USD 5.9 billion
Baby Wipes Market Size, Share, and Growth Analysis
Baby Wipes Market By Type (Dry wipes, Wet wipes), By Packaging (Pouch/Box, Tubes/Tin), By Distribution Channel (Hypermarkets & Supermarkets, Pharmacy), By Region - Industry Forecast 2025-2032
Report ID:
SQMIG30L2278 |
Region:
Global |
Published Date: January, 2025
Pages:
181
|Tables:
63
|Figures:
69
Format -
Baby Wipes Market Insights
Global Baby Wipes Market size was valued at USD 5.9 billion in 2023 and is poised to grow from USD 6.2 billion in 2024 to USD 9.23 billion by 2032, growing at a CAGR of 5.1% during the forecast period (2025-2032).
Growing emphasis on improving baby care and hygiene among parents around the world is projected to primarily drive the sales of baby wipes over the coming years. Increasing infant population on the back of rising birth rates in certain parts of the world is slated to create new opportunities for baby wipe suppliers going forward. High demand for convenience among parents and easy on the go uses capabilities of baby wipes are also boosting its demand on a global level. The launch of multiple new baby wipe products around the world with novel features and functionality is also slated to boost revenue generation for baby wipe companies in the long run. Increasing accessibility to a wide variety of baby wipe products and brands via e-commerce platforms is also slated to further promote the adoption of baby wipes among parents going forward. On the contrary, environmental concerns regarding waste, high costs of premium wipes, risk of skin irritation, and competition from traditional alternatives are slated to impede the global baby wipes market growth across the forecast period and beyond.
Market snapshot - 2025-2032
Global Market Size
Largest Segment
Dry Wipes
Fastest Growth
Wet Wipes
Growth Rate
5.1% CAGR
Global Baby Wipes Market ($ Bn)
Country Share for North America Region (%)
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Baby Wipes Market Segments Analysis
Global Baby Wipes Market is segmented by Type, Packaging, Distribution Channel and region. Based on Type, the market is segmented into Dry wipes and Wet wipes. Based on Packaging, the market is segmented into Pouch/Box and Tubes/Tin. Based on Distribution Channel, the market is segmented into Hypermarkets & Supermarkets, Pharmacy, Online Stores and Others. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.
Analysis by Product Type
Dry wipes are estimated to account for a prominent chunk of the global baby wipes market share in the future. Extensive use of dry wipes for a wide variety of applications such as cleaning, wiping, and general hygiene for babies is expected to bolster the dominance of this segment. Longer shelf life and high affordability are also key factors that push more parents to opt for dry wipes for their infants. Gentler feel for babies and reduced risk of skin irritation and rashes from dry wipes are also estimated to help this segment bring in more revenue than others in the long run.
On the other hand, the demand for wet wipes is slated to rise at a phenomenal CAGR across the study period. Ready to use and high convenience offered by wet wipes is boosting their popularity among parents around the world. High versatility and functionality of wet wipes from cleaning the baby from head to toe is also expected to help this segment generate new opportunities for baby wipes companies. Wet wipes are often enriched with gentle and moisturizing ingredients that help maintain the sensitivity of the skin of a baby without causing irritation or allergies. Growing availability of eco-friendly wet wipes is also estimated to boost revenue generation via this segment through 2032.
Analysis by Distribution Channel
Hypermarkets & supermarkets are estimated to spearhead the sales of baby wipes on a global level going forward. Availability of a wide variety of baby products for different needs under one roof is helping this segment emerge as a dominant one around the world. Availability of a wide variety of baby wipes to choose from along with frequent promotions and discounts are also helping hypermarkets and supermarkets bring in the most revenue for market players. Growing investments in the development of novel retail infrastructure across the world is also slated to offer new business scope for baby wipes companies focusing on this segment.
On the other hand, the demand for baby wipes via e-commerce is slated to rise at a robust pace in the future. Growing internet penetration around the world and the launch of multiple new e-commerce platforms are expected to help create new opportunities for baby wipe suppliers in the long run. Parents can utilize e-commerce platforms to compare brands and read reviews to make informed purchases for their babies, which is also slated to help boost market development via this segment. The rising preference of consumers to shop online and availability of quick deliveries via e-commerce companies are also slated to boost sales of baby wipes through this segment.
Global Baby Wipes Market By Product Type
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Baby Wipes Market Regional Insights
North America is expected to account for a major share of the global baby wipes industry in the future. Growing awareness regarding hygiene among parents, high demand for convenience products, and rising willingness to spend on premium baby care products are helping this region bring in the most revenue on a global level. The presence of a developed retail infrastructure coupled with the availability of a wide variety of baby wipes are slated to help cement the high share of this region. The United States and Canada are forecasted to emerge as the top markets for companies looking to make a mark in this region through 2032.
