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Wipes Market Size, Share & Industry Analysis, By Application (Personal Care, Household, Industrial), Type (Disposable and Non-disposable), Distribution Channel (Supermarkets /Hypermarkets, Convenience Stores, Specialty Stores, Online Channels, and Others), and Regional Forecast, 2024-2032

Last Updated: June 24, 2024 | Format: PDF | Report ID: FBI103288



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The global wipes market size was valued at USD 4.58 billion in 2023 and is projected to grow from USD 4.86 billion in 2024 and reach USD 8.04 billion by 2032, exhibiting a CAGR of 6.5% during the forecast period. Asia Pacific dominated the wipes market with a market share of 32.53% in 2023.

Wipes are considered an essential sanitary product used to maintain hygiene and cleanliness in households and surroundings. The increasing awareness of health and hygiene care has given rise to the personal care industry. Manufacturers such as Kimberly Clark Corporation, Johnson Johnson, Rockline Industries, Edgewell Personal Care, and Procter and Gamble are keenly focusing on developing different sized, shaped, and colored hygiene sanitary items to attract consumers.

According to the article, ‘Alternative Phenoxyethanol-free solutions for wet wipe preservation’, published by Non-Woven Industry Magazine, the usage of functional aromatic ingredients such as Conarom B or Conarom P2, Optiphem DP, and others can provide alternatives to develop such innovative products with the advanced microbial quality & safety.

A growing number of global COVID-19 infected patients and its further spread strongly influence consumers to use facial tissues, sanitizer wipes & toilet papers that help control the spread of such infectious diseases. These growing incidences also influence doctors and medical staff to use alcohol-based specialty sheets for effective germ-killing and protection. According to the World Health Organisation’s research data, by the end of April 2020, the U.S. alone consists of 333,811 COVID-19 infected people. Besides, surface cleaner types are commonly used among households to avoid infection from the floor & maintain an infection-free environment.

Wipes Market Trends

Incorporation of Bio-Degradable Materials for Sustainable Wipes’ Production to Foster Market Growth

Nowadays, industry associations and key players focus on offering hygiene items made up of biodegradable materials such as recycled plastic, organic cotton, natural bamboo, and others to avoid plastic pollution issues and contribute towards environmental sustainability. This factor makes sustainable wipes a prominent industry trend. For instance, in May 2021, Coterie Baby Inc. launched plant-based, biodegradable & compostable baby hygiene sheets in the U.S. market. Besides, increasing awareness regarding antimicrobial property-based disinfectant solutions among hospital consumers will offer newer market growth opportunities. Regular companies' provision of friendly & sustainably packaged hygiene items will accelerate the product demand over the forecast period.

Despite their increasing adoption across domestic and international markets, there has yet to be formal regulation on organic/natural wipes worldwide. While the Natural Products Association, including natural ingredient-based cosmetics, enlists various certification labels and related seals that certain personal care/cosmetic products reveal, it does not guarantee that the product is free from specific harmful ingredients. The U.S.-based nonprofit organization represents retailers and manufacturers within the natural products category. Wipes featuring environmentally friendly materials offer various benefits, including gentleness on the skin, biodegradability, and environmental sustainability.

Various wipes manufacturers increasingly focus on innovative material formulations to address consumer demand for adaptable, functional, and sustainable products. In this respect, industry participants emphasize plant-based oils & extracts, advanced biodegradable materials, multi-functional products, waterless wipes, sustainable packaging materials, and customized wipes.

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Wipes Market Growth Factors

Growing Need for Sanitation & Cleanliness to Fuel Demand

Rising sanitation necessities for personal hygiene purposes boost the demand for bathroom and toilet tissues. Also, growing air pollution and dust problems have simultaneously increased the usage of the kitchen tissue by housekeepers to clean the utensils and other kitchenware items effectively. Increasing key trends of nuclear families across the globe are propelling house cleaning items demand.

The growing geriatric population across the globe and their rising mobility issues have generated consistent demand for wet tissues with higher absorption and softness. According to the report ‘World Population Aging: Highlights 2020’, published by the United Nations Department of Economic & Social Affairs, as of 2020, there are 727 million people aged 65 years or above, and the number is anticipated to reach 1,500 million by 2050. Additionally, various governmental campaigns and promotions about hand hygiene practices have surged the consumption of hand hygiene and sanitary products. For instance, in February 2021, the Government of Australia, Department of Health, launched a print ad and poster conveying a message ‘Coronavirus (COVID-19) – Practice Good Hand Hygiene’ to spread hand hygiene awareness and keep a healthy environment.

