Global Personal Care Wipes Market Size, Share, and COVID-19 Impact Analysis, By Product (Baby Wipes, Facial & Cosmetic Wipes, Hand & Body Wipes, Flushable Wipes, and Others), By Distribution Channel (Supermarkets & Hypermarkets, Pharmacies & Drugstores, E-commerce, and Others), and By Region (North America, Europe, Asia-Pacific, Latin America, Middle East, and Africa), Analysis and Forecast 2025 - 2035

Global Personal Care Wipes Market Insights Forecasts to 2035

• The Global Personal Care Wipes Market Size Was Estimated at USD 13.39 Billion in 2024
• The Market Size is Expected to Grow at a CAGR of around 6.20% from 2025 to 2035
• The Worldwide Personal Care Wipes Market Size is Expected to Reach USD 25.95 Billion by 2035
• Asia Pacific is Expected to Grow the fastest during the forecast period.

The Global Personal Care Wipes Market Size was Worth Around USD 13.39 Billion in 2024 and is Predicted to Grow to Around USD 25.95 Billion by 2035 with a Compound Annual Growth Rate (CAGR) of 25.95% from 2025 to 2035. The growth in infant population, rapid urbanization, female consumers increased disposable income, and hygiene consciousness among consumers are driving the personal care wipes market.  

Market Overview

The Personal Care Wipes Market Size refers to the industry producing and selling disposable cloths for personal hygiene, cleansing, and sanitation. Personal care wipes are personal care products, including make-up remover wipes, basic skincare wipes, disinfecting surfaces, and nail polish remover wipes. Some of the major characteristics of personal care wipes include convenience, hygiene, easy disposability, and consumer-centric aesthetics that are responsible for driving the market for personal care wipes. Further, the growing hygiene awareness, along with the increasing usage of products as a more convenient alternative to cloth liquid washes and paper towels, is propelling the personal care wipes market. An increasing use of these products due to growing consumer disposable income, along with the improved lifestyle, is fueling the market growth. The expansion of product offerings, emphasizing wipes such as flushable wipes, intimate wipes, and scented wipes, along with the increased adoption of sustainable materials, is escalating the market growth opportunities for personal care wipes.

Report Coverage

This research report categorizes the personal care wipes market based on various segments and regions, forecasts revenue growth, and analyzes trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the personal care wipes market. Recent market developments and competitive strategies such as expansion, type launch, development, partnership, merger, and acquisition have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the personal care wipes market.

Driving Factors

The growing awareness of hygiene and health of infants is driving the demand for convenient and effective wipes for infants, resulting in propelling the personal care wipes market. Further, an increased expenditure on baby care products as well as a growing number of women in the workforce results in driving the market. An increasing demand for convenient and hygienic products, which drives the sale of wipes in urbanized regions, is expected to propel the personal care wipes market. Further, the female consumers' increased disposable income, impacting consumer behaviour and driving economic shift, contributing to driving the market. In addition, consumer awareness and attention towards health and sanitation, especially in the context of personal hygiene products and practices, are promoting the market.

Restraining Factors

The increasing preference for waterless face cleaners is expected to restrain the personal care wipes market. In addition, the environmental concerns associated with these wipes, including the non-biodegradability and risks to aquatic ecosystems and wildlife, are challenging the market growth.

Market Segmentation

The personal care wipes market share is classified into product and distribution channel.

• The baby wipes segment dominated the market with a major market share in 2024 and is projected to grow at a substantial CAGR during the forecast period.

Based on the product, the personal care wipes market is divided into baby wipes, facial & cosmetic wipes, hand & body wipes, flushable wipes, and others. Among these, the baby wipes segment dominated the market with a major market share in 2024 and is projected to grow at a substantial CAGR during the forecast period. The growing importance of hygiene and health for infants, driving the demand for convenient and effective baby wipes. An increasing usage of baby wipes among millennial parents, owing to the increasing concerns about the sensitive skin of infants, is driving the market growth.

• The supermarkets & hypermarkets segment accounted for the maximum revenue share in 2024 and is anticipated to grow at a significant CAGR during the forecast period.

Based on the distribution channel, the personal care wipes market is divided into supermarkets & hypermarkets, pharmacies & drugstores, e-commerce, and others. Among these, the supermarkets & hypermarkets segment accounted for the maximum revenue share in 2024 and is anticipated to grow at a significant CAGR during the forecast period. The wide range of product availability, competitive pricing, and convenient bulk purchase options are offered by the supermarkets & hypermarkets stores. The availability of a diverse range of affordable products with ease of accessibility is driving the market in the supermarkets & hypermarkets segment.

Regional Segment Analysis of the Personal Care Wipes Market

• North America (U.S., Canada, Mexico) 
• Europe (Germany, France, U.K., Italy, Spain, Rest of Europe)
• Asia-Pacific (China, Japan, India, Rest of APAC)
• South America (Brazil and the Rest of South America) 
• The Middle East and Africa (UAE, South Africa, Rest of MEA)

North America is anticipated to hold the largest share of the personal care wipes market over the predicted timeframe.

North America is anticipated to hold the largest share of the personal care wipes market over the predicted timeframe. An increasing demand for wipes for hygiene and household work, along with the growing health consciousness, is driving the market demand. Further, the upsurging trend towards healthier lifestyles and sanitation awareness significantly contributes to promoting the market growth for the personal care wipes market.

Asia Pacific is expected to grow at a rapid CAGR in the personal care wipes market during the forecast period. The increasing population in the developing economies, along with the rising purchasing power, is contributing to promoting the personal care wipes market. Further, the region’s increasing concern regarding air pollution is contributing to driving the market growth.

Europe is anticipated to hold a substantial market share of the personal care wipes market during the projected timeframe. An increasing demand for personal care wipes in the region, owing to personal hygiene concerns and the influence of social media, is positively impacting the market. Modernization of healthcare procedures and growth in the number of working women are significantly contributing to propelling the market.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the personal care wipes market, along with a comparative evaluation primarily based on their type of offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborative analysis focusing on the current news and developments of the companies, which includes type development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies

• Edana
• Diamond Wipes International Inc.
• Medline Industries
• The Honest Company, Inc.
• Procter and Gamble Co.
• Edgewell Personal Care Co.
• Johnson & Johnson Services, Inc
• Pluswipes
• Rockline Industries
• KCWW
• Others

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting And Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Recent Development

• In March 2023, Intimate care brand Luna Daily announced the brand’s US debut via a partnership with Sephora. To support the new market entry and expansion into brick-and-mortar retail, Luna Daily also announced the closing of a $3.7 million investment from UK firms Redrice, Joyance, and Velocity Juice, as well as angel investors.

Market Segment

This study forecasts revenue at global, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the personal care wipes market based on the below-mentioned segments: 

Global Personal Care Wipes Market, By Product

• Baby Wipes
• Facial & Cosmetic Wipes
• Hand & Body Wipes
• Flushable Wipes
• Others

Global Personal Care Wipes Market, By Distribution Channel

• Supermarkets & Hypermarkets
• Pharmacies & Drugstores
• E-commerce
• Others

Global Personal Care Wipes Market, By Regional Analysis

• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Rest of Asia Pacific
• South America
  • Brazil
  • Argentina
  • Rest of South America
• Middle East & Africa
  • UAE
  • Saudi Arabia
  • Qatar
  • South Africa
  • Rest of the Middle East & Africa