Asia Pacific is forecasted to emerge as the fastest growing regional baby wipes market over the coming years. Growing disposable income of people, rapid urbanization, and increasing awareness regarding baby care and hygiene among parents are helping generate new opportunities in this region. The rising influence of social media and attractive marketing strategies are also slated to have a positive impact on baby wipe demand in this region. China and India are slated to be the most opportune markets for baby wipe suppliers owing to the rapidly increasing population of these countries. Rising penetration of e-commerce is also slated to offer new business scope for market players in Asia Pacific.
Global Baby Wipes Market By Region
- Largest
- Fastest
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Baby Wipes Market Dynamics
Drivers
Growing Emphasis on Baby Hygiene and Care
- Awareness regarding the importance of hygiene in babies and growing efforts of parents to improve baby care are projected to bolster the global baby wipes market outlook in the future. Effective and convenient cleaning nature of baby wipes is making them a popular choice for maintaining hygiene among parents of babies around the world.
Rise in Infant Population
- The boom in birth rates in certain parts of the world has led to a major increase in infant population on a global level. Improved living standards and rising number of infants requiring proper care are slated to further boost the demand for baby wipes in the long run.
Restraints
Skin Irritation Risks
- The skin of babies is thinner and highly sensitive. Some baby wipes contain chemicals, fragrances, or preservatives that may cause skin irritation or allergies in infants. These issues of rashes and skin irritation could result in negative consumer reviews and thereby slow down the global baby wipes industry development through 2032.
Competition from Traditional Alternatives
- While baby wipes are quite popular around the world, they still face fierce competition from traditional alternatives such as water and cloth. This competition is especially fierce in developing countries where accessibility to baby wipes is quite limited and consumer spending potential is low as well.
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Baby Wipes Market Competitive Landscape
Baby wipe suppliers are expected to focus on utilizing natural and biodegradable fabrics and materials in their offerings to boost sales potential. Launching new baby wipes with added functionality can also help market players expand their business scope in the long run. Collaborations and creative marketing are also slated to be key strategies for baby wipe providers as per this global baby wipes market analysis.
Top Players in Baby Wipes Market
- Kimberly-Clark (USA)
- Unicharm (Japan)
- Essity (Sweden)
- Reckitt (UK)
- Hengan International (China)
- Natracare (UK)
- Procter & Gamble (USA)
- Johnson & Johnson (USA)
- The Honest Company (USA)
- WaterWipes (Ireland)
- Pigeon Corporation (Japan)
- Seventh Generation (USA)
- Nice-Pak Products (USA)
- Ontex Group (Belgium)
- Svenska Cellulosa Aktiebolaget (Sweden)
- Kao Corporation (Japan)
- MamyPoko (Japan)
- Babisil Products (China)
- Farlin Infant Products (Taiwan)
- Mustela (France)
Recent Developments
- In March 2024, Baby2Baby, a nonprofit organization and Huggies joined hands to provide diapers and wipes to mothers in need across the United States. Huggies is expected to triple the reach of Baby2Baby’s initiative via the Kimberly-Clark Foundation and help improve baby care in the country.
- In March 2022, WaterWipes, a company known for the purest baby wipes announced the launch of their new 100% biodegradable baby wipes. The company became the first brand in the United States to make all its products 100% biodegradable, plant-based, plastic-free and compostable to comply with sustainability trends.
- In June 2023, Ginni Filaments Ltd., a leading provider of nonwoven fabrics and textiles based in India announced the launch of new baby wipes. The new ultra-pure baby wipes are made from 99.9% water and are a first of its kind launch for the Indian market.
Baby Wipes Key Market Trends
- Incorporation of Sustainability: Baby wipe manufacturers should focus on incorporating sustainability in their offerings by utilizing eco-friendly and biodegradable materials to make baby wipes. Focusing on this baby wipes market trend requires companies to utilize plant-based and natural fibers instead of synthetic or chemical-based ones that are currently used extensively.
- Development of Multifunctional Wipes: Baby wipe providers should focus on the research and development of multifunctional wipes that feature added functionalities and features. Baby wipes enriched with moisturizers, vitamins, and aloe vera along with antimicrobial properties are slated to be highly popular among parents looking to get the best care for their children.
Baby Wipes Market SkyQuest Analysis
SkyQuest's ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Correlates, and Analyses the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research.
