Wet Tissue and Wipe Market Analysis Europe, North America, APAC, South America, Middle East and Africa - US, China, Germany, UK, France - Size and Forecast 2024-2028

Wet Tissue and Wipe Market Size 2024-2028 

The wet tissue and wipe market size is forecast to increase by USD 8.27 billion at a CAGR of 6.83% between 2024 and 2028. The market is experiencing significant growth due to several key trends. Firstly, the increasing concerns over pollution and deteriorating environmental conditions have led to a surge in demand for wet wipes as an alternative to paper towels and napkins. Additionally, the growing preference for multi-functional wet wipes, which offer convenience and effectiveness in various applications, is driving market growth. However, there are challenges associated with the disposal of wet wipes, which are not biodegradable, posing a threat to the environment. Producers are addressing this issue by developing biodegradable wet wipes or encouraging consumers to dispose of them properly. Overall, the market is expected to continue its growth trajectory, fueled by these trends and the ongoing efforts to mitigate the challenges.

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Wet wipes have revolutionized the way we maintain cleanliness and personal hygiene in our daily lives. These convenient, disposable moist towelettes come in various forms, including disinfectant wipes, intimate wipes, and wet towels. Made from non-woven cloth and sometimes plastic substances, they are effective for a wide range of cleaning purposes, from personal hygiene to beauty appliances and infection prevention capabilities. The market for wet wipes is driven by factors such as convenience, ease of use, and performance. With the increasing awareness of hygiene and the growing urban population, consumer expenditure on personal hygiene goods has seen a significant rise.

Sensitive skins and babies also benefit from the gentle and safe nature of wet wipes. Moreover, the aging population and the increasing newborn population further fuel the demand for wet wipes, particularly for intimate wipes and disinfectant wipes. Wet wipes offer a high level of safety and are widely used for various applications, including cleaning floors and disinfecting surfaces. The market is expected to continue growing, with the increasing focus on hygiene awareness and the convenience they offer.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.

• Application
  • Personal care
  • Household
  • Industrial commercial and institutional
• Distribution Channel
  • Offline
  • Online
• Geography
  • Europe
    • Germany
    • UK
    • France
  • North America
    • US
  • APAC
    • China
  • South America
  • Middle East and Africa

By Application Insights

The Personal care segment is estimated to witness significant growth during the forecast period.The global market for wet tissues and wipes, a significant segment of the personal care and home care industries, is witnessing a surge in demand for organic and chemical-free products. With increasing health consciousness among consumers, there is a growing preference for germ and bacteria-free wipes, particularly in the context of possible diseases. The organized retail sector is responding to this trend by offering a wide range of sanitizing wipes made from natural fibers such as spun lace, airlaid, and wetland. Chemical-free wipes, free from adverse effects, are gaining popularity due to their eco-friendliness and infection prevention capabilities. The newborn population and aging population are key consumer groups driving the demand for these products.

Urbanization and rising consumer expenditure on personal hygiene goods are also contributing factors. The personal care segment includes baby wipes, facial wipes, and feminine wipes. Baby wipes remain the largest contributing category, with applications ranging from skin cleansing to acting as a moisture barrier for diapers. Wet wipes are also used for various purposes such as hand disinfection, make-up removal, and urinary catheter cleaning. Despite the benefits, the market for wet tissues and wipes faces challenges, including the prevalence of counterfeit products and the ecological impact. Fragrances and various additives in some wipes may have adverse effects on the ecosystem.

Consumers are increasingly aware of these issues and are demanding more transparency and accountability from manufacturers. The market for wet tissues and wipes is expected to continue growing, driven by hygiene awareness, consumer-centric aesthetics, and the convenience they offer. Online selling platforms are also emerging as a significant distribution channel for these products, making them more accessible to consumers worldwide. Face washes, washing milk, soap, and other traditional cleansing methods are being gradually replaced by wet wipes due to their ease of use and effectiveness.

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The Personal care segment accounted for USD 11.20 billion in 2018  and showed a gradual increase during the forecast period.

Regional Insights

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.

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The European the market is driven by the health consciousness of consumers and the increasing demand for chemical-free products. Organic wet tissues and wipes, free from germs, bacteria, and disinfectants, are gaining popularity due to their infection prevention capabilities. In the organized retail sector, vendors offer a wide range of wet wipes for personal care and home care uses, including sanitizing wipes for possible diseases and moisturizing wipes for baby skin cleansing. With urbanization and an aging population, consumer expenditure on personal hygiene goods is on the rise. In Europe, Germany, Russia, and the UK are major contributors to the market revenue.

Vendors cater to diverse consumer preferences by providing products in various price ranges and variants, such as spun lace, airlaid, and wetland. To meet the growing demand for eco-friendly products, vendors offer chemical-free wipes made from natural materials. However, the market faces challenges from counterfeit products and adverse effects on the ecology and ecosystem. Consumers seek fragrances, make-up removal, hand disinfection, and moisture barrier properties in their wet wipes. Online selling platforms have also emerged as a popular channel for purchasing wet wipes, alongside traditional retail outlets. Additionally, wet wipes are used for urinary catheters and face washes, further expanding their application scope.

