Global Baby Wipes Market by Product (Wet Wipes, Dry Wipes) and Region (North America, Latin America, Europe, Asia Pacific and Middle East & Africa), Forecast To 2028

Summary of the Report

Global baby wipes market was valued at USD4.6 billion in 2019. It is projected to grow at a compound annual rate (CAGR of 5.2%) between 2020 and 2027. The key drivers of market growth are rising consumer spending on baby care products, and the growing per capita incomes of women workers. The National Retail Federation, U.S., reported in 2018 that 69% of parents earned more than the US national median income of USD 559,000 per year. 80% of millennials with kids are in their 30s, and they prefer to spend on high-quality child care products. This has led to an increase in baby care product adoption and consumer spending. Parents of millennials are concerned about their baby's delicate skin, particularly in the diaper area. Baby wipes are preferred by millennial parents to avoid skin irritation and prevent rashes.

Manufacturers are driven to create products that meet the needs of their customers, as millennial parents become more aware about sustainable and organic wipes. Manufacturers are also looking at consumer preferences and developing sustainable, biodegradable, and eco-friendly products that conform to government regulations. BumBoosa Bamboo Baby Wipes, for example, are USDA (United States Department of Agriculture), certified biobased product. Biobased products are those whose main components are derived from renewable animal, plant, marine, or forest materials. Bumboosa introduced bamboo wipes for babies that contain botanical ingredients to meet changing consumer preferences towards sustainable and organic products.

Manufacturers are now able to make baby wipes that are more natural and eco-friendly, as they don't contain artificial fragrances, colors or harsh chemicals. This shift in consumer preference has encouraged them to create wipes that are less scented. Earth-friendly baby wipes makes aloe Vera wipes that are gentle and soothing for babies. This is due to the use of calendula and chamomile extracts which help keep skin healthy and nourished.

This industry is seeing a significant increase in investment to improve manufacturing capabilities around the world. Kimberly-Clark (a U.S.-based personal-care company) invested over USD 25 million in its Tuas, Singapore manufacturing plant in May 2019. This investment will help it double its export volume and increase its value by 2022. It will make Huggies baby wipes more valuable and increase its production capacity to almost five million by 2019 by adding productivity enhancements such as automated guided vehicles and advanced warehouse management.

Covid-19 cases are increasing rapidly worldwide. This has caused panic buying behaviour among personal hygiene product consumers. In times of economic hardship, consumers have started to be more mindful about their spending habits and are choosing low-cost baby wipes over high-priced specialty products. These wipes are also available in bulk packaging that contains a lot of wipes. This makes them one of the most preferred wipes. These factors have had a positive impact on the market growth, as the product is seeing growing demand.

Product Insights

Dry wipes dominated the market, accounting for 60.3% of global revenue in 2019. The multipurpose nature of dry wipes is why they are so popular. They can be used for everything, including diaper changing, body cleaning, and feeding. These wipes can also be used as tissue, paper towels, or toilet paper.

Manufacturers are now producing eco-friendly baby wipes to meet changing consumer preferences for natural, organic, and sustainable baby care. Baby Works, for example, launched biodegradable viscose-dry baby wipes in 2019. These wipes are free from all chemicals and made of 100% viscose. This acts as a moisture absorbent, so they can be used on skin that is sensitive or around the eyes.

With a CAGR at 5.6% between 2020 and 2027, the wet wipes market is expected to be the fastest-growing segment. These products are widely used to wipe the baby's bottom without changing his diaper. Segment growth is expected to be accelerated by parents' busy lifestyles and lack of time. Companies are open to changing the consumer's inclination towards wet wiping and have launched a product line in this market. Johnson and Johnson, for example, launched baby skincare wipes with advanced fiber technology in February 2019. This works like a sponge and removes dirt and other impurities.

Distribution Channel Insights

The market was dominated by supermarkets and hypermarkets, which accounted for 44.7% of global revenue in 2019. The advertising space for a baby center is dedicated to hypermarkets and supermarkets. According to TABS analytics, parents with young children make up 42% of buyers. However, they account for 80%. The majority of sales volume comes from hypermarkets, supermarkets, pharmacy, drug stores and pharmacies. They are informed and assured that they will purchase the right product. Brands use in-store promotions such as sample giveaways and product display to convert potential customers.

E-commerce is expected to grow at 6.8% annually, which is the fastest CAGR. The TABS analysis report 2017 showed a 20% increase in baby products sales online. This reflects the preference for millennial parents to buy baby care products online. It is therefore a major driver for the ecommerce distribution channel. Worldwide e-retailer websites like Amazon.com, Target.com and Walmart.com saw a rise in e-commerce share.

Regional Insights

North America was the dominant market for baby wipes in 2019, accounting for 29.2% of global revenue. According to macrotrends.com in the United States, women aged 35-44 are still able to enter the workforce and take on more responsibilities in their careers to build a solid financial base to purchase quality baby wipes for their children. This will drive demand for baby wipes within the region.

