Feminine Wipes Market Analysis Report By Distribution Channel, By Region And Segment Forecasts From 2020 To 2027

Report ID: MN17620173  |  Published: October 2020  |  No of Pages: 80
Format: Electronic (PDF)  |  Industry: Personal Care Products

Industry Insights

The global feminine wipes market size was worth USD 1.31 billion in 2019. The market is anticipated to register a 5.8% CAGR over the forecast duration, 2020 to 2027. Growing education among females, rising disposable income, and increasing demand for discrete and convenient intimate care products are driving the demand for the product. Feminine wipes are wipes/cloths meant to clean the vaginal area. While different other personal care products like sanitary pads are mostly used during menstruation, feminine clothes are marketed as everyday use products. The online distribution channel is estimated to gain traction over the forecast duration.

U.S. feminine wipes market

Various benefits of feminine wipes like ease to use, portability, reduced cross-contamination cost, and disposability are positively affecting the market growth. While making the purchasing decision, consumers worldwide look for various factors such as hygiene, timesaving, disposability, cost, and performance.

Increasing concern regarding the use of chemicals, manufacturers are focusing on incorporating herbal ingredients to make their products more appealing to consumers. Increasing awareness about the use of natural ingredients and the introduction of new products is anticipated to fuel the market growth over the forecast years.

Distribution Channel Insights

In 2019, the supermarkets & hypermarkets accounted for the highest share in the feminine wipes market with over 37.0%. These channels provide a wide range of products along with an option for verifying the product physically. However, with the closure of most of the supermarkets & hypermarkets stores worldwide due to COVID-19, the online sales channel is projected to register considerable growth over the next few years.

The online distribution channel is anticipated to register the fastest growth over the forecast duration. Social media is estimated to play a crucial role in increasing awareness about premium and relatively small products over the forecast duration. Smaller brands are focusing on increasing awareness about products through social networking platforms and blogs.

Regional Insights

In 2019, Asia Pacific held the largest share in the market and accounted for more than 34.0% share in overall revenue. Countries such as India and China are the major markets in the region. Growing awareness about personal hygiene campaigns through universities, schools, and workplaces are attributing to the growth of the regional market.

Global feminine wipes market

For example, in India, the United Nations Children's Fund (UNICEF) initiated the Global Interfaith WASH Alliance (GIWA) intending to raise awareness about menstruation. Such campaigns are projected to be introduced across middle-income countries such as Pakistan and Bangladesh, as a result, are expected to create awareness about intimate hygiene.

North America is also anticipated to register considerable growth over the forecast duration owing to the increasing demand for organic and biodegradable products in countries such as the United States and Canada. In addition, the presence of leading brands is further estimated to play a key role in regional growth.

COVID-19 Impact Analysis

The feminine wipes market has been positively affected owing to the outbreak of COVID-19. The pandemic has led to increasing in the focus on personal hygiene. Amid fear of shortage and a weak supply chain, consumers started stockpiling the feminine wipes, which led to a rapid rise in demand. Amid the closure of hypermarkets and supermarkets, online channels witnessed an increase in sales during the pandemic. However, with relaxation in lockdown norms and reopening of offline stores, consumers are anticipated to refrain from stockpiling. Therefore, post-pandemic, the demand for feminine wipes is estimated to witness slow growth.

Feminine Wipes Market Share Insights

Owing to the presence of both regional and international players, the market is witnessing increased competition. Product innovation has been a key among industry participants. Increasing demand for the products amid the COVID-19 outbreak is anticipated to provide lucrative growth opportunities for the companies, especially in the Asia Pacific. Owing to the increasing demand, companies are focusing on developing alcohol-free, aloe vera-based and pH-balanced products to consolidate their position. Key players operating in the market are ALBAAD, Procter & Gamble¸ Corman SpA., Kimberly-Clark, Edgewell Personal Care, Laclede, Inc., and Johnson & Johnson among others.

Report Scope

Report Attribute


The market size value in 2020

USD 1.74 billion

The revenue forecast in 2027

USD 2.07 billion

Growth Rate

CAGR of 5.8% from 2020 to 2027

The base year for estimation


Historical data

2016 - 2018

Forecast period

2020 - 2027

Quantitative units

Revenue in USD million and CAGR from 2020 to 2027

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; MEA

Country scope

U.S.; U.K.; Germany; China; India; Brazil; UAE

Key companies profiled

Procter & Gamble; Edgewell Personal Care; Johnson & Johnson; Kimberly-Clark; ALBAAD; Unicharm Corporation; Bodywise (UK) Limited; Laclede, Inc.; Corman SpA.

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

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Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels, and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2027. For this study, Million Insights has segmented the global feminine wipes market report based on distribution channel and region:

• Distribution Channel Outlook (Revenue, USD Million, 2016 - 2027)
    • Supermarkets & Hypermarkets
    • Convenience Stores
    • Pharmacies & Drugstores
    • Online
    • Others

• Regional Outlook (Revenue, USD Million, 2016 - 2027)
    • North America
        • The U.S.
    • Europe
        • Germany
        • The U.K.
    • The Asia Pacific
        • China
        • India
    • Central & South America
        • Brazil
    • Middle East & Africa
        • UAE

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