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市场调查报告书
商品编码
1943167

婴儿湿纸巾市场 - 全球产业规模、份额、趋势、机会及预测（按产品、包装类型、销售管道、地区和竞争格局划分，2021-2031年）

Baby Wipes Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product, By Packaging Type, By Sales Channel, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 185 Pages | 商品交期: 2-3个工作天内

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简介目录

全球婴儿擦拭巾市场预计将从 2025 年的 60.5 亿美元成长到 2031 年的 84.5 亿美元，年复合成长率为 5.73%。

这些一次性保湿不织布专为清洁和消毒婴儿的娇嫩肌肤而设计。市场成长的驱动力主要来自全球卫生标准的提高、快速的都市化以及女性劳动参与率的上升，这些因素共同推动了对省时育儿解决方案的需求。这些基本因素确保了便利卫生用品的持续需求，使其区别于转瞬即逝的消费潮流和时尚风格。

市场概览
预测期 2027-2031
市场规模：2025年 60.5亿美元
市场规模：2031年 84.5亿美元
复合年增长率：2026-2031年 5.73%
成长最快的细分市场 湿纸巾
最大的市场 北美洲

然而，该产业在环境永续性方面面临严峻挑战，尤其是一次性合成材料对生态环境的影响，以及开发可生物降解替代品的压力日益增大。消费者和监管机构日益严格的审查迫使製造商加快创新步伐。儘管面临这些压力，该产业依然保持强劲势头。根据欧洲个人护理用品协会（EDANA）的数据显示，2024年欧洲个人护理擦拭巾的产量增加了4.8%。这一增长表明，儘管人们对这些产品的环境影响持续关注，但市场对这些产品的需求仍然存在。

市场驱动因素

全球婴儿擦拭巾市场正经历着从根本上的重塑，向可生物降解和永续材料的转变成为驱动力，而这一转变的驱动力是日益严格的法规和不断增强的环保意识。随着各国政府和零售商对一次性塑胶製品的限制日益严格，製造商被迫从合成纤维转向可堆肥的植物来源替代品。这种转变不再只是消费者的偏好，而是监管的必然要求。例如，英国环境、食品和农村事务部在2024年4月发布的一份关于禁止使用含塑胶湿纸巾的新闻稿中指出，英国每年使用110亿擦拭巾，这为无塑胶生产​​提供了强大的动力。

同时，随着父母越来越重视婴幼儿的皮肤健康，对有机、天然和无化学成分产品的需求激增，推动了市场扩张。为了预防皮肤问题，消费者积极寻找不含防腐剂和人工香料的产品，并将消费转向那些成分标示透明的品牌。这一趋势在财务表现中得到了清晰的体现。根据The Honest Company截至2024年11月的财年财务报告，该公司实现了15.2%的年成长，主要得益于湿纸巾品类的成长。同样，金佰利公司（Kimberly-Clark）报告称，个人保健部门2024财年的有机产品销售额增长了5%，这表明整个行业展现了强大的韧性。

市场挑战

全球婴儿擦拭巾市场在环境永续性方面面临许多挑战，尤其是一次性合成材料对生态环境的影响。传统婴儿擦拭巾通常由聚酯纤维和聚丙烯等不可生物降解的纤维製成，这些纤维丢弃后仍会残留，造成海洋污染和基础设施损坏。因此，监管机构正在对含塑胶的卫生用品实施严格的禁令，迫使製造商在合规成本和原材料转移义务的双重压力下艰难前进。这扰乱了现有的供应链，并挤压了大众市场标准产品的利润空间。

这场基础设施​​危机的严重性造成了严格的法规环境，抑制了市场成长。据英国水务协会（Water UK）称，到2024年，冲入下水道的湿纸巾每年将造成超过30万起下水道堵塞，修復费用将高达约2亿英镑。如此沉重的经济负担促使监管力道加快，限制了传统擦拭巾的商业性分销。因此，市场扩张受到双重压力的限制：一方面是消费者对现有塑胶产品的接受度下降，另一方面是满足严格的新处理标准所面临的营运障碍。

