Date : August 31, 2022
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Greater interest in personal care wipes is pushing major brands to explore factors such as natural ingredients, eco-friendly packaging options, and flushable capabilities to satisfy consumer preferences - Bonafide Research

Greater interest in personal care wipes is pushing major brands to explore factors such as natural ingredients, eco-friendly packaging options, and flushable capabilities to satisfy consumer preferences - Bonafide Research

The personal care wipes are small, disposable hygiene products, majorly used for personal hygiene and cleansing. These wipes are used for the maintenance of hygiene, specifically when access to water is limited. In addition, ease to use and prevention of infection owing to their disposable nature have made the use of wipes prevalent among consumers. The report ‘Global Personal Care Wipes Market Outlook, 2027’ by Bonafide Research, discusses the insights of the market in accordance to product segments like baby wipes, facial wipes, hand and body wipes, flushable wipes, etc.; following the sales channels, region,  country, and company. The rise in the infant population, the rapid increase in urbanization, the high disposable income of female consumers, and the rise in consumer hygiene awareness are having a positive impact on the growth of the industry. However, the increasing attention towards the infant has been a boon to baby wipes since the last decade.

Wipes require substantially less time to perform daily tasks for most of the people who are well-maintained in their day-to-day activities due to extreme job pressures and increased activities for children, thus, driving the growth of the industry further. Asia-Pacific countries, such as China and India, experience growth in population. This rise in population along with an increase in purchasing power and count of the female population in these countries is expected to boost the demand for personal care wipes to avoid infectious diseases and skin problems. China and Japan are the leading countries in APAC owing to the increasing population. Improved lifestyle and growing economy are some of the other key dynamics contributing to the growth of the personal care wipes market. Exponential growth in the number of potential buyers in India is expected to drive the market.

The rising impact of social media and online commercials has presented individuals with the ongoing patterns of trends of personal care and hygiene, which is quickening the utilization of personal care wipes among customers. This permits individuals to get exposed to information in regards to cleansers and healthy lifestyles. Additionally, various companies are coming up with their latest fruit and veggie-laced wipes products or limited edition wipes. These wipes are quite soft, durable, and possess optimal cleaning properties. A new and innovative form of wipes is introduced such as flavored wipes, personal hygiene, pre-moistened facial cleansing, disinfecting, and smoke wipes which are expected to propel the growth of the personal care wipes market.

The wipes are usually sold in plastic tubs that keep the wipes moist allowing for ease of dispensing. Most personal care wipes are formulated to be alcohol and soap-free and are dermatological tested for their use on the skin. They are designed to be sufficiently durable for heavy-duty cleaning jobs, while still being disposable. The availability of wipes ranging from premium to budget-friendly wipes has led to significant consumption of personal care wipes in medium-income level households as well as low-income level households. The growing disposable incomes across the world have led to increased purchasing power and as a result, parents are more than ever willing to purchase premium baby wipes products. Furthermore, the ease of cleaning and convenience offered by baby wipes and the hectic life led by parent moms in the workforce has amplified the sales of baby wipes.

The shift toward a healthy lifestyle and rising focus on sanitation and the well-being of babies has further driven the demand for personal care wipes in the Asia Pacific market. The demand for baby wipes is driven by growing awareness of infant hygiene, price, convenience of use, disability, and consumer perceived aesthetics. There is a growing demand for natural and organic-based wipes as they are perceived by consumers as safe for infant use. Also, the growing scare of chemicals in wipes causing allergy, and rashes, have resulted in increased demand for such wipes. The increase in number and adoption of modern retail channels such as supermarkets and hypermarkets, convenience stores, and online retailers as well as the growing middle-class population are the major factors leading to the growth of the wipes market in India. Rising consumer concern for personal and home hygiene in Japan is driving sales of wipes, especially household purpose wipes. The introduction of innovative types of wipes with antibacterial and disinfectant properties has led to a surge in demand for wipes in Japan.

As for the North America, high disposable income and rising purchasing power are the factors enabling consumers to spend more on personal care products. Also, the growth of personal industries in developed and developing regions propels the demand for personal care products such as skin care, sanitizing, and others. Moreover, rising concerns related to personal hygiene and the increasing influence of social media and other promotional media have increased consumer awareness about health and hygiene products. This has significantly driven the demand for personal care products such as skin and personal care wipes across the North America region. To capitalize on the surging demand, key wipe manufacturers are introducing personal care wipes for both male and female skin types. These factors boost the demand for personal care wipes in North America.

The rapid growth of the personal care industry provides opportunities for wipe manufacturers to innovate their product offerings and packaging. This has further led to the introduction of innovative and upgraded products in the market and has helped leading producers build brand appeal and loyalty among consumers. For instance, Johnson & Johnson's under the brand name Clean and Clear, offers multipurpose wet facial wipes for purposes such as makeup removal, cleansing, moisturization, and maintaining skin softness. This has led to an increase in the demand for multi-functional wet wipes, which would in turn drive the growth of the personal care wipes market during the forecast period.

In Europe region, the market is primarily driven by the rising awareness regarding personal hygiene, ease of use, and increasing disposable income. Moreover, the swift increase in air pollution is the other factor that is driving the demand for personal care wipes, as skin needs to be cleaned quickly after exposure to air pollutants. To capitalize on the surging demand, manufacturers are introducing antibacterial personal care wipes for both male and female skin types. These factors boost the demand for wipes in Europe. The rapid growth of the personal care industry provides opportunities for wipe manufacturers to innovate their product offerings and packaging. This has further led to the introduction of innovative and upgraded products in the market and has helped leading producers build brand appeal and loyalty among consumers.

The demand for nonwovens is still emerging in Latin America, and baby wipes currently represent more than half of the wipes market. The highest contributor Latin American country, Brazil, is already way past ‘the baby wipes point’ and closing in on the use of household wipes, while the same goes for Argentina. Colombia, for its part, is on the verge of taking baby wipes into use on the large scale. It goes without saying that as the Latin American wipes market develops, other wiping applications are gaining market share and, in the course of time, new kinds of wipes, such as flushable wipes, will appear. Brazil is the largest country in Latin America. Also, it is considered the fourth-largest market for the internet, globally. It is expected that the proliferation of e-commerce platforms will boost the sales of various products, which also includes consumer healthcare products. This has majorly benefited the personal care wipes market.

Baby wipes continue to present an immense demand in the region due to the growth in the women workforce, which has led to rapid changes in baby care in the past few decades. The market is highly influenced by factors such as softness, absorbency, performance, brand loyalty, price and value, and others. Furthermore, an increasing number of international baby diaper brands continue to add their product basket in this emerging market, owing to the increasing demand for high-value wipes, like the United Arab Emirates. The ease of use, high biodegradability, efficiency, and increasing consumer demand will further help surge the growth of the market.

Covid-19 Impact:
The demand for personal care wipes rocketed during the COVID-19 pandemic in 2020. This sudden spike in demand was due to increased consumer concerns regarding personal hygiene and cleanliness. In addition, increase in health-consciousness due to the COVID-19 disease fostered the demand for organic personal care wipes. The spiked need for disinfecting wipes for household surfaces and body cleaning needs during the pandemic positively impacted the global personal care wipes market. This trend is expected to continue in the forthcoming years, owing to rise in consumer awareness regarding the importance of personal hygiene.


 

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Greater interest in personal care wipes is pushing major brands to explore factors such as natural ingredients, eco-friendly packaging options, and flushable capabilities to satisfy consumer preferences - Bonafide Research

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