Consumer demand for convenience, hygiene and skin-friendly solutions continues to drive the personal care wipes market, despite economic and environmental challenges.

According to Liying Qian, global insight manager, Tissue and Hygiene, Euromonitor International, the long term outlook for personal care wipes is positive. The category is benefitting from durable megatrends such as heightened hygiene awareness, increasing mobility, rising female workforce participation and demand for convenient, skin friendly solutions. 

“While economic pressures may temper short-term value growth, volume demand—especially for baby and general purpose wipes—remains resilient,” she explains. “Markets in Africa, Asia and Latin America show strong expansion potential, while developed markets will grow through premiumization, sustainable innovation and channel shifts toward e-commerce and rapid delivery. Overall, wipes remain a structurally healthy, innovation driven category with solid medium-  to long-term growth prospects.”

Christopher Dresselhuys, vice president of marketing and product management at wet wipes manufacturer Rockline Industries, says baby wipes, flushable wipes and adult incontinence wipes all continue to experience strong growth, while facial care continues to be challenged in the post-Covid reality. “While the U.S. birth rate has not accelerated beyond the national replacement rate of the Silent Generation, the broad utility of baby wipes continues to drive positive growth within the category. Flushable wipes remain quite strong, as consumer discovery of the product’s benefits brings new users to the category and increases in the senior population as a percentage of the overall population and growth in at-home senior care fuel their ascent.”

From Convenience to Necessity

Consumers are increasingly incorporating personal care wipes into their daily routines, as their convenience and portability make them a natural fit for modern, busy lifestyles.

Ann Halstead, director of marketing & retail sales at wet wipes manufacturer Kleen Test Products (KTP), says personal care wipes continue to grow in popularity, driven by the convenience they provide. “They are easy to use, eliminate the concerns about the correct dosage and are easily transportable,” she adds. “This makes personal care wipes perfect for use on-the-go such as in the gym bag, in the car, in a backpack or carried in a suitcase. This level of convenience and ease of transport has taken wipes from a discretionary product to a must-have item for many consumers.”

Similarly, Dresselhuys says personal care wipes are increasingly an essential part of everyday life, not only for U.S. consumers but also for consumers worldwide. “The convenience and portability of wipes are unmatched and present a big advantage when compared to competing methods to accomplish the same tasks,” he says. “As the way people live their lives in the world continues to evolve, we see consumers increasingly turn to wipes to help them with their daily tasks and feel a great sense of control.”

From Qian’s point of view, personal care wipes increasingly straddle the line between essential and discretionary. “Baby wipes—due to hygiene needs, water limitations and caregiving convenience—are widely viewed as essential, even in highly price sensitive markets,” she notes. “In contrast, general purpose, cosmetic and intimate wipes are more discretionary, with usage rising or falling depending on economic conditions. In countries facing financial strain, consumers reduce non essential wipe use or shift to cheaper local brands.”

Despite these fluctuations, Qian emphasizes that the pandemic permanently elevated hygiene awareness, making wipes more habitual in everyday routines, especially for on the go or water limited settings. As a result, she labels wipes as “semi-essential”—indispensable for baby care and personal hygiene in many contexts, while more optional in beauty or household roles.

Sustainability Goes Mainstream

In recent years, the personal care wipes industry has increasingly prioritized sustainability in materials and ingredients to meet growing consumer demand for cleaner products. At the same time, global regulatory pressures are pushing manufacturers to proactively address potential restrictions on materials and formulations.

“Sustainability continues to be an important attribute for any consumer product, and it is true of wipes as well,” notes Halstead. “Consumers and customers are becoming much more aware of the environmental impact of consumer-packaged goods and want to limit negative impact to the degree possible.”

In this area, Dresselhuys has observed two key trends. The first is “minimalist chemistry” formulations with smaller, more easily understood ingredient statements. Second, there has been a lot of work done around bringing nonwovens to the market that do not contain plastic in their fiber blends. “These two trends are fully aligned with the ‘cleaner’ and ‘greener’ consumer megatrends that are visible across a number of CPG categories,” he says.

