Feminine Wipes Market Report 2025

The feminine wipes market size has grown strongly in recent years. It will grow from $2.23 billion in 2024 to $2.42 billion in 2025 at a compound annual growth rate (CAGR) of 8.5%. The growth in the historic period can be attributed to hygiene and convenience, increased women's health awareness, urbanization and busy lifestyles, advertising and marketing, demographic changes.

The feminine wipes market size is expected to see strong growth in the next few years. It will grow to $3.37 billion in 2029 at a compound annual growth rate (CAGR) of 8.7%. The growth in the forecast period can be attributed to health and wellness trends, customization and personalization, online retail and subscription services, eco-friendly packaging, inclusive product design. Major trends in the forecast period include ph-balanced formulas, sensitive skin formulas, sensitive skin formulas, flushable wipes, promotion of feminine health education.

The growing education regarding menstrual hygiene among the female population is anticipated to drive the growth of the feminine wipes market in the future. Menstrual hygiene refers to maintaining cleanliness during menstruation, which can help prevent infections in the reproductive and urinary tracts. Raising awareness about menstrual hygiene among women benefits the feminine wipes market by protecting dignity, enhancing confidence, and promoting sexual and reproductive health. For example, in May 2022, the World Health Organization, a specialized agency of the United Nations based in Switzerland that focuses on international public health, urged countries to intensify efforts to improve menstrual hygiene practices in schools to mitigate negative health outcomes. Consequently, this heightened awareness of menstrual hygiene among women is expected to increase the demand for feminine wipes during the forecast period.

The expanding population of employed women is poised to be a key driver for the growth of the feminine wipes market. The employed woman population encompasses women actively participating in the workforce, holding paid jobs, and utilizing feminine wipes for personal hygiene, especially during menstruation. The desire to maintain freshness and cleanliness while at work contributes to the growing demand for feminine wipes. For instance, recent statistics from the UK's Office for National Statistics highlight that 15.66 million women aged 16 and over were employed from October to December 2022, indicating a sizable employed woman population. This trend is expected to be a significant factor propelling the growth of the feminine wipes market.

The shift in consumer preferences toward innovative and organic products is an emerging trend gaining traction in the feminine wipes market. Organic feminine wipes are produced using biodegradable and natural materials, free from harsh chemicals, which has led to a growing number of women opting for them. For example, in May 2024, Summer's Eve, a UK-based consumer goods company, introduced daily refreshing wipes designed for the convenient cleansing and refreshing of the external vaginal area. These wipes are formulated to be pH-balanced and hypoallergenic, offering a gentle and effective method for maintaining personal hygiene throughout the day. They are particularly useful during menstruation, after exercise, or whenever freshening up is needed, helping to control odor and enhance comfort. Made with soft, non-irritating materials, these wipes are safe for sensitive skin. Their portable design makes them a favored option for individuals looking for a convenient solution for daily intimate care.

Major companies in the feminine wipes market are concentrating on creating innovative products, such as tampon and liner systems, to improve convenience, comfort, and overall menstrual hygiene for women. These tampon and liner systems provide a two-part solution for menstrual hygiene management, featuring tampons for internal use and liners or pads for external protection during menstruation. For example, in May 2023, Victoria’s Secret, a US-based company, introduced intimate care wipes specifically formulated for maintaining hygiene in the intimate area. These wipes are generally pH-balanced, hypoallergenic, and crafted from gentle materials to ensure safety for sensitive skin. Ideal for use during menstruation, after exercise, or whenever a refreshing cleanse is desired, intimate care wipes help control odor and enhance comfort. They offer a convenient and discreet option for personal care, allowing users to feel clean and confident throughout the day. With their portable packaging, these wipes are easy to carry and use as needed, making them a favored choice in feminine hygiene.

In October 2022, Guy & O’Neill, Inc., a US-based company specializing in personal care products, acquired Albaad USA, Inc. for an undisclosed amount. The purpose of this acquisition is to improve innovation, production capabilities, and customer service, allowing for a wider range of high-quality wet wipes and liquid-fill products. Albaad USA, Inc. is a US-based company that focuses on manufacturing wet wipes and related personal care products.

Major companies operating in the feminine wipes market include Albaad Massuot Yitzhak Ltd., Corman SpA., LA Fresh Group Inc., Guy & O'Neill Inc., Healthy Hoohoo Inc., The Procter & Gamble Company, Kimberly-Clark Corporation, Edgewell Personal Care Brands LLC, Johnson & Johnson, Unicharm Corporation, Essity AB, Nice-Pak Products Inc., Rockline Industries Limited, Diamond Wipes International Inc., Meridian Industries Inc., Body Wipe Company LLC, DUDE Products Inc., SweetSpot Labs LLC, Goodwipes Products Inc., Rael Inc., The Honey Pot Company Inc., Cora Health Inc., L. Organic Cotton LLC, Maxim Hygiene Products LLC, Natracare LLC, Seventh Generation Inc., The Honest Company Inc., PureTouch Skin Care Inc., Summer's Eve.

Feminine wipes, crafted from materials like cotton, polyester, polypropylene, and cloth, are personal hygiene products designed for women. Infused with soothing agents, these wipes offer a daily solution for women to maintain menstrual hygiene, control odors, and prevent infections. Serving as cleansing cloths, feminine wipes are specifically utilized by women to uphold vaginal hygiene, particularly during menstruation.

Two primary types of feminine wipes exist such as ordinary and sanitary. Ordinary wipes, fashioned from materials such as cotton, wool, polyester, and occasional material blends, are suitable for everyday use. The user demographic spans various age groups, including 5-15 years, 16-30 years, 31-45 years, 46-60 years, and 61 and above. Feminine wipes are distributed through diverse channels, encompassing supermarkets, hypermarkets, convenience stores, pharmacies, drugstores, and online platforms, among other distribution channels.

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

Asia-Pacific was the largest region in the feminine wipes market in 2024. The regions covered in the feminine wipes market analysis report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, and Africa.

The countries covered in the feminine wipes market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, and USA.

The feminine wipes market consists of sales of wet wipes pH balanced, vitamin-e & aloe wipes, and toilet wipes. 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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