Global Baby Wipes Market Size, Share, Opportunities, COVID 19 Impact, And Trends By Type (Dry Wipes, Wet Wipes), By Sales Channel (Online, Offline) And By Geography - Forecasts From 2022 To 2027

Published:  Jun 2022 Report Code: KSI061613749 Pages: 120

Global Baby Wipes Market is estimated to grow at a CAGR of 2.18% to reach a market value of US$11.142 billion by 2027 from US$9.578 billion in 2020. Baby wipes are disposable wipes that are used to clean the delicate and sensitive skin of babies.

Rising disposable incomes and living standards have increased the demand for various baby care products across the globe. Rapid urbanization in developing economies such as China, India, Brazil, and Mexico, supported by the emerging trend toward the health and hygiene of babies, is also augmenting the demand for baby wipes. The increasing number of working women is also escalating the popularity of baby care products, which also include baby wipes.

 International organizations such as WHO (World Health Organization), NGOs, and governments are also creating awareness among people about infant child health practices and the benefits of using baby care products, thus fuelling the demand for baby wipes as well. The ever-growing global e-commerce industry is also a major factor in driving the market growth of baby wipes globally. The busy lifestyle of people is encouraging them to buy baby care products via online stores, which results in saving time, effort, and money, thereby spurring the market growth of baby wipes.

Global market players are using different innovative techniques in order to make baby wipes made from biodegradable materials, thus providing a great opportunity for the further expansion of the global baby wipes market in the coming years. There has been a rise in product innovation and a shift towards baby wipes made of organic raw materials. Moreover, growing awareness among consumers about the harmful impact of certain raw materials on their baby’s health as well as on the environment is also encouraging manufacturers to diversify their product portfolio with baby wipes made from natural raw materials. Many vendors are also focusing on purified water-based baby wipes as studies by several health organizations and health experts have advocated that cleaning with pure water is safer and also reduces the chances of irritation, allergy, and redness as babies have very delicate and sensitive skin.

However, growing environmental concerns regarding the disposal of baby wipes made of plastic and other polymers are currently hindering the global market growth of baby wipes. Also, the growing geriatric population in developed economies is further restraining the market growth of baby wipes. According to the United States Census Bureau, all baby boomers will be older than age 65 by 2030, expanding the size of the older population such that 1 in every 5 residents will be at retirement age.  

The global baby wipes market has been segmented on the basis of type, sales channel, and geography. By type, the global baby wipes market has been segmented into dry wipes and wet wipes. The global baby wipes market has also been segmented by sales channels such as online and offline.

The Online sales channel segment is expected to grow at a substantial CAGR during the forecast period

By the sales channel, the offline segment accounted for the major market share in 2019 and will remain at its position till the end of the forecast period. This dominance is attributed to the consumers’ preference to buy baby wipes and other baby care products from supermarkets and hypermarkets, all under the same roof. The online segment, however, will witness a higher CAGR during the forecast period.  The growing working female population makes it convenient and time-saving to shop via online stores, which is boosting the growth of this segment.

The Asia Pacific to witness the fastest regional market growth

Geographically, the global baby wipes market has been segmented into North America, South America, Europe, the Middle East, Africa, and the Asia Pacific. The Asia Pacific regional market for baby wipes is poised to grow at the highest CAGR during the forecast period. Rising purchasing power and living standards in countries like India and China, along with a high birth rate, have resulted in an increased expenditure per child which, in turn, is significantly driving the demand for baby wipes in this region.

Rising awareness about hygienic baby care products and practices is leading to greater adoption of baby wipes across this region. Favourable policies in India, such as the “Child Health Goal” under the “National Health Policy” are also contributing to the rising awareness about infant hygiene and health, thereby spurring the market growth of baby wipes. The lifting of the one-child policy in China due to growing concerns about the ageing population and declining workforce has further fueled the demand for baby wipes in the country, thus positively impacting the overall growth of this regional market. The presence of global market players including PIGEON, Johnson and Johnson, and Procter and Gamble also supports the market growth of baby wipes in the APAC region.

Recent Developments:

  • July 2021: According to a press release by Unicharm Corp, Unicharm Corporation will be releasing "Mamy Poko Premium Baby Wipes" in Taiwan and Greater China. By using an organic cotton compound sheet that has been certified STANDARD100 by "OEKO-TEX®," a proof of the world's highest safety standard, and obtaining "FSC Certification," a proof of using fabrics properly managed by the International Forest Stewardship Organization, the new product addresses both safety and the environment.
  • May 2021: According to a news release by VelocelTM, Coterie has introduced a new baby wipe that is made entirely of plant-based, biodegradable, and compostable materials. The Coterie Wipes, made entirely of water and designed in collaboration with the VEOCELTM brand, are environmentally friendly and up to 30% larger, than other baby wipes in the US market.
  • January 2021: According to an article by water wipes, WaterWipes are now 100 percent biodegradable and plant-based. The new wipes, which will be available in the UK and Ireland from the end of January 2021, will continue to be created with only two ingredients: 99.9% ultra-pure water and a drop of fruit essence.
  • December 2019: TWipes launched its new subscription platform. These wipes are dermatologically tested, chemical-free biodegradable wet wipes, and are safe for use as baby wipes.

Competitive Insights

Prominent key market players in the global baby wipes market include Procter & Gamble, Prenatal S.p.A., Himalaya Wellness Company, Unicharm Corporation, American Hygienics Corporation, Rockline (United Kingdom), Johnson & Johnson Private Limited, Codi Group, Farlin-Global, Pigeon India, KCWW (Kimberley-Clark). These companies hold a noteworthy share of the market on account of their good brand image and product offerings. Major players in the global baby wipes market have been covered along with their relative competitive positions and strategies. The report also mentions recent deals and investments by different market players over the last two years.

