Europe Personal Care Wipes Market Outlook, 2027

The growth of the personal care wipes market in this region is primarily attributed to the rising demand for personal care wipes among various end-users. Additionally, the demand for personal care products such as baby personal care wipes, hand and body wipes, and facial care wipes is increasing in developed countries such as Germany and the UK due to rising concern about health and hygiene among consumers. Moreover, surging demand for natural, chemical-free, and biodegradable personal care wipes is further projected to propel the demand for personal care wipes in the region. The region has the presence of major personal care wipes manufacturers such as Procter & Gamble, Rockline Industries, Johnson & Johnson, and Edgewell Personal Care. According to the published report, “Europe Personal Care Wipes Market Outlook, 2027” by Bonafide Research, the market is to show a difference of USD 1.94 Billion over the period of 2016-2027. Also, during the forecast period, the European Personal Care Wipes market would grow at a CAGR of more than 5%. Personal care wipes are disposable hygiene products used to maintain personal hygiene and cleanse. These wipes are mostly used when there is no or limited access to water sources. Additionally, ease of use and infection prevention has led to the popularity of these wipes.

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. Based on distribution channel, the European personal care wipes market is segmented into supermarkets and hypermarkets, convenience stores, online and other distribution channels. The pharmacy and drugstore segment held the largest share in the European personal care wipes market in 2021. Further, the presence of a strong network of supermarkets and hypermarkets in developed countries has propelled the sales of personal care wipes through personal care wipes over the past few years. Hypermarkets and supermarkets are self-help stores that provide a wide range of personal care wipes products such as baby personal care wipes, facial personal care wipes, disinfectant personal care wipes, and household personal care wipes. These products are placed in an organized way in different sections and shelves to attract customers. These types of stores offer an extensive choice of wipe products to consumers from different brands in one place at affordable prices compared to other distribution channels. Geographically, the European personal care wipes market has been segmented into Germany, France, Italy, Russia, the UK, and the rest of the European countries. Germany held the largest share of the European personal care wipes market, followed by the UK with a marginal difference. The growth of the personal care wipes market in this region is primarily attributed to the rising demand for personal care wipes among various end-users. Baby wipes are saturated with solutions ranging from gentle cleansing ingredients such as water, moisturizing agents, fragrance, and preservatives to alcohol-based cleaning agents. The chemicals used in baby wipes do not harm the skin, and they rather help decrease skin irritation. This segment has been contributing the most in the market, likely to cross a market of over 40% by the end of the forecast period. Flushable wipes are designed, engineered, and marketed in such a way that they can be flushed off for disposal in a properly designed, maintained, and operated municipal wastewater system. These wipes are designed and marketed for personal use in a bathroom setting and tested for compatibility with sewer systems. 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.

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Manmayi Raval

Research Consultant

COVID-19 Impacts: COVID-19 has affected economies and industries in various countries due to lockdowns, travel bans, and business shutdowns. The consumer goods industry is one of the major industries facing serious disruptions such as supply chain breaks, event cancellations, and office shutdowns as a result of this outbreak. China is known as a global hub of manufacturing and the largest raw material supplier for various industries. The overall market breakdown caused by COVID-19 is also affecting the growth of the personal care wipes market due to factory closures, supply chain obstacles, and the global economic downturn. However, higher adoption and awareness about healthy lifestyles during the pandemic have propelled higher demands for wipes across the region. Major Companies Present In the Market Edgewell Personal Care Company, Johnson & Johnson, Kimberly-Clark Corporation, Nice-Pak Products, Inc, PDI International, Rockline Industries, Inc., The Honest Company, The Procter & Gamble Company, Unicharm Corporation Considered In the Report • Geography: Europe • Historical year: 2016 • Base year: 2021 • Estimated year: 2022 • Forecasted year: 2027

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Countries covered: • Germany • UK • France • Spain • Italy • Russia Aspects Covered In the Report • Market Size By Value for the historic time period (2016-2021) • Market Size By Value for the forecast time period (2022-2027) • Market Share by Product Type (Baby wipes, facial & cosmic wipes, hand & body wipes, flushable wipes) • Market Share by Sales Channel (Pharmacy & Drug Stores, Hypermarket & Super market, Traditional Retail, Online) • Market Share by Country The approach of the report: We keep an eye on evolving markets and try to evaluate the potential of the products and services. If we find the market interesting, we start working on it and create the desired table of content, considering all aspects of the business. We start by creating separate questionnaires for C-level executives, national/regional sales personnel, company owners, dealers, distributors, and end-users. Once the questionnaires have been finalized, we start collecting the primary data (mostly through phone calls) and try to understand the market dynamics regionally or tier-wise. This process gives us in-depth details of the market, including all present companies, the top-performing products with reasons why they dominate; we get the details of new players and their innovative approaches; market trends; dynamics; and all the small details of the market. After the collection of primary inputs, we then cross-check the same with secondary sources that include associations, trade journals, annual reports, paid databases, newspapers, magazines, press releases, government sources, etc. From this, we get a rough estimate of the market and start checking existing product price variants, trade, production, raw material scenarios, policies and regulatory landscape, etc. Then, to finalize the market, we start collecting financials of each player present in the market, including limited, private limited, and LLPs. Moreover, we perform cross-industry and cross-region analysis of the product, and based on collected primary inputs and using statistical modeling, we start forecasting the market. We follow our forecasting algorithm, which is unique for each product but gives more weight age to primary inputs. At the same time, the content team starts preparing company profiles, market dynamics, market trends, five forces, PEST analysis, etc. Once the data is verified by the data expert, the team (primary team, content team, and data team) together crosscheck the segmentations, validate the market, and then the designing team starts plotting the graphs. Once the file is ready, the content team completes the report and makes sure that all the discussed points have been covered and provides their valuable inputs in the form of strategic recommendations for new as well as existing players. The QC team then checks the overall report that includes spell check, data verification, and makes the same dispatch ready and error-free. Intended Audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the personal care wipes industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.