The global wipes market size was USD 3.87 billion in 2020.

This information is provided by Fortune Business Insights™, in its report, titled, Wipes Market Size, Share & COVID-19 Impact Analysis, By Application (Personal Care, Household, Industrial), Type (Disposable and Non-disposable), Distribution Channel (Supermarkets /Hypermarkets, Convenience Stores, Specialty Stores, Online Channels, and Others), and Regional Forecast, 2021-2028.”

The rising alertness concerning health and hygiene maintenance has boosted the demand of the personal care industry.

COVID-19 Pandemic Advent to Augment Demand for Sanitary Products

An increasing amount of global COVID-19 infested patients and its further spread robustly affect customers to utilize facial tissues, sanitizer wipes and toilet papers that aid to regulate the spread of such communicable diseases. These increasing occurrences also impact doctors and medical workers to utilize alcohol-based forte sheets for operative germ-killing and safeguard.

Fortune Business Insights profiles some of the prominent companies operating in the wipes market. They are as follows:

  • Kimberly-Clark Corporation (U.S.)
  • NICE-PAK Inc. (U.S.)
  • Edge well Personal Care (U.S.)
  • Clorox Company (U.S.)
  • Orchid Paper Products Company (U.S.)
  • AbitibiBowater Inc. (Canada)
  • Kruger Inc. (Canada)
  • Asian Pulp & Paper (Indonesia)
  • Svenska Cellulosa AB (Sweden)
  • Hengan (China)
  • CMPC Tissue SA (Chile)
  • Sofidel Group (Italy)

Report Coverage

The report presents a general study of the market along with existing trends and imminent estimations to establish proximate investment gains. In recent years, there has been an increase in demand for innovative products. Given the ease of product delivery, the bed-in-box category has gained widespread attention in this regard.

Drivers and Restraints

Increasing Requirement for Hygiene & Cleanliness to Drive Demand for Wipes

Growing requirements of sanitation for personal hygiene purposes give surge to the demand for the bathroom and toilet tissues. Also, rising air pollution and dust issues have concurrently augmented the utilization of the kitchen tissue by the housekeepers to clean the vessels and additional kitchenware objects efficiently.

Rising trends of nuclear families across the world is thrusting the demand for such house cleaning items. Various competitive strategies, such as new product launches and collaborations, have been implemented by industry participants to help them stay ahead of the increasingly fierce competition.

Regional Insights

The market size in Asia Pacific was worth USD 1.27 billion in 2020. In recent years, there has been an increase in demand for innovative products. Given the ease of product delivery, the bed-in-box category has gained widespread attention in this regard.

North America held a market share of 23.90% in the global market and owing to the huge urban population and advanced lifestyle of the population in the region.

The European region perceived a substantial wipes market share owing to the rising infrastructural amenities of hotels and hospitality and the accelerating tourist advents in the region.


In recent years, industry participants have concentrated their efforts on establishing their presence in these markets. Based on application, the market is divided into households, hospitality facilities, healthcare facilities, and others.

The outbreak of the COVID-19 pandemic has reiterated the importance of maintaining good hygienic practices, especially oral hygiene. A few studies published in various distinguished journals have provided empirical evidence of the significance of dental prophylaxis in mitigating the SARS-CoV-2 infection.

For example, a study published in the British Dental Journal in April 2020 revealed that patients afflicted by the severe form of COVID-19 had associated inflammatory markers and bacteria in the mouth, providing strong evidence that poor dental health is a risk factor for COVID-19. Another study published in Expert Opinion on Biological Therapy noted that mucosal vaccines for the coronavirus, which have proven to be exceptionally effective for MERS, will necessitate good oral health. Toothpaste are essential in maintaining dental health and the toothpaste market growth is likely to get stoked amid the current pandemic as the seriousness of oral hygiene gets heightened among consumers.

Competitive Landscape

Product Invention and Effective Distribution Channels are Vital Factors for Market Growth

Product innovation & fundamental ability utilization are indispensable factors for companies to satisfy the rising demand for wipe products. The company is incessantly emphasizing on diminishing the carbon footprints from their processes.  According to the National Bed Federation survey results published in March 2020, among the essential factors deemed influencing consumer buying decisions for households, ‘comfort’ level topped the list, with approximately 66% of survey respondents expressing their preference for comfort, followed by price (57%), and reviews from other customers accounting for 31%. The growing number of initiatives by governments around the world to provide affordable housing is surging the product demand in the household category.

Key Industry Development

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