湿纸巾市场－全球产业规模、份额、趋势、机会和预测（按产品类型、按销售管道、按地区和竞争情况，2020-2030 年）

2024 年全球湿纸巾市场价值为 282.4 亿美元，预计到 2030 年将成长至 360.1 亿美元，预测期内复合年增长率为 4.19%。全球湿纸巾市场正在经历显着增长，这得益于卫生意识的增强、可支配收入的增加以及个人护理、医疗保健和家庭清洁应用领域的不断扩大。婴儿湿纸巾占据市场主导地位，疫情过后，消毒和抗菌湿纸巾的需求激增。随着消费者寻求永续的替代品，向环保、可生物降解湿纸巾的转变正在塑造产业趋势。包装和材料成分的创新进一步增强了产品的吸引力。电子商务的成长也促进了可及性和便利性，进一步推动了全球市场的渗透。例如，根据美国商务部的资料， 2024年电子商务渗透率将达到创纪录的22.7%，这是自2020年以来连续第五年占美国零售额的至少五分之一。

关键市场驱动因素

卫生意识和健康问题日益加深

主要市场挑战

环境问题和监管限制

主要市场趋势

可生物降解和环保湿纸巾的需求不断增长

目录

第一章：简介

第二章：研究方法

第三章：执行摘要

第四章：顾客之声

第五章：全球湿纸巾市场展望

• 市场规模和预测
  • 按价值
• 市场占有率和预测
  • 依产品类型（婴儿湿纸巾、脸部和化妆湿纸巾、手部和身体湿纸巾、表面湿纸巾、其他）
  • 依销售管道（百货公司、超市/大卖场、药局、网路、其他）
  • 按地区
  • 其他五大公司（2024 年）
• 全球湿纸巾市场地图与机会评估
  • 依产品类型
  • 按销售管道
  • 按地区

第六章：北美湿纸巾市场展望

• 市场规模和预测
• 市场占有率和预测
• 北美：国家分析
  • 加拿大
  • 墨西哥

第七章：亚太湿纸巾市场展望

• 市场规模和预测
• 市场占有率和预测
• 亚太地区：国家分析
  • 日本
  • 印度
  • 澳洲
  • 韩国
  • 印尼

第八章：欧洲湿纸巾市场展望

• 市场规模和预测
• 市场占有率和预测
• 欧洲：国家分析
  • 英国
  • 义大利
  • 德国
  • 西班牙

第九章：南美洲湿纸巾市场展望

• 市场规模和预测
• 市场占有率和预测
• 南美洲：国家分析
  • 哥伦比亚
  • 巴西

第十章：中东与非洲湿纸巾市场展望

• 市场规模和预测
• 市场占有率和预测
• 中东和非洲：国家分析
  • 沙乌地阿拉伯
  • 阿联酋
  • 土耳其

第 11 章：市场动态

• 驱动程式
• 挑战

第 12 章：COVID-19 对全球湿纸巾市场的影响

• 影响评估模型
  • 受影响的关键部分
  • 受影响的重点地区
  • 受影响的主要国家

第十三章：市场趋势与发展

第 14 章：竞争格局

• 公司简介
  • The Procter & Gamble Company
  • Unilever PLC
  • Nice-Pak Products, Inc.
  • Godrej Consumer Products Limited
  • Henkel AG & Co. KGaA
  • Johnson & Johnson Services, Inc.
  • Kimberly-Clark Corporation
  • Unicharm Corporation
  • The Honest Company, Inc.
  • Himalaya Wellness Company

第 15 章：策略建议/行动计划

• 重点关注领域
• 按产品类型分類的目标
• 按销售管道确定目标

第16章调查会社について・免责事项

Global Wet Wipes market was valued at USD 28.24 billion in 2024 and is expected to grow to USD 36.01 billion by 2030 with a CAGR of 4.19% during the forecast period. The global wet wipes market is experiencing significant growth, driven by increasing hygiene awareness, rising disposable incomes, and expanding applications across personal care, healthcare, and household cleaning. Baby wipes dominate the market, while demand for disinfecting and antibacterial wipes has surged post-pandemic. The shift towards eco-friendly, biodegradable wipes is shaping industry trends, as consumers seek sustainable alternatives. Innovations in packaging and material composition further enhance product appeal. E-commerce growth also fuels accessibility and convenience, driving further market penetration worldwide. For instance, E-commerce penetration hit a record 22.7% in 2024, marking the fifth consecutive year of accounting for at least one-fifth of U.S. retail sales since 2020, according to U.S. Department of Commerce data.

