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Personal Care Wipes Market Size & Analysis, 2025 | Industry Report

Personal Care Wipes Market Analysis Report By Product Type, By Distribution Channel And Segment Forecasts From 2019 To 2025

Report ID: MN17619514  |  Published: April 2020  |  No of Pages: 80
Format: Electronic (PDF)  |  Industry: Consumer Goods  |  Publisher: Grand View Research

Industry Insights

The global personal care wipes market size was accounted for USD 15.8 billion in 2018. The market growth is majorly attributed by product characteristics such as performance, time-saving, convenience and cost. Growing hygiene awareness among consumers is a key factor driving the growth of the market. Owing to the launch of new and different wipes such as wet, flushable, feminine, intimate the market is expected to have significant growth in the forecast period. 

Increasing disposable income, rapid urbanization along with the rise in hygiene awareness among the consumers are positively affecting the growth of the industry. Wipes allow the performance of daily tasks in quick time that helps in saving timing for others activities.

North america personal care wipes

Wipes provide high effectiveness and convenience that has resulted in reducing the use of traditional cleaning methods. Furthermore, portability feature of wet wipes helps in maintaining environmental and personal hygiene. Baby wipes are more convenient and portable while keeping babies clean.

Feminine hygiene wipes are new market entrants and people who use them for hygiene and comfort recognize them for their advantages in improving quality of life. For instance, Biossance has launched new product Squalane antioxidants cleansing cloths. It comes up with biodegradable products and helps in removing brows and condition lashes, and hydrated skin problems.   

In addition, the launch of new flavored wipes for children is anticipated to provide potential growth opportunities for the market. Product segments such as pre-moistened facial cleansing, personal hygiene, and disinfecting are projected to have significant growth in the forecasted period. However, the high cost of personal care wipes and the presence of chemical content are hindering the market growth.

Product Type Insights

The personal care wipes bifurcated by product type into baby, facial & cosmetic, hand & body, flushable, and others. In 2018, baby wipes held the market share of more than 30.0% because of rapid urbanization developing countries of Asia Pacific and Africa. However, pricing of the product remain a key element for companies to be competitive in market.

The facial and hand & body segment has largest share after baby wipes and are expected to grow at a fastest rate during, 2019 to 2025, followed by flushable and others. These wipes include wet, hygienic and fragrance flavors.

Distribution Channel Insights

The distribution channels are bifurcated into convenience supermarket and hypermarket, stores and online. The convenience stores channel held the largest share, in 2018. Owing to increasing penetration of internet and digital network, E-commerce segment is projected to grow at fastest rate during the forecasted period, from 2019 to 2025.

Global Personal Care Wipes market

Beside online channel, consumer prefer buying the product from supermarkets and convenience stores because of easy availability. In the emerging countries, such China and India online sector is growing rapidly with increasing disposable income of people.

Regional Insights

In 2018, North America accounted for largest share in the global market due to rising demand from households as a result of hygiene benefits associated with the product. The U.S. held the highest market share of 61.0%, in 2018. In addition, water scarcity in regions of U.S. is influencing consumers to opt for wipes in restaurants, hotels applications.  

The Europe is estimated to grow at a highest CAGR of 7.1% during the forecast period, from 2019 to 2025. Owing to high demand for herbal wipes, and other specialized wipes the market is expected to have fastest market growth. Growing beauty concerns among both males and females and increasing air pollution are driving the growth personal care wipes market.  

Personal Care Wipes Market Share Insights

Leading players in the market include Medline Industries, Edana, Diamond Wipes, Edgewell Personal Care Company, and Procter & Gamble Company.  Some of the players are Pluswipes, Rockline Industries and Honest Company. The industry possesses high to moderate barriers owing to the growing innovations in product. Top players in the market are also focusing on expanding their distribution network in order to generate high revenue.

Report Scope



Base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Million & CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America & Middle East & Africa

Country scope

U.S., Germany, China, Brazil, and South Africa.

Report coverage             

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

15% free customization scope (equivalent to 5 analyst working days)

If you need specific information, which is not currently within the scope of the report, we will provide it to you as a part of customization

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis on the latest industry trends and opportunities in each of the sub-segments from 2015 to 2025. For the purpose of this study, Million Insights has segmented the global personal care wipes market report on the basis of product type, constituent, distribution channel, and region:

• Product Type Outlook (Revenue, USD Billion, 2015 - 2025)
    • Baby
    • Facial & Cosmetic
    • Hand & Body
    • Flushable
    • Others

• Distribution Channel Outlook (Revenue, USD Billion, 2015 - 2025)
    • Supermarket/Hypermarket
    • Convenience Stores
    • Pharmacy
    • E-commerce
    • Others

• Regional Outlook (Revenue, USD Billion, 2015 -2025)
    • North America
        • U.S.
    • Europe
         • Germany
    • Asia Pacific
        • China
    • Central & South America
        • Brazil
    • Middle East & Africa (MEA)
        • South Africa

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