The Household Wipes Market, estimated at USD 5.13 Bn in 2025, is expected to exhibit a CAGR of 6.4% and reach USD 7.92 Bn by 2032.
The Consumer Goods sector remains a vital driver of global growth, as organizations respond to evolving consumer expectations with sustainable practices, ethical production, and innovative product development. At the same time, advances in e-commerce, digital transformation, and supply chain optimization are reshaping the industry landscape, enhancing competitiveness, and unlocking new opportunities for long-term growth and collaboration.
The household wipes market is expected to grow steadily driven by the increasing demand for convenient and hassle-free cleaning solutions and growing preference for eco-friendly products. Firstly, rapid urbanization and changing consumer lifestyles with busy schedules have raised the demand for easy-to-use household cleaning products like wipes. Secondly, rising awareness about health and hygiene among consumers especially during the COVID-19 pandemic has propelled the sales of disinfectant and sanitizing wipes. Moreover, the increasing adoption of eco-friendly wipes made with plant-based materials to cater to the rising environmental consciousness will also support the market expansion over the forecast period. However, the availability of cheap substitutes may hinder the market growth to some extent.
Growing awareness about hygiene and cleanliness during COVID-19 pandemic
The COVID-19 pandemic has significantly increased awareness about hygiene and cleanliness across the world. People are much more conscious about regularly cleaning and disinfecting high touch surfaces in their homes to prevent the spread of viruses and other germs. This has led to a surge in demand for household cleaning products like wipes which are easy to use for quickly disinfecting surfaces. Household wipes allow people to efficiently clean counters, doorknobs, light switches and other areas without using chemicals or spending too much time. The pandemic has underscored the importance of personal and household hygiene which is expected to continue driving sales of wipes even after it ends.
Increasing preference for convenient cleaning products
Consumer lifestyles have become increasingly fast-paced and busy in recent years. People prefer cleaning products that can get tasks done quickly without much effort. Household wipes are very convenient to use as they do not require mixing of chemicals, filling up buckets or spending time drying surfaces. Users can simply take out a wipe, quickly wipe down surfaces and the job is done. Their single-use format and portable packaging also makes them ideal for on-the-go cleaning. The preference for convenient products that save time and effort is a key factor why household wipes are gaining popularity over traditional cleaning tools.
Economic slowdown reducing discretionary spending
A major restraint for the household wipes market is the weak global economic conditions in the past year due to the pandemic. Many countries entered recessions with rising unemployment rates, reduced incomes, and increased savings. In such an environment, consumers cut back on discretionary spending and focus only on essential products. Wipes are considered a convenient but not critical product category so their sales may drop when consumers scale back spending. Strict lockdowns and store closures also limited the ability of people to shop for such items in the initial months of the pandemic. An economic slowdown makes customers budget-conscious which impacts demand for wipes.
Raw material price volatility
Another key challenge faced by manufacturers of household wipes is volatility in prices of main raw materials. These include non-woven fabric, absorbent pads and chemicals used for fragrance and disinfection purposes. Global commodity and oil prices strongly influence prices of several wipe components. Changes in foreign exchange rates also impact import costs for the industry. Sudden price spikes of raw materials squeeze producers' margins unless they hike product prices as well. This price uncertainty in the supply chain at times creates an unfavorable cost environment for the wipes market.
Growth of eco-friendly natural products
Rising environmental concerns have opened an opportunity for natural and eco-friendly household cleaning products. More consumers are looking for sustainable wipes made from biodegradable materials without synthetic chemicals. Natural fiber non-woven fabrics, plant-based cleaning formulas are some features attracting customers. Companies catering to this demand through products with natural claims are gaining market share. The outlook of the wipes industry would improve if producers launched more types targeting health-conscious users wanting greener options.
Expanding into developing markets
Emerging economies in Asia Pacific, Latin America, Middle East, and Africa present a major growth avenue for household wipes manufacturers. Per capita usage of such products is still much lower in developing nations compared to developed markets that are nearing saturation. Factors like growing incomes, urbanization, working women population, and awareness about hygiene are creating demand pockets in these regions. Global firms can leverage their R&D, production, and distribution capabilities to effectively tap into new consumer segments abroad and drive future sales volumes. Expanding the customer base internationally into untapped developing country markets opens promising opportunities.
Link - https://www.coherentmarketinsights.com/market-insight/household-wipes-market-2344
Key Developments
- In March 2024, Medicare Hygiene launches Earthika brand of wet wipes to tap into booming Indian market
- in February 2023, The Honest Company, Inc. launched its Clean Conscious Wipes.
- In 2022, Biom is manufacturer of sustainable wipes, launched its 100% sustainable biodegradble wipes. The biom's offerings are plastic-free, plant-based (made from 100% viscose), skin-friendly and biodegradable, containing all-natural scents derived from essential oils. The new products will be more aesthetically pleasing and eco-friendly refillable dispenser that minimizes plastic waste by 85%.
- In 2021, Ecolab Inc., the American-based provider of water, hygiene and energy technologies and services acquired National Wiper Alliance for an undisclosed amount. Through this acquisition, Ecolab aimed to expand its contract manufacturing business of producing several disinfecting wipes products. National Wiper Alliance is a wipes manufacturing facility headquartered at North Carolina, U.S.
Key Players
KCWW, Unilever, Johnson & Johnson Consumer Inc., TLC International, WipesPlus, The Honest Company, Inc., Procter & Gamble, Himalaya Wellness Company, S. C. Johnson & Son Inc., Procter & Gamble Co., Nice-Pak Products Inc., The Clorox Company, Weiman Products LLC, Colgate-Palmolive Company, Reckitt Benckiser Group plc. , Amway Corporation, 3M Company, Kimberly-Clark Corporation, Kao Corporation, and Rockline Industries
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