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Baby Wipes Market Size, Share & COVID-19 Impact Analysis, By Product Type (Wet and Dry), Packaging (Pouch/Box and Tubes/Tin), Distribution Channel (Hypermarkets & Supermarkets, Pharmacy, Online Stores, and Others), and Regional Forecast, 2020-2032

Last Updated: July 01, 2024 | Format: PDF | Report ID: FBI104550



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The global baby wipes market size was USD 5.54 billion in 2019 and is projected to grow from USD 5.31 billion in 2020 to USD 8.50 billion in 2032 at a CAGR of 4.0% in the forecast period. The sudden rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over. North America dominated the baby wipes market with a market share of 36.1% in 2019.

Baby wipes are essentially used to cleanse the sensitive skin of infants. Parents are mainly concerned about the ingredients used in the manufacturing of baby products during the buying process. This essentially helps them to avoid the incidence of skin infection to their baby from hazardous ingredients. Hence, companies are keenly focusing on developing wipes of safer formulations and different sizes and styles to cater to the varied consumer hygiene needs. Additionally, they are developing eco-friendly packaging for these products to contribute to environmental sustainability. For instance, in October 2019, Nice-Pak International, a European hygiene items leader, launched recyclable packaging for wet wipes in the U.K.

Consumer Trends of Stockpiling of Goods to Spike Growth amid COVID-19 Pandemic

Presently, parents prefer to store various kinds of child care products in their homes amid the widespread effect of the global pandemic. This is likely to spike the revenues from the baby wipes. Additionally, the working women population can more effectively take care of their babies by spending the necessary time with their little ones due to work-from-home facilities. The remote style of working has strongly provided such kind of flexibility during the period.

Companies associated with baby care products have taken various initiatives to donate sanitary items to people to keep their surroundings clean and infection-free. For instance, in June 2020, CMPC, a paper and cardboard product company, collaborated with the Ministry of Environment and Factory of Society to donate 250 kits of hygiene and personal care products, including paper towels, tissue handkerchief, baby care wipes, and toilet papers to the people in Chile for maintaining a hygienic environment. Besides this, the rising demand for the various kinds of personal hygiene products such as hand sanitizers, sanitized infant wipes, hand wash, and others is expected to contribute to the market growth during the forecast period. 


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Increasing Adoption of Biodegradable Wet Wipes to Accelerate Market Growth

Companies are mainly focusing on introducing bio-degradable hygiene products such as diapers, wet wipes, tissues, toilet papers, and others to reduce the environmental burden. For instance, in August 2020, Nature’s One, a sustainable personal care products maker, launched moisture absorption technology-induced, plant-based premium baby diapers & wipes made up of plant materials.

Several supermarkets and convenience stores keep large-sized packs & refills packaged with creative graphic labeling to attract users to buy such products. Smaller travel-sized packages are widely popular among the people as they can be easily disposed of during traveling. The rising trend of using fragranced & naturally available ingredients such as aloe vera, honey, and other preservatives in the sanitized wipes for babies by prominent companies is likely to generate newer market opportunities.  


Rising Prevalence of Skin Diseases Among Babies to Drive Market Growth

Baby wipes can effectively prevent infection to the infant’s skin by wiping out the dirt or dust and providing nourishment and hydration to the skin. Many infant populations across the globe suffer from infectious skin diseases such as acne, diaper rashes, allergies, eczema, and others. Hence, the growing prevalence of such diseases is likely to drive the demand for disinfectant wipes across the globe. According to a survey, Diaper Dermatitis Prevalence and Severity, conducted by the U.S. National Library of Medicine, in December 2019, 14.9% of the infant population in Germany were suffering from diaper rash problems.

Besides this, other factors such as the rising number of the infant population, coupled with their parental spending for personal care products, are fueling the baby wipes market growth. The increasing number of working women populations is likely to boost the demand for baby wipes during the forecast period.                                                                                                      

Adequate Availability of Vegan Raw Material Supplies to Support Market Growth

Prominent industry raw material suppliers are keenly introducing different vegan materials to help the industry players to develop sustainable baby wet wipes. This is likely to support market growth. For instance, in October 2020, Suominen Corporation, a France-based non-woven supplier company, introduced a newer plant-based non-woven material, Biolace Bamboo, to develop disposable baby & facial wipes in France. Additionally, the increasing awareness regarding the availability of various personal hygiene products has resulted in the demand for such products.


