Maternal And Baby Grade Wipes Global Market Report 2025

The maternal and baby grade wipes market size has grown strongly in recent years. It will grow from $5.86 billion in 2024 to $6.39 billion in 2025 at a compound annual growth rate (CAGR) of 8.9%. The growth during the historic period can be attributed to increasing awareness about infant hygiene, rising concerns over baby skin allergies, growing demand for convenient baby care products, a rising working women population, and increasing birth rates in developing countries.

The maternal and baby grade wipes market size is expected to see strong growth in the next few years. It will grow to $8.87 billion in 2029 at a compound annual growth rate (CAGR) of 8.6%. The growth in the forecast period can be attributed to a growing focus on eco-friendly and biodegradable baby wipes, increasing disposable income among urban populations, rising parental preference for premium baby care products, growing penetration of e-commerce platforms, and increasing healthcare spending on newborn care. Major trends during this period include technological advancements in skin-friendly formulations, continuous product innovation in wipe textures and packaging, investment in research and development for biodegradable materials, development of multifunctional baby wipes, and an increasing use of plant-based and chemical-free ingredients.

The increase in spending on personal hygiene products is expected to fuel the growth of the maternal and baby-grade wipes market in the coming years. Personal hygiene products are items used to maintain cleanliness and promote good health by reducing the risk of infections and body odor. The surge in spending is primarily driven by heightened consumer awareness regarding health and cleanliness, with individuals becoming more conscious of preventing infections and ensuring overall well-being through regular hygiene practices. Maternal and baby-grade wipes enhance personal hygiene by offering gentle, safe, and convenient cleansing solutions suitable for sensitive skin, supporting daily hygiene routines, reducing the risk of irritation or infection, and promoting cleanliness for both mothers and infants. For example, in September 2024, the Bureau of Labor Statistics, a US-based government agency, reported a 9.7% increase in spending on personal care products and services from 2022 to 2023, while their share of total annual expenditures remained consistent at 1.2% in both years. Therefore, the rise in spending on personal hygiene products is driving the growth of the maternal and baby-grade wipes market.

Leading companies in the maternal and baby-grade wipes market are focusing on developing innovative products such as biodegradable and plastic-free wipes, which offer enhanced safety and convenience for mothers and infants. These eco-friendly options, made from natural fibers, break down safely over time without harming the environment. By eliminating synthetic plastics, biodegradable and plastic-free wipes provide a sustainable alternative to traditional wipes, reducing long-term waste. For instance, in March 2022, WaterWipes, an Ireland-based company known for producing the purest baby wipes, introduced 100% biodegradable and plastic-free wipes. Made with 99.9% purified water and a drop of fruit extract, these wipes are gentle on sensitive skin and environmentally friendly, providing a safe and sustainable solution. The new wipes have been rigorously tested for quality, safety, biodegradability, and compostability to ensure they meet the highest standards.

In January 2024, Accrol Group Holdings Plc, a UK-based independent tissue converter, acquired Severn Delta for an undisclosed amount. This acquisition allows Accrol Group Holdings to expand its product portfolio within the household products sector and strengthen its position in the wet-wipe market. By adding new manufacturing capabilities, expanding production capacity, and leveraging existing retail relationships, the acquisition enables Accrol to explore cross-selling opportunities. Severn Delta, a UK-based manufacturing company, specializes in wet wipes and other hygiene products.

Major players in the maternal and baby grade wipes market are Johnson & Johnson Services Inc., Kimberly-Clark Corporation, Oji Holdings Corporation, Georgia-Pacific LLC, Unicharm Corporation, Hengan International Group Company Limited, Pigeon Corporation, The Honest Company Inc., WaterWipes UC, Nuby, TerraCare Ltd., Farlin Industrial Co. Ltd., Mustela, Natracare, Millie Moon, Doctor Butler's Rx Formulations LLC, Kanga Care LLC, Bambo Nature, Kressa, KAS Direct LLC.

North America was the largest region in the maternal and baby grade wipes market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in maternal and baby grade wipes report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa.

The countries covered in the maternal and baby grade wipes market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Maternal and baby-grade wipes are specially formulated cleansing wipes designed to be gentle and safe for the delicate skin of mothers and infants. Made with soft, hypoallergenic materials and infused with mild, non-irritating solutions free from harsh chemicals, these wipes are used for cleaning, moisturizing, and maintaining hygiene during pregnancy, postpartum care, and infant care routines.

The main product types in maternal and baby-grade wipes include moist wipes, dry wipes, biodegradable wipes, organic wipes, and antibacterial wipes. Moist wipes are pre-moistened and infused with gentle ingredients, making them ideal for soothing and easy cleansing. The material types used in these wipes include non-woven fabric, cotton, bamboo, polyester, and wood pulp. These wipes offer various functionalities, such as cleansing, moisturizing, cooling, anti-inflammatory, and hypoallergenic properties. They are distributed through a variety of channels, such as online retail, supermarkets, hypermarkets, pharmacies, drugstores, specialty stores, and department stores. Key end-users include mothers, babies (infants and toddlers), healthcare providers, childcare facilities, and skin care enthusiasts.

The maternal and baby-grade wipes market research report is one of a series of new reports that provides maternal and baby-grade wipes market statistics, including the maternal and baby-grade wipes industry global market size, regional shares, competitors with the maternal and baby-grade wipes market share, detailed maternal and baby-grade wipes market segments, market trends, and opportunities, and any further data you may need to thrive in the maternal and baby-grade wipes industry. This maternal and baby-grade wipes market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The maternal and baby grade wipes market consists of sales of infant wipes, hypoallergenic baby wipes and gentle cleansing wipes. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values and are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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