The global personal care wipes market was valued at over USD 21.94 billion in 2024 and is projected to grow at a CAGR of 5.44%, reaching over USD 35 billion by 2030. Increased dema
The personal care wipes market has seen a remarkable evolution over the past few decades, with significant advancements in both product variety and consumer demand. Initially, personal care wipes were limited to simple, pre-moistened cloths used for baby care, primarily to clean and soothe sensitive skin. The origins of these wipes can be traced back to the 1950s, when Kimberly-Clark first introduced disposable baby wipes, marking a pivotal moment in the personal hygiene industry. This innovative product not only replaced the use of cloths that required washing but also brought about convenience for parents, offering a more efficient and hygienic solution for diaper changes. Personal care wipes enable easy maintenance of hygiene as they are portable. Moreover, most of these are made from natural ingredients, thus being environment-friendly and fulfilling the need of customers looking for sustainable products. Furthermore, the demand for skin and personal care products has been growing in various areas including cosmetics, makeup, and hygiene. For instance, in April 2022, Walgreens Boots Alliance, Inc. announced to replace wipes containing plastic with wood fiber or plant-based alternatives by the end of 2022. This trend among the consumers of organic products is expected to continue growing in the coming years. Consumers are becoming more conscious of the environmental impact of disposable products and are seeking alternatives made from sustainable materials. Companies are responding to this demand by developing wipes that are biodegradable and free from harsh chemicals. For example, Walgreens Boots Alliance, Inc. announced plans to replace wipes containing plastic with wood fiber or plant-based alternatives by the end of 2022. As urbanization increased, people found themselves in environments where quick and effective hygiene solutions were essential, further driving the growth of personal care wipes. Manufacturers began incorporating innovative ingredients such as aloe vera, vitamin E, and other natural extracts to enhance the skincare benefits of wipes, catering to growing demands for organic and eco-friendly products. For example, facial wipes with added anti-aging properties, moisturizing agents, or acne-fighting ingredients became increasingly prevalent. According to the research report "Global Personal Care Wipes Market Research Report, 2030," published by Actual Market Research, the Global Personal Care Wipes market was valued at more than USD 21.94 Billion in 2024, and expected to reach a market size of more than USD 29.95 Billion by 2030 with the CAGR of 5.44% from 2025-2030. Consumer preferences have also shifted towards wipes that combine convenience with efficacy. The demand for wipes designed to address specific needs such as anti-pollution, skin hydration, or sensitivity to harsh chemicals has prompted manufacturers to introduce more specialized options. The rise of beauty and wellness trends, such as the increasing demand for cruelty-free, dermatologically tested, and hypoallergenic products, has shaped the development of these wipes. 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. Companies are investing heavily in research and development to cater to these changing consumer demands, focusing on creating wipes that not only provide a quick and easy solution but also offer premium quality, enhanced performance, and sustainable options. 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. The demand for eco-friendly products is expected to keep rising, prompting brands to develop wipes that decompose faster or are made from renewable materials. Further innovations in biodegradable fabrics, along with new methods for incorporating natural, skin-nourishing ingredients, will likely dominate the market. Additionally, there is a growing interest in multi-functional wipes that serve a range of purposes, from cleansing and exfoliating to toning and moisturizing, offering a streamlined, all-in-one solution for busy individuals. Innovations have also extended into wipes for medical or health-related uses, including disinfectant wipes, which gained widespread usage, particularly during the COVID-19 pandemic.