Counterfeit Product Offering to Limit Growth

The wide availability of counterfeit baby wipes made up of synthetic chemical ingredients such as paraben, sulfates, phthalates, and others are likely to restrain the market growth. Additionally, paper towels & toilet papers can be used as a substitute product over the wipes to cleanse out the infant’s skin. Therefore, the large dominance of such kind of substitute products is likely to hamper the revenues. Besides, the higher cost of the premium based baby care items is likely to limit the product demand among the lower disposable income groups.


By Product Type Analysis

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Wet Segment to Hold a Major Share Owing to its Large Demand

Baby wipes are needed to be consumed before they become dry, leading to a lesser product life cycle. Therefore, the largest share of the wet segment is attributed to the large consumption volume of such products due to their lesser lifecycle period. Additionally, the large demand for the disinfectant baby wet wipes for viral infection control purposes has spiked segment growth.

The rising demand for small-sized, travel infant wipes has spurred the revenues from the highly-absorbent, dry wipes. Such products are easily disposable compared to wet wipes. This is likely to support the segmental growth.

By Packaging Analysis

Pouch/Box Segment to Hold a Significant Share Owing to its Ease in the Usability and Portability.

The pouch/box segment holds a significant baby wipes market share as they can easily be refilled and are portable. The growing demand for disposable travel wipes is likely to drive the segmental growth.

The tube/tin segment is likely to showcase considerable growth. The users can tear a piece of wipes and tissues from the tube dispensers without touching it physically, which is likely to aid in maintaining an infection-free environment. Additionally, the rising commercial settings such as kindergarten schools, hospitals, and others are likely to support the segmental demand.    

By Distribution Channel Analysis

Wide Availability of the Sanitary Items at Supermarkets & Hypermarkets to Favor Market Growth

The hypermarkets & supermarkets segment holds a significant share of the market due to the wide availability of various sanitary items such as toilet papers, feminine hygiene products, facial tissues, baby wipes, and others of different sizes and shapes. This results in larger revenues from such a segment. Additionally, discounts and offers on bulk purchases by such stores are likely to attract the users towards buying such products.

The online segment is likely to showcase the fastest growth during the forecast period due to the rising penetration of the various prominent online shopping platforms such as amazon.com, firstcry.com, babyshop.com, and many others. Additionally, the increasing consumer preference to shop grocery items from online stores owing to quick delivery of these items through the different online shopping platforms without any necessity to go out shopping is likely to boost the segment growth.  


North America Baby Wipes Market Size, 2016-2027 (USD Billion)

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North America stood at USD 2.00 billion in 2019. The region's dominance is attributed to the higher spending power of the population, coupled with the higher penetration of disposable hygiene products in the forthcoming years. Besides, the positive governmental support regarding providing financial aid for child care purposes in countries such as the United States and Canada will support the market growth in the region.

According to the data presented by the WYN Women’s Foundation, in 2019, the Child Care and Development Bank Grant Organization (CCDBG) allocated USD 8.3 billion child care subsidies in the United States. Additionally, the rising consumer trends towards adopting sustainable personal care items are likely to provide ease in the demand for eco-friendly wipes for babies in the region.

Europe is expected to showcase significant growth during the forecast period. This is attributed to the strong presence of prominent companies such as Beiersdorf AG, Codi Group, Rockline, and others in the countries such as the U.K., Italy, and Germany that is projected to drive the consumption rate of such products in the region. Additionally, companies are continually taking various marketing and promotional efforts to keep the parents engaged in purchasing baby care products for their kids. For instance, in July 2020, WaterWipes, a U.K.-based company, introduced Early Day Club, a virtual parent committee to educate existing and newer committee members about taking care of their baby effectively.

The market in Asia-Pacific is anticipated to gain momentum due to the growing innovations in diapers and infant wipes design in Singapore, China, and Japan. This factor is likely to attract consumers towards buying such innovative products and drive market growth in the region. For instance, in April 2018, Kimberly-Clark Corporation invested USD 18 million to double the output of the plant-based baby wipes from its laboratory in Singapore. Factors such as the rising number of working women populations and hygiene awareness among people in countries such as India and China are likely to drive the demand for baby care products in Asia-Pacific.

Diapers and wipes are considered a luxurious item rather than a daily use item by Brazilian consumers. Therefore, the growing spending, coupled with the rising adoption of these kinds of luxurious items by the Brazilian population, is expected to drive the market growth in the South America region.

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The rising number of online shoppers, coupled with the online presence of the associated companies in the countries such as South Africa, Dubai, and UAE, is likely to support the consumption rate of baby products in the Middle East & Africa region. For instance, in February 2020, PureBorn, a UAE-based hygiene products major, launched child nappies and wipes on its e-commerce store to sell these products in Dubai.