Key Market Drivers

Rising Hygiene Awareness and Health Concerns

One of the primary drivers of the global wet wipes market is the growing awareness of personal hygiene and health. Consumers are becoming increasingly conscious of the importance of cleanliness to prevent infections and diseases. The demand for wet wipes has surged, particularly after the COVID-19 pandemic, as individuals and businesses prioritize hygiene in their daily routines.

In healthcare settings, wet wipes are widely used for disinfection and patient care. Hospitals, nursing homes, and other medical facilities rely on antibacterial and disinfectant wipes for cleaning surfaces and maintaining sanitation. Additionally, personal care wipes, such as facial wipes, hand sanitizing wipes, and feminine hygiene wipes, have gained popularity as convenient solutions for maintaining hygiene on the go.

Governments and health organizations worldwide have also emphasized the importance of hygiene, promoting the use of wipes in public spaces, transportation, and workplaces. As a result, consumers are increasingly integrating wet wipes into their daily lives, driving market growth.

Key Market Challenges

Environmental Concerns and Regulatory Restrictions

One of the most significant challenges in the wet wipes market is the increasing concern over environmental sustainability. Traditional wet wipes are often made from synthetic fibers such as polyester and polypropylene, which contribute to plastic pollution and do not decompose easily. The widespread use of non-biodegradable wipes has led to severe environmental issues, including clogging sewage systems and increasing landfill waste.

In response to these concerns, several governments and environmental agencies have implemented strict regulations regarding the production and disposal of wet wipes. For example, the European Union and various U.S. states have introduced policies aimed at reducing single-use plastic waste, which directly impacts non-biodegradable wet wipes. The UK has also moved towards banning plastic-based wet wipes as part of its environmental sustainability efforts.

Key Market Trends

Rising Demand for Biodegradable and Eco-Friendly Wipes

One of the most significant trends in the wet wipes industry is the shift towards biodegradable and eco-friendly products. Traditional wet wipes made from synthetic fibers contribute to plastic waste, leading to environmental concerns and stricter regulations. As a result, consumers and governments are pushing for sustainable alternatives.

Manufacturers are responding by developing biodegradable wipes made from natural fibers such as bamboo, organic cotton, and wood pulp. These materials decompose faster than synthetic fibers, reducing their environmental impact. Additionally, many companies are adopting plastic-free, compostable, and flushable wipes to meet growing consumer demand for sustainable products.

Regulatory bodies, particularly in Europe and North America, are implementing policies to curb plastic waste. For example, the UK has proposed banning plastic-based wet wipes, while the European Union has set stringent guidelines for biodegradable materials. Companies that fail to adapt to these regulations risk losing market share.

Key Market Players

• The Procter & Gamble Company
• Unilever PLC
• Nice-Pak Products, Inc.
• Godrej Consumer Products Limited
• Henkel AG & Co. KGaA
• Johnson & Johnson Services, Inc.
• Kimberly-Clark Corporation
• Unicharm Corporation
• The Honest Company, Inc.
• Himalaya Wellness Company

Report Scope:

In this report, the Global Wet Wipes Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Wet Wipes Market, By Product Type:

• Baby Wipes
• Facial & Cosmetic Wipes
• Hand & Body Wipes
• Surface Wipes
• Others

Wet Wipes Market, By Sales Channel:

• Departmental Stores
• Supermarket/Hypermarket
• Pharmacy
• Online
• Others

Wet Wipes Market, By Region:

• North America
  • United States
  • Canada
  • Mexico
• Asia-Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea
  • Indonesia
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• South America
  • Argentina
  • Colombia
  • Brazil
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Wet Wipes Market.

Available Customizations:

Global Wet Wipes Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Introduction

• 1.1. Product Overview
• 1.2. Key Highlights of the Report
• 1.3. Market Coverage
• 1.4. Market Segments Covered
• 1.5. Research Tenure Considered

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Market Overview
• 3.2. Market Forecast
• 3.3. Key Regions
• 3.4. Key Segments

4. Voice of Customers

• 4.1. Brand Awareness
• 4.2. Factor Influencing Purchase Decision

5. Global Wet Wipes Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Product Type Market Share Analysis (Baby Wipes, Facial & Cosmetic Wipes, Hand & Body Wipes, Surface Wipes, Others)
  • 5.2.2. By Sales Channel Market Share Analysis (Departmental Stores, Supermarket/Hypermarket, Pharmacy, Online, Others)
  • 5.2.3. By Regional Market Share Analysis
    • 5.2.3.1. North America Market Share Analysis
    • 5.2.3.2. Europe Market Share Analysis
    • 5.2.3.3. Asia Pacific Market Share Analysis
    • 5.2.3.4. Middle East & Africa Market Share Analysis
    • 5.2.3.5. South America Market Share Analysis
  • 5.2.4. By Top 5 Companies Market Share Analysis, Others (2024)
• 5.3. Global Wet Wipes Market Mapping & Opportunity Assessment
  • 5.3.1. By Product Type Market Mapping & Opportunity Assessment
  • 5.3.2. By Sales Channel Market Mapping & Opportunity Assessment
  • 5.3.3. By Regional Market Mapping & Opportunity Assessment

