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Household Care Wipes Market

Market Study on Household Care Wipes: With Growing Emphasis on Hygiene and Convenience in Household Settings, PMR Indicates a Plethora of Opportunities for Household Care Wipes Manufacturers in the Years to Come

A Detailed Analysis of the Household Care Wipes Market Based on Increased Emphasis on Health and Hygiene, Coupled with Increasing Sophistication of Consumer Lifestyle

Household Care Wipes Market

The global household care wipes market is forecasted to expand at a CAGR of 6.7% and thereby increase from a value of US$5 Bn in 2023, to US$7.9 Bn by the end of 2030.


Key Insights

Household Care Wipes Market Size (2023E)

US$5.0 Bn

Projected Market Value (2030F)

US$7.9 Bn

Global Market Growth Rate (CAGR 2023 to 2030)


Historical Market Growth Rate (CAGR 2018 to 2022)


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Market Introduction and Definition

Household care wipes are multifunctional hygiene and cleansing products that are constructed to be utilized easily in a variety of domestic environments. Pre-moistened with cleaning solutions, which may contain fragrances, disinfectants, and other specialized formulations, these wipes are commonly available in this form. These devices are frequently employed to clean palms, appliances, and surfaces rapidly and effectively, providing a practical substitute for conventional cleaning techniques.

Household care wipes are highly regarded for their time-efficient characteristics, user-friendly nature, and efficacy in upholding a hygienic and sanitary domestic milieu. The market for household care products is currently undergoing substantial expansion, propelled by the growing awareness and concern for sanitation and hygiene. The growing recognition of the importance of hygiene and health has prompted consumers to seek out more convenient cleaning methods, which has resulted in an increased need for household care wipes.

The market exhibits a wide range of product offerings, encompassing specialty wipes, multi-surface wipes, and antibacterial wipes, to accommodate the varied requirements and preferences of consumers. Constant innovation on the part of manufacturers to satisfy changing consumer demands for convenient and efficient cleaning products is an additional factor driving the expansion of the household care wipes market.

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Market Growth Drivers

Growing Emphasis on Health and Hygiene

The growing recognition and prioritization of health and hygiene, particularly in the light of worldwide health issues and pandemics, constitute a significant catalyst for the household care wipes industry. The increasing proactivity of consumers in upholding a hygienic and sanitary living environment has resulted in a heightened need for cleaning solutions that are both convenient and productive.

Household care wipes provide a convenient and practical solution for addressing hygiene concerns through the provision of a readily usable option that disinfects surfaces and ensures sanitation in a variety of household areas. The increased emphasis on environmental and personal health is anticipated to sustain the demand for household care wipes, which are a crucial element in daily cleaning regimens.

The contemporary way of life, which is marked by hectic schedules and limited time availability, has resulted in an increased need for practical and time-efficient alternatives. This has additionally fuelled the expansion of the market for household care wipes. In an era when consumers are in search of effective substitutes for conventional cleaning techniques, household care wipes provide a rapid and efficient means of disinfecting and cleaning, eliminating the necessity for numerous cleaning products and implements.

The expeditious nature of these wipes accommodates the demands of individuals and households leading fast-paced lives, thereby fostering the growth of the market. The increasing prevalence of urbanization and fast-paced lifestyles is expected to maintain the significant influence of Household care wipes’ convenience in shaping the trajectory of the market.

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Market Restraints

Challenges in Sustainable Packaging, and Environmental Concerns

The household care wipes market is confronted with specific limitations despite their considerable potential. The potential hindrance to widespread adoption could be privacy concerns pertaining to the capture and storage of personal health data within vehicles. In addition, the integration of these systems, which necessitates the use of sophisticated software and sensors, can be prohibitively expensive for certain manufacturers and consumers. In addition, operational challenges may arise due to the potential for false alarms and the requirement for precise calibration.

Supply Chain Disruptions, and Raw Material Shortages

The susceptibility of the Household care wipes market to disruptions in the supply chain and shortages of raw materials is a significant obstacle. A complex global supply chain is required for the manufacture of tissues; disruptions in the procurement of raw materials may result in increased costs and manufacturing delays.

