Overview of Wet Wipe Development and New Trends in Personal Care Wet Wipes

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This article is compiled based on statistical data from industry consulting firms: 1. An overview of the global wet wipe market; 2. An overview of the Chinese wet wipe market; 3. Emerging trends in personal care wet wipes. **I. Global Wet Wipe Market Overview** 1. **Retail Market Size**: In 2018, the global retail market for wet wipes reached $13.6 billion. Among these, baby wipes accounted for the largest share, totaling $5.8 billion—equivalent to 43% of the entire global wet wipe retail market. Ranking second were household cleaning wipes, with sales of $3.5 billion, followed by makeup wipes, general-purpose wipes, wet toilet paper, and finally, feminine care wipes. The latter, however, faced slower growth due to…

This article is compiled based on statistical data from industry consulting firms:

1. An overview of the global wet wipe market;

Second, an overview of the Chinese wet wipe market;

Third, the new trend in personal care wet wipes.

I. Overview of the Global Wipes Market

1. Retail Market Size

　　In 2018, the global retail market for wet wipes reached $13.6 billion. Baby wipes accounted for the largest share, totaling $5.8 billion—equivalent to 43% of the entire global wet wipe retail market. Household cleaning wipes came in second, with sales amounting to $3.5 billion, followed by makeup wipes, general-purpose wipes, wet toilet paper, and feminine care wipes. Notably, feminine care wipes currently have a very small retail market due to limited regional demand. Meanwhile, general-purpose wipes and wet toilet paper are experiencing the fastest growth. From 2013 to 2018, the global wet wipe retail market saw a compound annual growth rate (CAGR) exceeding 6%.

2. Regional Scale

　　From a regional perspective, Asia-Pacific ranked third globally in 2018. The Asia-Pacific, Middle East, Africa, and Latin America are regions where wet wipe markets are growing rapidly, with retail sales of wet wipes posting a compound annual growth rate of approximately 6% to 10% between 2013 and 2018. These regions are expected to maintain this pace of growth over the next five years. Meanwhile, North America and Western Europe remain at the lower end of the growth spectrum for wet wipe markets.

2.1 Retail Scale by Region

　　North America, the Asia-Pacific region, and Western European countries have large retail markets for wet wipes.

2.2 Per Capita Consumption by Region

　　North America and Western Europe are regions with higher per capita consumption of wet wipes, while China, despite its large market size, still lags significantly behind North America, Western Europe, and Australia in terms of per capita spending on wet wipes.

2.3 Differences in Category Proportions Across Regions

　　While market sizes vary across regions, the share of wet wipes categories also differs. Looking at North America, Asia-Pacific, and the Middle East, baby wipes account for the largest share in all three regions. In contrast, household cleaning wipes make up a significantly smaller portion in North America compared to Asia-Pacific and Africa. This is because consumers in Asia-Pacific, the Middle East, and Africa traditionally prefer non-disposable hygiene products—such as cloths—for cleaning purposes.

2.3.1 Baby Wipes – The Largest-Segmented Category

Baby wipes represent the largest category among all types of wet wipes, primarily due to their extensive user base and relatively low average price per sheet compared to other product categories. When benchmarked against the U.S. market, baby wipe prices remain quite affordable and cost-effective. Baby wipes are widely used by a diverse range of consumers—such as infants, toddlers, preschoolers, and even families—for everyday hygiene and cleaning needs. However, the global decline in newborn birth rates could potentially impact the demand for baby wipes in the future.

2.3.2 General-purpose Wipes — The Fastest-Growing Category

General-purpose wipes are the fastest-growing category among all types of wipes, with significant market potential in developing countries—driven both by the increasing number of product distribution channels and by rising consumer awareness. Meanwhile, in developed nations, product performance and niche segmentation are the key factors propelling the growth of general-purpose wipes.

2.3.3 Wet Toilet Paper – An Emerging Category

In 2018, the global retail market for wet toilet paper was valued at $1.1 billion, while toilet tissue accounted for $47.1 billion. In terms of retail sales, wet toilet paper represented just 2% of the total toilet tissue market, highlighting that it remains a relatively underdeveloped category. Currently, wet toilet paper has limited distribution channels and a restricted number of brands entering the market. However, with growing awareness among younger consumers about the benefits of using wet toilet paper, the category is expected to experience strong growth in the future. In 2018, China ranked sixth globally in wet toilet paper retail volume, though due to its massive population, the proportion of users still lags significantly behind countries like the United States, Germany, and Spain.

Smart toilets are smart home devices that combine functions like cleaning, drying, and heating. In a typical household setting, how does the cleaning feature of a smart toilet affect the use of wet toilet paper? On the downside, it may partially replace traditional toilet paper or even wet wipes. On the positive side, if users become accustomed to the comfort provided by using a smart toilet at home, they might opt for wet toilet paper when out and about—since it delivers a similar clean-feeling experience—thereby boosting sales of wet toilet paper. Of course, further development in this area will ultimately depend on time and real-world adoption.

