North America Baby Wipes Market: Industry Analysis and Forecast (2024-2030) Trends, Statistics, Dynamics and Segmentation

  • North America Baby Wipes Market was valued at USD 2.63 billion in 2023. The North America Baby Wipes Market size is estimated to grow at a CAGR of 2.57% over the forecast period

  • Format : PDF | Report ID : SMR_1111

North America Baby Wipes Market Definition:

Baby wipes are primarily used to clean infants' skin. During the buying process, parents are most worried about the ingredients used in the production of baby products. In fact, this aids them in preventing the possibility of harmful components causing a skin illness in their infant.


Further, the North America Baby Wipes market is segmented by product type, Packaging, Distribution Channel, and geography. On the basis of Product Type, the Baby Wipes market is segmented under wet and dry. Based on the Packaging, the Baby Wipes market is segmented under Pouch/Box and Tubes/Tin. Based on the Distribution Channel, the Baby Wipes market is segmented under the channels of Hypermarkets and supermarkets, Pharmacy, Online Stores and Others .By geography, the market covers the major countries in North America i.e., US, Canada and Mexico. For each segment, the market sizing and forecasts have been done on the basis of value (in USD Billion).


North America Baby Wipes Market


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North America Baby Wipes COVID 19 Insights:

The COVID-19 pandemic had a positive impact on market growth due to the significant increase in demand for affordable baby wipes. However, due to the hoarding behaviour of customers, the demand for bulk packs with a large number of wipes is increasing. There was also an increase in births during this period. Therefore, this is expected to further escalate the wipe market during forecast period.


North America Baby Wipes Market Trends:

Growing Use of Biodegradable wet wipes

To reduce the burden on the environment, businesses are primarily focusing on introducing biodegradable hygiene items including diapers, wet wipes, tissues, toilet paper, and others. For instance, in August 2021, Nature's One, a manufacturer of sustainable personal care goods, introduced luxury new-born diapers and wipes manufactured from plant-based materials that use moisture absorption technology.


To encourage consumers to purchase such products, many supermarkets and convenience stores have large-sized packs and refills that are packed with creative graphic labelling. People prefer smaller travel-sized packages since they can easily be thrown away when traveling. Newer market prospects are likely to be created by the growing tendency of well-known brands utilizing fragranced & naturally occurring components like aloe Vera, honey, and other preservatives in sanitized wipes for new-borns.


North America Baby Wipes Market Dynamics:

Growing Skin Disease Prevalence among Babies to Drive Market Growth

By removing dirt and dust and hydrating and nourishing the skin, baby wipes can successfully prevent infection of the baby's skin. Acne, diaper rashes, allergies, eczema, and other infectious skin conditions affect large numbers of the new-born population globe.


As a result, the world's need for disinfectant wipes is projected to increase as these diseases become more prevalent. 14.9% of infants in Canada had diaper rash issues, according to a survey called Diaper Dermatitis Prevalence and Severity, which was carried out by the U.S. National Library of Medicine.


Increasing New-born Population

The increasing new-born population will drive the baby wipes market. Also, the amount of money that parents are spending on personal care items will drive the market. During the projected period, the demand for baby wipes is likely to increase due to the growing number of working women. Nearly 3.7 Mn babies were born in US in 2021.


Sufficient Supply of Vegan Raw Materials to Support Market Growth

To assist the market players in creating sustainable baby wipes, well-known raw material suppliers are eagerly releasing various vegan ingredients. This is probably going to help the market grow.


Offering Fake Products to Suppress Growth

The market growth is projected to be limited by the widespread availability of fake baby wipes created with artificial chemical compounds including paraben, sulfates, phthalates, and others.


Additionally, parents can clean the baby's skin without using wipes by using paper towels or toilet paper. As a result, the prevalence of these types of alternative items is expected to impact sales. Additionally, the greater price of premium baby care products is expected to reduce product demand among populations with lower disposable incomes.


North America Toilet Paper Market was valued at US$ 43.57 Bn in 2021. North America Toilet Paper Market size is expected to grow at CSGR of 4.92 % through the forecast period.


North America Baby Wipes Market Segment Analysis:

By Product Type, Due to its High Demand, Wet Segment Will Maintain a Major Share. Baby wipes have a shorter shelf life since they must be used up before drying out. The large consumption volume of these items as a result of their shorter lifecycle period is what accounts for the largest proportion of the wet segment. In addition, the high demand for disinfecting baby wipes for controlling viral infections has accelerated segment growth.


North America Baby Wipes Market


The need for tiny, portable baby wipes has increased, which has boosted sales of dry wipes with a high absorption rate. Unlike wet wipes, these goods are simply thrown away. This will probably help the segmental growth.


By Packaging, Due to its portability and ease of use, the pouch/box segment is expected to have a sizable share. Due to their portability and ease of refilling, the pouch/box category accounts for a sizeable portion of the baby wipes market. The segmental rise is probably being driven by the rising demand for disposable travel wipes.


The tube/tin market is expected to experience significant growth. Users can remove tissues and wipes from the tube dispensers without physically touching them, which is believed to help keep the atmosphere germ-free. The segmental demand is also projected to be supported by the expanding commercial venues, including kindergarten schools, hospitals, and others.


By Distribution Channel, Sanitary products are widely available in supermarkets and hypermarkets, which will help the market, grow. Due to the widespread availability of diverse sanitary items like toilet paper, feminine hygiene products, face tissues, baby wipes, and others in a variety of sizes and shapes, the hypermarkets & supermarkets segment retains a sizable portion of the market. As a result, this category generates higher revenues. The users may be encouraged to acquire these things by such stores' discounts and offers on larger purchases.


