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Wipes Market Size, Share & Covid-19 Impact Analysis, By Application (Personal Care, Household, and Others), Types (Disposable and Non-disposable), Distribution Channel (Supermarkets & Hypermarkets, Convenience Stores, Specialty Stores, Online Channel, and Others), and Regional Forecast, 2020-2027

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



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The global wipes market size was valued at USD 3.66 billion in 2019 and is projected to reach USD 5.83 billion by 2027, exhibiting a CAGR of 6.0% during the forecast period.

Wipes are considered to be an essential sanitary product used to keep up hygiene and cleanliness in households and surroundings. The increasing awareness of health and hygiene care has given rise to the personal care industry. Manufacturers are keenly focusing on developing such different sized, shaped, and colored hygiene sanitary items to attract the consumers. According to the article, ‘Alternative Phenoxyethanol-free solutions for wet wipe preservation’, published by Non-Woven Industry Magazine, 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 Provide Ease in Sanitary Products Demand

A growing number of global COVID-19 infected patients and its further spread strongly influence the consumers to use facial tissues, sanitizer wipes & toilet papers that help to 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 US alone consists of 3, 33,811 number of COVID-19 infected people. Besides, surface cleaner types are commonly used among households to avoid infection from the floor & to maintain an infection-free environment.


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Product Innovation to Bode Well the for the Market

Companies are constantly focusing on the development of innovative and soft sanitary items to contribute towards providing efficient hygiene solutions to the People. In addition to this, companies are incorporating various ingredients into such sanitized sheets to give nourishment and moisturization to the skin. For instance, according to the article ‘SKYN Adds Intimate Cleansing Wipes, & Delay Spray to Product Portfolio’, published by CISION PR news, in October 2019, SKYN has launched ‘GET FRESH’ a refreshing and cleansing wipe that consists of provitamin B5 to give moisturization and soothing cleanse to the skin. The introduction of these newer benefitting items further drives the wipes market growth.


Growing Need for Sanitation & Cleanliness to Fuel Demand for Wipes

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

Moreover, the growing geriatric population across the globe as well as their rising mobility issues has generated consistent demand for wet tissues of higher absorptivity and softness. According to the report ‘World Population Aging:  Highlights 2019’, published by the United Nations Department of Economic & Social Affairs, as of 2019 there are 703 million people aged 65 years or above and the number is anticipated to reach to 1500 million by 2050.

Growing Need for Sanitation & Cleanliness to Fuel Demand for Wipes

The governmental bodies' campaigns and promotions about hand hygiene practices have given rise to the consumption of hand hygiene and sanitary products. For instance, according to the publication ‘Coronavirus (COVID-19)- Print Ads-Good Hygiene is in your hand’, published by the Government of Australia, Department of Health, the Government of has launched a print ad related to the hand hygiene practices to keep the healthy environment.


Wide Alternative Products to Restrain Market Growth

The wide availability of items such as hygiene and cleaning products such as towels, handkerchiefs, brushes, and other surface cleaners is expected to limit the demand for such sanitary items. Besides this, growing concerns of deforestation, heavy rain, fire, and temperature rise due to the excessive tree cutting limits the companies to gain an adequate amount of raw material for the manufacturing of pulp & paper-based products and interrupts the supply of such items.


By Application Analysis

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Personal Care Wipes Segment to Hold Significant Share

Based on the application, the market is segmented into personal care, household, and industrial wipes. 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 expected to reach USD 10 billion by 2021. Also, 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 the demand for baby wipes and facial wipes. According to the data published by the International Labor Organization (ILO), as of 2018, nearly 47.8% of the global working population is female.

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Household wipes category including kitchen, surface cleaning, food service, bathroom, and other wipes, the witness’s faster growth because of their increasing necessities among households as well as the growing global trends of nuclear families. Whereas, Industrial category witness a considerable share of the market owing to their increasing usage in cleaning up the machinery and delicate equipment at manufacturing setups and research labs.      

By Types Analysis

Disposable Category Segment to hold the Dominant Share in the Global Market

Based on the types, the market is segmented into disposable and non-disposable wipes. The disposable segment dominates the market owing to its more absorption capability over non-disposable types. Additionally, disposable category items are the most preferred category due to their easy disability 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 owing to its reusability and is easily washable products.

By Distribution Channel Analysis

Supermarkets & Hypermarkets Segment to Hold a Dominating Position in the Global Market

Based on the distribution channels, the global market is segmented into supermarkets & hypermarkets, convenience stores, specialty stores, online channels, and others such as shopping complex, and grocery stores. Supermarkets & hypermarkets segment to hold a dominating position of the global market owing to the large availability of the different variety of 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 witnesses the fastest growth owing to the availability of the branded kitchen & specialty sanitary items in these stores as well as growing demand for high-quality sanitary products.


