Baby Wipes Market Report 2025

The baby wipes market size has grown strongly in recent years. It will grow from $6.03 billion in 2024 to $6.39 billion in 2025 at a compound annual growth rate (CAGR) of 6%. The growth in the historic period can be attributed to change in consumer lifestyles, hygiene awareness, convenience and portability, increased working mothers, e-commerce growth, awareness of skin sensitivity.

The baby wipes market size is expected to see strong growth in the next few years. It will grow to $8.57 billion in 2029 at a compound annual growth rate (CAGR) of 7.6%. The growth in the forecast period can be attributed to rising health and environmental concerns, preference for biodegradable products, cultural shifts in parenting practices, product differentiation, increasing urbanization. Major trends in the forecast period include innovation in material and design, packaging innovations, marketing and advertising, product innovation, collaborations and partnerships.

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%. 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.

Rising birth rates are expected to drive the growth of the baby wipes market in the coming years. Increasing birth rates refer to a higher number of live births within a specific population or region over a certain period, which often leads to demographic shifts and population growth. Higher birth rates contribute to a greater demand for baby wipes, as more infants lead to an increased need for products for diaper changing and baby care. For example, in October 2024, according to Australian government statistics, 24,737 births of Aboriginal and Torres Strait Islander babies were registered in 2023, an increase of 349 births from 2022, representing 8.6% of all births in 2023. Therefore, rising birth rates are fueling the expansion of the baby wipes market.

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.

Leading companies in the baby wipes market are focusing on technological advancements, such as developing eco-friendly baby wipes, to meet consumer demand for sustainable products, reduce environmental impact, improve safety for babies' sensitive skin, and align with the trend toward eco-conscious parenting. These wipes offer a gentle cleansing solution for babies while supporting environmental responsibility and safety. For example, in May 2024, Cugo, a U.S.-based company specializing in eco-friendly baby care products, including baby wipes, introduced new sustainable options. Eco-friendly baby wipes are crafted from biodegradable materials, free from harmful chemicals, hypoallergenic, soft, packaged in recyclable materials, moisture-retentive, and cruelty-free, providing a safe and sustainable choice for parents.

In October 2022, Guy & O’Neill, Inc., a U.S.-based company known for high-quality personal care products, including a variety of wipes, acquired Albaad USA, Inc. for $60 million. This acquisition was aimed at strengthening Guy & O’Neill's wet wipes portfolio and market presence while enhancing its manufacturing capabilities. Albaad USA, Inc., a U.S.-based company specializing in the production of wet wipes and related products, serves multiple markets, including personal care and household hygiene.

Major companies operating in the baby wipes market include 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 2024. 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.

Baby wipes are disposable, damp tissues often designed with antiseptic properties, primarily intended for cleansing the skin of babies and children to mitigate microbiological contamination. Comprised of a blend of materials such as cotton, rayon, polyester, and polyethylene, these wipes predominantly contain water and a mild detergent comprising amphoteric surfactants and cleansing agents as their primary ingredients.

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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