HOUSEHOLD WIPES MARKET ANALYSIS

Household Wipes Market Size and Trends

The household wipes market is estimated to be valued at USD 4.82 Bn in 2024 and is expected to reach USD 7.34 Bn by 2031, exhibiting a compound annual growth rate (CAGR) of 6.2% from 2024 to 2031.

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Factors such as increasing health and hygiene awareness among consumers, growth in disposable income, and rise in health expenditure will drive the demand for household wipes. Growing consciousness about health, hygiene, and well-being has increased the demand for surface disinfecting wipes. Furthermore, rapid urbanization and changing lifestyles have made cleaning and disinfecting easier through packaged and handy wipes. Significant gains are expected to come from emerging markets given their huge population base and growing adoption of hygienic practices. However, strict environmental regulations regarding raw material extraction and production process may hamper market growth to some extent over the forecast period.

Drivers of the Market:

Growing popularity of cleaning on the go

In today's busy lifestyle where everyone is constantly on the move, the demand for convenient cleaning options has increased significantly. People want solutions that allow them to quickly clean surfaces without spending too much time on it. Household wipes have emerged as one of the most practical options to fulfill this need. These wipes can be easily stored in bags or purses and used to wipe down tables, countertops, electronic devices, and other high touch surfaces even when away from home. Many opt to carry wipes instead of traditional cleaning liquids as they are spill-proof and quicker to use. The convenience and ease of just having to pull out a wipe and clean surfaces has made them extremely popular among urban populations. Marketers have also launched various types of wipes targeted at different surfaces like leather wipes for bags and shoes, glass wipes for cleaning spectacles, laptops, etc. to further increase penetration. As lifestyles continue to get busier, the demand for hassle-free on-the-go cleaning solutions like household wipes is expected to steadily rise.

Market Concentration and Competitive Landscape

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Emergence of natural and eco-friendly variants

In recent years, there is a growing emphasis on using natural and eco-friendly products. Changing consumer attitudes towards sustainability and health concerns have compelled wipe brands to introduce natural variants. Many households now prefer wiping surfaces with products containing plant-based formulas that are free from harsh chemicals. This trend is fueled by increasing awareness about toxic chemicals in conventional cleaning items and their ill-effects. To tap into this demand, companies have launched natural wipes made with plant-derived ingredients that are safe for surfaces as well as skin. These natural wipes are often marketed as being cruelty-free and safe for pets and children too. Additionally, sustainable packaging using compostable materials is another aspect that brands are focusing on. This emphasis on natural ingredients, non-toxic formulations and eco-conscious packaging bodes well for the future prospects of natural household wipes. As environmental and wellness considerations gain widespread prominence, natural and safe wiping solutions are likely to experience heightened demand.

Key Takeaways from Analyst:

North America currently dominates the market however Asia Pacific is likely to show strong growth potential. Rising health and hygiene concerns among consumers will continue driving the demand for household wipes as they provide quick and easy cleaning and disinfecting solutions. Increasing busy lifestyles and dual-income households are boosting the need for convenient cleaning products like wipes.

High plastic content in wipes poses a threat to the environment which can negatively impact the market. Several regulations have been introduced to curb plastic waste. Manufacturers may face compliance challenges. Also, availability of alternative cleaning methods can restrain the market growth to some extent.

The market witnesses opportunities to introduce more eco-friendly plant-based or biodegradable wipes made of materials like bamboo. Innovation in product formats including multi-surface, wet, and dry options can cater to diverse consumer needs. Companies investing in sustainability initiatives through reusable and recyclable packaging will have an competitive edge.

Challenges: Availability of substitute products

The availability of various substitute products is posing a major challenge for the growth of the household wipes market. There are several alternative cleaning products available to consumers which perform similar disinfecting and cleaning functions as wipes but are more economical and sustainable options. For instance, multi-surface cleaning sprays and liquids offer affordable and reusable solutions for disinfecting floors, counters, appliances, and other household surfaces. Consumers can use microfiber cloths or towels along with these sprays to manually wipe down areas.

Opportunities: Emergence of organic and natural products

The growing awareness about health and wellness among consumers has increased the demand for organic and natural products in recent years. This shift towards organic living is a major opportunity for household wipes market to expand its product portfolio catering to these preferences.

Household wipes containing harsh chemicals can potentially cause allergies and skin/eye irritations. Therefore, consumers are increasingly seeking natural alternatives formulated with plant-derived ingredients. Manufacturers can leverage this demand by launching organic and natural wipes made of biomaterials like bamboo, lemon grass, etc. instead of conventional petroleum-based substrates. For example, a recent study by WHO showed that lemon grass extract is as effective as bleach in disinfecting household surfaces without side effects. Wipes embedded with such natural antibacterial/antiviral agents will appeal to health-conscious customers and drive the market growth in the coming years.

