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Report Overview
The global baby wipes market attained a value of USD 4.79 Billion in 2024. Baby wipes are readily accessible through a range of retail channels, ensuring consumers can easily find them. The industry is expected to grow at a CAGR of 4.50% during the forecast period of 2025-2034 to attain a value of USD 7.44 Billion by 2034. Brands are increasingly offering tailored products that address specific skin types or needs, such as hypoallergenic wipes for sensitive skin or those infused with soothing ingredients like aloe vera.
2024
Base Year
2018-2024
Historical Period
2025-2034
Forecast Period
- Industry reports indicated that New South Wales recorded 95,758 births in 2022, with Victoria closely following at 76,187 births and Queensland noting 62,313 births. With more newborns, there is an increased demand for baby care products, including baby wipes. Parents seek convenient, hygienic solutions for baby care, driving the growth of baby wipes as an essential item in daily routines.
- The Centers for Disease Control and Prevention documented 3,664,292 births in the United States in 2021. A higher birth rate increases the demand for baby care products, including baby wipes. Parents and caregivers seek convenient, hygienic, and gentle options for infant care, driving the widespread use and expansion of baby wipes in the market.
- According to the Department of Statistics in Singapore, there were a total of 33,541 live births in 2023. A higher number of newborns leads to increased demand for baby care products, including wipes. Parents and caregivers seek convenient, hygienic, and gentle solutions for infant care, boosting the usage of baby wipes as an essential product for daily routines.
Baby Wipes Market Share
Market Analysis by Technology
Needlepunch technology boosts the durability of baby wipes, making them resistant to tearing and wear. This method produces soft, gentle fabrics that are perfect for sensitive skin. Manufacturers can customise the weight and texture, and the production is cost-effective, often utilising eco-friendly materials that appeal to environmentally conscious consumers, thereby driving baby wipes demand growth. In November 2023, SoftCare launched its needle punch baby wipes, featuring a unique blend of fibres for improved softness and strength. These eco-friendly wipes provide a gentle yet effective cleaning experience for babies and toddlers.
Composite materials enhance the quality of baby wipes by combining various fibres to improve absorbency and strength, supporting the growth of the baby wipes industry. They are versatile for multiple applications, ensuring moisture retention for effective cleaning. Additionally, they can be designed to be hypoallergenic, enhancing safety for babies and enabling innovative product features. In August 2024, ComfortWipes introduced their composite baby wipes, featuring a novel blend of materials for superior moisture retention and cleaning power. These wipes are specially formulated for delicate skin, ensuring a gentle experience for babies while maintaining high functionality.
Market Analysis by Product Type
As per the baby wipes market analysis, dry wipes are highly versatile, making them suitable for cleaning hands, faces, and surfaces. Their lack of moisture gives them a longer shelf life and reduces the risk of bacterial growth. Manufacturers can customise them with various solutions, and their lightweight design enhances portability. Many options are eco-friendly, appealing to environmentally conscious consumers. In September 2024, GreenBaby launched a new line of hypoallergenic dry wipes, specially formulated for sensitive skin. Made from natural fibres, these wipes provide gentle cleaning and are free from harsh chemicals, ensuring safety for babies.
Wet wipes provide instant convenience for quick clean-ups at home or while out. Their moisture boosts cleaning effectiveness, efficiently removing dirt and bacteria. Many wipes include moisturising ingredients for skin hydration and are available in hypoallergenic formulations to minimise irritation. Pre-moistened and ready to use, they save time, thereby supporting the demand of the baby wipes market. In September 2023, BabyFresh introduced a new range of wet wipes featuring antibacterial properties, ideal for on-the-go cleaning while being gentle on babies' delicate skin.
Market Analysis by Distribution Channel
Convenience stores offer easy access to baby wipes, facilitating quick purchases during emergencies or outings. They ensure immediate availability, allowing parents to buy wipes without prior planning. Extended hours provide time savings compared to larger retailers, and their proximity to essential items encourages impulse buying while supporting local brands, impacting the baby wipes industry revenue. In August 2024, Little Angels launched a line of hypoallergenic baby wipes in convenience stores, specifically designed for sensitive skin, giving parents a gentle option for everyday use.
Online stores present a vast selection of baby wipes from various brands, enabling parents to easily compare choices. The convenience of shopping from home, with subscription services ensuring hassle-free regular deliveries are the key factors driving the segment growth. Access to customer reviews supports informed choices, and frequent promotions assist parents in discovering affordable options. In January 2024, Mum & You launched their latest biodegradable baby wipes online, made with a blend of natural ingredients, focusing on sustainability while ensuring effective cleaning for babies.
Baby Wipes Market Report Snapshots
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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Key Questions Answered in the Report
In 2024, the baby wipes market reached an approximate value of USD 4.79 Billion.
The market is assessed to grow at a CAGR of 4.50% between 2025 and 2034.
The market is estimated to witness healthy growth in the forecast period of 2025-2034 to reach a value of around USD 7.44 Billion by 2034.
The major drivers of the market are rising disposable incomes, increasing population, rising demand from the developing regions, advancements in production technology, and rapid urbanisation.
The key trends guiding the growth of the market includes the rising popularity of e-commerce sales channels and increasing hygiene awareness.
The market is broken down into North America, Europe, Asia Pacific, Latin America, the Middle East, and Africa.
The Spunlace, airlaid, coform, needlepunch, and composite, among others, are the various technologies in the global baby wipes market.
Dry wipes and wet wipes are the leading product types in the market.
The significant distribution channels in the market are supermarket and hypermarket, pharmacies, convenience stores, and online stores, among others.
The market key players are Johnson & Johnson Services, Inc., Proctor & Gamble Company, Kimberly-Clark Corporation, Unicharm Corporation, Rockline Industries, and Unilever plc, among others.
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