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The global Wet Tissue and Wipe Market size is projected to increase by USD 7,938.35 million from 2022 to 2027. The market is estimated to grow at a CAGR of 6.9% between 2022 and 2027. In 2017 the market size was valued at USD 1,5548.90 million.
This report extensively covers market segmentation by application (personal care, household, and industrial commercial and institutional), distribution channel (offline and online), technology (spunlace, air-laid, wetlaid, and others), and geography (Europe, North America, 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.
Rising demand for wet tissues and wipes from the healthcare sector is driving market growth. The rise in health issues related to aging, including Incontinence-associated dermatitis (IAD) and Catheter-associated urinary tract infection (CAUTI), has become a significant global concern. Prolonged catheter use is strongly linked to CAUTI, which is the most prevalent healthcare-associated infection. IAD is a condition where the skin of patients becomes irritated and degraded due to repeated exposure to urine and feces. Maintaining the skin's moisture barrier is critical in such situations, as the skin serves as a protective barrier between the body and the external environment.
Urinary catheters are responsible for approximately 75% of urinary tract infections (UTIs) in the United States, according to the Centers for Disease Control and Prevention (CDC). Additionally, 15-25% of hospitalized patients receive urinary catheters during their hospital stay. The demand for wet tissues and wipes is anticipated to rise in the healthcare sector due to the use of these products to maintain skin hygiene among CAUTI or IAD patients, as well as to promote female hygiene. As a result, the growth of the market in question is expected to be propelled during the forecast period.
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Our researchers analyzed the data with 2022 as the base year, along with the key drivers, 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.
Trend
Increasing demand for multi-functional wet wipes is a prominent trend driving market growth. The consumer products market's rapid expansion has created opportunities for vendors to innovate their products and packaging, resulting in the introduction of new and upgraded products. This has helped vendors establish brand appeal and customer loyalty by providing innovative and improved offerings. For example, J and J's Clean and Clear brand offers multipurpose wet facial wipes that can be used for cleansing, moisturizing, makeup removal, and maintaining skin softness. Similarly, Kimberly Clark provides a professional line of wipes capable of cleaning small amounts of solvents or other liquids from hands, tools, equipment, or surfaces. These versatile products eliminate the need to carry multiple wet tissues and wipes for various applications. As a result, the rising demand for multi-functional wet wipes is expected to boost the growth of the global wet tissue and wipe market in the forecast period.
Challenge
The availability of counterfeit products is negatively impacting the market growth. Counterfeit products are typically manufactured using toxic and low-quality raw materials. With the advent and widespread use of e-commerce, the sales of counterfeit products have been further accelerated, thanks to their expanded geographical reach. Customers often struggle to differentiate between genuine and counterfeit products, leading to market fragmentation, lack of price standardization, a decrease in margins of branded players, erosion of brand equity, an uneven competitive scenario, and erosion of market share.
The low prices of counterfeit products create a strong demand for them, which adversely affects the sales and pricing strategies of legitimate vendors. Consequently, global players are often forced to price their products at lower rates, reducing their profit margins and value sales. Advertising and promotional campaigns can help vendors retain and attract customers and foster brand loyalty, but they come at a high cost and can reduce profit margins. Counterfeit products can also impact volume sales, resulting in inventory backlogs for international vendors. Products from major players such as J and J, Unilever, and The Procter and Gamble are among the most commonly counterfeited.
Counterfeit product manufacturers enjoy significant savings in production and transportation costs due to their focus on local or regional markets, making counterfeit products cheaper than their genuine counterparts. This poses a significant pricing challenge to established international players, who are attempting to penetrate developing countries like India and China where counterfeit products are prevalent. As a result, the above-mentioned factors are expected to hinder the growth of the market in focus during the forecast period.
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.
Global Wet Tissue and Wipe Market Customer Landscape
Vendors 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 report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:
Qualitative and quantitative analysis of vendors 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 vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
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 segment was valued at USD 11,370.91 million in 2017 and continued to grow until 2021. Baby wipes are the largest contributing category in the personal care segment. This is primarily due to the growing health and hygiene concerns among parents as babies have sensitive skin. Baby wipes are made of disposable cloth to clean the sensitive skin of newborns and infants. They are made of non-woven fabrics and contain gentle cleansing ingredients. They are usually packed in plastic cases or tubs to retain moisture. People choose baby care products based on certain parameters such as softness, safety, absorbency, and quality. Wet facial tissues and wipes are another major contributing product category in this segment. The rising pollution levels have led to an increase in facial skin-related issues, which is consecutively driving the demand for facial care products such as wet tissues and wipes. Furthermore, vendors are also offering wet tissues and wipes for personal use based on different types of skin, such as oily, normal, dry, greasy, and sensitive. Additionally, several vendors offer wet facial tissues and wipes that serve different purposes, such as cleansing, moisturizing, makeup removal, and revitalization, to attract customers. Hence, the above-mentioned factors are expected to drive the growth of the personal care segment in the global market during the forecast period.