Our wet tissue and wipe market 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.

Wet Tissue and Wipe Market Driver

The market experiences growth due to increasing concerns over health and hygiene, as well as the negative impact of pollution and environmental degradation on personal cleanliness. The increasing concerns over skin issues such as rashes, dryness, and allergies, driven by pollution and deteriorating environmental conditions, have led to a growing preference for wet tissues and wipes among consumers. However, problematic packaging and unfulfilled promises in terms of product effectiveness have raised concerns. To address these issues, manufacturers are focusing on the use of high-quality ingredients and preservatives to ensure product efficacy and longer shelf life. Additionally, with the rising awareness of infection control measures and eco-friendly choices, there is a trend towards premiumization and product line extension in the global the market. These factors, coupled with increasing consumer expenditure on personal care products, will drive value sales in the industry.

Wet Tissue and Wipe Market Trends

The market for wet tissues and wipes experiences continuous growth due to the rising preference for convenient and multi-purpose personal hygiene solutions. The global the market is experiencing significant growth due to the increasing consumer demand for hand cleanliness and infection control measures. Vendors are responding to this trend by introducing innovative and multi-functional products, such as Kimberly Clark's professional range of wet wipes, which can clean various types of liquids and eliminate the need for multiple wipes. However, challenges persist in the market, including problematic packaging that may not live up to unfulfilled promises, the presence of bacteria and allergens, and the use of preservatives that can cause rashes and other skin irritations. To address these concerns, eco-friendly choices and natural ingredients are becoming increasingly popular among customers.

The market is expected to continue growing during the forecast period as vendors find ways to meet these evolving consumer preferences while maintaining product effectiveness and affordability.

Wet Tissue and Wipe Market Challenge

The market faces growing concerns over the proper disposal of these products, emphasizing the need for sustainable solutions and responsible consumer behavior to minimize environmental impact. The market have experienced significant growth due to increasing concerns over incontinence and skin-related issues, as well as heightened awareness about hand cleanliness and infection control measures. However, this trend has raised environmental concerns, particularly with regards to the disposal of non-biodegradable wipes and tissues. These products, often lined with plastics and filled with petrochemical-based polymers, can be toxic if not properly treated. Furthermore, non-woven fabrics used in disposable tissues and wipes, including moist toilet tissues, facial wipes, and baby wipes, can lead to sewer pipeline blockages and massive clogs. Additionally, problematic packaging and unfulfilled promises of biodegradability have led to consumer dissatisfaction, with some reporting rashes and allergies. As customer tastes shift towards eco-friendly choices, manufacturers must address these concerns to maintain market competitiveness.

Exclusive Customer Landscape

The wet tissue and wipe 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 report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape

Key Companies & Market Insights

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.

3M Co.Our company provides a selection of high-quality wet tissue and wipe products, including the Scotch-Brite Microfiber Scrubby Kitchen Wipe, the 3M Microfiber Detailing Cloth, and the 3M Doodle Duster Cloth. These items are meticulously crafted to ensure optimal cleaning performance and durability. The Scotch-Brite Microfiber Scrubby Kitchen Wipe is ideal for tackling tough kitchen messes, while the 3M Microfiber Detailing Cloth is perfect for intricate detailing tasks. The 3M Doodle Duster Cloth, on the other hand, is an essential tool for dusting delicate surfaces without causing damage. Our commitment to providing top-tier cleaning solutions is reflected in the superior quality of these wet tissue and wipe products.

The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• 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
• Zhejiang Yiwu Mingou Biotechnology Co. Ltd

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.

Research Analyst Overview

Wet wipes have revolutionized personal hygiene and cleaning practices in various sectors, offering convenience, ease of use, and effectiveness. These disposable, moistened wipes come in different types, including disinfectant wipes for cleaning surfaces, intimate wipes for personal hygiene, and moist wipes for sensitive skin. The market for wet wipes is driven by the need for cleanliness and hygiene, with an increasing focus on performance and safety. Wet wipes are available in various forms, such as flushable wipes, feminine wipes, scented wipes, and biodegradable wipes made from plant-based components and goodfibers. Some wipes are designed for specific uses, such as eye drops, while others cater to industries like healthcare, food processing, and construction for cleaning purposes.

The convenience and ease of use of wet wipes have made them a popular choice for personal hygiene, especially in e-commerce channels. However, concerns regarding the safety of non-woven materials and plastic substances have led to the development of woven material alternatives. The ph range and use of lactic acid in wipes cater to the needs of sensitive skins. Wet wipes are used in various settings, from babies and toilets to kitchens and industrial sectors, making them an essential part of daily life.

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

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting between 2024 and 2028
• Precise estimation of the size of the market  and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming market growth and trends and changes in consumer behaviour
• Growth of the market across Europe, North America, APAC, South America, and Middle East and Africa
• Thorough analysis of the market's competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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