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Download SampleMarket Drivers • Convenience and On-the-Go Lifestyle: The primary driver for the growth of the global personal care wipes market is the increasing demand for convenience. With the fast-paced nature of modern life, especially in urban areas, consumers seek products that simplify their routines. Personal care wipes, due to their portability, ease of use, and disposability, offer an immediate solution for quick hygiene and grooming. These wipes provide an effective way for consumers to stay fresh, clean, and refreshed while on the go, whether for traveling, commuting, or during busy daily activities. • Rising Awareness of Personal Hygiene and Health: Another significant driver is the increasing awareness of personal hygiene, especially following the global health crisis caused by the COVID-19 pandemic. Consumers are now more focused on maintaining cleanliness and protecting themselves from germs and bacteria. Wipes, especially disinfectant wipes, have gained importance in daily routines, not just for personal care but also for sanitizing surfaces. Market Challenges • Environmental Impact and Sustainability Concerns: A major challenge the personal care wipes market faces is the growing concern over environmental sustainability. Many conventional wipes are made from non-biodegradable materials, primarily plastic-based fibers such as polyester, polypropylene, and rayon, which do not break down easily in landfills. This leads to concerns regarding waste accumulation and the impact of disposable wipes on the environment. The increasing awareness of environmental degradation and the need for more sustainable products have led to pressure on manufacturers to innovate and develop wipes made from biodegradable, compostable, or recyclable materials. • Regulatory and Safety Standards: The personal care wipes industry is also facing challenges related to regulatory standards and safety concerns, especially when it comes to the formulation of ingredients used in wipes. There are rising concerns over the potential for irritation, allergies, and adverse reactions to chemicals in wipes, particularly for sensitive skin. For example, the use of synthetic fragrances, preservatives, and other chemical additives may cause skin sensitivity or allergic reactions, leading to growing scrutiny from regulatory bodies. Market Trends • Sustainability and Eco-Friendly Products: The most prominent trend shaping the global personal care wipes market is the increasing consumer demand for environmentally sustainable products. As mentioned earlier, there is growing pressure on companies to develop wipes that are not only functional but also eco-friendly. Consumers are more concerned about the environmental impact of the products they purchase, and they are increasingly opting for wipes made from biodegradable, plant-based, or recyclable materials. • Rise of Multi-Functional and Specialty Wipes: Another significant trend in the personal care wipes market is the growing demand for multi-functional and specialty wipes. Consumers are seeking more value from their products, prompting the development of wipes that address multiple needs at once. For example, facial wipes that not only cleanse but also exfoliate, moisturize, or offer anti-aging benefits are becoming popular. Wipes formulated with added ingredients like vitamin E, aloe vera, or hyaluronic acid provide additional skincare benefits, such as hydration, soothing, and nourishment.
Geography | North America | United States |
Canada | ||
Mexico | ||
Europe | Germany | |
United Kingdom | ||
France | ||
Italy | ||
Spain | ||
Russia | ||
Asia-Pacific | China | |
Japan | ||
India | ||
Australia | ||
South Korea | ||
South America | Brazil | |
Argentina | ||
Colombia | ||
MEA | United Arab Emirates | |
Saudi Arabia | ||
South Africa |
Body wipes are leading the personal care wipes industry due to their convenience, multifunctionality, and rising consumer demand for hygiene and skincare products that provide quick, effective, and on-the-go solutions for personal cleanliness. The personal care wipes industry has witnessed substantial growth in recent years, with body wipes emerging as the dominant product type. This is primarily driven by the increasing demand for convenience and hygiene in a fast-paced lifestyle, where consumers seek effective, portable, and easy-to-use solutions for daily cleanliness. Body wipes, often marketed as all-in-one cleansing products, are designed to cater to a wide range of personal care needs, making them a preferred choice for many individuals. These wipes offer a hygienic, instant way to refresh the body, clean skin, remove dirt, sweat, and odors, or even replace a shower in situations where access to water and soap is limited. They provide a quick and effective alternative to traditional bathing or showering, making them particularly attractive to busy professionals, athletes, travelers, and those with limited mobility. The appeal of body wipes is also rooted in their versatility. Many brands offer wipes formulated not only for basic cleansing but also for additional skincare benefits. These wipes often include moisturizers, vitamins, and soothing ingredients like aloe vera or chamomile, addressing concerns such as skin irritation, dryness, or roughness. As such, body wipes are no longer just about hygiene; they are also marketed as skincare products that nourish and hydrate the skin. The inclusion of eco-friendly, biodegradable materials further strengthen their appeal, especially among environmentally conscious consumers. This addresses the growing concern about sustainability and the environmental impact of single-use products. With numerous brands offering competitive pricing, the body wipe market has become more accessible to a broader demographic, appealing to both middle-income families and premium consumers. Additionally, companies are constantly innovating with new formulations, packaging, and fragrances to meet the evolving needs and preferences of consumers, further solidifying body wipes as a leading product in the personal care category. Bulk packaging is leading the global personal care wipes industry due to its cost-effectiveness, convenience for frequent users, and growing preference for sustainable, eco-friendly options that reduce packaging waste. Bulk packaging has become a dominant trend in the global personal care wipes industry, driven by several key factors that align with consumer demands for practicality, economy, and sustainability. One of the primary reasons for its success is the cost-effectiveness that bulk packaging offers. Personal care wipes, often purchased for routine or frequent use, can be expensive when bought in smaller packages. Bulk packaging allows manufacturers to offer larger quantities at a lower cost per unit, making it a more affordable option for consumers, particularly those who use wipes daily or in larger quantities, such as families, healthcare workers, athletes, and travelers. For these consumers, buying wipes in bulk not only saves money but also ensures a steady supply, reducing the frequency of repurchasing and providing greater convenience. For commercial buyers, such as hotels, gyms, or healthcare facilities, bulk packaging is particularly beneficial