Global Non-Woven Wipes Market Size, Share, and Trends Analysis Report – Industry Overview and Forecast to 2032

Non-Woven Wipes Market Size

• The global non-woven wipes market size was valued at USD 6.41 billion in 2024 and is expected to reach USD 12.23 billion by 2032, at a CAGR of 8.40% during the forecast period
• The market growth is largely fueled by increasing demand for hygiene and personal care products across residential, commercial, and healthcare settings, driving the widespread adoption of non-woven wipes. The COVID-19 pandemic significantly elevated public awareness regarding sanitation and surface cleanliness, leading to a surge in demand for disinfectant and antibacterial wipes
• Furthermore, the expanding use of non-woven wipes in baby care, feminine hygiene, industrial cleaning, and healthcare disinfection is reinforcing their role as essential disposable products. These wipes offer superior absorption, softness, and durability compared to traditional paper products, making them highly preferred for both personal and institutional use

Non-Woven Wipes Market Analysis

• Non-woven wipes, including disposable cloths made from synthetic and natural fibers, are increasingly vital in household, industrial, and personal care applications due to their enhanced absorbency, durability, and convenience
• The escalating demand for non-woven wipes is primarily driven by growing hygiene awareness, the expanding use of cosmetic and personal care products, and increased demand in healthcare settings for infection control and surface cleaning
• North America dominated the non-woven wipes market with the largest revenue share of 38.5% in 2024, driven by strong demand from the healthcare and baby care segments, a high rate of product innovation, and increasing consumer preference for biodegradable and skin-friendly products
• Asia-Pacific is expected to be the fastest-growing region in the non-woven wipes market during the forecast period due to rising disposable incomes, expanding urban populations, and growing awareness of hygiene and sanitation in countries such as China, India, and Japan
• The Disposable Wipes segment dominated the non-woven wipes market with 67.5% market share in 2024. Their one-time-use nature appeals to consumers seeking hygiene, especially in medical, personal care, and childcare applications. The convenience of avoiding laundering and the perceived safety during disease outbreaks further contributes to their widespread use

Report Scope and Non-Woven Wipes Market Segmentation  

Non-Woven Wipes Market Trends

Rising Demand for Hygiene and Convenience in Daily Life

• A significant and accelerating trend in the global non-woven wipes market is the growing consumer demand for hygiene, convenience, and on-the-go cleaning solutions. Non-woven wipes—ranging from baby wipes to surface disinfecting wipes—are being widely adopted in residential, commercial, and healthcare settings due to their portability, ease of use, and effectiveness
• The shift toward healthier lifestyles and heightened hygiene awareness, especially following the COVID-19 pandemic, has further propelled demand. Consumers are increasingly looking for products that ensure safety and cleanliness, both at home and in public environments
• For instance, disinfecting and antibacterial wipes continue to dominate due to their utility in preventing the spread of viruses and bacteria. Many manufacturers are launching biodegradable and eco-friendly options to address environmental concerns while maintaining product efficacy
• There’s also a noticeable surge in demand for personal care wipes, such as feminine hygiene, baby care, and adult incontinence wipes, driven by growing awareness, aging populations, and rising disposable incomes, particularly in emerging markets
• In the commercial sector, food service establishments, hospitals, and hospitality businesses are incorporating industrial-grade non-woven wipes into routine sanitation protocols for improved efficiency and compliance with hygiene regulations
• To cater to these evolving needs, key players are innovating with advanced material compositions, skin-safe ingredients, and sustainable packaging. As a result, the non-woven wipes market is witnessing sustained growth across both developed and developing regions

Non-Woven Wipes Market Dynamics

Driver

Growing Need Due to Rising Hygiene Awareness and Demand for Convenience

• The increasing awareness about personal hygiene, household cleanliness, and infection prevention, especially in the post-pandemic era, is a significant driver for the Non-Woven Wipes market
• For instance, in May 2024, Kimberly-Clark Corporation launched biodegradable baby wipes under its Huggies brand in Europe, targeting eco-conscious parents while emphasizing skin-friendly ingredients. Such innovations are accelerating market growth by meeting consumer demands for both safety and sustainability
• Consumers are increasingly shifting towards convenient, disposable solutions for cleaning, skincare, and disinfection, fueling the demand for non-woven wipes across personal care, household, healthcare, and industrial applications
• In addition, the growing urban population and busy lifestyles are pushing consumers toward quick and portable hygiene solutions, making non-woven wipes an essential commodity in households, travel kits, and healthcare settings
• Furthermore, the expansion of organized retail and e-commerce channels globally is improving accessibility and availability of diverse wipe types, ranging from baby and facial wipes to disinfectant and industrial wipes, thereby contributing to consistent market expansion