Product Innovations to Bode Well for the Market

Companies are constantly focusing on developing innovative and soft sanitary items to provide efficient hygiene solutions to consumers. In addition, companies are incorporating various ingredients into sanitized sheets to give nourishment and moisturization to the skin. For instance, in July 2021, Bausch Health Companies Inc., a leading global eye health business, introduced ‘Biotrue,’ a new line consisting of hydration-boosting lubricant eye drop and cleansing wipes. The introduction of these newer benefitting items further drives the wipes market growth.


Wide Availability of Alternative Products to Restrain Market Growth

The wide availability of hygiene and cleaning products such as towels, handkerchiefs, brushes, and other surface cleaners is expected to limit the product’s demand. Moreover, growing concerns of deforestation, heavy rain, fire, and temperature rise due to the excessive tree cutting limit the companies to gain an adequate amount of raw materials to manufacture pulp & paper-based products and interrupt the supply of such items.

Wipes Market Segmentation Analysis

By Application Analysis

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Rising Adoption of Personal Care Segment to Hold Significant Share

Based on the application, the market is segmented into personal care wipes, household, and industrial ones.

The growth of the personal care category segment is attributed to the increasing usage of different varieties of personal care grocery items such as cleaning and hygiene, skincare, makeup, and hair cares by adults and children. According to the data published by the Indian Beauty & Hygiene Association, India’s beauty & personal care industry is anticipated to reach USD 10,000 million by 2021. Further, a large working women population across the globe has given rise to the consumption of the various types of baby care grocery items that further drive baby, wet, and facial wipes’ demand. According to the data published by the International Labor Organization (ILO), as of 2019, nearly 47% of the global working population is female.

Household category segments, including kitchen, surface cleaning, food service, bathroom, and others, witness faster growth because of their increasing necessities among households and the growing global trends of nuclear families. Whereas, the industrial category witnesses a considerable market share due to their increasing usage in the cleaning of machinery and delicate equipment at manufacturing setups and research labs.

By Type Analysis

Disposable Category Segment to hold Dominant Share in Global Market

Based on the type, the market is segmented into disposable and non-disposable.

The disposable segment dominates the market owing to its absorption capability over non-disposable types. Additionally, disposable category items are the most preferred category due to their easy disposability and eco-friendly nature. They also have an efficient feature that helps to avoid cross-contamination issues. However, the non-disposable segment shows growth in its demand due to its reusability and easily washable products.

By Distribution Channel Analysis

Supermarkets & Hypermarkets Segment to Hold Dominating Position in Global Market

Based on distribution channels, the global market is segmented into supermarkets/ hypermarkets, convenience stores, specialty stores, online channels, and others such as shopping complexes and grocery stores.

The supermarkets & hypermarkets segment is projected to dominate the global market due to the large availability of various cleaning products in a single store. Also, such stores use various coupons and discount promotional tools to attract customers to buy a large number of sanitary items. Whereas, the specialty stores segment is expected to witness the fastest growth due to the availability of branded kitchen & specialty sanitary items in these stores and increasing demand for high-quality sanitary products.


Asia Pacific Wipes Market Size, 2023 (USD Billion)

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The market size in Asia Pacific stood at USD 1.49 billion in 2023. Asia Pacific is expected to dominate the wipes market share region owing to the increased consumer spending and rising middle-class income. Large infant populations in India and China, coupled with shifting buying preferences for premium baby care items, boost baby sanitary products demand. The large cluster of residential living facilities in India, Singapore, and China further propels household cleaning sanitary items consumption. According to the report ‘Future of AP Cities Report 2019’, published by United Nations ESCAP, as of 2019, more than 80% of the population live in the cluster of high-density public housing. 

North America accounted for a share of 24.65% in the global market in 2023 owing to the large urban population, and higher standards of livings of the population in the region are projected to witness a strong CAGR during the period from 2024 to 2032. According to the World Bank Group’s researched data, as of 2020, nearly 82.66% of the U.S. population lives in urban areas. Also, the large presence of the manufacturing facilities and suppliers’ base of prominent companies such as Nice Pak, America Hygienics Corporation, Kimberly Clark Company, and others is driving the market's growth in the region.

The European region witnesses a considerable share of the market due to the growing infrastructural facilities of hotels and hospitality and the escalating tourist arrivals in the region. For instance, World Bank Group estimated that, in 2019, nearly 31.88 million international tourists arrived in Austria, 3.46% up over the previous year. Moreover, the robust presence of the various categories of manufacturing plant set-up in countries such as the U.K., Germany, Spain, and Italy gives rise to the consumption of industrial wipes products. Germany is the leading market and is projected to grow at a considerable CAGR over the forecast period.

South America is primarily driven by the growing manufacturing capacity of pulp and paper-based products such as wipes, corrugated boxes, paper sacks, and boxboards in Chile, Argentina, Brazil, and Peru. According to the report ‘Global Forecast Products Facts & Figures 2018’, published by the Food & Agriculture Organization of the United Nations (FAO), paper & paperboard manufacturing capacity in Brazil has increased from 15.59 million tons in 2015 to 23.85 million tons in 2020.