6. North America Wet Wipes Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Product Type Market Share Analysis
  • 6.2.2. By Sales Channel Market Share Analysis
  • 6.2.3. By Country Market Share Analysis
• 6.3. North America: Country Analysis
  • 6.3.1. United States Wet Wipes Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Product Type Market Share Analysis
      • 6.3.1.2.2. By Sales Channel Market Share Analysis
  • 6.3.2. Canada Wet Wipes Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Product Type Market Share Analysis
      • 6.3.2.2.2. By Sales Channel Market Share Analysis
  • 6.3.3. Mexico Wet Wipes Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Product Type Market Share Analysis
      • 6.3.3.2.2. By Sales Channel Market Share Analysis

7. Asia Pacific Wet Wipes Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Product Type Market Share Analysis
  • 7.2.2. By Sales Channel Market Share Analysis
  • 7.2.3. By Country Market Share Analysis
• 7.3. Asia Pacific: Country Analysis
  • 7.3.1. China Wet Wipes Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Product Type Market Share Analysis
      • 7.3.1.2.2. By Sales Channel Market Share Analysis
  • 7.3.2. Japan Wet Wipes Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Product Type Market Share Analysis
      • 7.3.2.2.2. By Sales Channel Market Share Analysis
  • 7.3.3. India Wet Wipes Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Product Type Market Share Analysis
      • 7.3.3.2.2. By Sales Channel Market Share Analysis
  • 7.3.4. Australia Wet Wipes Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Product Type Market Share Analysis
      • 7.3.4.2.2. By Sales Channel Market Share Analysis
  • 7.3.5. South Korea Wet Wipes Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Product Type Market Share Analysis
      • 7.3.5.2.2. By Sales Channel Market Share Analysis
  • 7.3.6. Indonesia Wet Wipes Market Outlook
    • 7.3.6.1. Market Size & Forecast
      • 7.3.6.1.1. By Value
    • 7.3.6.2. Market Share & Forecast
      • 7.3.6.2.1. By Product Type Market Share Analysis
      • 7.3.6.2.2. By Sales Channel Market Share Analysis

8. Europe Wet Wipes Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Product Type Market Share Analysis
  • 8.2.2. By Sales Channel Market Share Analysis
  • 8.2.3. By Country Market Share Analysis
• 8.3. Europe: Country Analysis
  • 8.3.1. France Wet Wipes Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Product Type Market Share Analysis
      • 8.3.1.2.2. By Sales Channel Market Share Analysis
  • 8.3.2. United Kingdom Wet Wipes Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Product Type Market Share Analysis
      • 8.3.2.2.2. By Sales Channel Market Share Analysis
  • 8.3.3. Italy Wet Wipes Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Product Type Market Share Analysis
      • 8.3.3.2.2. By Sales Channel Market Share Analysis
  • 8.3.4. Germany Wet Wipes Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Product Type Market Share Analysis
      • 8.3.4.2.2. By Sales Channel Market Share Analysis
  • 8.3.5. Spain Wet Wipes Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Product Type Market Share Analysis
      • 8.3.5.2.2. By Sales Channel Market Share Analysis

9. South America Wet Wipes Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Product Type Market Share Analysis
  • 9.2.2. By Sales Channel Market Share Analysis
  • 9.2.3. By Country Market Share Analysis
• 9.3. South America: Country Analysis
  • 9.3.1. Argentina Wet Wipes Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Product Type Market Share Analysis
      • 9.3.1.2.2. By Sales Channel Market Share Analysis
  • 9.3.2. Colombia Wet Wipes Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Product Type Market Share Analysis
      • 9.3.2.2.2. By Sales Channel Market Share Analysis
  • 9.3.3. Brazil Wet Wipes Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Product Type Market Share Analysis
      • 9.3.3.2.2. By Sales Channel Market Share Analysis

