Baby Wipes Market - Forecasts from 2024 to 2029

The global baby wipes market is estimated to be around US$5.264 billion in 2024 and is anticipated to grow to US$6.577 billion by 2029 at a CAGR of 4.56%.

The global baby wipes market is estimated to grow at a higher rate, as with the growth in the total global population. Under the type segment of the global baby wipes market, the wet wipes category is estimated to attain the maximum market share. The online category in the sales channel segment of the global baby wipes market will grow rapidly, as with the increase in global internet usage. The global baby wipes market is estimated to witness a major increase with the increase in global internet usage, boosting the global e-commerce industry’s expansion and increasing the market share of baby products.

Baby wipes are disposable wipes used to clean babies' delicate and sensitive skin. Rising disposable incomes and living standards have increased the demand for various baby care products globally. Rapid urbanization in developing economies such as China, India, Brazil, and Mexico, supported by the emerging trend toward the health and hygiene of babies, also augments the demand for baby wipes. The increasing number of working women is also escalating the popularity of baby care products, including baby wipes.

International organizations such as WHO (World Health Organization), NGOs, and governments are also creating awareness among people about infant child health practices and the benefits of using baby care products, thus fuelling the demand for baby wipes. The ever-growing global e-commerce industry is also a major factor driving the global baby wipes market growth. The busy lifestyle of people is encouraging them to buy baby care products via online stores, which results in saving time, effort, and money, thereby spurring the market growth of baby wipes.

Global market players are using different innovative techniques to make baby wipes made from biodegradable materials, thus providing a great opportunity for the further expansion of the global baby wipes market in the coming years. There has been a rise in product innovation and a shift towards baby wipes made of organic raw materials. Moreover, growing consumer awareness about the harmful impact of certain raw materials on their baby’s health and the environment encourages manufacturers to diversify their product portfolio with baby wipes made from natural raw materials. Many vendors are also focusing on purified water-based baby wipes. Studies by several health organizations and health experts have advocated that cleaning with pure water is safer and reduces the chances of irritation, allergy, and redness, as babies have very delicate and sensitive skin.

However, growing environmental concerns regarding the disposal of baby wipes made of plastic and other polymers are currently hindering the global market growth of baby wipes. The growing geriatric population in developed economies is further restraining the market growth of baby wipes. According to the United States Census Bureau, all baby boomers will be older than age 65 by 2030, expanding the size of the older population such that 1 in every 5 residents will be at retirement age. 

The global baby wipes market has been segmented by type, sales channel, and geography. By type, it has been divided into dry wipes and wet wipes. By sales channels, it has been segmented into online and offline.

Global Baby Wipes Market Drivers:

Expanding global population and births.

One of the major driving factors for the growth of the global baby wipes market is estimated to be the growing population and childbirths worldwide. With the expansion of the global population, the number of children born increases. The total increase in births will increase global demand for baby care products.

The World Bank, in its total global population data, stated that in 2021, the total population recorded was about 7.89 billion, which grew to about 7.95 billion in 2022. The total population of the globe was recorded at about 8.02 billion. Furthermore, the organization further stated that the total population of India was recorded at about 1.41 billion in 2021, which grew to about 1.43 billion in 2023. Similarly, the total population of the United States was recorded at about 331.526 million in 2021, which grew to about 334.917 million in 2023.

Growth of Internet usage across the globe.

The increase in the global usage of the internet is also estimated to push the market demand for the global baby wipes market. With the increase in global internet usage, the global internet business platform, or the e-commerce platform market, is estimated to grow rapidly. In recent years, internet usage has witnessed a massive increase worldwide. The International Telecommunication Union (ITU), in its global statistics, stated that the global individual using the internet was recorded at about 4.9 billion, which grew to about 5.1 billion in 2022 and reached a total of about 5.4 billion in 2023.

The global e-commerce platform landscape has also witnessed a massive increase in its total demand. The United States Census Bureau, in its Quarterly Retail E-Commerce Sales report, stated that in the second quarter of 2024, the total US retail sales of e-commerce receded at about US$291.6 billion, which marked an increase of about 1.3% from the first quarter of 2024.

Global Baby Wipes Market Geographical Outlook

Asia Pacific is anticipated to hold a significant share of the Global Baby Wipes Market.

Geographically, the global baby wipes market has been segmented into North America, South America, Europe, the Middle East, Africa, and the Asia Pacific. The Asia Pacific regional market for baby wipes is poised to grow at the highest CAGR during the forecast period. Rising purchasing power and living standards in countries like India and China, along with a high birth rate, have resulted in an increased expenditure per child, which, in turn, is significantly driving the demand for baby wipes in this region.

Rising awareness about hygienic baby care products and practices is leading to greater adoption of baby wipes across this region. Favorable policies in India, such as the “Child Health Goal” under the “National Health Policy,” also contribute to the rising awareness about infant hygiene and health, thereby spurring the market growth of baby wipes. The lifting of the one-child policy in China due to growing concerns about the aging population and declining workforce has further fueled the demand for baby wipes in the country, thus positively impacting the overall growth of this regional market. The presence of global market players, including PIGEON, Johnson and Johnson, and Procter and Gamble, also supports the market growth of baby wipes in the APAC region.

Global Baby Wipes Market Products Offered by Key Companies:

• Himalaya Wellness Company, part of Himalaya Global Holding Ltd., is an Indian multinational organization that offers multiple products across various sectors, such as pharmaceuticals, personal care, baby care, wellness, and animal health. In the baby care products category, the company offers liquid cleansers, laundry wash, baths, diapers, and kid oral care products. In the global baby wipes market, the company offers gentle baby wipes.
• Pampers, a part of Procter & Gamble, is a global baby care product manufacturer and distributor. It offers multiple categories of products and solutions, including diapers, pants, and wipes, for babies and toddlers from birth to 12+ months old. In the global baby wipes market, the company offers Pampers Aloe Wipes.

Global Baby Wipes Market Key Developments:

• In July 2021, Unicahrm announced that it aims to launch its new premium baby wipes, Mamy Poko Premium Baby Wipes, in the Taiwan and Greater China region. The company stated that its new wipes use organic cotton compound sheets, which are certified as STANDARD100 by OEKO-TEX.

The Global Baby Wipes Market is segmented and analyzed as follows:

By Type

• Dry Wipes
• Wet Wipes

By Sales Channel

• Online
• Offline

By Geography

• North America
• USA
• Canada
• Mexico
• South America
• Brazil
• Argentina
• Others
• Europe
• UK
• Germany
• France
• Spain
• Italy
• Others
• Middle East and Africa
• Saudi Arabia
• UAE
• Israel
• Others
• Asia Pacific
• China
• Japan
• India
• South Korea
• Taiwan
• Thailand
• Indonesia
• Others