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Insights by material type: Growing consumer preference for convenient cleaning products

In terms of material type, non-antibacterial is expected to contribute 67.7% share of the market in 2024, owing to consumer preference for convenient cleaning products. Non-antibacterial wipes are sufficient for routine cleaning tasks and do not require users to worry about harmful chemicals. Their simple formulation makes them ideal for spot cleaning of surfaces throughout the home. Parents especially appreciate how non-antibacterial wipes allow quick clean ups without dangers posed by strong chemicals near young children and babies. Working professionals also choose them for convenience as the wipes can be used and discarded immediately without requiring additional disinfectants. The convenient one-step cleanup has boosted their popularity compared to antibacterial varieties which are seen as an overkill for regular cleaning chores. 

Insights by product type: Targeted Protection

In terms of product type, disinfecting wipes is expected to contribute 29.8% share of the market in 2024, owing to the demand for targeted protection against illness-causing germs. As awareness rises about surfaces acting as carriers of infectious organisms, disinfecting wipes have emerged as an effective tool to eliminate 99.9% of many common viruses and bacteria. Their portability and easy application make them suitable for targeted sanitization of high-touch areas like door knobs, switches, countertops, and toys. This provides valuable extra protection for families with children or elderly members who are at higher risk from infections. Healthcare facilities also depend heavily on disinfecting wipes to maintain hygiene standards. Their ability to inactivate a wide spectrum of microbes with a single cleaning step has increased reliance on these wipes over other formats.

Insights by distribution channel: Omnichannel Access

In terms of distribution channel, hypermarket/supermarket is expected to contribute 30.3% share of the market in 2024, owing to access sought by consumers across purchase channels. The widespread presence of supermarkets and hypermarkets allows buyers to conveniently find household wipes along with their regular groceries under one roof. Customers appreciate the ability to physically inspect product options before choosing the best value. For time-constrained patrons, the option to pick up wipes during grocery runs saves additional trips to retailers. At the same time, e-commerce is expanding distribution to omni-channel users who split purchases between online and in-store depending on need. This segment caters to modern buyers seeking seamless access through evolving retail landscapes, driving its market dominance.

Regional Insights

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North America has emerged as the dominant region in the global household wipes market. The region is expected to account for 32.4% of the market share in 2024. The U.S., in particular, accounts for the largest share due to high consumer spending on cleaning and hygiene products. Busy lifestyles and growing consumer preference for convenient packaged cleaning products have significantly boosted the sales of household wipes in the country. Several leading U.S.-based companies such as Procter & Gamble, Kimberly-Clark, and Scott have established a strong distribution network and brand presence. This has made household wipes easily accessible across all major retail formats including supermarkets, pharmacies, online stores, and others. Furthermore, household wipes match the on-the-go cleaning needs of American consumers. The prominent industry presence and extensive domestic manufacturing have enabled companies to maintain competitive pricing.

Among other regions, Asia Pacific is positioned as the fastest growing market for household wipes. Countries like China, India, and Japan are witnessing rapid urbanization, rising affluence, and expanding middle-class population. This has boosted the demand for quick and easy cleaning solutions for homes and commercial spaces. Indonesia in particular stands out due to its large population and economic growth over the past decade. Several factors support the increasing preference for household wipes in Indonesia, such as heavy investments by multinational wipe manufacturers, a warm and humid climate promoting more frequent cleaning, and a significant young consumer base that is highly influenced by modern lifestyles promoted on social media. Additionally, inbound tourism is contributing to the rise in hygiene and cleaning standards across hotels, malls, and public places. This ensures a promising outlook for the sales of household wipes in Indonesia and wider South East Asian markets.

Market Report Scope

Household Wipes Industry News

• In March 2024, Medicare Hygiene launched the Earthika brand of wet wipes to tap into the booming Indian market
• in February 2023, The Honest Company, Inc. launched its Clean Conscious Wipes
• In 2022, Biom, a manufacturer of sustainable wipes, launched its 100% sustainable biodegradble wipes. 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., a U.S.-based provider of water, hygiene, and energy technologies and services, acquired National Wiper Alliance for an undisclosed amount. Through this acquisition, Ecolab Inc. 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.

*Definition: The household wipes market consists of various types of pre-moistened or dry cleaning wipes that are meant for quick and easy cleaning or disinfecting of surfaces in homes. This includes furniture wipes, bathroom wipes, kitchen wipes, floor wipes, stainless steel wipes, glass and mirror wipes, wood wipes, and multi-surface wipes that can be used on a variety of surfaces. Household wipes provide convenience and help save time for users by offering an easy alternative to liquid cleaning products.

Market Segmentation

• Material Type  Insights (Revenue, USD Bn, 2019 - 2031)
  • Antibacterial
  • Non-Antibacterial
•  Product Type Insights (Revenue, USD Bn, 2019 - 2031)
  • Disinfecting Wipes
  • Dusting Wipes
  • Kitchen & Bathroom Wipes
  • Wood & laminate Wipes
  • Glass cleaner Wipes
  • Stainless Steel Wipes
  • Others
• Distribution Channel Insights (Revenue, USD Bn, 2019 - 2031)
  • Hypermarket/Supermarket
  • Departmental Stores
  • Online Stores
  • Others (Grocery Stores, Convenience Store etc.)
• Regional Insights (Revenue, USD Bn, 2019 - 2031)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC Countries
    • Israel
    • Rest of Middle East & Africa
• Key Players Insights
  • 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
  • Rockline Industries