Asia-Pacific Baby Wipes Market Research Report: Forecast (2022-2027)

Market Overview

Baby wipes are dry or wet cloth-like tissues used essentially to cleanse the sensitive skin of babies & infants. These wipes are available across different distribution channels like pharmacies, hypermarkets/supermarkets, and online mediums, among others, ranging in different brands, budgets, make-ingredients, and more. Today, parents are the most concerned about the materials used to manufacture these wipes for their children and seek the ones that do not cause rash, irritation, or harm to the baby's skin.

It is also why many brands are focusing on developing wipes with safer formulations and in different sizes to widen the utilization in maintaining hygiene. In fact, many manufacturers are developing eco-friendly packaging for baby wipes that can contribute to environmental sustainability by easy disposal. Among all, millennial parents are the most concerned about the sensitivity across the diaper areas for the baby, & hence prefer baby wipes due to the benefits like a better absorbent and minimal bacteria on the baby's skin, mitigating the possibilities of infection and irritation.

Market Insights

The Asia-Pacific Baby Wipes Market is projected to grow at a CAGR of around 14% during the forecast period, i.e., 2022-27. The market is driven by the swift improvement in the economic conditions of the people and their preference for buying high-quality products for infants, augmenting the demand for baby wipes for maintaining hygiene. In addition, the swift rise in birth rates in different countries across Asia-Pacific is also a key aspect driving the industry by demonstrating an upsurge in demand for baby essentials, including baby wipes.

The same aspect is also generating lucrative opportunities for the leading players to increase their production & distribution capacities and cater to the burgeoning demands throughout the region. Besides, a rise in the female working population has led to the emergence of various baby care centers & facilities, stimulating the demand for baby wipes and making significant contributions to the market expansion. In fact, many baby care facilities are taking proactive approaches to alleviate the health concerns of modern parents and utilizing hygienic & quality-rich products, including baby wipes.

Moreover, the easy availability, accessibility, & affordability of these products across different sales channels & e-commerce retailers are also widening the consumer base for baby wipes & allowing several manufacturers to expand their brand visibility, product portfolio, and consumer base across countries in the region and contributing to the overall market growth through 2027.

Back in 2020, the advent of Covid-19 brought significant concerns or disease spread and the high vulnerability of these diseases to babies. Such fear demonstrated a substantial population stockpiling baby essentials, including wipes, exemplifying a temporary hike in the industry, instigating the players to expand their production & distribution capacities and cater to the burgeoning demands.

Furthermore, the introduction of eco-friendly, plant-based, organic, & natural variants in baby wipes made without harmful & toxic ingredients is also attracting conscious parents. Nonetheless, substantial investments by the prominent players in strategic marketing & advertising campaigns through different channels like social media promotional activities, & campaigns, among others, are also making a positive influence on the market expansion. Such moves by the players are primarily to improve their existing sales, yield higher profits, & widen the consumer base across countries through 2027.

Market Segmentation

Based on Product Type:

• Wet Wipes
• Dry Wipes

Here, Dry Wipes dominated the Asia-Pacific Baby Wipes Market with the largest share in the previous years and is anticipated to prevail in the same trend during the forecast period. This dominance attributes to the multipurpose use of dry wipes like wiping the face while feeding, body cleaning, & diaper change, among others, owing to their ability to avoid rashes, irritations, & other skin issues.

These wipes are also used as alternatives to paper towels, toilet paper, and tissues, making dry wipes a versatile product. Such aspects are stimulating the demand for these products & instigating the players to increase their production & distribution capacities, and cater to the burgeoning needs for dry wipes throughout the region, and stimulate the overall market growth.

On the other hand, Wet Wipes are anticipated to exemplify the fastest market growth during the forecast period. It owes principally to the extensive utilization of these products in wiping the baby’s bottom while using a diaper and these wipes are a convenient option in time-constraint situations.

Modern-day parents are demonstrating extensive reliance on these products due to their active lifestyle and availability of such convenient products. Hence, the demand for wet wipes is significant across different countries in the region, contributing to the overall industry growth. The same aspect is also instigating the prominent players to widen their product portfolio & consumer base and cater to the rising demands. For instance, 

• In February 2019, the leading brand, Johnson & Johnson, introduced baby skincare wet wipes with advanced fiber technology, which works like a sponge & removes dirt & impurities easily.

Based on Distribution Channel:

• Pharmacy
• Hypermarket/ Supermarket
• Online

Here, Hypermarket/Supermarket is anticipated to acquire a significant share of the Asia-Pacific Baby Wipes Market during 2022-27. It owes principally to these stores being go-to places for shopping by consumers. Besides, the easy availability of a plethora of products entwined with the convenience of choosing the ideal baby wipes from diverse brands are the other aspects catalyzing the sales of baby wipes across these channels and positively influencing the market growth.

