Wet Tissue and Wipe Market by Application, Distribution Channel, Technology, and Geography - Global Forecast & Analysis 2020-2024

Wet Tissue and Wipe Market by Application, Distribution Channel, Technology, and Geography - Global Forecast & Analysis 2020-2024

Global Wet Tissue and Wipe Market: About this market

Technavio’s wet tissue and wipe market analysis considers sales from personal care, household, and industrial, commercial, and institutional applications. Our study also finds the sales of wet tissue and wipe in APAC, Europe, North America, South America, and MEA. In 2018, the personal care segment had a significant market share, and this trend is expected to continue over the forecast period. Factors such as rising health-consciousness among consumers coupled with demand for eco-friendly, natural, and chemical-free wet tissues will play a significant role in the personal care segment to maintain its market position. Also, our global wet tissue and wipe market report looks at factors such as product premiumization due to product innovation and portfolio extension, growing concerns regarding hygiene, and increasing R&D investments by vendors. However, the availability of counterfeit products, concerns regarding disposal of wet wipes, and stringent government regulations on wet wipes may hamper the growth of the wet tissue and wipe industry over the forecast period.

Global Wet Tissue and Wipe Market: Overview

Growing concerns regarding hygiene

Factors such as recommendations by dermatologists and social media and other promotional activities have increased consumer awareness about health and hygiene. This has significantly increased the demand for personal care products such as wet tissues and wipes to maintain skin health. Apart from maintaining hygiene, wet tissues and wipes also exhibit antibacterial, exfoliating, and moisturizing properties. To capitalize on this growing demand, vendors are introducing wet tissues and wipes for both male and female skin types. Several vendors are introducing eco-friendly wet tissues and wipes made of organic and natural materials to improve sales. These factors will lead to the expansion of the global wet tissue and wipe market at a CAGR of almost 7% during the forecast period.

Increasing demand for multi-functional wet wipes

The rapid growth of the consumer products market has led to opportunities for vendors to innovate their product offerings and packaging. This has led to the introduction of innovative and upgraded products in the market and has helped vendors build brand appeal and loyalty among consumers. For instance. Johnson &Johnson's umbrella brand, Clean & Clear, offers multipurpose wet facial wipes for purposes such as cleansing, moisturization, makeup removal, and maintaining skin softness. The increase in demand for multi-functional wet wipes will drive the growth of global wet tissue and wipe the market during the forecast period.

For the detailed list of factors that will drive the global wet tissue and wipe market during the forecast period 2020-2024, click here.

Competitive Landscape

With the presence of several major players, the global wet tissue and wipe market is fragmented. Technavio’s robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading wet tissues and wipe manufacturers, that include 3M Co., Essity Aktiebolag (publ), Henkel AG & Co. KGaA, Johnson & Johnson Services Inc., Kimberly-Clark Corp., S. C. Johnson & Son, Inc., The Clorox Co., The Procter & Gamble Co., Unicharm Corp., and Unilever Group

Also, the wet tissue and wipe market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage on all forthcoming growth opportunities.