市场趋势

消费者订阅服务的扩张正从根本上改变流通结构，其核心在于便利性和频繁使用。新参与企业绕过传统零售通路，提供高端订阅模式，为时间紧迫的父母提供稳定供应和温和护肤等专属权益。这种转变使品牌能够透过持续的收入模式建立深厚的客户忠诚度，同时利用详细数据快速改善产品。根据《富比士》2025年6月一篇关于Coterie的报导，该公司2024年的营收超过1.6亿美元，年增60%，这主要得益于其面向消费者的卫生用品平台。

同时，自有品牌和零售商品牌的日益优质化正在改变现有全国性主要企业的垄断地位。除了价格竞争之外，大型零售商正积极提升自有品牌产品线，采用永续成分、更高品质的配方和更优化的包装，以与高端品牌竞争。这项策略旨在透过提供符合传统奢侈品牌功效标准的高附加价值产品，来获取更高的利润和独特性。根据《零售潜水》（Retail Dive）2024年2月的报告，塔吉特（Target）旗下的Up&Up品牌年销售额约为30亿美元，该零售商正在对其现有产品（包括婴儿护理产品）的40%进行配方升级，以达到这些高品质标准。

目录

第一章概述

第二章调查方法

第三章执行摘要

第四章：客户评价

第五章 全球婴儿湿纸巾市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 依产品分类（干擦拭巾、擦拭巾）
    • 依包装类型（塑胶盒、容器）
    • 依销售管道（大卖场/超级市场、线上、药局、百货公司、其他（直销等））
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章：北美婴儿湿纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 北美洲：国家分析
    • 我们
    • 加拿大
    • 墨西哥

第七章：欧洲婴儿湿纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 欧洲：国家分析
    • 德国
    • 法国
    • 英国
    • 义大利
    • 西班牙

第八章 亚太地区婴儿湿纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 亚太地区：国家分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章：中东和非洲婴儿湿纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 中东和非洲：国家分析
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 南非

第十章：南美洲婴儿湿纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 南美洲：国家分析
    • 巴西
    • 哥伦比亚
    • 阿根廷

第十一章 市场动态

  • 司机
  • 任务

第十二章 市场趋势与发展

  • 併购
  • 产品发布
  • 最新进展

第十三章 全球婴儿湿纸巾市场：SWOT分析

第十四章：波特五力分析

  • 产业竞争
  • 新进入者的可能性
  • 供应商电力
  • 顾客权力
  • 替代品的威胁

第十五章 竞争格局

  • Johnson & Johnson Private Limited
  • Procter & Gamble Co.
  • Babisil Products Ltd.
  • Farlin Corpoation
  • Cotton Babies, Inc.
  • The Himalaya Drug Company
  • Pigeon Corporation
  • Hengan International Group Company Ltd.
  • Unicharm Corporation
  • Kimberly-Clark Corporation

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
Product Code: 16679

The Global Baby Wipes Market is projected to increase from USD 6.05 Billion in 2025 to USD 8.45 Billion by 2031, growing at a CAGR of 5.73%. These disposable, moistened nonwoven fabrics are specifically designed to clean and sanitize sensitive infant skin. The market is underpinned by strong drivers such as elevating global hygiene standards, rapid urbanization, and the increasing participation of women in the workforce, which fuels the need for time-saving childcare solutions. These fundamental factors ensure a sustained demand for convenient hygiene products, distinguishing the sector from temporary consumer fads or fleeting stylistic trends.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 6.05 Billion
Market Size 2031USD 8.45 Billion
CAGR 2026-20315.73%
Fastest Growing SegmentWet Wipes
Largest MarketNorth America

However, the industry faces substantial challenges regarding environmental sustainability, particularly concerning the ecological footprint of single-use synthetic materials and the growing pressure to create biodegradable alternatives. This consumer and regulatory scrutiny compels manufacturers to innovate swiftly. Despite these pressures, the sector remains resilient; according to EDANA, the production volume of personal care wipes in the Greater Europe region rose by 4.8% in 2024. This growth underscores the enduring necessity of these products even amidst ongoing concerns regarding their environmental impact.