Restraint/Challenge

Environmental Impact and Cost Pressures

• The increasing concern over the environmental impact of disposable non-woven wipes, especially those containing plastic-based materials, poses a challenge to the industry
• For instance, various European nations have implemented stricter regulations on single-use plastics, including wipes, prompting manufacturers to reformulate products to comply with sustainability standards
• Non-biodegradable wipes contribute significantly to landfill waste and marine pollution, leading to growing regulatory scrutiny and consumer backlash, particularly in environmentally conscious markets
• In addition, fluctuating raw material prices, especially for natural fibers and specialty additives, can increase manufacturing costs and reduce profit margins for manufacturers operating in price-sensitive regions
• While brands are innovating with compostable, flushable, and biodegradable materials, the higher cost of these alternatives can make them less accessible to a broader demographic, especially in low- and middle-income countries
• To address these concerns, market players are focusing on R&D investments in sustainable materials, improving product labeling for responsible disposal, and promoting cost-effective, eco-friendly alternatives to ensure continued market relevance and compliance

Non-Woven Wipes Market Scope

The market is segmented on the basis of product, material, type, cleaning tool, application and sales channel.

• By Product

On the basis of product, the non-woven wipes market is segmented into personal care wipes, household wipes, and other product types. The personal care wipes segment dominated the market with a 42.3% revenue share in 2024. This growth is driven by consistent demand for baby wipes, facial wipes, and feminine hygiene wipes, which are widely used due to their convenience and portability. Growing awareness of personal hygiene and increasing disposable incomes globally further support this segment’s dominance.

The Household Wipes segment is projected to grow at the fastest CAGR of 7.9% from 2025 to 2032, owing to the rising trend of hygienic and time-saving cleaning products. Increased household spending, awareness about germ protection, and a shift toward disinfectant surface cleaning post-pandemic are major factors boosting demand.

• By Material

On the basis of material, the non-woven wipes market is segmented into cellulose-based fibers, petroleum-based materials, specialty fibers, and latex binders. The Petroleum-based Materials segment held the largest share of 51.7% in 2024, mainly due to its cost-effectiveness, water resistance, and compatibility with mass production processes. These materials are widely used in medical and disinfectant wipes, where durability and liquid retention are essential.

The cellulose-based fibers segment is expected to witness the fastest growth at a CAGR of 8.2%, due to increasing consumer demand for biodegradable and compostable alternatives. Supportive government policies and environmental regulations in favor of sustainable raw materials are accelerating the shift toward natural fiber-based wipes.

• By Type

On the basis of type, the non-woven wipes market is segmented into disposable wipes and non-disposable wipes. The Disposable Wipes segment accounted for a dominant 67.5% market share in 2024. Their one-time-use nature appeals to consumers seeking hygiene, especially in medical, personal care, and childcare applications. The convenience of avoiding laundering and the perceived safety during disease outbreaks further contributes to their widespread use.

The non-disposable wipes segment is projected to grow at the highest CAGR of 7.4%. This growth is fueled by a growing emphasis on sustainability and zero-waste lifestyles, encouraging adoption of washable, reusable wipes, especially in environmentally conscious markets like Europe and North America.

• By Cleaning Tool

On the basis of cleaning tool, the non-woven wipes market is segmented into sourcing pads, scrubbers and sponges, brooms and mops, and cleaning brushes. The Scrubbers and Sponges segment dominated with a 36.8% share in 2024, owing to their high utility in kitchens, bathrooms, and commercial cleaning applications. Their texture and absorbent properties make them ideal for everyday deep-cleaning needs.

The Brooms and Mops segment is forecasted to grow at the fastest CAGR of 6.8% during 2025–2032. Innovation in mop systems (e.g., self-wringing, spray mops, robotic mops) and the increasing number of dual-income households looking for time-saving cleaning tools are propelling this segment’s growth.

• By Application

On the basis of application, the non-woven wipes market is segmented into household sector and industrial sector. The Household Sector accounted for the largest share of 61.2% in 2024, as consumers increasingly use wipes for quick, efficient cleaning of surfaces, kitchens, bathrooms, electronics, and even pets. Rising consumer lifestyle upgrades and product availability in modern trade channels have made wipes a household staple.

The Industrial Sector is projected to grow at a CAGR of 7.6%, supported by higher demand for disinfecting wipes and surface cleaners in the manufacturing, food processing, and healthcare industries. Strict hygiene protocols and the need for contamination control are major driving factors.

• By Sales Channel

On the basis of sales channel, the non-woven wipes market is segmented into modern trade channel, departmental stores, online stores, and others. The modern trade channel segment led the market with a 39.4% revenue share in 2024, due to consumer trust in supermarkets/hypermarkets, wider product variety, attractive in-store promotions, and the ability to physically compare products before purchase.

The online stores segment is anticipated to register the fastest CAGR of 9.3% during the forecast period. Factors such as increasing internet penetration, mobile-based shopping apps, 24/7 accessibility, and subscription-based sales models for household essentials are reshaping consumer buying patterns and supporting robust growth in this segment.

