湿纸巾市场规模、份额及成长分析（按产品、材料、分销管道、包装尺寸、价格、最终用户和地区）－2025-2032 年产业预测

2023 年湿纸巾市场规模价值 42.9 亿美元，预计将从 2024 年的 44.6 亿美元成长到 2032 年的 60.5 亿美元，预测期内（2025-2032 年）的复合年增长率为 3.9%。

由于整装仪容支出的增加、水资源的有限以及可支配收入的提高，湿纸巾市场正在经历显着增长，尤其是在新兴国家。湿纸巾的便利性、卫生性和省时性越来越受到消费者的青睐。随着越来越多的女性进入职场并增强购买力，女性用品的需求不断飙升，各大品牌纷纷推出针对职业妇女的私密纸巾、卸妆纸巾等产品。此外，随着人们环保意识的增强，人们明显转向使用天然和环保的擦拭巾。 Water Wipes 和 Niki's Natural Wipes 等品牌主打麦卢卡蜂蜜和椰子油等天然成分，越来越受欢迎，凸显了该行业正在向更温和、无化学成分的产品转变。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 二次资料和一次资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分机会分析

市场动态与展望

• 市场概览
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析

关键市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2024年）
• PESTEL分析
• 总体经济指标
• 价值链分析
• 定价分析
• 客户和购买标准分析
• 原料分析

湿纸巾市场规模（依产品及复合年增长率） (2025-2032)

• 市场概览
• 家用/消毒/清洁擦拭巾
• 婴儿擦拭巾
• 脸部和化妆擦拭巾
• 手部和身体擦拭巾
• 私密湿擦拭巾
• 可冲散湿纸巾
• 其他的

湿纸巾市场规模（按材料和复合年增长率） (2025-2032)

• 市场概览
• 不织布
• 机织布料

湿纸巾市场规模（依分销管道划分）及复合年增长率（2025-2032）

• 市场概览
• 超级市场和大卖场
• 便利商店
• 药局
• 电子商务
• 其他的

湿纸巾市场规模（依包装尺寸及复合年增长率） (2025-2032)

• 市场概览
• 最多 50 张
• 50-100张
• 超过100

湿纸巾市场规模（按价格和复合年增长率） (2025-2032)

• 市场概览
• 低的
• 中等的
• 高的

湿纸巾市场规模（依最终用户划分）及复合年增长率（2025-2032）

• 市场概览
• 个人的
• 商业的

湿纸巾市场规模（按地区）及复合年增长率（2025-2032）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲国家地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前五大公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市场占有率分析（2024年）
• 主要企业简介
  • 公司详情
  • 产品系列分析
  • 公司分部份额分析
  • 收益与前一年同期比较对比（2022-2024 年）

主要企业简介

• Kimberly-Clark Corporation（United States）
• Procter & Gamble Co.（United States）
• Johnson & Johnson（United States）
• Unicharm Corporation（Japan）
• Nice-Pak International Ltd（United States）
• Rockline Industries, Inc.（United States）
• DUDE Products, Inc.（United States）
• Meridian Industries Inc.（United States）
• Edgewell Personal Care（United States）
• Diamond Wipes International, Inc.（United States）
• La Fresh Group, Inc.（United States）
• Suominen Corporation（Finland）
• Pigeon Corporation（Japan）
• Hengan International Group Company Limited（China）
• Svenska Cellulosa Aktiebolaget SCA（Sweden）
• WaterWipes UC（Ireland）
• Diva International SRL（Italy）
• The Clorox Company（United States）
• Beiersdorf AG（Germany）
• The Honest Company（United States）

结论和建议

Wet Wipes Market size was valued at USD 4.29 billion in 2023 and is poised to grow from USD 4.46 billion in 2024 to USD 6.05 billion by 2032, growing at a CAGR of 3.9% during the forecast period (2025-2032).

The wet wipes market is experiencing significant growth due to increasing personal grooming expenditures, limited water availability, and rising disposable incomes, particularly in developing countries. Consumers are increasingly drawn to the convenience, superior hygiene, and time-saving benefits of wet wipes. The demand for women-oriented products is surging as more women join the workforce and gain purchasing power, prompting brands to introduce intimate wipes, makeup remover wipes, and other variations tailored for working women. Additionally, there is a notable shift towards natural and eco-friendly wipes as environmental concerns grow; mothers are especially seeking biodegradable options for their children. Brands like Water Wipes and Niki's Natural Wipes, which emphasize natural ingredients like manuka honey and coconut oil, are gaining popularity, highlighting the industry's pivot towards gentler, chemical-free products.

