Baby Wipes Global Market Report 2024

The baby wipes market size has grown strongly in recent years. It will grow from $5.73 billion in 2023 to $6.07 billion in 2024 at a compound annual growth rate (CAGR) of 6.0%. Historical growth can be attributed to shifts in consumer lifestyles, increased awareness about hygiene, emphasis on convenience and portability, rising numbers of working mothers, the expansion of e-commerce, and greater awareness regarding skin sensitivity.

The baby wipes market size is expected to see strong growth in the next few years. It will grow to $7.85 billion in 2028 at a compound annual growth rate (CAGR) of 6.6%. Anticipated growth in the forecast period is fueled by mounting health and environmental concerns, a preference for biodegradable goods, evolving parenting practices, product differentiation strategies, and the ongoing trend of urbanization. Key trends expected in this period encompass material and design innovations, advancements in packaging, strategic marketing and advertising efforts, ongoing product innovation, and increased collaborations and partnerships within the industry.

The escalating consumer spending on baby care products is a key driver behind the growth of the baby wipes market. Notably, in June 2023, data from the Australian Institute of Family Studies, an Australia-based government statutory agency, indicated that 29% of families experiencing increased costs allocated a higher proportion of their gross income to child care expenses, rising from 2.9% to 4.0%. Several factors contribute to the surge in expenditure on baby care products, including the augmented disposable income of consumers, an uptick in birth rates, heightened awareness of the benefits of baby care items, and a rise in the number of working women. These factors collectively contribute to the increased spending on baby care products, thereby propelling the growth of the baby wipes market. The market's expansion is indicative of a broader trend where consumers prioritize quality baby care products, driven by various socio-economic factors and lifestyle changes.

The anticipated growth of the baby wipes market is closely tied to the increasing birth rates, reflecting a rise in the number of live births within a specific population or region over a given period. The uptick in birth rates contributes to a heightened demand for baby wipes as the growing number of infants requires more products for diaper changing and overall baby care. For instance, data from the Australian Institute of Health and Welfare in December 2023 revealed the birth of 315,705 babies from 311,360 mothers in Australia. The birth ratio of 105.4 male babies for every 100 female babies indicated a distribution of 51% males and 49% females. The birth rate increased to 61 per 1,000 women aged 15 to 44, marking a noticeable rise from 56 per 1,000 in 2020. This surge in birth rates serves as a key driver propelling the growth of the baby wipes market, highlighting the market's responsiveness to demographic changes and the increasing needs of new parents.

The latest trend gaining traction in the baby wipes market is the emergence of biodegradable, viscose-dry baby wipes. Companies in the baby wipes market are strategically directing their efforts towards producing these wipes to expand their market share. Viscose, a regenerated cellulosic fiber derived from cellulose, serves as a key component in these wipes. Biodegradable, viscose-dry baby wipes are characterized by being dry and free from all chemicals, made entirely from 100% viscose. This material acts as a moisture absorbent, making these wipes suitable for use on sensitive skin. A notable example of this trend is seen in the June 2023 launch by Ginni Filaments Ltd., an India-based integrated manufacturer of cotton yarn, processed knit fabrics, and knit garments. The company introduced ultra-pure water wipes, a pioneering product in the Indian baby care segment. Comprising 99.9% water, these wipes stand out as the gentlest and most pristine option available, featuring minimal ingredients. The formulation of these wipes reflects a meticulous consideration of the unique characteristics of baby and infant skin. This innovative approach aligns with the growing consumer demand for eco-friendly and gentle baby care products, positioning biodegradable, viscose-dry baby wipes as a significant trend in the evolving baby wipes market.

Prominent companies in the baby wipes market are directing their efforts towards innovative solutions, with a particular focus on skin-sensitive wipes, to cater to specific skincare needs and elevate the overall user experience. Skin-sensitive wipes are designed as gentle cleansing products tailored for delicate or easily irritated skin, providing a solution for individuals with particular skincare requirements. A noteworthy example occurred in September 2021 when WaterWipes, an Ireland-based provider of baby wipes, introduced the ABCs of Baby Skin. This initiative represents a comprehensive and dermatologist-approved resource aimed at assisting parents in accessing trusted information for the care of their babies' delicate skin. Through the ABCs of Baby Skin, WaterWipes seeks to reassure and empower parents, offering valuable insights to help them recognize and address common skin conditions that babies may experience. This commitment to providing educational resources and specialized products underscores the industry's dedication to meeting the unique skincare needs of infants and enhancing the overall user experience in the baby wipes market.

In April 2021, Accrol Group, a prominent UK-based independent tissue converter, successfully acquired John Dale Limited for $5.85 million. This strategic move positions Accrol to concentrate on the production of high-growth products within the wet wipes segment of the tissue market. John Dale Limited, the acquired entity, is recognized as a highly scalable business specializing in flushable and biodegradable wet wipes.

Major companies operating in the baby wipes market report are Johnson & Johnson, Procter & Gamble Co., Kimberly-Clark Corporation, Aldi Inc., S. C. Johnson & Son, Unicharm Corporation, First Quality Enterprises Inc., Hengan International Group Company Ltd., Svenska Cellulosa Aktiebolaget SCA, Pigeon India, The Hain Celestial Group Inc., Dabur India Ltd., Abena A/S, The Himalaya Drug Company, Laboratoires Expanscience, The Honest Company, Seventh Generation Inc., Me N Moms Pvt. Ltd., ECO by Naty AB, WaterWipes, Babyganics Inc., Bodywise (UK) Limited, Bodywise Ltd., Cotton Babies Inc, Burt's Bees Baby, Babisil International Ltd., Jackson Reece Ltd., Boo Bamboo Holdings Inc., Coterie Inc., DermaH2O Inc., Farlin Corporation, D&G Laboratories Inc, Naturalena Brands Inc., Aden & Anais Inc., Gryph & IvyRose LLC, Simpleaf Brands LLC, Hello Bello Inc., SimpliDry LLC.

North America was the largest region in the baby wipes market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the baby wipes market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the baby wipes market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The primary categories of baby wipes encompass dry baby wipes and wet baby wipes. Dry wipes, fashioned entirely from 100% cotton, lack any liquid content. On the other hand, wet wipes are small, pre-moistened sheets of paper or fabric, often folded and individually wrapped for convenience, saturated with various solutions - ranging from mild cleansing agents to alcohol-based cleaners. The baby wipes market is further segmented by material, including natural, blended, and synthetic variations. Additionally, it is categorized by technology, featuring wetlaid, airlaid, and spunlace baby wipes. In terms of packaging, the market is segmented into plastic cases and tubs. Furthermore, distribution channels for these wipes extend across hypermarkets, pharmacies, and online stores.

The baby wipes research report is one of a series of new reports that provides baby wipes market statistics, including baby wipes industry global market size, regional shares, competitors with baby wipes market share, detailed baby wipes market segments, market trends and opportunities, and any further data you may need to thrive in the baby wipes industry. This baby wipes research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The baby wipes market consists of sales of plant-based, semisynthetic, paper-based packaging, and retail sales. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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