Moreover, exciting offers, discounts, and bulk purchase deals, among others, are also attracting a substantial consumer base toward buying products through these channels and contributing to the industry growth through 2027. 

On the other hand, Online channels are anticipated to exemplify the fastest growth in the market during the forecast period. It owes principally to the high penetration of the internet, smartphones, and encouragement by the governments of different countries to adopt digitalization, instigating the players to make paradigm shifts to online platforms and offer a medium for consumers to buy baby essentials, including wipes, at ease.

Amazon, Firstcry, and Babyshop, among others, are the prominent brands scaling a substantial consumer base online and shaping the industry. Moreover, growing awareness among people about the benefits of online shopping, like quicker & door-step delivery easy finances, and others, are also attracting a consumer base and driving the market altogether. 

Country Projection

On the geographical front, the Asia-Pacific Baby Wipes Market expands across:

• China
• India
• Japan
• South Korea
• Australia
• South East Asia

Here, China & India are anticipated to make a substantial contribution to the overall market expansion and emerge as areas of opportunity for the prominent players during the forecast period. The growth attributes to the exponential population base with high birth rates, augmenting the demand for baby essentials, including wipes, across households, and other facilities like healthcare centers, baby care infant schools, and more.

Besides, the active participation of several regional players and their swift expansion across countries through the establishment of production & distribution capacities is also curating the industry growth. Moreover, the growing focus of the governments on ensuring hygiene & better health for infants is also demonstrating encouragement for low-cost, better-quality baby wipes to widen the reachability of such products among all people. Such aspects are playing a prominent role in shaping the industry across countries like China & India and hinting toward the presence of lucrative opportunities for the leading players through 2027.  

Recent Developments in the Asia-Pacific Baby Wipes Market

• In July 2020, prominent player Unicharm Corporation announced its plan to introduce Mamy Poko Premium Baby Wipes with certified STANDARD100 by “OEKO-TEX®. The company is set to strengthen its presence across the region & curate good sales citing the safety & environmental standards that the product has to offer.
• Previously in the same year, WaterWipes, an Indian brand, introduced the world’s purest baby wipes, and its purity is globally recognized. The brand's entry into the Indian market is anticipated to make a substantial contribution to the competition to adopt innovative products & utilize advanced strategies to expand the product visibility.
• Back in May 2029, another player, Kimberly-Clark, made a substantial investment in the expansion of its manufacturing facility in Tuas, Singapore, to double the export volume & value capacity by the end of 2022. The brand used the funds for value addition in Huggies baby wipes & expanded the production capacity by mid of 2019, incorporating productivity enhancements like deploying automatic guided vehicles & advanced warehouse management systems.

Market Dynamics

Possible Restraint

• Extensive Availability of Counterfeit Baby Wipes 

Since the presence of alternatives like Counterfeit made of synthetic chemical ingredients like paraben, phthalates, sulfates, & others are available easily, the demand for baby wipes with safer ingredients might witness hindrance and a shift of consumer preference due to less awareness. Moreover, the utilization of paper towels & toilet paper instead of wipes as a substitute to cleanse the infant skin might also restrain the sales of baby wipes across Asia-Pacific. Such factors might affect the fledged growth of the Baby Wipes Market during the forecast period.

Growth Opportunity

• Changing Consumer Preference for Biodegradable, Eco-Friendly Products

The growing awareness among parents about organic, sustainable, & natural ingredient-based wipes is generating growth opportunities for the leading players, instigating them to develop products suiting such needs and cater to the burgeoning demands throughout the region. In addition, numerous manufacturers are also making substantial investments in the production of innovative biodegradable, eco-friendly, & sustainable products, including baby wipes, & are demonstrating support & encouragement from the governments across Asia-Pacific.

Key Questions Answered in the Market Research Report:

1. What are the overall statistics or estimates (Overview, Size- By Value, Forecast Numbers, Segmentation, Shares) of the Asia-Pacific Baby Wipes Market?
2. What are the region-wise industry size, growth drivers, and challenges?
3. What are the key innovations, opportunities, current & future trends, and regulations in the Asia-Pacific Baby Wipes Market?
4. Who are the key competitors, their key strengths & weaknesses, and how do they perform in the Asia-Pacific Baby Wipes Market based on the competitive benchmarking matrix?
5. What are the key results derived from surveys conducted during the Asia-Pacific Baby Wipes Market study?