Moist Toilet Wipes Lead 2024 Growth, Baby Wipes Decline, and General-Purpose Wipes Bounce Back

Within personal care wipes, moist toilet wipes recorded the highest current value and volume growth in 2024. These wipes are increasingly considered a convenient and integral part of consumers’ bathroom routines. Improved product retail placement increased multi-channel marketing, as well as innovations aimed at enhanced performance, skin outcome and user sensation all contributed to the growth in 2024. 

Baby wipes, the largest category within personal wipes, posted a notable downturn in value and volume growth in 2024. This decline can be attributed to a variety of factors, including shifting consumer preferences, market saturation, and economic challenges. Growing awareness of environmental concerns has prompted many buyers to choose more sustainable options, such as cloth wipes or biodegradable alternatives. Flushability is also a leading factor, as many households opt for flushable or moist toilet wipes, particularly for potty training.  

General purpose wipes experienced a rebound in growth in 2024, recovering from declines in the two previous years. Established hygiene habits and the need for convenience are driving demand for general purpose wipes, and this is expected to continue. Consumers remain concerned about maintaining a clean and germ-free environment, and wipes provide a quick and easy solution for cleaning and disinfecting surfaces, in addition to being a portable and convenient option for on-the-go. 

Moreover, the ongoing demand for wipes is prompting brands to focus on developing new and innovative products to meet consumers’ needs. As general-purpose wipes continue to see growth, they will also be more conveniently accessible, with prominent display in convenience stores and forecourt retailers, encouraging impulse purchases.

Convenience and Multifunctionality Drive Personal Care Wipes Innovation, while Price Sensitivity Shapes Consumer Choices

The personal care wipes market in the U.S. has seen significant growth over the last decade, spurred by the demand for convenience, hygiene awareness and changing consumer lifestyles. As the personal care landscape evolves, the multifunctionality of personal wipes has emerged as a significant trend that impacts both manufacturers and consumers alike. Nowadays, people are searching for wipes that clean, disinfect, moisturize and are convenient and environmentally friendly. 

The merging of beauty and hygiene has led to the creation of wipes that clean and offer skincare benefits, such as exfoliating, toning and SPF protection. Furthermore, there has been rising popularity of intimate care wipes, using effective ingredients that reduce odor and are gynecologist approved.

Economic considerations, including price sensitivity due to rising living costs, are expected to influence consumer behavior. Many households may limit their spending, favoring private label products, bulk purchases and economy brands, which offer competitive prices without compromising on desired features such as hypoallergenic and skin-sensitive formulations. Various personal wipes categories have seen a significant increase in share for private label brands as the market adjusts to certain economic realities.

The Need for Innovation Driven by Sustainability, Fostering Healthy Competition

According to Euromonitor’s Voice of the Industry survey, almost 85% of beauty and personal care industry respondents believe the development of sustainable products and sustainable sourcing is the key area of investment in the next five years. Becoming more conscious of the environmental effects of frequent wipe usage, consumers are focused on choosing products that boast a reduced ecological footprint. In response to this change in consumer behavior, manufacturers are directing significant resources and innovation towards creating wipes that are more environmentally friendly, with a strong focus on biodegradable and or eco-friendly options.

A key area of sustainable innovation lies in sourcing plant-based ingredients and reducing the after-use eco footprint. From an ingredient perspective, the claim of 100% plant-based fibers has been the most seen within wipes, in addition to plastic-free. Moreover, players are already responding to increased demand for more sustainable wipes by expanding their product portfolio with plant-based eco-friendly wipes. 

As the push for sustainability grows stronger, players are likely to pursue a range of certifications to demonstrate their effectiveness and eco-friendly attributes to consumers. This trend will necessitate a more unified approach across the industry to establish clear definitions of sustainability, identify the metrics that inform the evaluation process, and ensure transparent communication of these aspects to the public. 

Areas for Growth and Opportunity

The wet wipes industry is increasingly moving towards regulating labelling in terms of whether wipes are flushable, particularly, but not exclusively, for moist toilet wipes. With the increasing incidence of litigation bringing the accuracy of labelling of flushable wipes under scrutiny, and more states passing bipartisan laws that require proper labelling of non-flushable options, players are expected to undergo stricter self-inspection and product marketing prior to launch.

Secondly, according to Euromonitor Via e-commerce tracker, the share of online SKUs with “skin health” attribute increased by 50% in 2024 compared to the previous year. Skincare continues to represent an essential aspect closely linked to overall wellness, which is gaining more consumer momentum and serves as a significant opportunity for innovation. Within this category, innovation in personal wipes is now focusing more on incorporating plant-based ingredients that offer both effective cleaning and nourishing benefits for the skin. While microbiome plays a crucial role in maintaining skin health, brands looking to stand out should consider offering targeted benefits, such as restoring the skin barrier and normalizing pH levels. 

Lastly, marketing, advertising and promotional efforts are projected to remain vital for wipe manufacturers in the coming years. Social media is anticipated to play an increasingly crucial role in the marketing strategies of manufacturers. These platforms are viewed as valuable channels to enhance awareness of wipes for both home care and personal hygiene and are proving to be an effective means of communicating the advantages of various wipes tailored for specific uses and occasions. The rise of e-commerce in the wipes sector is another important aspect of this digital transformation. Both big and small players are trying to capitalize on this trend.