Product Innovation Followed by Attractive Packaging Help the Companies to Penetrate the Market.

Prominent companies such as Kimberly Clark Corporation, Procter & Gamble, CPMC Holdings Ltd., and others are keenly focusing on developing a variety of baby sanitary products. These companies are adopting different plant-based formulations such as Aloe Vera, Bamboo, Oatmeal, and others to provide sustainable personal care items to the consumers. Additionally, local players are using attractive, private-label packaging for their sanitary items to influence people with high purchasing power and to penetrate the global market.


  • Procter & Gamble Co. (Ohio, U.S.)

  • Johnson & Johnson (New Jersey, U.S.)

  • Kimberly Clark Corporation (Texas, U.S.)

  • Pigeon Corporation (Tokyo, Japan)

  • Hengan International Group Company Limited (Quanzhou, China)

  • Unicharm Corporation (Tokyo, Japan)

  • CPMC Holdings Ltd. (Santiago, Chile)

  • Nice-Pak International Limited (New York, U.S.)

  • Beiersdorf AG (Hamburg, Germany)

  • ALBAAD (Masu’ot Itzhak, Israel)


  • May 2021 – Coterie Baby Inc. collaborated with Veocel, a hygiene products’ maker, to launch a new baby wipe in the U.S. market. Such a product is made up of 100% plant-based and biodegradable materials.

  • April 2021 – The ALBAAD GROUP, a European leader in manufacturing hygiene products, invested USD 60.29 million to expand its manufacturing capacity and produce environmentally friendly cosmetics and wet baby wipes.

  • July 2021 – The Federal Emergency Management Agency (FEMA) partnered with Voluntary Agency Liaisons (VAL) to supply resources to the U.S.-based elderly and youth feeding programs. These resources include 46,770 meals, five pallets of baby wipes, 403,500 face masks, and 400,000 hand sanitizers. Such initiatives are likely to support the consumption rate of baby wipes in the U.S.

  • July 2021 – European Disposables and Nonwovens Association (EDANA) and wet wipe makers committed to revising the pack labelling to raise further consumer awareness regarding the types of baby wipes and the optimal disposal methods. This will ease the consumer demand for disposable baby wipes.


An Infographic Representation of Baby Wipes Market

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The market research report provides a detailed analysis of the market and focuses on key aspects such as competitive landscape, product type, packaging, and type distribution channel areas. Besides this, it offers insights into the various baby wipes market trends and highlights key industry developments. In addition to these mentioned factors, it encompasses several other factors that have contributed to the growth of the market in recent years.

Report Scope & Segmentation



Study Period


Base Year


Forecast Period


Historical Period



  Value (USD Billion)


By Product Type

  • Wet

  • Dry

By Packaging

  • Pouch/Box

  • Tubes/Tin

By Distribution Channel

  • Hypermarkets & Supermarkets

  • Pharmacy

  • Online Stores

  • Others

By Geography

  • North America (By Product Type, Packaging, Distribution Channel and Country

    • The U.S. (By Product Type)

    • Canada (By Product Type)

    • Mexico (By Product Type)

  • Europe (By Product Type, Packaging, Distribution Channel and Country)

    • UK (By Product Type)

    • Germany (By Product Type)

    • France (By Product Type)

    • Italy (By Product Type)

    • Spain (By Product Type)

    • Rest of Europe (By Product Type)

  • Asia Pacific (By Product Type, Packaging, Distribution Channel and Country)

    • China (By Product Type)

    • India (By Product Type)

    • Japan (By Product Type)

    • Australia (By Product Type)

    • Rest of Asia Pacific (By Product Type)

  • South America (By Product Type, Packaging, Distribution Channel and Country

    • Brazil (By Product Type)

    • Argentina (By Product Type)

    • Rest of South America (By Product Type)

  • The Middle East and Africa (By Product Type, Packaging, Distribution Channel and Country

    • UAE. (By Product Type)

    • South Africa (By Product Type)

    • Rest of Middle East and Africa (By Product Type)

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 5.54 billion in 2019 and is projected to reach USD 6.57 billion by 2027.

In 2019, North America market stood at USD 2.00 billion.

Registering a CAGR of 3.1%, the market will exhibit steady growth during the forecast period (2020-2027).

Based on product type, the wet segment is set to lead the market.

Factors such as growing hygiene awareness and the increasing prevalence of skin diseases among babies will drive the market.

Procter & Gamble Co., Johnson & Johnson, Kimberly Clark Corporation are some of the global market players.

North America dominated the market in terms of share in 2019.

The emergence of biodegradable wet wipes is likely to drive the adoption of these products.

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