As per SkyQuest analysis, a rise in infant population and growing emphasis on baby care and hygiene around the world are projected to drive baby wipe sales over the coming years. However, competition from traditional alternatives and the risk of skin irritation and allergic reactions are expected to slow down market development in the future. North America is slated to emerge as the dominant market for baby wipe companies owing to high consumer spending potential and increasing willingness to spend on premium baby care products. The use of sustainable materials and development of products with multifunctional properties are slated to offer new business scope for all baby wipe providers.
| Report Metric | Details |
|---|---|
| Market size value in 2023 | USD 5.9 billion |
| Market size value in Wipe | USD 9.23 billion |
| Growth Rate | 5.1% |
| Base year | 2024 |
| Forecast period | 2025-2032 |
| Forecast Unit (Value) | USD Billion |
| Segments covered |
|
| Regions covered | North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA) |
| Companies covered |
|
| Customization scope | Free report customization with purchase. Customization includes:-
|
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Table Of Content
Executive Summary
Market overview
- Exhibit: Executive Summary – Chart on Market Overview
- Exhibit: Executive Summary – Data Table on Market Overview
- Exhibit: Executive Summary – Chart on Baby Wipes Market Characteristics
- Exhibit: Executive Summary – Chart on Market by Geography
- Exhibit: Executive Summary – Chart on Market Segmentation
- Exhibit: Executive Summary – Chart on Incremental Growth
- Exhibit: Executive Summary – Data Table on Incremental Growth
- Exhibit: Executive Summary – Chart on Vendor Market Positioning
Parent Market Analysis
Market overview
Market size
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- SWOT Analysis
KEY MARKET INSIGHTS
- Technology Analysis
- (Exhibit: Data Table: Name of technology and details)
- Pricing Analysis
- (Exhibit: Data Table: Name of technology and pricing details)
- Supply Chain Analysis
- (Exhibit: Detailed Supply Chain Presentation)
- Value Chain Analysis
- (Exhibit: Detailed Value Chain Presentation)
- Ecosystem Of the Market
- Exhibit: Parent Market Ecosystem Market Analysis
- Exhibit: Market Characteristics of Parent Market
- IP Analysis
- (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
- Trade Analysis
- (Exhibit: Data Table: Import and Export data details)
- Startup Analysis
- (Exhibit: Data Table: Emerging startups details)
- Raw Material Analysis
- (Exhibit: Data Table: Mapping of key raw materials)
- Innovation Matrix
- (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
- Pipeline product Analysis
- (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
- Macroeconomic Indicators
COVID IMPACT
- Introduction
- Impact On Economy—scenario Assessment
- Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
- Revised Market Size
- Exhibit: Data Table on Baby Wipes Market size and forecast 2021-2027 ($ million)
- Impact Of COVID On Key Segments
- Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
- COVID Strategies By Company
- Exhibit: Analysis on key strategies adopted by companies
MARKET DYNAMICS & OUTLOOK
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- Regulatory Landscape
- Exhibit: Data Table on regulation from different region
- SWOT Analysis
- Porters Analysis
- Competitive rivalry
- Exhibit: Competitive rivalry Impact of key factors, 2021
- Threat of substitute products
- Exhibit: Threat of Substitute Products Impact of key factors, 2021
- Bargaining power of buyers
- Exhibit: buyers bargaining power Impact of key factors, 2021
- Threat of new entrants
- Exhibit: Threat of new entrants Impact of key factors, 2021
- Bargaining power of suppliers
- Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
- Competitive rivalry
- Skyquest special insights on future disruptions
- Political Impact
- Economic impact
- Social Impact
- Technical Impact
- Environmental Impact
- Legal Impact
Market Size by Region
- Chart on Market share by geography 2021-2027 (%)
- Data Table on Market share by geography 2021-2027(%)
- North America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- USA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Canada
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Europe
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Germany
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Spain
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- France
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- UK
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Europe
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Asia Pacific
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- China
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- India
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Japan
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Korea
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Asia Pacific
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Latin America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Brazil
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of South America
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Middle East & Africa (MEA)
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- GCC Countries
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Africa
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of MEA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
KEY COMPANY PROFILES
- Competitive Landscape
- Total number of companies covered
- Exhibit: companies covered in the report, 2021
- Top companies market positioning
- Exhibit: company positioning matrix, 2021
- Top companies market Share
- Exhibit: Pie chart analysis on company market share, 2021(%)
- Total number of companies covered
Methodology
For the Baby Wipes Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:
1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.
2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Baby Wipes Market.
3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.
4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.
Analyst Support
Customization Options
With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Baby Wipes Market:
Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.
Regional Analysis: Further analysis of the Baby Wipes Market for additional countries.
Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.
Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.
Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.
Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.
Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.
Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.
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