  • Executive summary
  • Scope of the report
    • Preface
      • Table Key offerings
    • Currency conversion rates for US$
  • Market landscape
    • Market ecosystem
      • Table Global consumer staples market
      • Table Segments of global consumer staples market
    • Market characteristics
      • Table Market characteristics
    • Market segmentation analysis
      • Table Market segments
  • Market sizing
    • Market definition
      • Table Market definition - Inclusions and exclusions checklist
    • Market sizing 2019
      • Table Market size 2019
    • Market outlook
    • Market size and forecast 2019-2024
      • Table Global market: Size and forecast 2019-2024 ($ millions)
      • Table Global market: Year-over-year growth 2020-2024 (%)
  • Five forces analysis
    • Table Five forces analysis 2019
    • Table Five forces analysis 2024
    • Bargaining power of buyers
      • Table Bargaining power of buyers
    • Bargaining power of suppliers
      • Table Bargaining power of suppliers
    • Threat of new entrants
      • Table Threat of new entrants
    • Threat of substitutes
      • Table Threat of substitutes
    • Threat of rivalry
      • Table Threat of rivalry
    • Market condition
      • Table Market condition - Five forces 2019
  • Market segmentation by application
    • Table Application - Market share 2019-2024 (%)
    • Comparison by application
      • Table Comparison by application
    • Personal care - Market size and forecast 2019-2024
      • Table Personal care - Market size and forecast 2019-2024 ($ millions)
      • Table Personal care - Year-over-year growth 2020-2024 (%)
    • Household - Market size and forecast 2019-2024
      • Table Household - Market size and forecast 2019-2024 ($ millions)
      • Table Household - Year-over-year growth 2020-2024 (%)
    • Industrial, commercial, and institutional - Market size and forecast 2019-2024
      • Table Industrial, commercial, and institutional - Market size and forecast 2019-2024 ($ millions)
      • Table Industrial, commercial, and institutional - Year-over-year growth 2020-2024 (%)
    • Market opportunity by application
      • Table Market opportunity by application
  • Market segmentation by distribution channel
    • Table Distribution channel - Market share 2019-2024 (%)
    • Comparison by distribution channel
      • Table Comparison by distribution channel
    • Offline - Market size and forecast 2019-2024
      • Table Offline - Market size and forecast 2019-2024 ($ millions)
      • Table Offline - Year-over-year growth 2020-2024 (%)
    • Online - Market size and forecast 2019-2024
      • Table Online - Market size and forecast 2019-2024 ($ millions)
      • Table Online - Year-over-year growth 2020-2024 (%)
    • Market opportunity by distribution channel
      • Table Market opportunity by distribution channel
  • Customer landscape
    • Table Customer landscape
  • Market segmentation by technology
    • Table Technology - Market share 2019-2024 (%)
    • Comparison by technology
      • Table Comparison by technology
    • Spunlace - Market size and forecast 2019-2024
      • Table Spunlace - Market size and forecast 2019-2024 ($ millions)
      • Table Spunlace - Year-over-year growth 2020-2024 (%)
    • Airlaid - Market size and forecast 2019-2024
      • Table Airlaid - Market size and forecast 2019-2024 ($ millions)
      • Table Airlaid - Year-over-year growth 2020-2024 (%)
    • Wetlaid - Market size and forecast 2019-2024
      • Table Wetlaid - Market size and forecast 2019-2024 ($ millions)
      • Table Wetlaid - Year-over-year growth 2020-2024 (%)
    • Others - Market size and forecast 2019-2024
      • Table Others - Market size and forecast 2019-2024 ($ millions)
      • Table Others - Year-over-year growth 2020-2024 (%)
    • Market opportunity by technology
      • Table Market opportunity by technology
  • Geographic landscape
    • Geographic segmentation
      • Table Market share by geography 2019-2024 (%)
    • Geographic comparison
      • Table Geographic comparison
    • Europe - Market size and forecast 2019-2024
      • Table Europe - Market size and forecast 2019-2024 ($ millions)
      • Table Europe - Year-over-year growth 2020-2024 (%)
    • North America - Market size and forecast 2019-2024
      • Table North America - Market size and forecast 2019-2024 ($ millions)
      • Table North America - Year-over-year growth 2020-2024 (%)
    • APAC - Market size and forecast 2019-2024
      • Table APAC - Market size and forecast 2019-2024 ($ millions)
      • Table APAC - Year-over-year growth 2020-2024 (%)
    • South America - Market size and forecast 2019-2024
      • Table South America - Market size and forecast 2019-2024 ($ millions)