Top-down and bottom-up approaches were used to estimate and validate the size of the Wet Wipes market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Wet Wipes Market Segments Analysis

Global Wet Wipes Market is segmented by Product, Material, Distribution Channel, Packaging Size, Price, End-user and region. Based on Product, the market is segmented into Household/Disinfectant/Cleaning Wipes, Baby Wipes, Facial & Cosmetic Wipes, Hand & Body Wipes, Intimate Wipes, Flushable Wet Wipes and Others. Based on Material, the market is segmented into Non-Woven and Woven. Based on Distribution Channel, the market is segmented into Supermarkets & Hypermarkets, Convenience Stores, Pharmacy, E-Commerce and Others. Based on Packaging Size, the market is segmented into Upto 50 wipes, 50-100 wipes and More than 100 wipes. Based on Price, the market is segmented into Low, Medium and High. Based on End-user, the market is segmented into Individual and Commercial. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Wet Wipes Market

The Wet Wipes market is being driven by a surge in demand for bathroom and toilet tissues, primarily due to heightened personal hygiene standards. As air pollution and dust levels rise, consumers are increasingly turning to kitchen tissues to thoroughly clean utensils and cookware. Additionally, the trend towards nuclear family structures is contributing to a significant uptick in the need for household cleaning products. Furthermore, the growing elderly population, facing mobility challenges, has created a persistent demand for wet wipes that offer superior absorption and softness, underscoring the importance of convenience and hygiene in today's society.

Restraints in the Wet Wipes Market

The wet wipes market faces several restraints that could hinder its growth. Primarily, the easy accessibility of alternative cleaning and hygiene products, such as towels, handkerchiefs, and various surface cleaners, is expected to diminish consumer interest in wet wipes. Furthermore, manufacturers are grappling with challenges related to sourcing sufficient raw materials for pulp and paper-based goods. This supply chain issue is exacerbated by increasing environmental concerns, including deforestation, severe weather events like heavy rainfall and fires, and rising temperatures due to rampant logging. These factors collectively pose significant obstacles for the production and availability of wet wipes in the market.

Market Trends of the Wet Wipes Market

The Wet Wipes market is increasingly shaped by the rising trend toward sustainability, with a significant shift toward products featuring biodegradable components. Industry players are prioritizing eco-friendly materials such as recycled plastics, organic cotton, and natural bamboo, addressing consumer concerns about plastic pollution while enhancing environmental sustainability. Notably, innovations like Coterie Baby Inc.'s plant-based and compostable hygiene sheets reflect this transition. Additionally, the demand for antimicrobial disinfection wipes, especially in healthcare settings, further propels market growth. As businesses adopt environmentally responsible packaging and align with consumer preferences for sustainable products, the wet wipes sector is poised for substantial expansion.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Customer & Buying Criteria Analysis
• Raw Material Analysis

Global Wet Wipes Market Size by Product & CAGR (2025-2032)

• Market Overview
• Household/Disinfectant/Cleaning Wipes
• Baby Wipes
• Facial & Cosmetic Wipes
• Hand & Body Wipes
• Intimate Wipes
• Flushable Wet Wipes
• Others

Global Wet Wipes Market Size by Material & CAGR (2025-2032)

• Market Overview
• Non-Woven
• Woven

Global Wet Wipes Market Size by Distribution Channel & CAGR (2025-2032)

• Market Overview
• Supermarkets & Hypermarkets
• Convenience Stores
• Pharmacy
• E-Commerce
• Others

Global Wet Wipes Market Size by Packaging Size & CAGR (2025-2032)

• Market Overview
• Upto 50 wipes
• 50-100 wipes
• More than 100 wipes

Global Wet Wipes Market Size by Price & CAGR (2025-2032)

• Market Overview
• Low
• Medium
• High

Global Wet Wipes Market Size by End-user & CAGR (2025-2032)

• Market Overview
• Individual
• Commercial

Global Wet Wipes Market Size & CAGR (2025-2032)

• North America (Product, Material, Distribution Channel, Packaging Size, Price, End-user)
  • US
  • Canada
• Europe (Product, Material, Distribution Channel, Packaging Size, Price, End-user)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Product, Material, Distribution Channel, Packaging Size, Price, End-user)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Product, Material, Distribution Channel, Packaging Size, Price, End-user)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Product, Material, Distribution Channel, Packaging Size, Price, End-user)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Kimberly-Clark Corporation (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Procter & Gamble Co. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Johnson & Johnson (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unicharm Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Nice-Pak International Ltd (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Rockline Industries, Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• DUDE Products, Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Meridian Industries Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Edgewell Personal Care (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Diamond Wipes International, Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• La Fresh Group, Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Suominen Corporation (Finland)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Pigeon Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hengan International Group Company Limited (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Svenska Cellulosa Aktiebolaget SCA (Sweden)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• WaterWipes UC (Ireland)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Diva International SRL (Italy)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• The Clorox Company (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Beiersdorf AG (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• The Honest Company (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations