Personal Care Wipes Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Type (Baby Wipes, Facial & Cosmetic Wipes, Hand & Body Wipes, Others), By Sales Channel (Departmental Stores, Supermarket/Hypermarket, Pharmacy, Online, Others), By Region & Competition, 2020-2030F

Market Overview

Global Personal Care Wipes Market was valued at USD 13.17 billion in 2024 and is expected to grow to USD 19.02 billion by 2030 with a CAGR of 6.37% during the forecast period. The global personal care wipes market is experiencing steady growth, fueled by rising consumer awareness about personal hygiene, convenience, and on-the-go skincare solutions. Increasing urbanization, a busy lifestyle, and the growing use of wipes for various applications—such as baby care, facial cleansing, and intimate hygiene—are key drivers of demand. Innovation in eco-friendly and biodegradable materials is gaining traction as consumers seek sustainable alternatives. Additionally, the market is witnessing increased product diversification and premiumization, catering to a broader demographic, including men and the elderly. E-commerce and retail expansion further enhance product accessibility, contributing to the market’s overall development and global reach. In 2024, U.S. ecommerce sales and penetration hit a record 22.7%, rising steadily since 2000. Ecommerce has consistently represented at least 20% of total U.S. retail sales annually since 2020. These factors drivers the market growth.

Key Market Drivers

Rising Awareness of Personal Hygiene

One of the most significant drivers of the global personal care wipes market is the growing awareness of personal hygiene. As public health campaigns and global initiatives emphasize the importance of maintaining cleanliness to prevent infections and diseases, consumers are increasingly adopting personal care wipes as part of their daily hygiene routine. This trend has been especially prominent since the COVID-19 pandemic, which significantly altered hygiene behaviors across the globe. The demand for antibacterial and disinfecting wipes surged, and this preference continues to influence consumer choices even in the post-pandemic era.

Wipes offer a quick, portable, and effective means of cleansing, making them particularly appealing to health-conscious individuals. Moreover, parents are increasingly using baby wipes to maintain the hygiene of their infants due to their gentle, hypoallergenic properties, further driving the segment’s growth. The heightened focus on health and sanitation has cemented personal care wipes as a staple in both household and travel settings. The studies have also underscored the significance of hygiene in everyday life. A 2024 study found that over 70% of respondents acknowledged the importance of good hygiene practices at home and in public spaces, a realization heightened by the COVID-19 pandemic. This increased awareness has led to sustained hygiene practices, further driving the demand for hygiene products.

Busy Lifestyles and Demand for Convenience

Modern, fast-paced lifestyles have significantly influenced consumer purchasing behavior, particularly in urban areas. Personal care wipes cater to the growing need for convenience, providing a time-saving alternative to traditional cleansing methods. Consumers, especially working professionals and frequent travelers, prefer wipes because they are portable, easy to use, and require no water. Facial wipes for makeup removal, intimate wipes for freshness, and refreshing body wipes for cleansing on the go are gaining widespread popularity.

This convenience factor is also crucial in the elderly care and disability segments, where wipes offer an efficient and gentle solution for personal hygiene. The increasing number of dual-income households, along with growing participation of women in the workforce, further boosts demand for personal care wipes, as they reduce the time and effort needed for daily grooming. Manufacturers are responding by introducing multi-functional wipes, travel-size packaging, and innovative formulations to align with the convenience-focused preferences of modern consumers.

Sustainability and Innovation in Biodegradable Wipes

Environmental concerns and a shift toward sustainability are playing a critical role in shaping the future of the personal care wipes market. Traditional wipes, often made from plastic-based nonwoven fabrics, have faced criticism for contributing to environmental pollution and clogging sewage systems. In response, manufacturers are investing heavily in research and development to create eco-friendly, biodegradable, and flushable wipes. These innovations cater to the increasing demand for sustainable personal care products, especially among environmentally conscious millennials and Gen Z consumers. Products made from plant-based fibers, organic ingredients, and compostable materials are becoming mainstream, supported by certifications and transparent labeling.

