Baby Wipes Market Attractiveness, Competitive Landscape and Forecasts to 2022


Baby wipes remain a distinct product under consumer goods. There is a massive market potential for baby wipes in both developed and developing regions. Consumer preference for natural or herbal baby wipes is projected to grow in the near future. However, concerns over poor sheet quality and safety (risk of bacterial growth with the exclusion of chemical preservatives) coupled with high price continues to derail the product’s market propositions. Moreover, price of natural baby wipes is significantly higher as compared to the standard variety. Pricing remains a key factorial, especially in the developing markets where demand for low priced baby wipes is notably high. This is why, the focus is on finding more cost-effective and sustainable raw materials. At the same time, manufacturers must meet regulatory conditions with reference to active ingredients and claims. Brands face a similar hurdle in developed countries where consumers are reluctant to spend on premium priced baby wipes and mostly settle for the cheaper mainstream varieties. As per the latest report published by Fact.MR, the global baby wipes market is poised to increase at a CAGR of 2.9% during the forecast period (2017-2022).

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Global Baby Wipes Market: Key Projections

1)    Among regions, Europe is expected to remain the most lucrative market for baby wipes during the assessment period. Europe’s baby wipes market is anticipated to increase at a CAGR of 2.3% between 2017 and 2022.

2)    On the basis of product type, the wet wipes segment is expected to retain its dominant position over 2022. Currently, this segment is commands for around 69% revenue share of the global market.

3)    By material type, the Cotton Terry Wipes segment is expected to surpass a valuation of US$ 1,976 Mn by the end of 2017. The Cotton terry wipes segment currently accounts for around 36% revenue share of the market.

4)    Modern trade is expected to remain the largest distribution channel for baby wipes in 2017 and beyond. This segment is projected to account for the largest revenue share of the market throughout the forecast period.

5)    By technology used, spunlace baby wipes and airlaid baby wipes segments collectively account for more than 70% revenue share of the market and the trend is likely to continue over the next five years.  Demand for spunlace baby wipes and airlaid baby wipes is expected to surge owing to their high efficiency and affordability.

Europe’s Dominance in the Global Baby Wipes Market to Remain Unchallenged 

In terms of revenue, Europe is expected to remain the most attractive market for baby wipes throughout the forecast period.  The region’s market is projected to register a CAGR of 2.3% between 2017 and 2022. Towards the end of the forecast period, more than US$ 1,595 Mn worth baby wipes are estimated to be sold in Europe itself. In addition, demand for wet wipes is relatively higher than other baby wipe product types in Europe as well as other regions. Wet wipes are estimated to account for little under 70% share of the global market by the end of 2017. 

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Competition Tracking

Kimberly Clark Corporation, The Procter and Gamble Company, Johnson & Johnson, Svenska Cellulosa Aktiebolaget SCA, Unicharm Corporation, Linette Hellas S.A., Torunskie Zaklady Materialow Opatrunkowych S.A., Pigeon Corporation, Artsana S.p.A, The Himalaya Drug Company, The Clorox Company, Sebapharma GmbH & Co. KG, Cotton Babies, Inc., Farlin Infant Product Corporation, and Hengan International Group Company Limited. are the key companies mentioned in the Fact.MR report.

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