Changes in shopping preferences have propelled the sales of wet tissues and wipes through online channels. This segment is expected to grow at a rapid pace during the forecast period. At present, most consumers make their purchase decisions based on online research through websites, blogs, and social media. This shift has been led by the penetration and geographical reach of e-retailers such as Amazon.com Inc. (Amazon), Alibaba Group Holding Ltd. (Alibaba), and JD.com Inc. (JD.com). The increasing Internet penetration and the rising use of smartphones will drive the growth of this format. For instance, in 2022, there were 4.9 billion Internet users worldwide.
Spunlace is a highly preferred non-woven method of manufacturing wet tissues and wipes. This method requires fiber to be punched on a moving belt and passed through a high-speed jet of water that entangles and binds the fabric. Some of the vendors operating in this segment include S. C. Johnson and Son , Unilever, and, J and J. For instance, Phoenix Fabrikations BV, a company based in the Netherlands, offers baby wipe fabrications manufactured using spunlace technology. Similarly, S. C. Johnson and Son offer baby wipes using spunlace technology through its subsidiary Babyganics. Hence, such factors are expected to drive the growth of the spunlace segment in the global wet tissue and wipe market during the forecast period.
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Europe is estimated to contribute 34% 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 regional market, 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 market in Europe. Moreover, vendors 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. This has a positive influence on regional market growth.
Furthermore, the rising adoption of online distribution channels is driving the growth of the personal care products sector in Europe. Many customers use online platforms to purchase personal care products, such as wet tissues and wipes. Hence, many specialty international brands are introducing online platforms for their advertising campaigns and selling products in tier 3 cities in Europe. In addition, vendors also use social media platforms, such as Facebook and Instagram, for their marketing campaigns in Europe. Moreover, the presence of a well-established, organized retail network in the UK will also drive the growth of the market during the forecast period.
The expansion of the industrial and commercial establishments also drives the growth of the market in Europe. Commercial end-users, such as healthcare and hospitality establishments, are growing significantly in Europe. The growth of the healthcare sector is driven by the commencement of operations of new hospitals and medical centers because of the rising demand for healthcare facilities due to the growth of the geriatric population. Hence, the demand for consumer products, which include hygiene products such as wet tissues and wipes, is high. Therefore, all the abovementioned factors will fuel the growth of the regional market during the forecast period.
In 2020, COVID-19 affected the growth of the market in the region. However, the initiation of large-scale vaccination drives and the financial stimulus offered by the governments boosted the growth of the regional market in 2021. Lockdown restrictions were eased due to vaccine drives which led to the reopening of manufacturing units and the supply chain. The resumption of offline distribution channels increased the demand for wet tissues and wipes from industrial and commercial users. Thus, owing to such factors the regional market is expected to grow during the forecast period.
The report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
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Wet Tissue And Wipe Market Scope |
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Report Coverage |
Details |
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Page number |
191 |
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Base year |
2022 |
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Historic period |
2017-2021 |
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Forecast period |
2023-2027 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 6.9% |
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Market growth 2023-2027 |
USD 7,938.35 million |
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Market structure |
Fragmented |
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YoY growth 2022-2023(%) |
6.3 |
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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 34% |
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Key countries |
US, China, Japan, Germany, and UK |
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Competitive landscape |
Leading Vendors, Market Positioning of Vendors, 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 Aktiebolag, GAMA Healthcare Ltd., Henkel AG and Co. KGaA, Johnson and Johnson Services Inc., Kimberly Clark Corp., Ontex BV, Papier Creations, Pigeon Corp., Professional Disposables International Inc., S.C. Johnson and Son Inc., The Clorox Co., The Procter and Gamble Co., Unicharm Corp., and Unilever PLC |
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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 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 Market Segmentation by Technology
9 Customer Landscape
10 Geographic Landscape
11 Drivers, Challenges, and Trends
12 Vendor Landscape
13 Vendor Analysis
14 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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