Wet Tissue and Wipe

Global Wet Tissue and Wipe Market to Reach US$28.5 Billion by 2030

The global market for Wet Tissue and Wipe estimated at US$21.6 Billion in the year 2024, is expected to reach US$28.5 Billion by 2030, growing at a CAGR of 4.7% over the analysis period 2024-2030. Personal Care End-Use, one of the segments analyzed in the report, is expected to record a 5.2% CAGR and reach US$14.5 Billion by the end of the analysis period. Growth in the Household End-Use segment is estimated at 4.5% CAGR over the analysis period.

The U.S. Market is Estimated at US$5.8 Billion While China is Forecast to Grow at 7.8% CAGR

The Wet Tissue and Wipe market in the U.S. is estimated at US$5.8 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$5.9 Billion by the year 2030 trailing a CAGR of 7.8% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 1.7% and 4.9% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 2.8% CAGR.

Global Wet Tissue and Wipe Market - Key Trends and Drivers Summarized

How Is the Wet Tissue and Wipe Market Adapting to Consumer Needs?

The wet tissue and wipe market has expanded rapidly in recent years, fueled by rising consumer demand for convenient hygiene products. Wet tissues and wipes are used for a variety of purposes, including personal hygiene, baby care, household cleaning, and industrial applications. The convenience of wet wipes, particularly in on-the-go situations, has made them a staple in both households and workplaces. The market offers a wide array of products, from baby wipes and facial tissues to antibacterial hand wipes and disinfectant wipes for household surfaces. As hygiene standards continue to rise globally, the market for wet wipes is expected to maintain its strong growth trajectory.

What Are the Main Segments and Applications of Wet Tissues and Wipes?

The wet tissue and wipe market is segmented by product type, including baby wipes, facial wipes, hand and body wipes, and surface disinfectant wipes. Baby wipes represent the largest segment, driven by the growing focus on infant care and hygiene, while disinfectant wipes have seen a surge in demand, especially following the COVID-19 pandemic. In terms of applications, wet wipes are widely used in personal care, household cleaning, and healthcare environments. The healthcare sector, in particular, relies on disinfectant wipes to maintain sterile environments and prevent the spread of infections. Geographically, North America and Europe are the leading markets, while Asia-Pacific is experiencing rapid growth due to increasing urbanization and rising consumer awareness of hygiene.

How Are Innovations and Sustainability Trends Shaping the Market?

Innovations in wet tissue and wipe products are primarily focused on enhancing their effectiveness, convenience, and environmental sustainability. Manufacturers are developing wipes that are biodegradable and flushable, addressing growing concerns about the environmental impact of disposable wipes. Antibacterial and antiviral wipes are also gaining popularity, especially in healthcare and public settings, where hygiene is paramount. Moreover, there is increasing demand for wipes made from natural and organic materials, particularly in the baby care and skincare segments, where consumers are seeking products that are gentle on the skin. The rise of sustainable packaging solutions is another significant trend, as brands strive to reduce their plastic usage and carbon footprint.

What Factors Are Driving the Growth in the Wet Tissue and Wipe Market?

The growth in the wet tissue and wipe market is driven by several factors, including the increasing consumer demand for convenient, on-the-go hygiene solutions and the growing awareness of personal and environmental cleanliness. The rise in global health concerns, particularly in the wake of the COVID-19 pandemic, has significantly boosted the demand for disinfectant and antibacterial wipes. The expansion of e-commerce and direct-to-consumer sales channels has also made it easier for consumers to access a wide range of wet wipe products. Furthermore, the development of eco-friendly and biodegradable wipes is attracting environmentally-conscious consumers, further driving market growth. The healthcare sector’s growing reliance on disinfectant wipes for infection control is also a key factor contributing to the expansion of the market.

SCOPE OF STUDY:

The report analyzes the Wet Tissue and Wipe market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
End-Use (Personal Care End-Use, Household End-Use, Industrial Commercial & Institutional End-Use)

Geographic Regions/Countries:
World; USA; Canada; Japan; China; Europe; France; Germany; Italy; UK; Spain; Russia; Rest of Europe; Asia-Pacific; Australia; India; South Korea; Rest of Asia-Pacific; Latin America; Argentina; Brazil; Mexico; Rest of Latin America; Middle East; Iran; Israel; Saudi Arabia; UAE; Rest of Middle East; Africa.

Select Competitors (Total 37 Featured) -

• Canopus Wet Wipes Pvt Ltd
• Cossmic Products Pvt Ltd.
• Diamond Wipes International, Inc.
• Essity Aktiebolag (Publ)
• Godrej Consumer Products Ltd.
• Greenwipes
• Himalaya Wellness Company
• Kimberly-Clark Corporation
• Nice-Pak Products, Inc.
• Pigeon Corporation

TARIFF IMPACT FACTOR

Our new release incorporates impact of tariffs on geographical markets as we predict a shift in competitiveness of companies based on HQ country, manufacturing base, exports and imports (finished goods and OEM). This intricate and multifaceted market reality will impact competitors by artificially increasing the COGS, reducing profitability, reconfiguring supply chains, amongst other micro and macro market dynamics.

We are diligently following expert opinions of leading Chief Economists (14,949), Think Tanks (62), Trade & Industry bodies (171) worldwide, as they assess impact and address new market realities for their ecosystems. Experts and economists from every major country are tracked for their opinions on tariffs and how they will impact their countries.

We expect this chaos to play out over the next 2-3 months and a new world order is established with more clarity. We are tracking these developments on a real time basis.

As we release this report, U.S. Trade Representatives are pushing their counterparts in 183 countries for an early closure to bilateral tariff negotiations. Most of the major trading partners also have initiated trade agreements with other key trading nations, outside of those in the works with the United States. We are tracking such secondary fallouts as supply chains shift.

To our valued clients, we say, we have your back. We will present a simplified market reassessment by incorporating these changes!

APRIL 2025: NEGOTIATION PHASE

Our April release addresses the impact of tariffs on the overall global market and presents market adjustments by geography. Our trajectories are based on historic data and evolving market impacting factors.

JULY 2025 FINAL TARIFF RESET

Complimentary Update: Our clients will also receive a complimentary update in July after a final reset is announced between nations. The final updated version incorporates clearly defined Tariff Impact Analyses.

Reciprocal and Bilateral Trade & Tariff Impact Analyses:

USA
CHINA
MEXICO
CANADA
EU
JAPAN
INDIA
176 OTHER COUNTRIES.

Leading Economists - Our knowledge base tracks 14,949 economists including a select group of most influential Chief Economists of nations, think tanks, trade and industry bodies, big enterprises, and domain experts who are sharing views on the fallout of this unprecedented paradigm shift in the global econometric landscape. Most of our 16,491+ reports have incorporated this two-stage release schedule based on milestones.

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