Natural disasters, geopolitical tensions, and global health crises are all instances that have the potential to affect the cost and accessibility of critical materials significantly. In order to ensure uninterrupted production, manufacturers of household care wipes must proactively confront these challenges by implementing strategic supply chain management, diversifying their supplier base, and formulating contingency plans that guarantee a consistent and dependable supply of raw materials.

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Technological Advancements, Product Innovation, and e-Commerce Expansion

The exponential rate at which technological advancements transpire offers a substantial opportunity for the market of household care wipes. Material, formulation, and manufacturing process advancements enable the production of wipes with enhanced cleaning properties, extended shelf-life, and enhanced environmental benevolence.

By incorporating intelligent technologies, such as Internet of Things (IoT)-enabled packaging solutions and antimicrobial agents, products can be further distinguished and adapted to changing consumer preferences. By capitalizing on these technological prospects, organizations can maintain a competitive edge, satisfy expanding consumer demands, and enter untapped market sectors, thereby stimulating expansion and diversification in the household care wipes sector.

Moreover, the burgeoning e-commerce industry presents a potentially fruitful avenue for the market of household care wipes. The expanded global consumer base that online platforms afford manufacturers is a result of their convenience and accessibility. By forming strategic alliances with prominent e-commerce platforms and establishing direct-to-consumer channels, businesses can optimize their distribution processes and increase the visibility of their products.

Furthermore, the growing prevalence of online purchasing for critical household items, in conjunction with the convenience of comparing products and reading customer feedback, presents a favourable circumstance for manufacturers of household care wipes to exploit digital platforms for marketing, sales, and brand establishment. This, in turn, contributes to the market's overall growth and prosperity.

Market Segmentation

Which is the Bestseller Category?

Cleaning or Disinfectant Wipes Top-selling with Heightened Emphasis on Cleanliness, Hygiene, and Health

The products segment is segmented into floor wipes, cleaning or disinfectant wipes, electrostatic wipes, mops, glass and furniture wipes, and others. The cleaning and disinfectant wipes segment of the household care wipes market is the largest. The increased focus on sanitation, hygiene, and well-being, especially in light of worldwide health issues, has stimulated the market demand for these wipes. The growth of this market segment is propelled by the fact that consumers value fast and effective cleaning solutions, and disinfectant wipes provide a practical and efficient method for sanitizing a variety of surfaces.

Conversely, the market for electrostatic cloths is expanding at the quickest rate. A major factor propelling the exponential expansion of this industry sector is the expanding utilization of sophisticated cleaning technologies, such as electrostatic cloths, which efficiently attract and capture dust and contaminants. The increasing demand for novel and effective cleaning products by consumers has led to the expansion of the electrostatic wipes market and their burgeoning popularity.

Which is the Largest Revenue Contributing Sales Channel?

Extensive Revenue Comes from Hypermarkets and Supermarkets as Consumer Find them Convenient for One-stop Shopping

The sales channel segment is bifurcated into hypermarkets and supermarkets, specialty stores, multi-brand stores, online stores, and independent small stores. The segment comprising hypermarkets and supermarkets is the greatest sales channel for household care wipes. The convenience of one-stop purchasing bolsters their popularity, an extensive product selection and enticing promotions offered by these retail titans. Consumer preference for the convenience and opportunities for volume purchases provided by hypermarkets and supermarkets is the primary factor propelling this segment's substantial market share.

However, the online retail sector is experiencing the most rapid expansion within the industry. The proliferating online purchasing phenomenon, propelled by its convenience, extensive product assortment, and doorstep delivery simplicity, contributes significantly to the accelerated expansion of this sector. The appeal of online platforms to consumers, particularly in the digital age, for procuring household care wipes has resulted in the significant growth of the online store segment of the market.

Top Regional Markets

North America Expects Large Gains from a Robust Retail Sector

The household wipes market is dominated by North America, which is attributed to several factors, including an increased emphasis on hygiene, a thriving retail industry, and a firmly established preference for convenience. The preference of consumers in the region for effective cleaning solutions has played a significant role in the extensive utilization of household care wipes.

In addition, a high level of consumer awareness, the presence of key market participants, and ongoing product innovations all contribute to the expansion of the household care wipes market in North America.