Procter & Gamble Co. and Kimberly-Clark Corporation have the largest market share in the region. They target millennial parents with their broad product range and easy access to baby wipes through various convenient services. These include monthly maternity kits subscriptions at an affordable price with doorstep delivery. According to Yahoo Finance, the U.S. is the largest market in baby diapers. In 2017, P&G had a 44% market share. Kimberly Clark has a 37% marketshare.

Asia Pacific will grow at a 5.5% CAGR between 2020 and 2027. Modern parents are now more proactive in addressing their health concerns with baby care. Baby wipes are a huge market, driven by millennial mothers who are financially independent, educated and tech-savvy. Additionally, brands and marketers have found that e-commerce has helped them to increase their penetration and introduce new variants and products.

Market Share Insights & Key Companies

Due to major industry players accounting for a significant share of the market, the market is highly competitive. Many new companies are entering the market with products made from natural ingredients. Babo Botanicals is a U.S.-based company that makes baby products, including baby wipes. These wipes are specifically formulated for sensitive skin and contain pure ingredients such as organic calendula oils and moisturizing oatmeal milk. This reduces the chance of allergic reactions. The market leader in baby wipes is:

• Johnson & Johnson

• Himalaya Drug Company

• Babisil Products Ltd.

• Cotton Babies, Inc.

• Farlin Corporation

• Hengan International Group Company Ltd.

• Kimberly-Clark Corporation

• Pigeon Corporation

• Procter & Gamble Co.

• Unicharm Corporation

Up Market Research published a new report titled “Baby Wipes Market research report which is segmented by Product (Wet Wipes, Dry Wipes), By Players/Companies Farlin Corporation, Johnson & Johnson, Cotton Babies Inc,  Kimberly-Clark Corporation,  Procter & Gamble Co,  Pigeon Corporation,  Unicharm Corporation, Babisil Products Ltd, Hengan International Group Company Ltd, The Himalaya Drug Company”. As per the study the market is expected to grow at a CAGR of XX% in the forecast period.

Report Scope

The report covers comprehensive data on emerging trends, market drivers, growth opportunities, and restraints that can change the market dynamics of the industry. It provides an in-depth analysis of the market segments which include products, applications, and competitor analysis.

Global Baby Wipes Market Report Segments:

The market is segmented by Product (Wet Wipes, Dry Wipes).

Baby Wipes Market research report delivers a close watch on leading competitors with strategic analysis, micro and macro market trend and scenarios, pricing analysis and a holistic overview of the market situations in the forecast period. It is a professional and a detailed report focusing on primary and secondary drivers, market share, leading segments and geographical analysis. Further, key players, major collaborations, merger & acquisitions along with trending innovation and business policies are reviewed in the report.

Key Benefits for Industry Participants & Stakeholders:

• Industry drivers, restraints, and opportunities covered in the study
• Neutral perspective on the market performance
• Recent industry trends and developments
• Competitive landscape & strategies of key players
• Potential & niche segments and regions exhibiting promising growth covered
• Historical, current, and projected market size, in terms of value
• In-depth analysis of the Baby Wipes Market

Overview of the regional outlook of the Baby Wipes Market:

Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa (MEA). North America region is further bifurcated into countries such as U.S., and Canada. The Europe region is further categorized into U.K., France, Germany, Italy, Spain, Russia, and Rest of Europe. Asia Pacific is further segmented into China, Japan, South Korea, India, Australia, South East Asia, and Rest of Asia Pacific. Latin America region is further segmented into Brazil, Mexico, and Rest of Latin America, and the MEA region is further divided into GCC, Turkey, South Africa, and Rest of MEA.

Highlights of The Baby Wipes Market Report:

1. The market structure and projections for the coming years.
2. Drivers, restraints, opportunities, and current trends of Baby Wipes Market.
3. Historical data and forecast.
4. Estimations for the forecast period 2028.
5. Developments and trends in the market.

                1. Wet Wipes

                2. Dry Wipes

7. Market scenario by region, sub-region, and country.
8. Market share of the market players, company profiles, product specifications, SWOT analysis, and competitive landscape.
9. Analysis regarding upstream raw materials, downstream demand, and current market dynamics.
10. Government Policies, Macro & Micro economic factors are also included in the report.

We have studied the Baby Wipes Market in 360 degrees via. both primary & secondary research methodologies. This helped us in building an understanding of the current market dynamics, supply-demand gap, pricing trends, product preferences, consumer patterns & so on. The findings were further validated through primary research with industry experts & opinion leaders across countries. The data is further compiled & validated through various market estimation & data validation methodologies. Further, we also have our in-house data forecasting model to predict market growth up to 2028.

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Reasons to Purchase the Baby Wipes Market Report:

• The report includes a plethora of information such as market dynamics scenario and opportunities during the forecast period
• Segments and sub-segments include quantitative, qualitative, value (USD Million,) and volume (Units Million) data.
• Regional, sub-regional, and country level data includes the demand and supply forces along with their influence on the market.
• The competitive landscape comprises share of key players, new developments, and strategies in the last three years.
• Comprehensive companies offering products, relevant financial information, recent developments, SWOT analysis, and strategies by these players.