3. The Development of Retail-Brand Wet Wipes in Developed Regions

　　From 2013 to 2018, retail sales of branded wet wipes in developed regions such as Western Europe and North America experienced significant growth, accounting for the largest share—over 20% of the market. In contrast, the Asia-Pacific region currently holds the lowest market share, with a slight downward trend observed during the same period. Western Europe, North America, and Eastern Europe are leading markets in the branded wet wipe sector, though the share varies significantly across different product categories. For instance, baby wipes account for as much as 40% of the U.S. market. Typically, baby wipes are priced 20% to 40% lower than other wet wipe categories, making affordability a key driver of their strong sales performance. Retail-brand products are known for offering high quality at competitive prices, extending beyond standard general-purpose wipes to include specialized items like wet toilet paper and baby wipes. Additionally, these retail-branded products often feature attractive packaging designs, though the overall aesthetic difference compared to domestic brands remains relatively modest.

4. Drivers of Future Growth

　　Euromonitor predicts that the U.S. wet wipe market will grow at a rate of no more than 5% in the future, while China’s growth is expected to reach around 10%, and India’s growth is projected to range between 10% and 20%.

　　From the perspective of influencing factors, U.S. per capita GDP and population size account for 30% to 40% of the impact. For China and India, usage habits—or rather, the ingrained tendency to use wet wipes—is a critically important factor shaping future growth. As people’s hygiene awareness increases, this shift will likely lead to higher consumption of hygiene wet wipes.

　　Wet wipes are relatively expensive for the general population in India, and their higher price points could potentially curb the product's future growth in the market. On the other hand, softer factors—such as the gradual rise in the social status of Indian women, who increasingly seek convenient hygiene products like wet wipes for daily cleaning—are likely to drive growth in India going forward.

II. Overview of the Chinese Wet Wipe Market

1. Market Size

　　In 2018, China's wet wipe market reached approximately $730 million, with retail sales growing at around 10% annually. By product category, general-purpose wipes accounted for the largest share, followed by baby wipes. Notably, wet toilet paper emerged as the fastest-growing segment, posting a compound annual growth rate of about 40% from 2013 to 2018.

2. Retail Channel Distribution

　　From 2013 to 2018, China’s wet wipe retail channels underwent significant changes. First, mid-sized supermarkets saw their share of sales decline from 60% in 2013 to 45% in 2018, though they remained the leading sales channel. Second, e-commerce channels grew to account for 20% of sales by 2018, surpassing even the share held by large hypermarkets for the first time.

3. Category Performance

　　From 2013 to 2018, China ranked second in wet wipe retail sales compared to other Asia-Pacific countries. In Japan, makeup wipes accounted for the largest share of the wet wipe category, primarily because Japanese women have high standards for their makeup and frequently touch up their looks throughout the day. Meanwhile, in China’s wet wipe market, general-purpose wipes not only dominate but also represent the fastest-growing segment.

4. Performance in Absolute Growth of Retail Sales

　　From 2013 to 2018, the Asia-Pacific wet wipe retail market saw an absolute value increase of approximately $600 million, driven primarily by China and South Korea. In China, general-purpose wet wipes experienced an absolute growth of $140 million, while a new category—wet toilet paper—also grew rapidly, adding about $40 million in value.

III. New Trends in Personal Care Wipes

1. Product Segmentation

　　Product segmentation allows brands to define their target audience and highlight specific features, making their products more appealing to consumers.

　　For example, wipes specifically developed for men include not only general-purpose options but also specialized varieties like odor-eliminating wipes, cleansing facial wipes, and even body care and face-care wipes. These products not only appeal to the male audience that aligns with the brand’s target demographic but also leverage unique packaging or a distinct brand positioning to resonate with outdoor enthusiasts and women as well.

2. Add less

　　To prevent ingredients added to wet wipes from potentially harming babies' skin, most baby wipes claim to contain minimal or no added chemicals. For example, Aqua wipes are made with 99% pure water, while Pigeon’s “100% Pure Water” wipes contain no fragrances and are completely free of additives. Domestically produced brands like Qingfeng, Jie Rou, and Jie Yun have also introduced “EDI Pure Water” wipes, offering a gentle, safe option for little ones.

3. Natural New Ingredients

　　Different wet wipe product categories and their functions—such as those incorporating various natural new ingredients—deliver distinct benefits. For instance, baby wipes enriched with almond oil provide a gentle, skin-moisturizing effect. Meanwhile, makeup-removing wipes containing charcoal and volcanic clay offer superior cleansing power, ensuring a deeper and more thorough removal of makeup.

IV. Summary

1. While market size is important, per capita consumption matters even more. Per capita spending reflects the value manufacturers can unlock from each individual consumer. The significant gap in per capita wet wipe consumption between China, Western Europe, and North America highlights that China's wet wipe market still has substantial untapped growth potential.

2. Innovative Content and Directions for Innovation. Innovative content holds significant value for consumers—such as introducing new ingredients with unique benefits tailored to different product categories. Meanwhile, the direction of innovation can be highly versatile, extending beyond the hygiene products industry. For instance, supermarkets often bundle baby diapers with baby wipes for cross-category collaboration, but this approach could inspire other creative partnerships, like the combination of washing machines and laundry detergents. Looking ahead, in the wet wipe retail market, could smart toilets potentially team up with wet toilet paper? Time will tell.

3. Environmentally sustainable. As Western and developed countries impose increasingly stringent environmental regulations, China will also move in this direction in the future.

Source: China Textile Daily

Single-sheet wet wipe machine