Market Driver

The global baby wipes landscape is being fundamentally reshaped by a transition toward biodegradable and sustainable materials, driven by stricter regulations and rising environmental awareness. As governments and retailers increasingly restrict single-use plastics, manufacturers are compelled to shift from synthetic fibers to compostable, plant-based alternatives, making this transition a compliance necessity rather than just a consumer preference. Highlighting the scale of consumption behind this shift, the Department for Environment, Food & Rural Affairs noted in an April 2024 press release regarding a ban on plastic-containing wet wipes that 11 billion wipes are used annually in the UK, creating a strong impetus for plastic-free manufacturing.

Simultaneously, market expansion is being propelled by surging demand for organic, natural, and chemical-free variants as parents prioritize infant skin health. Consumers are actively seeking formulations void of parabens and artificial fragrances to prevent skin irritation, shifting spending toward brands that maintain transparent ingredient lists. This trend is evident in financial performance; according to The Honest Company's November 2024 financial results, revenue grew by 15.2% year-over-year driven largely by the wipes category. Similarly, Kimberly-Clark reported a 5% increase in organic sales within its Personal Care segment during the 2024 fiscal year, demonstrating the sector's broader resilience.

Market Challenge

The Global Baby Wipes Market encounters a significant restraint regarding environmental sustainability, specifically the ecological impact of single-use synthetic materials. Conventional baby wipes are often made from non-biodegradable fibers such as polyester and polypropylene, which persist after disposal and contribute to marine pollution and infrastructure damage. This has led regulatory bodies to enforce strict bans on hygiene products containing plastic. Consequently, manufacturers must manage a volatile environment of compliance costs and mandatory raw material transitions, which disrupt established supply chains and squeeze profit margins for standard mass-market items.

The severity of this infrastructure crisis creates a difficult regulatory climate that hinders market growth. According to Water UK, flushed wet wipes were responsible for over 300,000 sewer blockages annually in 2024, costing the industry roughly £200 million to resolve. This heavy economic burden accelerates the implementation of restrictive legislation, thereby limiting the commercial availability of traditional wipes. As a result, market expansion is stifled by the dual pressures of declining consumer acceptance for plastic incumbents and the operational hurdles involved in meeting rigorous new disposal standards.

Market Trends

The expansion of Direct-to-Consumer subscription services is fundamentally changing distribution dynamics by focusing on convenience and high-frequency engagement. New market entrants are bypassing traditional retail channels to provide premium, subscription-based models that cater to time-constrained parents looking for consistent availability and specialized benefits like enhanced skin compatibility. This shift enables brands to build deep customer loyalty through recurring revenue models while utilizing granular data to iterate products quickly. According to a June 2025 Forbes article on Coterie, the company generated over $160 million in revenue in 2024, achieving a 60% year-over-year increase driven by its direct-to-consumer hygiene platform.

At the same time, the premiumization of private label and retailer brands is disrupting the dominance of established national players. Major retailers are moving beyond price competition to aggressively elevate their own-brand portfolios with sustainable materials, higher-quality formulations, and improved packaging to rival premium incumbents. This strategy aims to capture higher margins and exclusivity by offering value-added products that meet efficacy standards traditionally associated with luxury brands. According to Retail Dive in February 2024, Target's Up&Up brand generates nearly $3 billion in annual sales, leading the retailer to reformulate 40% of its existing products, including baby care items, to meet these elevated quality benchmarks.

Key Market Players

  • Johnson & Johnson Private Limited
  • Procter & Gamble Co.
  • Babisil Products Ltd.
  • Farlin Corpoation
  • Cotton Babies, Inc.
  • The Himalaya Drug Company
  • Pigeon Corporation
  • Hengan International Group Company Ltd.
  • Unicharm Corporation
  • Kimberly-Clark Corporation

Report Scope

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

Baby Wipes Market, By Product

  • Dry Wipes
  • Wet Wipes

Baby Wipes Market, By Packaging Type

  • Plastic Cases
  • Tub

Baby Wipes Market, By Sales Channel

  • Hypermarkets/Supermarkets
  • Online
  • Pharmacies Stores
  • Departmental Stores
  • Others (Direct Sales, etc.)

Baby Wipes Market, By Region

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

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Baby Wipes Market.