10. Middle East & Africa Wet Wipes Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Product Type Market Share Analysis
  • 10.2.2. By Sales Channel Market Share Analysis
  • 10.2.3. By Country Market Share Analysis
• 10.3. Middle East & Africa: Country Analysis
  • 10.3.1. South Africa Wet Wipes Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Product Type Market Share Analysis
      • 10.3.1.2.2. By Sales Channel Market Share Analysis
  • 10.3.2. Saudi Arabia Wet Wipes Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Product Type Market Share Analysis
      • 10.3.2.2.2. By Sales Channel Market Share Analysis
  • 10.3.3. UAE Wet Wipes Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Product Type Market Share Analysis
      • 10.3.3.2.2. By Sales Channel Market Share Analysis
  • 10.3.4. Turkey Wet Wipes Market Outlook
    • 10.3.4.1. Market Size & Forecast
      • 10.3.4.1.1. By Value
    • 10.3.4.2. Market Share & Forecast
      • 10.3.4.2.1. By Product Type Market Share Analysis
      • 10.3.4.2.2. By Sales Channel Market Share Analysis

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Impact of COVID-19 on Global Wet Wipes Market

• 12.1. Impact Assessment Model
  • 12.1.1. Key Segments Impacted
  • 12.1.2. Key Region Impacted
  • 12.1.3. Key Countries Impacted

13. Market Trends & Developments

14. Competitive Landscape

• 14.1. Company Profiles
  • 14.1.1. The Procter & Gamble Company
    • 14.1.1.1. Company Details
    • 14.1.1.2. Products
    • 14.1.1.3. Financials (As Per Availability)
    • 14.1.1.4. Key Market Focus & Geographical Presence
    • 14.1.1.5. Recent Developments
    • 14.1.1.6. Key Management Personnel
  • 14.1.2. Unilever PLC
    • 14.1.2.1. Company Details
    • 14.1.2.2. Products
    • 14.1.2.3. Financials (As Per Availability)
    • 14.1.2.4. Key Market Focus & Geographical Presence
    • 14.1.2.5. Recent Developments
    • 14.1.2.6. Key Management Personnel
  • 14.1.3. Nice-Pak Products, Inc.
    • 14.1.3.1. Company Details
    • 14.1.3.2. Products
    • 14.1.3.3. Financials (As Per Availability)
    • 14.1.3.4. Key Market Focus & Geographical Presence
    • 14.1.3.5. Recent Developments
    • 14.1.3.6. Key Management Personnel
  • 14.1.4. Godrej Consumer Products Limited
    • 14.1.4.1. Company Details
    • 14.1.4.2. Products
    • 14.1.4.3. Financials (As Per Availability)
    • 14.1.4.4. Key Market Focus & Geographical Presence
    • 14.1.4.5. Recent Developments
    • 14.1.4.6. Key Management Personnel
  • 14.1.5. Henkel AG & Co. KGaA
    • 14.1.5.1. Company Details
    • 14.1.5.2. Products
    • 14.1.5.3. Financials (As Per Availability)
    • 14.1.5.4. Key Market Focus & Geographical Presence
    • 14.1.5.5. Recent Developments
    • 14.1.5.6. Key Management Personnel
  • 14.1.6. Johnson & Johnson Services, Inc.
    • 14.1.6.1. Company Details
    • 14.1.6.2. Products
    • 14.1.6.3. Financials (As Per Availability)
    • 14.1.6.4. Key Market Focus & Geographical Presence
    • 14.1.6.5. Recent Developments
    • 14.1.6.6. Key Management Personnel
  • 14.1.7. Kimberly-Clark Corporation
    • 14.1.7.1. Company Details
    • 14.1.7.2. Products
    • 14.1.7.3. Financials (As Per Availability)
    • 14.1.7.4. Key Market Focus & Geographical Presence
    • 14.1.7.5. Recent Developments
    • 14.1.7.6. Key Management Personnel
  • 14.1.8. Unicharm Corporation
    • 14.1.8.1. Company Details
    • 14.1.8.2. Products
    • 14.1.8.3. Financials (As Per Availability)
    • 14.1.8.4. Key Market Focus & Geographical Presence
    • 14.1.8.5. Recent Developments
    • 14.1.8.6. Key Management Personnel
  • 14.1.9. The Honest Company, Inc.
    • 14.1.9.1. Company Details
    • 14.1.9.2. Products
    • 14.1.9.3. Financials (As Per Availability)
    • 14.1.9.4. Key Market Focus & Geographical Presence
    • 14.1.9.5. Recent Developments
    • 14.1.9.6. Key Management Personnel
  • 14.1.10. Himalaya Wellness Company
    • 14.1.10.1. Company Details
    • 14.1.10.2. Products
    • 14.1.10.3. Financials (As Per Availability)
    • 14.1.10.4. Key Market Focus & Geographical Presence
    • 14.1.10.5. Recent Developments
    • 14.1.10.6. Key Management Personnel

15. Strategic Recommendations/Action Plan

• 15.1. Key Focus Areas
• 15.2. Target By Product Type
• 15.3. Target By Sales Channel

16. About Us & Disclaimer