Market in South Asia, and Oceania to Flourish in the Light of Growing Significance of Sanitation Practices

South Asia, and Oceania are identified as the household wipes market's fastest-growing regions. This expansion is propelled by a multitude of factors, including a rising disposable income, an expanding population, and an increased awareness of sanitation practices.

In conjunction with global hygiene trends, the demand for time-efficient and convenient cleaning products in both urban and suburban regions drives the substantial growth of the household care wipes market in South Asia, and Oceania. The dynamic market segment's rapid growth can be attributed to the transforming consumer preferences and lifestyle changes occurring in the region.

Analyst’s Viewpoint

Household care wipes are anticipated to have a bright future on a global scale, as the ongoing emphasis on sanitation, hygiene, and convenience provides market intelligence. As consumer awareness of health and sanitation continues to rise, it is anticipated that they will persist in their pursuit of time-efficient and effective cleaning solutions, thereby maintaining the demand for household care wipes.

Technological advancements, including formulation and packaging innovations, are anticipated to have a significant impact on the market environment. Moreover, the market is positioned for geographical expansion as developing lifestyles and increasing disposable incomes propel growth in emergent regions at an accelerated rate. A shift toward environmentally favorable alternatives may be prompted by sustainability concerns, which may impact product development and marketing strategies.

It is anticipated that e-commerce will emerge as a substantial sales channel, granting manufacturers the chance to engage with a wider range of consumers. With the market adapting to evolving consumer preferences and embracing novel approaches, the Household care wipes market exhibits signs of vitality and considerable promise.

Supply-side Dynamics

Numerous dynamic factors impact the household care wipes market on the supply side. The procurement of raw materials is a crucial component, as manufacturers proactively pursue dependable suppliers for cleansing agents, packaging materials, and non-woven fabrics. The importance of supply chain resilience increases significantly, particularly when global events impact critical components' availability and costs. Risk management strategies, procurement channel diversification, and strategic partnerships with suppliers are common practices employed by manufacturers to mitigate the effects of potential disruptions.

Furthermore, production processes and technology exert significant influence on the dynamics of the supply side alongside basic materials. Ongoing advancements in manufacturing methods and formulations facilitate the development of wipes that possess improved efficacy in cleansing and environmentally sustainable characteristics.

Inseparable elements of the supply chain, regulatory compliance and quality assurance exert an impact by compelling manufacturers to adhere to certifications and standards that guarantee the efficacy and safety of their products. The supply-side dynamics of Household care wipes will continue to be influenced by technological advancements, sustainability concerns, and the continuous pursuit of efficiency and quality as the market develops.

Competitive Intelligence and Business Strategy

In pursuit of market share, the household care wipes industry is marked by a competitive landscape comprised of both established and new entrants. In order to fortify their positions, major market participants concentrate on product innovation, strategic partnerships, and mergers and acquisitions.

Well-established brands frequently sustain a competitive advantage by utilizing their vast distribution networks and widespread brand recognition. These corporations allocate resources towards research and development in order to introduce novel formulations, materials, and packaging advancements that correspond to changing consumer tastes, sustainability developments, and technological progress. In addition, by forming strategic alliances with retailers and e-commerce platforms, these entities are able to increase the visibility and accessibility of their products.

Additionally, niche actors and startups emerge on the market, which contributes to heightened competition and encourages innovation. These newcomers frequently launch environmentally favorable or specialized products, taking advantage of particular consumer needs. With the global expansion of the household care wipes market, regional participants emerge as significant actors by addressing local preferences and regulatory obligations.

A variety of determinants influence the dynamic competitive environment, including pricing, quality, and the capacity to adjust to shifting market conditions. In general, the market for household care wipes is characterized by fierce competition, which compels businesses to consistently adapt and distinguish their products in order to satisfy the varied demands of consumers.

Key Recent Developments

New Product Launch

The Cheeky Panda, a manufacturer of bamboo fiber tissue, will introduce a "new and improved" formulation of its biodegradable anti-bacterial multi-surface cleaning wipes in February 2023. The Cheeky Panda asserts that the wipes are free of fragrance, fertilizers, pesticides, and chlorine bleach, are formulated with purified water and cleansing agents derived from plants, and are effective against viruses and bacteria, including Poliovirus, Norovirus, and Influenza A. Additionally, the manufacturer stated that the product has undergone vegan and dermatological testing and has never been subjected to animal testing.