      • Table South America - Year-over-year growth 2020-2024 (%)
    • MEA - Market size and forecast 2019-2024
      • Table MEA - Market size and forecast 2019-2024 ($ millions)
      • Table MEA - Year-over-year growth 2020-2024 (%)
    • Key leading countries
      • Table Key leading countries
    • Market opportunity
      • Table Market opportunity
  • Decision framework
  • Drivers and challenges
    • Market drivers
    • Market challenges
      • Table Impact of drivers and challenges
  • Market trends
    • Increasing demand for multi-functional wet wipes
    • Introduction of natural tissues and wipes
    • Adoption of sustainable manufacturing by vendors
  • Vendor landscape
    • Overview
      • Table Vendor landscape
    • Landscape disruption
      • Table Landscape disruption
    • Competitive scenario
  • Vendor analysis
    • Vendors covered
      • Table Vendors covered
    • Vendor classification
      • Table Vendor classification
    • Market positioning of vendors
      • Table Market positioning of vendors
    • 3M Co.
      • Table 3M Co. - Vendor overview
      • Table 3M Co. - Business segments
      • Table 3M Co. - Organizational developments
      • Table 3M Co. - Geographic focus
      • Table 3M Co. - Segment focus
      • Table 3M Co. - Key offerings
    • Essity Aktiebolag (publ)
      • Table Essity Aktiebolag (publ) - Vendor overview
      • Table Essity Aktiebolag (publ) - Business segments
      • Table Essity Aktiebolag (publ) - Organizational developments
      • Table Essity Aktiebolag (publ) - Geographic focus
      • Table Essity Aktiebolag (publ) - Segment focus
      • Table Essity Aktiebolag (publ) - Key offerings
    • Henkel AG & Co. KGaA
      • Table Henkel AG & Co. KGaA - Vendor overview
      • Table Henkel AG & Co. KGaA - Business segments
      • Table Henkel AG & Co. KGaA - Organizational developments
      • Table Henkel AG & Co. KGaA - Geographic focus
      • Table Henkel AG & Co. KGaA - Segment focus
      • Table Henkel AG & Co. KGaA - Key offerings
    • Johnson & Johnson Services Inc.
      • Table Johnson & Johnson Services Inc. - Vendor overview
      • Table Johnson & Johnson Services Inc. - Business segments
      • Table Johnson & Johnson Services Inc. - Organizational developments
      • Table Johnson & Johnson Services Inc. - Geographic focus
      • Table Johnson & Johnson Services Inc. - Segment focus
      • Table Johnson & Johnson Services Inc. - Key offerings
    • Kimberly-Clark Corp.
      • Table Kimberly-Clark Corp. - Vendor overview
      • Table Kimberly-Clark Corp. - Business segments
      • Table Kimberly-Clark Corp. - Organizational developments
      • Table Kimberly-Clark Corp. - Geographic focus
      • Table Kimberly-Clark Corp. - Segment focus
      • Table Kimberly-Clark Corp. - Key offerings
    • S. C. Johnson & Son Inc.
      • Table S. C. Johnson & Son Inc. - Vendor overview
      • Table S. C. Johnson & Son Inc. - Product segments
      • Table S. C. Johnson & Son Inc. - Organizational developments
      • Table S. C. Johnson & Son Inc. - Key offerings
    • The Clorox Co.
      • Table The Clorox Co. - Vendor overview
      • Table The Clorox Co. - Business segments
      • Table The Clorox Co. - Organizational developments
      • Table The Clorox Co. - Geographic focus
      • Table The Clorox Co. - Segment focus
      • Table The Clorox Co. - Key offerings
    • The Procter & Gamble Co.
      • Table The Procter & Gamble Co. - Vendor overview
      • Table The Procter & Gamble Co. - Business segments
      • Table The Procter & Gamble Co. - Organizational developments
      • Table The Procter & Gamble Co. - Geographic focus
      • Table The Procter & Gamble Co. - Segment focus
      • Table The Procter & Gamble Co. - Key offerings
    • Unicharm Corp.
      • Table Unicharm Corp. - Vendor overview
      • Table Unicharm Corp. - Business segments
      • Table Unicharm Corp. - Organizational developments
      • Table Unicharm Corp. - Geographic focus
      • Table Unicharm Corp. - Segment focus
      • Table Unicharm Corp. - Key offerings
    • Unilever Group
      • Table Unilever Group - Vendor overview
      • Table Unilever Group - Business segments
      • Table Unilever Group - Organizational developments
      • Table Unilever Group - Geographic focus
      • Table Unilever Group - Segment focus
      • Table Unilever Group - Key offerings
  • Appendix
    • Research methodology
      • Table Validation techniques employed for market sizing
    • List of abbreviations
    • Definition of market positioning of vendors
      • Table Definition of market positioning of vendors
  • Explore Technavio

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