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Baby Wipes Market

Market Study on Baby Wipes: Sales of Wet Wipes to Bring in Higher Profits

Baby Wipes Market Segmented By Baby Dry Wipes, Baby Wet Wipes Product with Conventional, Organic Baby Wipes Nature with Scented, Unscented Baby Wipes

Baby Wipes Market Outlook (2022-2032)

The global baby wipes market is projected to expand at 5.7% CAGR and reach US$ 9.9 Bn by 2032, up from a market valuation of US$ 5.4 Bn in 2021.

Worldwide baby wipe consumption accounts for 6%-8% share in the global baby care market at present.

Attribute Key Insights

Baby Wipes Market Size (2021)

US$ 5.4 Bn

Projected Sales of Baby Wipes (2032)

US$ 9.9 Bn

Market CAGR (2022 to 2032)


Market Share of Top 5 Baby Wipe Manufacturers

10% to 15%

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Demand Analysis of Baby Wipes from 2017 to 2021 Vs Market Projections for 2022 to 2032

From 2017 to 2021, use of baby wipes increased at a high rate, with the U.S., China, Germany, and U.K. holding significant shares in the global market.

Rising parents’ awareness about sanitation and safety is expected to boost demand for baby wipes in the near future. The most prevalent carriers of illnesses are germs and bacteria. Rising customer expenditure on newborn hygiene products is likely to drive the popularity of baby wipes, globally.

According to the World Bank, inadequate nutrition and frequent illnesses in children can result in stunting or a reduction in growth and development. Stunting inhibits children's physical and mental development, and it has a long-term impact on their health and productivity.

As such, customers have turned conscious in case of hygiene and sanitation for their newborns.

Overall, over the next ten years, baby wipe consumption is projected to increase faster than the historical years, at a CAGR of approximately ~5.7% through 2032.


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Will Increasing Focus on Baby Skincare Aid Baby Wipes Industry Growth?

“New Parents More Conscious of Their Baby’s Skin”

The infant skincare trend is growing rapidly, and wet wipes for baby personal care are among the most popular products in the regimen. Because newborn skin is so delicate, it must be carefully safeguarded from infections and skin problems.

Germicidal baby wet wipes are perfect for this, and they come suited for a number of skin types, allowing parents to choose the best wipes for their child.

Demand for disinfecting baby wipes is expected to surge over the next decade as infant skincare becomes increasingly prevalent. 

“Growing Emphasis on Baby Care Products & Solutions”

Consumers are becoming more interested in infant care products such as baby oils, baby food, and other such items in order to ensure their baby's well-being and avoid health problems.

Consumers, particularly in developed nations, are ready to pay a premium for such products, which include baby wipes. As a result, the baby wipes industry is predicted to develop steadily across the world.

“Sustainability Concept Driving Adoption of Biodegradable Wet Wipes”

The global baby wipes market is seeing substantial transformation in order to increase end-product performance and efficiency. Manufacturers are focusing on offering biodegradable sanitary products such as nappies, wet wipes, tissues, and toilet tissues to reduce their environmental impact.

  • For example, in 2020, Nature's One, a sustainable personal care products company, introduced high adsorption technology-induced superior baby diapers and wipes made from renewable resources.
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Country-wise Analysis

What Will Drive Baby Wipe Adoption in the United States?

“Growing Penetration of Child Care Facilities to Contribute to Market Growth”

North America is predicted to be one of the most attractive markets for baby wipes during the forecast period. In the region, the U.S. baby wipes market is expected to progress at a CAGR of 2.9%.

The country's newborns are prone to skin rashes, which is a typical problem. To keep infants' skin free of dangerous skin disorders, parents are encouraged to use baby wipes, which aid to keep the infant's body clean.

Furthermore, government's increased focus on childcare facilities is likely to boost the sales of baby wipes in the country.

Why is Demand for Baby Wipes Increasing across India?

“Indian Parents Turning More Health- & Hygiene-Conscious”

South Asia baby wipes sales are expected to register a CAGR of approximately 8.8% from 2022 to 2032, with India to progress at a notable CAGR of 10.1%.

Due to the country's growing health consciousness, India is predicted to be the most profitable market for baby wipes in the region. The country's population is becoming more conscious of baby care and hygiene, which is expected to fuel the baby wipes business.

How are Consumers in the U.K. Incorporating Baby Wipes?

“Consumption of Organic Wet Wipes to Increase”

The U.K. baby wipes market is expected to rise at an impressive growth rate of 5.2%. Customers demand natural and organic components in baby wipes because of the several benefits of utilizing organic products. Availability of organic baby wipes in a variety of natural scents is one of the key factors driving market growth.

Organic baby wipes made with plant and mineral elements are quickly gaining popularity among customers due to their natural scents that do not irritate or harm the skin, while keeping the users fresh. During the projected period, this will also help the sales of the organic baby wipes sector flourish.

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Category-wise Insights

Which Baby Wipe Product Holds Major Revenue Share?

“Baby Wet Wipes to Remain Top-Selling Category”

On the basis of product, baby wet wipes will continue to be the top-selling product in the market and rise at a CAGR of 6.7%. Wet baby wipes are used to clean a baby's bottom when he or she is wearing a diaper for a long time.

Furthermore, due to modern-day parents' hectic lifestyle habits, lack of time is expected to drive category expansion. Companies have established product lines in this category in response to shifting consumer demand for wet baby wipes.