Due to the increasing penetration of numerous well-known online shopping platforms like,,, and many more, the online segment is predicted to develop at the quickest rate during the forecast period.


Additionally, the growing tendency of consumers to purchase groceries online is projected to drive category growth due to the speedy delivery of these things through the various online shopping platforms without the need to go out.


North America Baby Wipes Market Key Players Insights:

The market is characterized by the existence of a number of well-known firms. These companies control a large portion of the market, have a wide product portfolio, and have a global presence. In addition, the market comprises small to mid-sized competitors that sell a limited variety of items, some of which are self-publishing organizations.


The market's major companies have a significant impact because most of them have extensive global networks through which they can reach their massive client bases. To drive revenue growth and strengthen their positions in the europemarket, key players in the market, particularly in this region, are focusing on strategic initiatives such as acquisitions, new collection launches, and partnerships.


The objective of the report is to present a comprehensive analysis of the North America Baby Wipes market to the stakeholders in the industry. The report provides trends that are most dominant in the North America Baby Wipes market and how these trends will influence new business investments and market development throughout the forecast period. The report also aids in the comprehension of the North America Baby Wipes Market dynamics and competitive structure of the market by analyzing market leaders, market followers, and regional players.


The qualitative and quantitative data provided in the North America Baby Wipes market report is to help understand which market segments, regions are expected to grow at higher rates, factors affecting the market, and key opportunity areas, which will drive the industry and market growth through the forecast period. The report also includes the competitive landscape of key players in the industry along with their recent developments in the North America Baby Wipes market. The report studies factors such as company size, market share, market growth, revenue, production volume, and profits of the key players in the North America Baby Wipes market.


The report provides Porter's Five Force Model, which helps in designing the business strategies in the market. The report helps in identifying how many rivals exist, who they are, and how their product quality is in the North America Baby Wipes market. The report also analyses if the North America Baby Wipes market is easy for a new player to gain a foothold in the market, do they enter or exit the market regularly, if the market is dominated by a few players, etc.


The report also includes a PESTEL Analysis, which aids in the development of company strategies. Political variables help in figuring out how much a government can influence the North America Baby Wipes market. Economic variables aid in the analysis of economic performance drivers that have an impact on the North America Baby Wipes market. Understanding the impact of the surrounding environment and the influence of environmental concerns on the North America Baby Wipes market is aided by legal factors.


North America Baby Wipes Market Scope:

North America Baby Wipes Market 

Market Size in 2023

USD 2.63 Bn.

Market Size in 2030

USD 3.14 Bn.

CAGR (2024-2030)


Historic Data


Base Year


Forecast Period


Segment Scope

By Product Type

  • Wet
  • Dry

By Packaging

  • Pouch/Box
  • Tubes/Tin

By Distribution Channel

  • Hyper market sand super markets
  • Pharmacy
  • Online Stores
  • Others

Country Scope

United States


North America Baby Wipes Market Key Players: 

  • Procter & Gamble Co. (Ohio, U.S.)
  • Johnson & Johnson (New Jersey, U.S.)
  • Kimberly Clark Corporation (Texas, U.S.)
  • Nice-Pak International Limited (New York, U.S.)
  • Beiersdorf AG (Hamburg, Germany)
  • ALBAAD (Masu'ot Itzhak, Israel)

Frequently Asked Questions

The segments covered in the North America Baby Wipes Market report are based on Product Type, Packaging, and Distribution Channel.

  1. Scope of the Report
  2. Research Methodology
    • Research Process
    • North America Baby Wipes Market: Target Audience
    • North America Baby Wipes Market: Primary Research (As per Client Requirement)
    • North America Baby Wipes Market: Secondary Research
  3. Executive Summary
  4. Competitive Landscape
    • Stellar Competition matrix
      • North America Stellar Competition Matrix
    • Key Players Benchmarking: - by Product, Pricing, Investments, Expansion Plans, Physical Presence, and Presence in the Market.
    • Mergers and Acquisitions in Industry: - M&A by Region, Value, and Strategic Intent
    • Market Dynamics
    • Market Drivers
    • Market Restraints
    • Market Opportunities
    • Market Challenges
    • PESTLE Analysis
    • PORTERS Five Force Analysis
    • Value Chain Analysis
  5. North America Baby Wipes Market Segmentation
    • North America Baby Wipes Market, by Product Type (2023-2030)
      • Wet
      • Dry
    • North America Baby Wipes Market, by Packaging(2023-2030)
      • Pouch/Box
      • Tubes/Tin
    • North America Baby Wipes Market, by Distribution Channel (2023-2030)
      • Hypermarkets and supermarkets
      • Pharmacy
      • Online Stores
      • Others
    • North America Baby Wipes Market, by Country (2023-2030)
      • United States
      • Canada
      • Mexico
  6. Company Profiles
    • Key Players
      • Procter & Gamble Co. (Ohio, U.S.)
        • Company Overview
        • Product Portfolio
        • Financial Overview
        • Business Strategy
        • Key Developments
      • Johnson & Johnson (New Jersey, U.S.)
      • Kimberly Clark Corporation (Texas, U.S.)
      • Nice-Pak International Limited (New York, U.S.)
      • Beiersdorf AG (Hamburg, Germany)
      • ALBAAD (Masu'ot Itzhak, Israel)
  7. Key Findings
  8. Recommendations

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