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The wet tissue and wipe market size is forecast to increase by USD 8.27 billion, at a CAGR of 6.83% between 2023 and 2028. The escalating pollution levels and deteriorating environmental conditions underscore a pressing need for solutions that prioritize hygiene and cleanliness. In tandem with these concerns, there is a growing awareness regarding hygiene practices, driven by heightened public health awareness and a desire for cleaner living environments. This has led to an increased demand for wet tissues and wipes across various sectors, notably the healthcare industry. As healthcare facilities prioritize infection control and sanitation measures, the demand for effective cleaning solutions, including wet tissues and wipes, continues to rise. These products offer convenient and efficient ways to maintain hygiene standards, contributing to overall cleanliness and well-being. Consequently, the convergence of environmental concerns, hygiene awareness, and healthcare demands underscores the significance of wet tissues and wipes in addressing contemporary challenges and fostering a cleaner and safer environment.
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In the market, clean water is fundamental to ensuring the efficacy of disinfectant wet wipes and moist towelettes in maintaining hygiene. These products offer convenience and ease of use, catering to diverse needs for cleaning purposes and personal hygiene. With a focus on performance and safety, wet wipes are favored for their disposability and infection prevention capabilities, making them essential for intimate and personal hygiene, especially for babies and individuals with sensitive skin. As hygiene awareness grows, wet wipe sales see an uptick, driven by demands for consumer-centric aesthetics and hygiene. With an aging population, the market witnesses increased consumption, reflecting a rise in consumer expenditure on personal hygiene goods and disinfectant wipes. 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.
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.
Consequently, 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.
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 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 Market Customer Landscape
The market forecasting research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Million" for the period 2024 to 2028, as well as historical data from 2018 to 2023 for the following segments
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In the market, intimate wipes offer gentle cleansing, leveraging moist wipes and flushable wipes for hygienic purposes. With an emphasis on sustainability, ecologically friendly wet wipes and biodegradable wet wipes featuring plant-based components like those from GoodFibers gain traction. Incorporating lactic acid for pH balance, these wipes cater to sensitive skins and intimate hygiene needs. Fragranced wet wipes provide a refreshing experience, while sanitizing wipes ensure bacteria-free surfaces, vital in industrial sectors and home care settings. However, concerns over chemical-free products and problematic packaging prompt demands for organic wet tissue and eco-friendly choices, reflecting a shift towards health consciousness and ecology in the market.
Further, in the market, scented wipes offer a delightful touch to hygiene purposes, incorporating fragrances for consumer satisfaction. With a focus on sustainability, products featuring plant-based components are gaining popularity, aligning with eco-conscious consumer preferences. Intimate hygiene wipes maintain the pH range required for delicate skin, utilizing materials like non-woven and woven material for gentle cleansing. Through the e-commerce channel, consumers have easy access to a variety of options, from wet towels for beauty routines to disinfectant tissues for germ-free surfaces. While concerns over chemical-free products prompt demand for alternatives, such as chemical-free wipes made with spun lace or airlaid materials, the market continues to evolve to meet customer tastes and preferences for eco-friendly choices. Non woven cloth and plastic substances are commonly utilized in beauty appliances designed for floors, catering to the needs of newborn populations while incorporating consumer-centric aesthetics to enhance usability and appeal.
Market Scope |
|
Report Coverage |
Details |
Page number |
175 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 6.83% |
Market Growth 2024-2028 |
USD 8.27 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
6.57 |
Regional analysis |
Europe, North America, APAC, South America, and Middle East and Africa |
Performing market contribution |
Europe at 36% |
Key countries |
US, China, Germany, UK, and France |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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 |
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, and market condition analysis for the market 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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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
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