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Wipes Market Size, Share & COVID-19 Impact 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, 2021-2028

Region : Global | Format: PDF | Report ID: FBI103288



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The global wipes market size was USD 3.87 billion in 2020 and is projected to grow from USD 4.09 billion in 2021 to USD 6.22 billion in 2028 at a CAGR of 6.2% in the 2021-2028 period. Based on the analysis, the global market exhibited a stellar growth of 5.64% in 2020.

The sudden rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over. The global impact of COVID-19 has been unprecedented and staggering, with the market witnessing a positive demand shock across all regions amid the pandemic.

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 differently sized, shaped, and coloured 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.

Coronavirus Occurrence to Spike Sanitary Products’ Demand

A growing number of global COVID-19-infected patients and its further spread strongly influence consumers to use facial tissues, sanitiser 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 speciality 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 consisted 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.


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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. 


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 kitchen tissue by housekeepers to clean utensils and other kitchenware items effectively. Increasing key trends of nuclear families across the globe are propelling the demand for house cleaning items.

The growing geriatric population across the globe and their rising mobility issues have generated a 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 the 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 drops 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 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.


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 care 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 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. Meanwhile, the industrial category witnesses a considerable market share due to its 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, speciality 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. The speciality stores segment is expected to witness the fastest growth due to the availability of branded kitchen & speciality sanitary items in these stores and increasing demand for high-quality sanitary products.


Asia Pacific Wipes Market Size, 2020 (USD Billion)

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The market size in Asia Pacific stood at USD 1.27 billion in 2020. 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 demand for baby sanitary products. The large cluster of residential living facilities in India, Singapore, and China further propels household cleaning and 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 23.90% in the global market owing to the large urban population, and higher standards of living of the population in the region are projected to witness a strong CAGR growth during the period from 2021 to 2028. 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, the 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 CAGR of 7.1% from 2021 to 2028.

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.

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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 the Integrated School Health Program to promote hand hygiene among schools and colleges in Africa.


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 in the market. The company is constantly focusing on reducing the CO2 footprints from its operations, which helps the company contribute towards environmental sustainability and achieve FDA compliance to its 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)  


  • August 2020: Rockline Industries invested USD 20 million to install a state-of-the-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 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.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period



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 wipes market size was USD 3.87 billion in 2020 and is projected to reach USD 6.22 billion by 2028.

In 2020, the market value stood at USD 3.87 billion.

Growing at a CAGR of 6.2%, the market will exhibit steady growth in the forecast period (2021-2028).

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 2020.

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

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