Non-Woven Wipes Market Regional Analysis

• North America dominated the non-woven wipes market with the largest revenue share of 38.5% in 2024, driven by heightened consumer focus on hygiene
• Increased disposable income, and the presence of leading market players innovating in sustainable and performance-based wipe products
• The region's demand is supported by growing awareness of infection control, especially in healthcare and homecare settings. The popularity of baby wipes, disinfectant wipes, and facial wipes remains high due to widespread consumer acceptance and established distribution channels

U.S. Non-Woven Wipes Market Insight

The U.S. non-woven wipes market captured 85% of the North American share in 2024, owing to the rising demand for convenient hygiene solutions and ongoing product innovations by companies like Procter & Gamble and Kimberly-Clark. The market is also benefiting from trends such as biodegradable wipes and increased demand for disinfectant and antibacterial products in homes, healthcare, and commercial settings. Robust e-commerce growth and a strong retail infrastructure further enhance product accessibility across urban and suburban areas.

Europe Non-Woven Wipes Market Insight

The Europe non-woven wipes market is projected to grow at a healthy CAGR, supported by a rising preference for eco-friendly and flushable wipes, especially in Western European countries. Regulatory focus on sustainable materials and single-use plastic reduction is compelling manufacturers to invest in biodegradable and compostable options. Countries like Germany, France, and the U.K. are at the forefront of this transition, with strong consumer awareness about environmental impact.

U.K. Non-Woven Wipes Market Insight

The U.K non-woven wipes market is expected to witness notable growth, fueled by increasing demand in personal care, healthcare, and home cleaning segments. Government regulations encouraging the reduction of plastic waste are driving innovations in plant-based and biodegradable wipe products. Moreover, the U.K.’s strong private label market and rapid online sales growth support the adoption of diverse non-woven wipe types.

Germany Non-Woven Wipes Market Insight

The Germany non-woven wipes market is projected to grow steadily, driven by consumer preferences for premium hygiene products and increasing adoption in the industrial and healthcare sectors. The country’s stringent environmental regulations are fostering a shift toward sustainable manufacturing processes and greener product formulations, making Germany a leader in innovation and adoption of eco-conscious wipes.

Asia-Pacific Non-Woven Wipes Market Insight

The Asia-Pacific non-woven wipes market is poised to grow at the fastest CAGR from 2025 to 2032, owing to increasing hygiene awareness, urbanization, and rising disposable income in emerging economies such as China, India, and Southeast Asian countries. Government campaigns on public health and cleanliness are accelerating market adoption, especially in baby care, feminine hygiene, and surface disinfecting wipes.

Japan Non-Woven Wipes Market Insight

The Japan non-woven wipes market is gaining traction due to high demand for technologically advanced and skin-sensitive personal care products. Japanese consumers favor high-quality materials and multifunctional wipes, such as those combining skincare benefits with cleansing. The aging population and emphasis on convenience are also contributing to market expansion, particularly in adult care and household cleaning categories.

China Non-Woven Wipes Market Insight

The China non-woven wipes market held the largest share in Asia Pacific in 2024, supported by large-scale production capabilities, an expanding middle class, and strong local demand. The country is experiencing a surge in online retail sales of personal care and baby wipes, driven by digital platforms and social media influence. With numerous domestic manufacturers offering competitively priced yet innovative products, China is a key contributor to global market growth.

Non-Woven Wipes Market Share

The Non-Woven Wipes industry is primarily led by well-established companies, including:

• Procter & Gamble (U.S.)
• S. C. Johnson & Son, Inc. (U.S.)
• DuPont (U.S.)
• KCWW (Kimberly-Clark Worldwide Inc.) (U.S.)
• Reckitt Benckiser Group plc (U.K.)
• Rockline Industries (U.S.)
• The Clorox Company (U.S.)
• Contec, Inc. (U.S.)
• Nice-Pak Products, Inc. (U.S.)
• Vernacare (U.K.)
• Embuver Health Pvt Ltd (India)
• Amway India Enterprises Pvt. Ltd. (India)
• 3M (U.S.)
• method products (U.S.)
• Colgate-Palmolive Company (U.S.)
• Weiman Products, LLC (U.S.)
• Unilever (U.K.)

Latest Developments in Global Non-Woven Wipes Market

• In March 2025, Rockline Industries released its 2024 Sustainability Report, highlighting a major milestone: nearly 55% of the company’s electricity usage across key facilities is now sourced from renewable energy, with two plants operating on 100% green power. The report also notes a 33% reduction in solid waste generation since 2008
• In May 2025, Kimberly‑Clark Corporation announced plans to invest over USD 2 billion over five years to expand its U.S. manufacturing footprint—including a state-of-the-art facility in Warren, Ohio, and an automated distribution center in Beech Island, South Carolina—supporting its non-woven wipes business and creating more than 900 skilled jobs
• In June 2025, Rockline Industries acquired a 240,000 sq ft facility in Russellville, Arkansas, bolstering its capacity to serve contract-manufacturing customers with private-label wipes business needs

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