United States (US) Personal Care Wipes Market Overview, 2027

A personal care wipe is a disposable hygiene product that is majorly used for personal hygiene and cleansing. These wipes are used for maintaining hygiene, specifically when access to water is limited. In addition, easy usage and prevention of infection, owing to their disposable nature, have made the use of wipes prevalent among consumers. Factors such as the rise in the infant population, rapid urbanization, increase in disposable income of female consumers, and surge in hygiene consciousness among consumers have a positive impact on the personal care wipes market. The continuous need for attractive packaging of personal care products with fragrances and material innovations along with the influx of specialised personal care wipes will impact the product demand. Some of the major characteristics of the products influencing the market growth are cost, convenience, hygiene, performance, ease of use, time-saving, disposability, safety and regulation, and consumer-centric aesthetics. Improving hygiene awareness among people is one of the major factors for the growth of the market.

According to the report, United States (US) Personal Care Wipes Market Overview, 2027 the market is anticipated to grow with significant market growth during the forecast period. The growing use of personal care wipes for maintenance of hygiene, specifically when access to water is limited, is driving the United States (US) market. Furthermore, the benefits of disinfecting wipes for preventing infection due to their disposable nature attract consumers to buy more personal care wipes. Moreover, the key players are concentrating on launching specialised disinfecting and innovative personal care wipes suitable for different skin types. Wipes allow performing daily tasks in substantially less time for most people who are quite held up in their day-to-day activities due to extreme job pressures and increased children's activities.

On the other hand, feminine hygiene wipes are new entrants into the market and their benefits for improving quality of life are well recognised by women who use them for hygiene and convenience. Various companies in this space are trying to gain market share through new innovations and approaches. In addition to that, the introduction of innovative products such as flavoured wipes for cleaning children’s faces will continue to provide growth opportunities. However, the inflated cost of personal care wipes and skin problems caused by chemical content in the products are expected to restrain the growth of the market. Personal care wipes have been gaining consumers’ attention worldwide due to their effectiveness as an alternative to the several products used for cleansing, including face wash, soap, handkerchiefs, cloths, and napkins.

According to the report, the market is segmented into various product types, including baby wipes, facial wipes, hand and body wipes, flushable wipes, and others. Among these types, the baby wipes segment is leading the market in 2021 and is anticipated to continue expanding during the upcoming timeframe. Though the baby wipes market is a mature market, price remains one of the major competitive factors in this product segment, thereby providing enough space for the major companies to enter this market. Facial and hand and body wipes are the other two segments that accounted for the maximum share. They consist of various kinds of wipes, including wet, hygienic, intimate, and scented. Wet wipes are the perfect solution in many life situations. They can be used as a cleaning tool very often during water scarcity or unavailability, which is a serious problem in many countries. This is one of the reasons for the faster growth of this segment.

Further, the market is segregated into four sales channel types, including pharmacy/drugstore, hypermarket & supermarket, traditional retail, and online platforms. Among these types, pharmacy/ drugstore segment is anticipated to dominate the market by 2027. In the 21st century, wipes have become an important part of daily life. The consumption pattern of these products has increased twofold because of their multiple applications. It has compelled consumers to purchase these products in much shorter time periods or in large quantities. People find convenience stores and supermarkets as the best channels to buy them as a part of their daily goods purchases, resulting in maximum market share for convenience stores and supermarkets. Though e-commerce has gained popularity to a large extent in the retail industry, it accounts for a small percentage of the total retail sales across the world. The absence of the need to try before purchasing and the easy accessibility of online shopping are significantly driving consumers' attention toward e-commerce. Countries such as India, China, and Germany have witnessed rapid growth in the online buying of these products. The e-commerce segment is likely to emerge as the fastest-growing segment over the forecast period due to the above-given factors.

COVID-19 Impact:

In response to the COVID-19 outbreak, the demand for personal hygiene wipes significantly rocketed, with excessive adoption driven by wider product access and higher disposable incomes of consumers. The rise in enhanced at-home hygiene routines made way for increased penetration of moist toilet wipes and baby wipes in households. There was a stronger need for general-purpose wipes and disinfecting wipes for surfaces to cater to the hand and body cleansing requirements. The outbreak has shifted consumer traffic to e-commerce platforms and altered distribution channel operations. On the one hand, the pandemic increased demand for wet wipes online to some extent; on the other hand, supply chains were hampered during the second quarter of 2020 due to staff shortages, lockdowns, and trade blocks that occurred globally to halt the virus's spread.

Considered In the Report

• Geography: United States (US)
• Historical year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecasted year: 2027

Aspects Covered In the Report

• Market Size By Value for the historic time period (2016-2021)
• Market Size By Value for the forecast time period (2022-2027)
• Market Share by Product Type (Baby wipes, facial & cosmic wipes, hand & body wipes, flushable wipes)
• Market Share by Sales Channel (Pharmacy & Drug Stores, Hypermarket & Super market, Traditional Retail, Online)

Intended Audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the personal care wipes industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.