Market Impact: Enhanced biodegradable anti-bacterial multi-surface cleaning wipes by The Cheeky Panda reflect a developing trend in the market for household care wipes toward effective and environmentally friendly cleaning solutions. The company's focus on biodegradability, utilization of plant-derived ingredients, and adherence to cruelty-free and vegan practices are in accordance with the ethical and sustainable product preferences of consumers. This innovation has the potential to enhance market demand for household care products that prioritize health and environmental sustainability.

(Source: Wholesale Manager)

Lysol Pro Solutions, a science-driven business-to-business offering from Reckitt, introduced Lysol® Disinfecting Wipes in an 800-count container in October 2022. These wipes are a high-capacity solution designed to disinfect large volumes of material effectively. The implementation of an 800-count wipes format will empower cleaning teams to meet increased hygiene expectations, facilitate cost savings for businesses, maximize resource utilization, and contribute to the reduction of packaging waste.

Market Impact: The introduction by Reckitt of the 800-count container of Lysol® Disinfecting Wipes for business-to-business use represents a transition towards catering to the demands of disinfection in large quantities. This innovation serves institutional and commercial environments, demonstrating a market trend toward specialized applications. The prioritization of cost reduction, resource efficiency, and diminished packaging waste is consistent with sustainability considerations. It may potentially inspire analogous environmentally conscious endeavors in the wider market for domestic care wipes.

(Source: Reckitt)

Hindustan Unilever is introducing a novel brand called Nature Protect, which will encompass more than twenty-one hygiene products. This initiative is a component of the company's broader plan to introduce plant-based products in response to the COVID-19 pandemic.

Market Impact: This endeavor further enhances the range of plant-based household care alternatives, suggesting an increasing inclination among consumers towards sustainable and organic alternatives within the wider market for household care wipes.

(Source: Hindustan Unilever)

Household Care Wipes Market Report Scope



Forecast Period

2023 to 2030

Historical Data Available for

2018 to 2022

Market Analysis

US$ Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • South Asia & Pacific
  • East Asia
  • The Middle East & Africa

Key Countries Covered

  • United States
  • Canada
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • South Africa

Key Market Segments Covered

  • Products
  • Sales Channel
  • Region

Key Companies Profiled

  • Edana
  • Diamond Wipes International Inc.
  • Medline Industries
  • The Honest Company, Inc.
  • Procter and Gamble Co.
  • Edgewell Personal Care Co.
  • Johnson & Johnson Services, Inc
  • Pluswipes
  • Rockline Industries
  • KCWW

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives

Customization & Pricing

Available upon request

Household Care Wipes Market Research Segmentation

By Products:

  • Floor Wipes
  • Cleaning or Disinfectant wipes
  • Electrostatic wipes
  • Mops
  • Glass & furniture wipes
  • Others

By Sales Channel:

  • Hypermarket & Supermarket
  • Speciality Stores
  • Multi-brand Stores
  • Online stores
  • Independent Small Stores

By Region:

  • North America
  • Europe
  • East Asia
  • South Asia & Oceania
  • Latin America
  • Middle East & Africa

- Companies Covered in This Report -

  1. Edana
  2. Diamond Wipes International Inc.
  3. Medline Industries
  4. The Honest Company, Inc.
  5. Procter and Gamble Co.
  6. Edgewell Personal Care Co.
  7. Johnson & Johnson Services, Inc
  8. Pluswipes
  9. Rockline Industries
  10. KCWW

- Frequently Asked Questions -

The market is anticipated to grow at a CAGR of 6.7% during the projected period.

The household care wipes market was valued at US$5 Bn as of 2023.

As of 2023, the US holds the largest revenue share of the household care wipes market.

The hypermarkets and supermarkets segment is expected to grow at the fastest rate during the forecast period.

Some of the prominent players in the market include Edana, Diamond Wipes International Inc., Medline Industries, The Honest Company, Inc., Procter and Gamble Co., Edgewell Personal Care Co., Johnson & Johnson Services, Inc., Pluswipes, Rockline Industries, and KCWW.

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