  • In February 2019, Johnson & Johnson released baby skincare wet wipes with improved fiber technology, which act like a sponge to remove dirt and pollutants.

What Kind of Baby Wipes is Expected to See Higher Demand Growth?

“Natural and Organic Baby Wipes to Reflect Significant Growth”

In terms of nature, preference for organic baby wipes is expected to rise at impressive CAGR of 6.9%. Concerns about the risks of chemicals such as parabens and sulphates are expected to drive demand for organic baby care products.

In addition, rising prevalence of skin diseases is driving customers to purchase organic baby wipes.

Will Scented Baby Wipes Register Notable Demand Growth?

“Scented Baby Wipes to Reflect High Growth Opportunities”

In terms of style, demand for scented baby wipes is expected to rise at impressive CAGR of 6.4%.

As market participants focus on offering scented baby wipes with a refreshing smell, parents are predicted to adopt scented wipes more in the near future.

  • For example, the UP & UP brand offers cucumber baby wipes that are huge, robust, and ultra-soft for newborn delicate skin. They are gentle enough to use on a baby's bottom, face, and hands because they are manufactured with pure water and no harsh irritants.

Such efforts on the part of baby wipe manufacturers are likely to slowly bring a shift in consumers’ product preferences.

Which Sales Channel Will Drive High Sales of Baby Wipes?

“Digital Space Accelerating the Pace & Power of Players”

On the basis of sales channel, the convenience offered by online platforms is likely to add impetus to market growth at a significant CAGR of 10.9%.

Expansion of this segment is expected to be fueled by rising Internet penetration and targeted marketing by businesses to cover all customer bases. Furthermore, with the COVID-19 pandemic, baby wipe makers have been compelled to improve their online web presence.

Impact of COVID-19 on Market

The onset of COVID-19 prompted the panic buying of personal hygiene products during the initial stages of the pandemic. However, economic distress led consumers toward mindful consumption.

As such, adoption of low-cost products such as economical baby wipes increased in comparison to high-priced specialty wipes. Furthermore, with baby wipes being offered in bulk, it made them one of the most popular choices for consumers.

Competition Landscape

Baby wipe suppliers are introducing new products across regions. This is being done due to rising competition across the landscape.

Established companies are resorting to collaborations & partnerships and product innovation to have a strong influence on the market. 

Entering into new strategic alliances with other players and product suppliers to build a market presence will be an ongoing trend in this industry.

Baby Wipes Industry Report Scope

Attribute Details

Forecast Period


Historical Data Available for


Market Analysis

US$ Mn for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • MEA

Key Countries Covered

  • United States
  • Canada
  • Brazil
  • Mexico
  • Germany
  • U.K.
  • France
  • Spain
  • Italy
  • Russia
  • Benelux
  • South Africa
  • Northern Africa GCC Countries
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia & New Zealand

Key Market Segments Covered

  • Product
  • Nature
  • Style
  • Age Group
  • Sales Channel
  • Region

Key Companies Profiled

  • Johnson & Johnson Pvt Ltd
  • Procter & Gamble Co.
  • The Himalaya Drug Company
  • Cotton Babies Inc
  • Babisil Products Ltd
  • Unicharm Corporation
  • Kirkland
  • Medline Industries, LP
  • Hengan International Group Company Ltd


Available upon Request

Key Segments Covered in Baby Wipes Industry Research

Baby Wipes Market by Product:

  • Baby Dry Wipes
  • Baby Wet Wipes

Baby Wipes Market by Nature:

  • Conventional Baby Wipes
  • Organic Baby Wipes

Baby Wipes Market by Style:

  • Scented Baby Wipes
  • Unscented Baby Wipes

Baby Wipes Market by Age Group:

  • 0 to 5 Months
  • 5 to 8 Months
  • 9 to 24 Months
  • Above 24 Months

Baby Wipes Market by Sales Channel:

  • Wholesalers/Distributors
  • Hypermarkets/Supermarkets
  • Specialty Stores
  • Multi-brand Stores
  • Convenience Stores
  • Pharmacy/Drug Stores
  • Online Retailers
  • Other Sales Channels

Baby Wipes Market by Region:

  • North America Baby Wipes Market
  • Europe Baby Wipes Market
  • Latin America Baby Wipes Market
  • East Asia Baby Wipes Market
  • South Asia Baby Wipes Market
  • Oceania Baby Wipes Market
  • MEA Baby Wipes Market

- Companies Covered in This Report -

  • Johnson & Johnson Pvt Ltd
  • Procter & Gamble Company
  • The Himalaya Drug Company
  • Cotton Babies Inc
  • Babisil Products Ltd
  • Unicharm Corporation
  • Kirkland
  • Medline Industries, LP
  • Hengan International Group Company Ltd

- Frequently Asked Questions -

The global baby wipes market is expected to expand at a CAGR of around 5.7% and top a valuation of ~US$ 9.9 Bn by 2032.

The global baby wipes industry is currently valued at over ~US$ 5.4 Bn.

Top 6 manufacturers of baby wipes are Procter & Gamble Co., Johnson & Johnson Pvt Ltd, The Himalaya Drug Company, Cotton Babies Inc., Babisil Products Ltd, Unicharm Corporation together holding around 10% to 15% market share.

Growing significance of natural and organic baby wipes is expected to aid market expansion over the coming years.

Sales of baby wipes across North America are projected to increase at a CAGR of over 2.7% through 2032.

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