as it allows for easy stockpiling and access to a consistent supply of wipes for customer and staff use. In addition, bulk packaging often comes with larger, more user-friendly dispensing options, such as resealable packs or tubs with easy-to-tear wipes, making them both convenient and practical for frequent use in high-demand settings. Traditional personal care wipe packaging often involves smaller, single-use plastic containers, which can contribute to environmental waste. As consumers become increasingly concerned about the ecological impact of their purchasing decisions, they are looking for products that offer a more sustainable option. Bulk packaging typically uses less plastic overall, and when combined with biodegradable or recyclable materials, it becomes a much more environmentally responsible choice. As sustainability trends continue to influence purchasing habits, consumers are more likely to choose bulk packaged wipes that align with their eco-conscious values. Conventional personal care wipes are leading the global market primarily due to their affordability and widespread availability. Conventional personal care wipes have gained a dominant position in the global market primarily because of their affordability and widespread availability. These wipes are typically made from non-biodegradable materials like plastic fibers, which are cheaper to produce compared to eco-friendly alternatives. This cost-effectiveness allows manufacturers to offer these products at a lower price point, making them accessible to a larger consumer base. Additionally, conventional wipes are widely available in various retail outlets, including supermarkets, pharmacies, and convenience stores, ensuring that consumers can easily find and purchase them. The affordability of conventional wipes is a significant factor driving their popularity. In many regions, consumers are price-sensitive and prefer products that offer good value for money. Conventional wipes meet this demand by providing an effective and convenient hygiene solution at a lower cost. This affordability is particularly important in developing countries, where disposable income levels may be lower, and consumers are more likely to opt for budget-friendly options. Moreover, the widespread availability of conventional wipes contributes to their market dominance. These products are stocked by major retailers and are often included in promotional offers and bulk packaging, making them even more attractive to consumers. The ease of access to conventional wipes ensures that they are a go-to choice for many people, whether for baby care, facial cleansing, or general hygiene. While there is a shift towards sustainable products, the transition is gradual, and conventional wipes remain the preferred choice for many consumers. This trend is expected to continue in the near future, with conventional wipes maintaining their leading position in the global personal care wipes market. The online sales channel is leading the global personal care wipes industry primarily due to its convenience and accessibility. The rise of e-commerce has revolutionized the way consumers shop for personal care products, including wipes. Online sales channels offer unparalleled convenience, allowing consumers to browse, compare, and purchase products from the comfort of their homes. This ease of access is particularly appealing to busy individuals who may not have the time to visit physical stores. Additionally, online platforms often provide a wider range of products, including niche and specialized wipes that may not be available in local stores. This variety caters to the diverse needs and preferences of consumers, further driving the popularity of online sales. Online retailers can reduce overhead costs associated with physical stores, such as rent and utilities, and pass these savings on to consumers in the form of lower prices. Moreover, online platforms can quickly implement promotional offers, discounts, and loyalty programs, attracting price-sensitive shoppers and encouraging repeat purchases. This dynamic pricing strategy helps online retailers stay competitive and retain customer loyalty. The COVID-19 pandemic has also played a significant role in accelerating the shift towards online shopping. With lockdowns and social distancing measures in place, consumers turned to e-commerce for their personal care needs, including wipes. The heightened awareness of hygiene and the need for convenient, contactless shopping options further boosted the demand for online purchases. Furthermore, online retailers have leveraged advanced technologies to enhance the shopping experience. Features such as personalized recommendations, user reviews, and detailed product descriptions help consumers make informed purchasing decisions. Additionally, the integration of secure payment methods and efficient delivery services ensures a seamless and reliable shopping experience. These technological advancements have made online shopping more appealing and trustworthy, contributing to its dominance in the personal care wipes market.
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North America is leading the global personal care wipes industry primarily due to its high consumer demand for hygiene products and the presence of major market players. North America has established itself as the dominant region in the global personal care wipes market, accounting for a significant share of the industry's revenue. This leadership position can be attributed to several key factors, including the high consumer demand for hygiene products and the presence of major market players in the region. The North American market is characterized by a large and diverse consumer base that places a strong emphasis on personal hygiene and cleanliness. This cultural emphasis on hygiene has driven the widespread adoption of personal care wipes for various purposes, including baby care, facial cleansing, hand hygiene, and general cleanliness. The presence of major market players in North America has also contributed to the region's dominance in the personal care wipes industry. Companies such as Procter & Gamble, Johnson & Johnson, Kimberly-Clark, and Edgewell Personal Care have a strong foothold in the North American market, offering a wide range of personal care wipes products. These companies have invested heavily in research and development, marketing, and distribution, ensuring that their products are readily available to consumers through various retail channels, including supermarkets, pharmacies, and online platforms. The well-established retail landscape in North America allows for efficient and widespread distribution of personal care wipes, ensuring that consumers have easy access to these products. Additionally, the region's robust e-commerce market has further facilitated the growth of online sales of personal care wipes, providing consumers with convenient and contactless shopping options. The high disposable income levels in North America also play a significant role in driving the demand for personal care wipes. Consumers in the region have the financial means to invest in premium and specialized personal care products, including wipes infused with natural ingredients, moisturizing agents, and other beneficial properties.
