The wet wipe market share is expected to increase by USD 5.58 billion from 2020 to 2025, and the market’s growth momentum will accelerate at a CAGR of 7.38%.
This wet wipe market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers wet wipe market segmentation by application (personal care, household, and ICI) and geography (Europe, North America, APAC, South America, and MEA). The wet wipe market report also offers information on several market vendors, including 3M Co., Essity Aktiebolag (publ), Henkel AG and Co. KGaA, Johnson and Johnson Inc., Kimberly Clark Corp, S. C. Johnson and Son Inc., The Clorox Co., The Procter and Gamble Co., Unicharm Corp., and Unilever Group among others.
What will the Wet Wipe Market Size be During the Forecast Period?
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Wet Wipe Market: Key Drivers, Trends, and Challenges
The rising concern over hygiene is notably driving the wet wipe market growth, although factors such as increasing environmental concerns may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the wet wipe industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.
Key Wet Wipe Market Driver
One of the key factors driving growth in the wet wipes market size is the rising concern over hygiene. There has been growing health and hygiene-related awareness among consumers globally in recent years due to the COVID-19 pandemic. The usage of wet wipes in households for cleaning surfaces has increased since 2020, owing to the pandemic. Consumers use products such as alcohol-based wet wipes to clean surfaces for effective germ-killing and protection, which to a certain extent helps control the spread of COVID-19. The application of wet wipes has been steadily increasing since 2020 in hospitals and healthcare centers for decontamination of medical devices and surfaces. Several vendors have launched wet wipes that help disinfect and clean commonly touched hard, non-porous surfaces. The increased usage of wet wipes due to hygiene concerns will contribute to the growth of the global wet wipe market.
Key Wet Wipe Market Trend
Omnichannel retailing is another factor supporting the wet wipe market share growth. The competition in the global wet wipe market is extremely high owing to the presence of established brands in the market such as 3M Co., Essity Aktiebolag (publ), Henkel AG and Co. KGaA, Johnson and Johnson Inc. To increase their product visibility and revenue, brands have taken to marketing their products online through their own web portals, third-party websites, and offline distribution channels such as physical stores. Omnichannel retailing is a growing trend among companies across different industries, and the trend has been followed in the global wet wipe market as well. The trend of omnichannel retailing will help the global wet wipe market grow during the forecast period.
Key Wet Wipe Market Challenge
The increasing environmental concerns will be a major challenge for the wet wipe market during the forecast period. Wet wipes are composed of fabric like cotton blended with plastic resins, including polyester or polypropylene that are not biodegradable. The use of wet wipes triggers increasing plastic consumption and environmental pollution. Additionally, consumers tend to flush out the wet wipes as these are marketed as ‘flushable’ by brands manufacturing wet wipes. Commercially available non-flushable wipes are manufactured from either polyethylene terephthalate (PET), polypropylene (PP), or a combination of PET and cellulose, which are not biodegradable. 50% of brands that labeled and marketed their wet wipes as flushable used a mixture of PET and cellulose to manufacture their wet wipes leading to environmental pollution. The alternatives to plastic-based wet wipes include bio-based and petroleum-based wet wipes. The comprehensive environmental impacts of bio-based wet wipes throughout the life cycle are 38% lower than that of petroleum-based wet wipes.
This wet wipes market research report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2021-2025.
Parent Market Analysis
Technavio categorizes the global wet wipe market under the global personal products market. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the wet wipe market during the forecast period.
Who are the Major Wet Wipe Market Vendors?
The wet wipes market research report analysis analyzes the market’s competitive landscape and offers information on several market vendors, including:
- 3M Co.
- Essity Aktiebolag (publ)
- Henkel AG and Co. KGaA
- Johnson and Johnson Inc.
- Kimberly Clark Corp
- S. C. Johnson and Son Inc.
- The Clorox Co.
- The Procter and Gamble Co.
- Unicharm Corp.
- Unilever Group
This statistical study of the wet wipe market encompasses successful business strategies deployed by the key vendors. The wet wipe market is fragmented and the vendors are deploying organic and inorganic growth strategies to compete in the market.
Product Insights and News
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3M Co. - The company offers respirator cleaning wipe 504 for better hygiene and safety.
To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.
The wet wipe market forecast report offers in-depth insights into key vendor profiles. The profiles include information on the production, sustainability, and prospects of the leading companies.
Wet Wipe Market Value Chain Analysis
Our report provides extensive information on the value chain analysis for the wet wipe market, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chains is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.
The value chain of the personal products market includes the following core components:
- Inputs
- Inbound logistics
- Operations
- Outbound logistics
- Marketing and sales
- Support activities
- Innovation
The report has further elucidated on other innovative approaches being followed by manufacturers to ensure a sustainable market presence.
Which are the Key Regions for Wet Wipe Market?
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34% of the market’s growth will originate from Europe during the forecast period. Germany and UK are the key markets for wet wipes in Europe. Market growth in this region will be slower than the growth of the market in other regions.
People in Europe who have a high disposable income invest in high-quality, premium personal care products such as wet wipes. Consumers in Europe also have better accessibility to a wider variety of wet wipes because of established brands in these countries. This will facilitate the wet wipe market growth in Europe over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.
What are the Revenue-generating Application Segments in the Wet Wipe Market?
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The wet wipe market share growth by the personal care segment will be significant during the forecast period.
This report provides an accurate prediction of the contribution of all the segments to the growth of the wet wipe market size and actionable market insights on post COVID-19 impact on each segment.
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Wet Wipe Market Scope |
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Report Coverage |
Details |
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Page number |
120 |
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Base year |
2020 |
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Forecast period |
2021-2025 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 7.38% |
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Market growth 2021-2025 |
USD 5579.66 million |
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Market structure |
Fragmented |
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YoY growth (%) |
6.72 |
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Regional analysis |
Europe, North America, APAC, South America, and MEA |
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Performing market contribution |
Europe at 34% |
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Key consumer countries |
US, China, Germany, Japan, and UK |
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Competitive landscape |
Leading companies, Competitive strategies, Consumer engagement scope |
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Key companies profiled |
3M Co., Essity Aktiebolag (publ), Henkel AG and Co. KGaA, Johnson and Johnson Inc., Kimberly Clark Corp, S. C. Johnson and Son Inc., The Clorox Co., The Procter and Gamble Co., Unicharm Corp., and Unilever Group |
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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. |
What are the Key Data Covered in this Wet Wipe Market Report?
- CAGR of the market during the forecast period 2021-2025
- Detailed information on factors that will drive wet wipe market growth during the next five years
- Precise estimation of the wet wipe market size and its contribution to the parent market
- Accurate predictions on upcoming trends and changes in consumer behavior
- The growth of the wet wipe industry across Europe, North America, APAC, South America, and MEA
- A thorough analysis of the market’s competitive landscape and detailed information on vendors
- Comprehensive details of factors that will challenge the growth of wet wipe market vendors
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