Additionally, regulatory pressures and government initiatives in regions like Europe and North America are encouraging companies to reduce plastic content and improve the environmental impact of their products. This shift toward sustainability not only addresses ecological concerns but also presents significant opportunities for brand differentiation and customer loyalty. According to the report, despite inflation and economic uncertainty, over two-thirds of Americans (68%) are willing to pay a premium for environmentally sustainable products. This reflects a consistent increase in demand for sustainability across the U.S., up from 64% and 66% in previous assessments.

Download Free Sample Report

Key Market Challenges

Environmental Concerns and Sustainability Issues

One of the most pressing challenges facing the global personal care wipes market is the environmental impact of traditional wipes. Most personal care wipes are made from synthetic, non-biodegradable materials such as polyester and polypropylene, which contribute significantly to plastic pollution. These wipes are often improperly disposed of, leading to issues such as clogged sewage systems and environmental degradation. As governments and environmental organizations raise awareness about plastic waste, there is increasing pressure on manufacturers to develop eco-friendly alternatives. While biodegradable and compostable wipes are gaining popularity, they are often more expensive to produce, which can limit their adoption—especially in price-sensitive markets.

Additionally, there is confusion among consumers about terms like "flushable" and "biodegradable," leading to improper disposal practices. Regulatory bodies in regions such as the European Union and North America are introducing stricter guidelines, including bans on single-use plastics, which further challenge traditional wipe manufacturers. To remain competitive and compliant, companies must invest in sustainable innovation while balancing cost-effectiveness, performance, and environmental responsibility.

Cost Pressures and Price Sensitivity

The personal care wipes market is also constrained by cost-related challenges, particularly in emerging economies. While consumers in developed regions may be willing to pay a premium for specialized or eco-friendly wipes, many consumers in developing markets prioritize affordability over added benefits. This price sensitivity can hinder the penetration of premium products and environmentally sustainable options.

Additionally, the cost of raw materials, transportation, packaging, and compliance with safety and quality standards continues to rise. Fluctuating prices of petrochemical-based materials and natural fibers further impact production costs. For smaller companies and new entrants, achieving economies of scale can be difficult, making it challenging to compete with established brands that benefit from bulk manufacturing and global supply chains. Promotional discounts and competitive pricing from large multinational players often force local companies to lower their margins, which can affect profitability and sustainability in the long run. Balancing cost-efficiency with innovation and quality remains a difficult equation for many manufacturers in the sector.

Key Market Trends

Rising Popularity of Specialized and Functional Wipes

Consumers are increasingly gravitating toward personal care wipes that serve specific purposes beyond basic cleansing. The demand for specialized and functional wipes is rising, fueled by consumers’ desire for convenience and multitasking products. These include facial wipes with anti-aging or acne-fighting ingredients, baby wipes enriched with moisturizing agents, feminine hygiene wipes with pH-balancing properties, and body wipes with cooling or deodorizing effects. There is also growing interest in dermatologically tested, alcohol-free, and hypoallergenic wipes for sensitive skin. The beauty and skincare segments are witnessing the emergence of makeup-removing wipes infused with micellar water, exfoliating wipes with glycolic acid, and sun protection wipes with SPF. Moreover, the men’s grooming category is expanding, with brands introducing masculine-branded cleansing and refreshing wipes. As consumers continue to look for tailored solutions to fit their personal needs, the demand for specialized wipes will remain a strong growth driver.

Product Premiumization and Brand Differentiation

As consumers become more health- and quality-conscious, they are willing to spend more on premium personal care wipes that offer superior performance, safety, and skin benefits. This trend is fueling product premiumization, where wipes are formulated with high-quality ingredients such as essential oils, herbal extracts, vitamins, and natural emollients. Packaging is also evolving to reflect a more luxurious image, with features like resealable closures, sleek designs, and travel-friendly formats. Premium brands are using claims like “dermatologist-tested,” “cruelty-free,” and “paraben-free” to differentiate themselves in a competitive marketplace. At the same time, smaller niche brands are emerging with clean-label, vegan, and organic offerings that appeal to health-conscious and ethical consumers. The wellness movement, along with a preference for minimal, non-toxic ingredients, is influencing product innovation and brand positioning. As consumers seek both functional benefits and a holistic experience, brand storytelling and values such as sustainability, transparency, and ethical sourcing are becoming critical to market success.