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• May 2023: Acmemills, a renowned manufacturer of nonwoven fabrics, unveiled Natura, a line of flushable and compostable wipes crafted from sustainable bamboo pulp. • April 2022: Godrej Consumer Products Limited (GCPL) took a significant step in enhancing personal and home hygiene in India. They introduced a comprehensive range of twelve hygiene products. In addition to the Surface & Skin Anti-Bacterial Wipes, Godrej introduced eleven other products and forged a partnership with Indian Railways to promote safe and hygienic rail travel. • In April 2022: Essity company announced its acquisition of Legacy Converting Inc. which offers chemical-free wipes, wet personal care wipes, and dry wipes for personal care during the forecast period. • February 2022: Essity, a prominent company in the hygiene and health sector, bolstered its portfolio by acquiring Legacy Converting, Inc., a distinguished professional wiping and cleaning company based in the United States. Legacy Converting, Inc. specializes in manufacturing wet wipes, chemical-ready wipes, and dry wipes. • In 2021: The USA’s growing demand for hygiene personal care wipes products is expected to be the largest share of the global market. • In 2021: The Rockline sector announced an investment of $18 million for providing manufacturing facilities for wet wipes. Covid-19 Impact: The demand for personal care wipes rocketed during the COVID-19 pandemic in 2020. This sudden spike in demand was due to increased consumer concerns regarding personal hygiene and cleanliness. In addition, increase in health-consciousness due to the COVID-19 disease fostered the demand for organic personal care wipes. The spiked need for disinfecting wipes for household surfaces and body cleaning needs during the pandemic positively impacted the global personal care wipes market. This trend is expected to continue in the forthcoming years, owing to rise in consumer awareness regarding the importance of personal hygiene. Major Companies Present In the Market Diamond Wipes International, Inc., Edgewell Personal Care Company, Hengan International Group Company Limited, Johnson & Johnson, Kimberly-Clark Corporation, La Fresh Group, Inc, Meridian Industries, Inc, Nice-Pak Products, Inc, PDI International, Rockline Industries, Inc., The Honest Company, The Procter & Gamble Company, Unicharm Corporation Considered In the Report • Geography: Global • Historical year: 2019 • Base year: 2024 • Estimated year: 2025 • Forecasted year: 2030 Regions and Countries covered: • North America (USA, Canada, Mexico) • Europe (Germany, UK, France, Spain, Italy, Russia) • Asia-Pacific (India, Japan, Australia, China) • South America (Brazil, Argentina, Columbia) • Middle East & Africa (UAE, Qatar, Saudi Arabia, South Africa) By Product • Baby Wipes • Hand and Body Wipes • Facial & cosmetic wipes • Flushable wipes • Others By Distribution Channel • Online Sales • Supermarket/Hypermarket • Pharmacy • Specialty Stores By Packaging • Individual Packs • Travel Packs • Bulk Packs By Nature • Conventional • Organic The approach of the report: We keep an eye on evolving markets and try to evaluate the potential of the products and services. If we find the market interesting, we start working on it and create the desired table of content, considering all aspects of the business. We start by creating separate questionnaires for C-level executives, national/regional sales personnel, company owners, dealers, distributors, and end-users. Once the questionnaires have been finalized, we start collecting the primary data (mostly through phone calls) and try to understand the market dynamics regionally or tier-wise. This process gives us in-depth details of the market, including all present companies, the top-performing products with reasons why they dominate; we get the details of new players and their innovative approaches; market trends; dynamics; and all the small details of the market. After the collection of primary inputs, we then cross-check the same with secondary sources that include associations, trade journals, annual reports, paid databases, newspapers, magazines, press releases, government sources, etc. From this, we get a rough estimate of the market and start checking existing product price variants, trade, production, raw material scenarios, policies and regulatory landscape, etc. Then, to finalize the market, we start collecting financials of each player present in the market, including limited, private limited, and LLPs. Moreover, we perform cross-industry and cross-region analysis of the product, and based on collected primary inputs and using statistical modeling, we start forecasting the market. We follow our forecasting algorithm, which is unique for each product but gives more weight age to primary inputs. At the same time, the content team starts preparing company profiles, market dynamics, market trends, five forces, PEST analysis, etc. Once the data is verified by the data expert, the team (primary team, content team, and data team) together crosscheck the segmentations, validate the market, and then the designing team starts plotting the graphs. Once the file is ready, the content team completes the report and makes sure that all the discussed points have been covered and provides their valuable inputs in the form of strategic recommendations for new as well as existing players. The QC team then checks the overall report that includes spell check, data verification, and makes the same dispatch ready and error-free. Intended Audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the personal care wipes industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
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