The nonwoven wet wipe industry is experiencing a major boom—market value expected to reach $20.63 billion in 2021.

 

According to Smithers' research report "The Future of Global Nonwoven Wipes by 2025" (About the Future of Global Nonwoven Wipes to 2025) Data indicates that by 2025, the tonnage growth of disinfectant wipes will reach 36.8%. Additionally, other reports predict that, with sufficient production capacity, this growth rate could even exceed 200%.

 

As disinfectant nonwoven wet wipes have become an essential tool in combating the spread of the COVID-19 pandemic, the global nonwoven wet wipe industry is experiencing a major boom.

 

The unique conditions created by the COVID-19 pandemic mean that demand for wet wipes—previously often viewed as a discretionary purchase—will continue to demonstrate strong resilience against economic downturns throughout the recovery period. In 2021, the total market value of wet wipes is expected to reach $20.63 billion and will continue growing at a compound annual growth rate (CAGR) of 5.8%, expanding to $26.07 billion by 2025. Meanwhile, the volume of nonwoven materials is also set to rise during the same period, reaching 26.24 million square meters and 1.44 million tons by 2020—and is projected to grow further to 38.32 million square meters and 1.97 million tons by 2025.

 

Report author Phil Mango explains: "During the Covid-19 pandemic, the nonwoven wipe industry played a critical role by remaining operational, providing essential tools to slow down and mitigate the virus's impact." By 2020, demand for nonwoven wipes surged, with disinfectant wipes reaching record-high supply levels—while demand for antibacterial and hygiene wipes also skyrocketed to unprecedented heights. Phil Mango further predicts, "For certain segments of the wiping products market, this surge in demand is expected to persist for years to come. By 2025, global nonwoven fabric demand is projected to surpass earlier forecasts."

 

A market analysis of the four main types of wet wipes reveals that, overall, demand for wet wipes is expected to continue growing.

 

The report analyzes four main types of wipes—household care, baby care, personal care, and industrial—and examines the market across 16 subcategories. It also provides a product-specific outlook for each category from 2020 onward, as detailed below:

 

01. Household Care Wipes

 

The COVID-19 pandemic has had the most direct impact on household care wet wipes. Second only to this, disinfectant wipes represent the second-largest market among all nonwoven products—surpassed only by mask-related items. The unprecedented surge in demand during 2020 was limited solely by insufficient supply and processing capacity. Leading disinfectant wipe suppliers estimate that production levels won’t fully meet current demand until at least mid-2021. By 2025, driven by growing consumer demand for household disinfectant wipes, the overall market for disinfectant wipes is expected to continue expanding steadily.

 

02. Baby Wipes

 

Baby wipes remain the largest single segment in the wet wipe market, accounting for 48.4% of total tonnage. This year, demand is expected to accelerate further as consumers stock up on all types of wipes—though this temporary surge will gradually ease, leading to a slight deceleration in growth from 2021 to 2025.

 

03. Personal Care Wipes

 

The lockdowns and the rise of remote work have led to a significant surge in demand for personal care wipes. A supply shortage in the first half of 2020 prompted consumers to stock up heavily on toilet paper and adult incontinence wipes—but this rapid increase was ultimately a short-term phenomenon. While growth is expected to slow down in 2021, the personal care wipes market will continue to be the fastest-growing and most price-sensitive segment among all major types of wipes.

 

 

04. Industrial Wipes

 

Industrial wiping wipes, primarily sold to businesses, are expected to take the biggest hit from COVID-19. In particular, key users in the automotive and construction sectors have significantly cut back on their consumption. Meanwhile, demand for wipes in the foodservice industry—driven by the closure of bars, cafes, and restaurants—has plummeted. On the flip side, healthcare wipes are emerging as a bright spot, as enhanced disinfection practices remain a critical tool in both combating and preventing the spread of the COVID-19 virus—now and in the future.

 

The EU has unveiled regulations aimed at curbing single-use plastic products, spurring accelerated research and development of new materials.

 

Even as demand for the wet wipe market continues to grow, manufacturers must also navigate other pressures—primarily the rising consumer demand for flushable wipes. Meanwhile, the European Union has introduced the Single Use Plastics Directive, a regulation aimed at significantly reducing the amount of single-use plastics (SUPs) ending up in European landfills by restricting their use in certain product categories.

 

The biggest impact for wet wipes and hygiene products will be felt in labeling requirements. These requirements must inform consumers about the proper disposal of the products, as well as the negative environmental consequences of improper waste management and littering.

 

This directive has spurred the rapid development of new materials for wet wipes, including:
 

Hydroentangled wet wipes made with longer synthetic cellulose fibers;
 

Modified carboxymethyl cellulose adhesive produced using airlaid technology;
 

Polyhydroxyalkanoate (PHA) biopolymers for co-molding and hydroentangling applications.