Wipes Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The report covers Global Wet Tissues and Wipes Market Size and it is segmented by Product Type (Personal Care Wipes, Household Wipes, and Others), By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online Retail, and Others), and By Geography.

Wipes Market Size

Wipes Market Summary
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Study Period 2018 - 2028
Market Size (2023) USD 18.49 Billion
Market Size (2028) USD 24.07 Billion
CAGR (2023 - 2028) 5.42 %
Fastest Growing Market Asia Pacific
Largest Market North America

Major Players

Wipes Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Wipes Market Analysis

The Wipes Market size is expected to grow from USD 18.49 billion in 2023 to USD 24.07 billion by 2028, at a CAGR of 5.42% during the forecast period (2023-2028).

  • Growinghygiene awareness among consumers is one of the major factors for the growth of the wipes market. From the last few years, various kindsof wipes such as intimate, wet, flushable, feminine, and scented have been introduced owing to their diversified applications.
  • Growing demand for clean-label products made from recyclable chemicals and renewable resources is expected to fuel the wipes market growth including household wipes during the forecast period.

Wipes Market Trends

This section covers the major market trends shaping the Wipes Market according to our research experts:

Increasing Demand for Personal Care Wipes

Increased use of personal care wipes for maintenance of hygiene, specifically when access to water is limited is driving the market from the last few years. Moreover, the benefits of personal care wipes for the prevention of infection due to their disposable nature are attracting consumers to buy more personal care wipes. Rising infant population, growth in urbanization, growing expenditure of female consumers on personal hygiene products are further influencing the personal care wipes segment in the market studied. Moreover, the use of facial wipes to clean face especially while traveling is on an increase among consumers owing to which facial wipes segment is presenting major opportunities for market expansion.

Wipes Market: Growing Demand for Personal Care Wipes, Global, 2019-2024

North America Holds a Significant Market Share

North America holds a significant market share in the wipes market owing to several factors including growing urbanization, changing lifestyles, and increasing the introduction of scented wipes including household and personal care wipes. In addition, the rapid growth of online retailing and increasing product innovation is contributing to wipes market growth in North America followed by Asia-Pacific and Europe. Moreover, in the Asia-Pacific region, growing expenditure on baby care products is influencing the sales of baby personal care wipes in the region. Significant growth in the number of potential buyers developing economies like China and India is expected to drive the market in the region.

Global Wipes Market - Market Size, by Region, Global, 2018

Wipes Industry Overview

The global wipes market is highly fragmented. Some of the major key players in the wipes market, globally includesRockline Industries, Inc.,Procter and Gamble Co.,Unilever Group,Suominen Corporation,Johnson & Johnson Inc.,Nice-Pak International Ltd.,Kimberly Clark Corporation, among others.

Wipes Market Leaders

  1. Unilever Group

  2. Edgewell Personal Care

  3. Procter and Gamble Co.

  4. Suominen Corporation

  5. Johnson & Johnson Inc.

*Disclaimer: Major Players sorted in no particular order

Wipes Market Concentration

Wipes Market Report - Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Force Analysis

      1. 4.3.1 Bargaining Power of Suppliers

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Threat of New Entrants

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Personal Care Wipes

        1. Baby Wipes

        2. Facial Wipes

        3. Hand & Body Wipes

        4. Personal Hygiene Wipes

      2. 5.1.2 Household Wipes

      3. 5.1.3 Other Product Types

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Specialty Stores

      4. 5.2.4 Online Retail

      5. 5.2.5 Other Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. United Kingdom

        2. Germany

        3. France

        4. Russia

        5. Italy

        6. Spain

        7. Rest of Europe

      3. 5.3.3 Asia Pacific

        1. China

        2. India

        3. Japan

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East & Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East & Africa


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Rockline Industries, Inc.

      2. 6.3.2 Diamond Wipes International, Inc.

      3. 6.3.3 Procter and Gamble Co.

      4. 6.3.4 Kimberly Clark Corporation

      5. 6.3.5 Nice-Pak International Ltd.

      6. 6.3.6 Meridian Industries Inc.

      7. 6.3.7 Unilever Group

      8. 6.3.8 La Fresh Group, Inc.

      9. 6.3.9 Unicharm International

      10. 6.3.10 Johnson & Johnson Inc.

      11. 6.3.11 Suominen Corporation

      12. 6.3.12 DUDE Products, Inc.


**Subject to Availability

Wipes Industry Segmentation

Global Wipes Market is segmented by product type and distribution channels.On the basis of product type, the market is segmented into personal care wipes(which is further classified intobaby wipes, facial wipes, hand& body wipes, and personal hygiene wipes), household wipes, and others. On the basis of distribution channels, the market is segmented into supermarkets/hypermarkets, convenience stores, specialty stores, online retail, and others.Also, the study provides an analysis of the wipes market in the emerging and established markets across the globe, including North America, Europe, Asia-Pacific, South America, and Middle East & Africa.

Product Type
Personal Care Wipes
Baby Wipes
Facial Wipes
Hand & Body Wipes
Personal Hygiene Wipes
Household Wipes
Other Product Types
Distribution Channel
Convenience Stores
Specialty Stores
Online Retail
Other Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Asia Pacific
Rest of Asia-Pacific
South America
Rest of South America
Middle East & Africa
South Africa
Saudi Arabia
Rest of Middle East & Africa

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Wipes Market Research FAQs

The Wipes Market size is expected to reach USD 18.49 billion in 2023 and grow at a CAGR of 5.42% to reach USD 24.07 billion by 2028.

In 2023, the Wipes Market size is expected to reach USD 18.49 billion.

Unilever Group, Edgewell Personal Care, Procter and Gamble Co., Suominen Corporation and Johnson & Johnson Inc. are the major companies operating in the Wipes Market.

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2023-2028).

In 2023, the North America accounts for the largest market share in the Wipes Market.

Facial Wipes Industry Report

Statistics for the 2023 Facial Wipes market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Facial Wipes analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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