Impact of the COVID-19 pandemic on Baby Wipes Market

The COVID-19 pandemic led to a massive global economical collapse. Major industries faced significant losses due to slowdowns caused by strict lockdown regulations. Strict distancing protocols resulted in panic buying of essential commodities among people. This had a positive impact on the baby wipes market, as consumers started to hoard baby wipe products, in fear of scarcity. The pandemic resulted in the disruption of major supply and production lines, due to which the industry faced a slight slowdown, due to an imbalance in supply and demand. However, the market quickly rebounded, as governments started to implement better and more efficient measures to ensure the supply of essentials. Moreover, as most countries have started to lift their lockdown protocols, the market is anticipated to grow significantly in the forecasted period. Furthermore, the growing e-commerce sector has also propelled the market demand for the baby wipes market.

Global Baby Wipes Market Scope:

Report Metric Details
 Market size value in 2020  US$9.578 billion
 Market size value in 2027  US$11.142 billion
 Growth Rate  CAGR of 2.18% from 2020 to 2027
 Base year  2020
 Forecast period  2022–2027
 Forecast Unit (Value)  USD Billion
 Segments covered  Type, Sales Channel, And Geography
 Regions covered  North America, South America, Europe, Middle East and Africa, Asia Pacific
 Companies covered Procter & Gamble, Prenatal S.p.A., Himalaya Wellness Company, Unicharm Corporation, American Hygienics Corporation, Rockline (United Kingdom), Johnson & Johnson Private Limited, Codi Group, Farlin-Global, Pigeon India, KCWW (Kimberley-Clark)
 Customization scope  Free report customization with purchase



  • By Type
    • Dry Wipes
    • Wet Wipes
  • By Sales Channel
    • Online
    • Offline
  • By Geography
    • North America
      • USA
      • Canada
      • Mexico
    • South America
      • Brazil
      • Argentina
      • Others
    • Europe
      • UK
      • Germany
      • France
      • Spain
      • Italy
      • Others
    • Middle East and Africa
      • Saudi Arabia
      • UAE
      • Israel
      • Others
    • Asia Pacific
      • China
      • Japan
      • India
      • South Korea
      • Taiwan
      • Thailand
      • Indonesia
      • Others

Frequently Asked Questions (FAQs)

Q1. What will be the baby wipes market size by 2027?
A1. The baby wipes market is estimated to reach a market size of US$11.142 billion by 2027. 

Q2. What is the size of the global baby wipes market?
A2. Baby Wipes Market was valued at US$9.578 billion in 2020. 

Q3. What are the growth prospects for the baby wipes market?
A3. The global baby wipes market is estimated to grow at a CAGR of 2.18% over the forecast period. 

Q4. Which region holds the maximum market share of the baby wipes market?
A4. The Asia Pacific regional market for baby wipes is poised to grow at the highest CAGR during the forecast period.

Q5. What factors are anticipated to drive the baby wipes market growth?
A5. Rising disposable incomes and living standards have increased the demand for various baby care products across the globe.

1. Introduction
1.1. Market Definition
1.2. Market Segmentation

2. Research Methodology
2.1. Research Data
2.2. Assumptions

3. Executive Summary
3.1. Research Highlights

4. Market Dynamics
4.1. Market Drivers
4.2. Market Restraints
4.3. Porters Five Forces Analysis
4.3.1. Bargaining Power of Suppliers
4.3.2. Bargaining Power of Buyers
4.3.3. Threat of New Entrants
4.3.4. Threat of Substitutes
4.3.5. Competitive Rivalry in the Industry
4.4. Industry Value Chain Analysis

5. Global Baby Wipes Market Analysis, By Type
5.1. Introduction
5.2. Dry Wipes
5.3. Wet Wipes

6. Global Baby Wipes Market Analysis, By Sales Channel
6.1. Introduction
6.2. Online
6.3. Offline

7. Global Baby Wipes Market Analysis, By Geography
7.1. Introduction
7.2. North America
7.2.1. USA
7.2.2. Canada
7.2.3. Mexico
7.3. South America
7.3.1. Brazil
7.3.2. Argentina
7.3.3. Others
7.4. Europe
7.4.1. UK
7.4.2. Germany
7.4.3. France
7.4.4. Spain
7.4.5. Italy
7.4.6. Others
7.5. Middle East and Africa
7.5.1. Saudi Arabia
7.5.2. UAE
7.5.3. Israel
7.5.4. Others
7.6. Asia Pacific
7.6.1. China
7.6.2. Japan
7.6.3. India
7.6.4. South Korea
7.6.5. Taiwan
7.6.6. Thailand
7.6.7. Indonesia
7.6.8. Others

8. Competitive Environment and Analysis
8.1. Major Players and Strategy Analysis
8.2. Emerging Players and Market Lucrativeness
8.3. Mergers, Acquisitions, Agreements, and Collaborations
8.4. Vendor Competitiveness Matrix

9. Company Profiles
9.1. Procter & Gamble
9.2. Prenatal S.p.A.
9.3. Himalaya Wellness Company
9.4. Unicharm Corporation
9.5. American Hygienics Corporation
9.6. Rockline (United Kingdom)
9.7. Johnson & Johnson Private Limited
9.8. Codi Group
9.9. Farlin-Global
9.10. Pigeon India
9.11. KCWW (Kimberley-Clark)


Procter & Gamble

Prenatal S.p.A.

Himalaya Wellness Company

Unicharm Corporation

American Hygienics Corporation

Rockline (United Kingdom)

Johnson & Johnson Private Limited

Codi Group


Pigeon India

KCWW (Kimberley-Clark)


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