Baby Wipes Market Size, Share & Trends Analysis Report By Product (Dry Wipes, Wet Wipes), By Distribution Channel (Hypermarkets & Supermarkets, E-commerce), By Region, And Segment Forecasts, 2020 - 2027

Report Overview

The global baby wipes market size was valued at USD 4.6 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 5.2% from 2020 to 2027. Rising consumer expenditure on baby care products and the growing per capita income of women's workforce are the key factors fueling the market growth around the globe. In 2018, the National Retail Federation, U.S. reported that 69% of parents earn more than the national median income of USD 59,000 a year and 80% of millennials with children are in their 30s and prefer spending on quality baby products, thus leading to rise in consumer expenditure on baby care products and adoption of quality baby care products. Millennial parents are concerned about the baby’s sensitive skin, especially the diaper area. Therefore, to avoid rashes, they prefer using baby wipes because of the associated benefits, such as improved absorbent fabrics, which help in cleaning and reducing bacteria on the baby's skin, and reduced risk of infection and skin irritation.

With millennial parents getting educated about organic, sustainable, and natural wipes, manufacturers are compelled to develop products suiting the need of customers. In addition, some of the manufacturers are considering consumer preferences as an opportunity and have started developing innovative biodegradable, eco-friendly, and sustainable products, influenced by government regulations. For instance, BumBoosa Bamboo Baby Wipes are a USDA (United States Department of Agriculture) certified biobased product. The USDA defines biobased products as those whose main ingredients are derived from renewable plant, animal, marine, or forestry materials. Bumboosa launched bamboo wipes for babies with botanical ingredients, keeping in mind the changing consumer preference toward organic and sustainable products.

Shifting consumers’ preference toward eco-friendly and biodegradable baby wipes, which are alcohol-free, and do not contain synthetic fragrances, artificial colors, or harsh chemicals has been encouraging the manufacturers to produce wipes with more natural ingredients. For example, the earth-friendly baby wipes company manufactures earth-friendly aloe vera wipes, which are popular among green consumers and reviewed as super soothing and gentle for newborn babies because of ingredients, such as aloe vera, chamomile, and calendula extracts, which keep the skin healthy and nourished. 

The industry is witnessing a major rise in investment to boost manufacturing capacities across the globe. For instance, in May 2019, Kimberly-Clark, a U.S.-based personal care company, invested in its manufacturing facility in Tuas, Singapore with over USD 25 Million, which aims to double export volume and value capacity by the end of 2022. The company will use its funds to provide value addition to its Huggies baby wipes product range and expand its production capacity to nearly five million by the mid of 2019 by incorporating productivity enhancements, such as deploying automatic guided vehicles and advanced warehouse management systems.

As Covid-19 cases have been increasing exponentially worldwide, the grave risk of the virus spreading has led to panic buying behavior among the consumers for personal hygiene products. Consumers have become more conscious about their spending and have been opting for low-cost options by using affordable baby wipes instead of high-priced specialty wipes in this time of economic hardship. In addition, these products are available in bulk packaging with a large number of wipes, which makes the product one of the preferable wipes among consumers. These factors have positively impacted the market growth as the product is witnessing growing demand.

Product Insights

The dry wipes segment led the market and accounted for a 60.3% share of the global revenue in 2019. This is because of the multipurpose use of the dry wipes, such as at the time of feeding, body cleaning, and diaper change, as they help in avoiding diaper rash. Moreover, these products can be used as paper towels, toilet paper, and tissues, which makes dry wipes a versatile product.

Manufacturers are opting for the production of eco-friendly wipes catering to changing consumer preference toward organic, natural, and sustainable approaches to baby care. For example, in 2019, Baby Works launched biodegradable viscose dry baby wipes, which are dry and free of all chemicals, made from 100% viscose, which acts as a moisture absorbent so they can be used on sensitive skin and around the eyes.