Segmental Insights

Type Insights

Facial and cosmetics wipes represent the dominating segment in the global personal care wipes market, driven by growing consumer demand for convenient, on-the-go skincare solutions. These wipes are widely used for makeup removal, cleansing, and refreshing the face, appealing to busy lifestyles and increasing beauty consciousness. Innovations such as micellar-infused formulas, exfoliating properties, and skin-specific variants are enhancing product appeal. The rise in skincare routines, social media beauty trends, and demand for hygienic products further contribute to segment growth. Additionally, increasing female workforce participation and disposable incomes globally are propelling the usage of facial and cosmetic wipes across diverse demographics.

Sales Channel Insights

Supermarkets/hypermarkets was the dominating distribution channels in the global personal care wipes market, owing to their wide product assortment, in-store promotions, and consumer trust. These retail outlets offer customers the convenience of one-stop shopping, allowing them to browse various brands and compare prices easily. The visibility and accessibility of personal care wipes on store shelves enhance impulse buying behavior. Additionally, partnerships between manufacturers and large retail chains often result in exclusive product placements and promotional discounts. The strong presence of supermarkets and hypermarkets, especially in urban areas, continues to drive significant sales and market penetration for personal care wipes.

Download Free Sample Report

Regional Insights

​North America lead the global personal care wipes market. This dominance is driven by heightened hygiene awareness, a strong demand for convenient skincare solutions, and the widespread availability of diverse products. The United States, in particular, contributes significantly due to its large consumer base and the presence of major manufacturers like Procter & Gamble and Johnson & Johnson. Additionally, the region's extensive retail infrastructure, including supermarkets and hypermarkets, facilitates easy product access. The growing preference for natural and biodegradable wipes further propels market growth in North America.

Recent Developments

• ​In May 2024, Medicare Hygiene Limited has expanded into the cosmetics sector by launching Earthika Eco-friendly Wet Wipes. These wipes are crafted from 99% pure water and biodegradable materials, featuring a mild Eau-de-Cologne fragrance. Dermatologically tested and pH-balanced, they aim to provide instant freshness and convenience.

• In July 2023, Neutrogena introduced home-compostable makeup remover wipes made from 100% plant-based fibers sourced from sustainably managed forests. These ultra-soft wipes utilize micelle-infused water and oil-based technology to effectively cleanse the skin.

• In July 2024, Ecolab has launched the Disinfectant 1 Wipe, the first EPA-registered, 100% plastic-free, and readily degradable disinfectant wipe. Made entirely from wood pulp fibers, it delivers hospital-grade disinfection in one minute, effectively killing over 40 pathogens, including SARS-CoV-2 in 30 seconds. 

• In June 2023, Ginni Filaments has launched Adore Baby Wipes, featuring 99.9% water content and enriched with aloe vera. These ultra-pure wipes are designed to be gentle on infants' sensitive skin, free from alcohol, parabens, and fragrances. Manufactured using breathable spunlace fabric, they are FDA-approved and dermatologically tested.

Key Market Players

• The Procter & Gamble Company
• Unilever PLC
• Nice-Pak Products, Inc.
• Godrej Consumer Products Limited
• Henkel AG & Co. KGaA
• Johnson & Johnson Services, Inc.
• Kimberly-Clark Corporation
• Unicharm Corporation
• The Honest Company, Inc.
• Himalaya Wellness Company

Report Scope:

In this report, the Global Personal Care Wipes Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•   Personal Care Wipes Market, By Type:

o   Baby Wipes

o   Facial & Cosmetic Wipes

o   Hand & Body Wipes

o   Others

• Personal Care Wipes Market, By Sales Channel:

o   Departmental Stores

o   Supermarket/Hypermarket

o   Pharmacy

o   Online

o   Others

• Personal Care Wipes Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia-Pacific

§  China

§  Japan

§  India

§  South Korea

§  Indonesia

o   South America

§  Argentina

§  Colombia

§  Brazil

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Personal Care Wipes Market.

Available Customizations:

Global Personal Care Wipes Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Global Personal Care Wipes Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]