Additionally, growing government promotional campaigns related to personal care and cleanliness are likely to create demand for hand sanitized sheets in the sub-Saharan Africa region. According to the report ‘National Hand Hygiene Behavior Change Strategy’, published by the Department of the Health Republic of South Africa, the government has launched Integrated School Health Program to promote hand hygiene among the schools and colleges in Africa.

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List of Key Companies in Wipes Market

Product Innovation and Effective Distribution Channels Are Essential Aspects to Satisfy Consumers’ Demand

Product innovation & efficient capacity utilization are important aspects for companies to cater to the growing demand for wipe products. Kimberly-Clark Corporation is the most prominent company related to the market. The company is constantly focusing on reducing the CO2 footprints from their operations, which helps the company contribute towards environmental sustainability and achieve FDA compliance to their various pulp-based products. The company extensively uses various online marketing strategies to boost revenues from the sanitary and hygiene products’ segments through company-owned e-commerce and affiliate stores.


  • Kimberly-Clark Corporation (U.S.)

  • NICE-PAK Inc. (U.S.)

  • Edge well Personal Care (U.S.)

  • Clorox Company (U.S.)

  • Orchid Paper Products Company (U.S.)

  • AbitibiBowater Inc. (Canada)

  • Kruger Inc. (Canada)

  • Asian Pulp & Paper (Indonesia)

  • Svenska Cellulosa AB (Sweden)

  • Hengan (China)

  • CMPC Tissue SA (Chile)

  • Sofidel Group (Italy)  


  • July 2023: The Cheeky Panda, a U.K.-based tissue paper products company, launched its updated version of Anti-Bacterial Multi-surface Wipes.

  • June 2023: Ginni Filaments, an Indian nonwoven fabrics company, launched its ultra-pure water wipes line under the Adore Baby brand.

  • June 2023: Berry Global Inc., a U.S.-based plastic packaging products manufacturer, launched its new range of sustainable wipes materials for disinfecting hard surfaces.

  • August 2020: Rockline Industries invested USD 20 million to install a state-of-art manufacturing facility for disinfecting wipes in the Wisconsin U.S. 

  • January 2020 – Diamond Wipes International Inc. has launched the ‘HandyClean Steridol’ wipe, which provides efficient germ protection solutions to the people and is more effective against coronavirus infection spread.


An Infographic Representation of Wipes Market

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This market research report provides a detailed analysis of the market and focuses on crucial aspects such as leading companies, applications, disposable type, and distribution channels. Also, the report offers insights into market trends and highlights vital industry developments. In addition to the factors mentioned above, the report encompasses various factors that have contributed to the growth of the market over recent years.

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Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 6.5% over 2024 to 2032


Value (USD Billion)


By Application

  • Personal Care

  • Household

  • Industrial

By Type

  • Disposable

  • Non-disposable

By Distribution Channel

  • Supermarkets & Hypermarkets

  • Convenience Stores

  • Specialty Stores

  • Online Channels

  • Others (Shopping Complex and Grocery Stores)

By Region

  • North America (By Application, Type, Distribution Channel and by Country)

    • U.S. (By Application)

    • Canada (By Application)

    • Mexico (By Application)

  • Europe (By Application, Type, Distribution Channel and by Country)

    • Germany (By Application)

    • France (By Application)

    • Italy (By Application)

    • Spain (By Application)

    • U.K. (By Application)

    • Russia (By Application)

    • Rest of Europe (By Application)

  • Asia Pacific (By Application, Type, Distribution Channel and by Country)

    • China (By Application)

    • India (By Application)

    • Japan (By Application)

    • South Korea (By Application)

    • Australia (By Application)

    • Rest of Asia Pacific (By Application)

  • South America (By Application, Type, Distribution Channel and by Country)

    • Brazil (By Application)

    • Argentina (By Application)

    • Rest of South America (By Application)

  • Middle East and Africa (By Application, Type, Distribution Channel and by Country)

    • South Africa (By Application)

    • UAE (By Application)

    • Saudi Arabia (By Application)

    • Rest of the Middle East and Africa (By Application)

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 4.58 billion in 2023 and is projected to reach USD 8.04 billion by 2032.

Growing at a CAGR of 6.5%, the market will exhibit steady growth over the forecast period (2024-2032).

The personal care category is expected to be the leading segment under the application segment in this market during the forecast period.

The growing need for sanitation & cleanliness to drive market growth.

Kimberly-Clark Corporation, Kruger Inc., and CMPC Tissue SA are a few leading players in the global market.

North America dominated the global market in 2023.

Uncertain occurrences of pandemic diseases provide ease in the demand for sanitary products.

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