The wet wipes segment is expected to emerge as the fastest-growing segment with a CAGR of 5.6% from 2020 to 2027. These products have been widely used for wiping the baby’s bottom while using a diaper. In addition, lack of time due to day-to-day hectic lifestyle practices of the modern-day parents is expected to boost segment growth. Companies have been receptive to changing consumers’ inclination towards wet wipes and launching a product range in this segment. For instance, in February 2019, Johnson and Johnson launched baby skincare wet wipes having advanced fiber technology, which works like a sponge and removes dirt and impurities.

Distribution Channel Insights

Hypermarkets and supermarkets dominated the market and accounted for 44.7% share of the global revenue in 2019. Hypermarkets and supermarkets dedicate the whole area to advertising a baby care center. According to TABS analytics baby product report, it is estimated that parents of young children represent 42% of the buyers, but account for 80% of the sales volume, and buying of these products is majorly done from hypermarkets and supermarkets, drug stores, and pharmacy, where they are notified and assured of buying a suitable product. In-store promotions, such as product displays and sample giveaways, are done by brands to convert potential customers.

The e-commerce distribution channel is projected to register the fastest CAGR of 6.8% over the forecast period. According to the TABS analytics study report 2017, there was a 20% gain in the sale of baby products online, which, in turn, reflects the preference of millennial parents for buying baby care products online and henceforth is a driving factor for the e-commerce distribution channel. E-commerce share gains were observed worldwide on e-retailer websites, such as Walmart.com, Target.com, and Amazon.com.

Regional Insights

North America dominated the market for baby wipes and accounted for a 29.2% share of the global revenue in 2019. According to macrotrends.com, the U.S. women in the 35-44 years of age group are continuing to join the workforce and play larger roles in their professions to establish a strong financial foundation to spend on quality products for their babies. This is expected to drive the demand for baby wipes in the regional market.

Many leading players in the region such as Kimberly-Clark Corporation and Procter & Gamble Co. with the largest market share have been targeting millennial parents with their wide product range and easy availability of baby wipes through various convenient services, including monthly maternity kit subscriptions at an affordable rate with doorstep delivery. According to yahoo finance, in 2017, the U.S., which is the largest market for baby diapers, reported that P&G has a 44% market share, followed by Kimberly Clark with a 37% market share.

Asia Pacific is expected to expand at the fastest CAGR of 5.5% from 2020 to 2027. Baby care is now taking a proactive approach to alleviating the health concerns of modern parents. Driven by millennial moms who are financially independent, educated, and internet-savvy, baby wipes have emerged as a big market. In addition, Growing availability, accessibility, and affordable pricing, along with increasing e-commerce retailers, have been helping marketers and brands to expand penetration and bring new additions and variants to their products.

Key Companies & Market Share Insights

The market is characterized by high competition due to the presence of some major industry participants accounting for a considerable share in the market. However, many new companies have been venturing into the market by offering products made with high natural ingredients. For instance, Babo Botanicals, a U.S.-based company, is involved in baby care products of all types, including baby wipes. These wipes are specially formulated for sensitive skin with pure ingredients, such as moisturizing oat milk and organic calendula oil, which reduce the risk of allergic reactions. Some of the prominent players in the baby wipe market include:

• Johnson & Johnson

• The Himalaya Drug Company

• Babisil Products Ltd.

• Cotton Babies, Inc.

• Farlin Corporation

• Hengan International Group Company Ltd.

•  Kimberly-Clark Corporation

•  Pigeon Corporation

•  Procter & Gamble Co.

•  Unicharm Corporation

Baby Wipes Market Report Scope 

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2027. For the purpose of this study, Grand View Research has segmented the global baby wipes market report based on the product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2016 - 2027)

  • Dry Wipes

  • Wet Wipes

• Distribution Channel Outlook (Revenue, USD Million, 2016 - 2027)

  • Hypermarket & Supermarket

  • Pharmacy & Drug Store

  • E-commerce

  • Others

• Regional Outlook (Revenue, USD Million, 2016 - 2027)

  • North America

    • The U.S.

  • Europe

    • Germany

    • The U.K.

    • France

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa (MEA)