North America Wipes Market Size, 2019 (USD Million)

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The market size in North America stood at USD 865.2 million in 2019. North America accounted for a share of 23.45% in the global market and owing to the large urban population and higher standards of livings of the population in the region is projected to witness a strong CAGR growth during the period from 2020 to 2027. According to the report ‘World Urbanization Prospects The 2018 Revision’, published by the United Nations Department of Economic & Social Affairs, as of 2018, 82% of the US population accounted for 327 million people’s lives in urban areas in the United States. 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 growth of the market in the region.

The European region witnesses a considerable wipes market share due to the growing infrastructural facilities of hotels and hospitality and the escalating tourist arrivals in the region. According to the data published by the European Parliament on Tourism & Transport, as of 2018, Europe has seen nine-year growth in tourist arrivals with 710 million international tourists’ arrivals, an increase over 2017 by 5%. 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 for this and is projected to grow at a CAGR of 7.1% during the period from 2020 to 2027.

Asia Pacific expected to witness substantial growth owing to the increased spending of consumers of middle-class income. Large infant populations in countries such as India and China coupled with shifting consumer preferences of the population for the premium baby care items provide traction to the demand for the baby sanitary products. The large cluster of residential living facilities in countries such as India, Singapore, and China are further propelling the consumption of household cleaning sanitary items. 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. 

South America is primarily driven by the growing manufacturing capacity of pulp and paper-based products such as wipes, corrugated boxes, paper sacks, and boxboard in countries such as Chile, Argentina, Brazil, and Peru. According to the report ‘Global Forecast Products Facts & Figures 2018’, published by the Food & Agriculture Organization of the United Nation (FAO), paper & paperboard manufacturing capacity in Brazil has increased by 7% in 2018 up from that of 2014. Additionally, growing government promotional campaigns related to personal care and cleanliness is likely to create demand for the 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 a program named Integrated School Health Program to promote hand hygiene among the schools and colleges in Africa.


Product Innovation and effective distribution channels are essential aspects of the growth of the market

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



  • November 2019: PDI, a global leader in infection prevention related products and services have acquired a majority share of the Tru-D Smart UVC, a pioneer in the disinfection industry to develop Sensor360 degree technology-based disinfectant wipe products.

  • January 2020 – Diamond Wipes International Inc. has launched ‘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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The wipes market report provides a detailed analysis of the market and focuses on crucial aspects such as leading companies, applications, disposable types, and distribution channels. Also, the report offers insights into industry trends and highlights vital industry developments. In addition to the factors mentioned above, the report encompasses various major factors that have contributed to the growth of the market over recent years.

Report Scope & Segmentation



Study Period


Base Year


Forecast Period


Historical Period



  Value (USD Billion)


By Application

  • Personal Care

  • Household

  • Industrial

By Types

  • Disposable

  • Non-Disposable

By Distribution Channel

  • Supermarket & Hypermarkets

  • Convenience Stores

  • Specialty Stores

  • Online Channel

  • Others (Shopping Complex and Glossary Stores)

By Geography

  • North America

    • By Product

    • By Technology

    • By End User

    • By Country

      • USA

        • By Product

      • Canada

        • By Product

  • Europe

    • By Product

    • By Technology

    • By End User

    • By Country

      • UK

        • By Product

      • Germany

        • By Product

      • France

        • By Product

      • Italy

        • By Product

      • Spain

        • By Product

      • Rest of Europe

        • By Product

  • Asia Pacific

    • By Product

    • By Technology

    • By End User

    • By Country

      • Japan

        • By Product

      • China

        • By Product

      • India

        • By Product

      • Australia

        • By Product

      • South Korea

        • By Product

      • Rest of Asia Pacific

        • By Product

  • Latin America

    • By Product

    • By Technology

    • By End User

    • By Country

      • Brazil

        • By Product

      • Argentina

        • By Product

      • Rest of Latin America

        • By Product

  • Middle East & Africa

    • By Product

    • By Technology

    • By End User

    • By Country

      • South Africa

        • By Product

      • UAE

        • By Product

      • Saudi Arabia

        • By Product

      • Rest of Middle East & Africa

        • By Product

Frequently Asked Questions

Fortune Business Insights says that the global wipes market size was USD 3.66 billion in 2019 and is projected to reach USD 5.83 billion by 2027.

In 2019, the market value stood at USD 3.66 billion.

Growing at a CAGR of 6.0%, the market will exhibit steady growth in the forecast period (2020-2027).

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 few of the leading key players in the global market.

North America dominated the global market in 2019.

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

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Wipes Market Size, Share and Global Industry Trend Forecast till 2026
  • Jul, 2020
  • 2019
  • 2016-2018
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