscape of the market and information about 20 market 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 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.
The market research 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.
Global Wet Tissue and Wipe Market Customer Landscape
The wet tissue and wipe market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2018 to 2028.
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Wet Tissue And Wipe Market Scope |
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Report Coverage |
Details |
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Page number |
175 |
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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 6.83% |
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Market Growth 2024-2028 |
USD 8.27 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
6.57 |
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Regional analysis |
Europe, North America, APAC, South America, and Middle East and Africa |
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Performing market contribution |
Europe at 36% |
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Key countries |
US, China, Germany, UK, and France |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
3M Co., Beiersdorf AG, Coterie Baby Inc., Daio Paper Corp., DR. Fischer Ltd., Edgewell Personal Care Co., Essity AB, GAMA Healthcare Ltd., Henkel AG and Co. KGaA, Kimberly Clark Corp., Ontex BV, Papier Creations, PDI Inc., Pigeon Corp., S.C. Johnson and Son Inc., The Clorox Co., The Procter and Gamble Co., Unicharm Corp., Unilever PLC, and Zhejiang Yiwu Mingou Biotechnology Co. Ltd |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period. |
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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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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Application
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor 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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