Available Customizations:

Global Baby 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. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

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. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Baby Wipes Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Product (Dry Wipes, Wet Wipes)
    • 5.2.2. By Packaging Type (Plastic Cases, Tub)
    • 5.2.3. By Sales Channel (Hypermarkets/Supermarkets, Online, Pharmacies Stores, Departmental Stores, Others (Direct Sales, etc.))
    • 5.2.4. By Region
    • 5.2.5. By Company (2025)
  • 5.3. Market Map

6. North America Baby Wipes Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Product
    • 6.2.2. By Packaging Type
    • 6.2.3. By Sales Channel
    • 6.2.4. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Baby 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
        • 6.3.1.2.2. By Packaging Type
        • 6.3.1.2.3. By Sales Channel
    • 6.3.2. Canada Baby 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
        • 6.3.2.2.2. By Packaging Type
        • 6.3.2.2.3. By Sales Channel
    • 6.3.3. Mexico Baby 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
        • 6.3.3.2.2. By Packaging Type
        • 6.3.3.2.3. By Sales Channel

7. Europe Baby Wipes Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Product
    • 7.2.2. By Packaging Type
    • 7.2.3. By Sales Channel
    • 7.2.4. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Baby 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
        • 7.3.1.2.2. By Packaging Type
        • 7.3.1.2.3. By Sales Channel
    • 7.3.2. France Baby 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
        • 7.3.2.2.2. By Packaging Type
        • 7.3.2.2.3. By Sales Channel
    • 7.3.3. United Kingdom Baby 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
        • 7.3.3.2.2. By Packaging Type
        • 7.3.3.2.3. By Sales Channel
    • 7.3.4. Italy Baby 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
        • 7.3.4.2.2. By Packaging Type
        • 7.3.4.2.3. By Sales Channel
    • 7.3.5. Spain Baby 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
        • 7.3.5.2.2. By Packaging Type
        • 7.3.5.2.3. By Sales Channel

8. Asia Pacific Baby Wipes Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Product
    • 8.2.2. By Packaging Type
    • 8.2.3. By Sales Channel
    • 8.2.4. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Baby 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
        • 8.3.1.2.2. By Packaging Type
        • 8.3.1.2.3. By Sales Channel
    • 8.3.2. India Baby 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
        • 8.3.2.2.2. By Packaging Type
        • 8.3.2.2.3. By Sales Channel
    • 8.3.3. Japan Baby 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
        • 8.3.3.2.2. By Packaging Type
        • 8.3.3.2.3. By Sales Channel
    • 8.3.4. South Korea Baby 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
        • 8.3.4.2.2. By Packaging Type
        • 8.3.4.2.3. By Sales Channel
    • 8.3.5. Australia Baby 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
        • 8.3.5.2.2. By Packaging Type
        • 8.3.5.2.3. By Sales Channel

9. Middle East & Africa Baby Wipes Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Product
    • 9.2.2. By Packaging Type
    • 9.2.3. By Sales Channel
    • 9.2.4. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Baby 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
        • 9.3.1.2.2. By Packaging Type
        • 9.3.1.2.3. By Sales Channel
    • 9.3.2. UAE Baby 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
        • 9.3.2.2.2. By Packaging Type
        • 9.3.2.2.3. By Sales Channel
    • 9.3.3. South Africa Baby 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
        • 9.3.3.2.2. By Packaging Type
        • 9.3.3.2.3. By Sales Channel

10. South America Baby Wipes Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Product
    • 10.2.2. By Packaging Type
    • 10.2.3. By Sales Channel
    • 10.2.4. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Baby 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
        • 10.3.1.2.2. By Packaging Type
        • 10.3.1.2.3. By Sales Channel
    • 10.3.2. Colombia Baby 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
        • 10.3.2.2.2. By Packaging Type
        • 10.3.2.2.3. By Sales Channel
    • 10.3.3. Argentina Baby 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
        • 10.3.3.2.2. By Packaging Type
        • 10.3.3.2.3. By Sales Channel

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Baby Wipes Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Johnson & Johnson Private Limited
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. Procter & Gamble Co.
  • 15.3. Babisil Products Ltd.
  • 15.4. Farlin Corpoation
  • 15.5. Cotton Babies, Inc.
  • 15.6. The Himalaya Drug Company
  • 15.7. Pigeon Corporation
  • 15.8. Hengan International Group Company Ltd.
  • 15.9. Unicharm Corporation
  • 15.10. Kimberly-Clark Corporation

16. Strategic Recommendations

17. About Us & Disclaimer