Wipes manufacturer Nice-Pak, recently acquired by Vivos Holdings, LLC, has also seen growing demand for sustainability in the personal care wipes market. According to John Iarocci, VP, R&D & Quality at Nice-Pak, demand for environmentally sustainable options continues to rise, driving a strong shift toward plastic-free, cellulose-based substrates that meet consumer expectations and do not sacrifice performance. “This commitment to sustainability extends to formulation design, where the focus is on eliminating unnecessary ingredients in favor of high-value, multifunctional components with a clear purpose and consumer benefit,” he says.

The integration of Vivos Holdings and Nice-Pak has created a unified platform designed to accelerate the delivery of plant-based innovation. “Through close partnerships with leading chemical suppliers, we are incorporating the latest naturally derived ingredients across our portfolio,” Iarocci says. “This expanded reach enhances our ability to source and develop sustainable chemistries that maintain the efficacy and safety standards consumers expect from the Nice-Pak brand.”

Qian points out that sustainability has shifted from niche to mainstream. “Biodegradable fibers, plant-based substrates and reduced plastic packaging are now widely adopted,” she says. “Clean wellness—hypoallergenic, fragrance-free, 99% water formulas—is a leading trend globally, especially in baby and facial wipes.”

Additionally, Europe’s strict rules around flushability, plastic reduction, recyclability and responsible labeling have influenced wipes development worldwide. “Multinationals are standardizing biodegradable fibers, plastic-free substrates and clearer disposal instructions across global portfolios to preempt similar regulations elsewhere,” she explains. “European eco labels like Nordic Swan or Asthma Allergy certifications have become aspirational benchmarks shaping product claims in Asia, the Middle East, Africa and Latin America. Even markets without formal regulation are shifting due to retailer expectations, brand harmonization and consumer awareness of environmental impact—demonstrating a clear regulatory ‘spillover effect.’”

Dmitrij Kostojanskij, CEO of Harper Hygienics S.A., adds that regulation is one of the strongest drivers of change. “In Europe and the U.K. in particular, legislation addressing single-use plastics and the environmental impact of disposable products has accelerated interest in plastic-free and biodegradable nonwoven solutions,” he explains. “Current regulations place greater emphasis on transparency, labeling and consumer awareness, and have encouraged many manufacturers to reassess their material choices and increase investment in plant-based alternatives such as cellulose, viscose, cotton and flax, alongside existing solutions.”

Innovation Through Specialization

As the wipes market has expanded, so too has the range of products available, with brands moving beyond one-size-fits-all offerings.

Kostojanskij notes that consumers are seeking wipes designed for specific needs and situations rather than one universal product. This includes dedicated wipes for babies (e.g. nose or sensitive skin wipes), feminine hygiene, professional makeup removal, hand hygiene, men’s care, household surfaces and even pet care. “Specialization allows brands to better address real-life use cases,” he explains.

Over the years, Harper Hygienics has consistently introduced new wipes products to the market, targeting specific needs. Most recently, the company launched Kindii Czysty Nosek (Kindii Clean Nose), designed for babies and children and enriched with saline solution, chamomile extract, aloe vera and panthenol. It also introduced Cleanic Baby Eco Microbiome Care, wet wipes specially balanced to help protect and maintain a healthy balance of the skin microbiome, a natural layer of beneficial microorganisms in the skin. 

“Our ability to sustain a high pace of innovation is rooted in deep category expertise and a consumer-first mindset,” says Kostojanskij. “We thoroughly analyze how people use wipes in everyday life, and our focus is on solving specific, practical problems rather than creating generic solutions.”

Looking ahead, he believes the biggest opportunities lie in further specialization and portfolio expansion across Harper Hygienic’s umbrella brands, such as Cleanic, Kindii and Presto, as well as smaller, focused brands like Petino. 

“There is significant room for innovation where functionality, convenience and material choice intersect – from surface-specific household wipes to targeted personal care and pet hygiene solutions,” he continues. “Ultimately, our pace is sustained by experience, creativity and a focused approach that allows us to balance bold ideas with scalable, market-relevant solutions.”

Newer brands are also entering the market with wipes developed around specific materials and ingredients. RAAN is distinguishing itself with a wet wipe that bears the natural cotton seal, which is reserved exclusively for products made entirely of cotton. Formulated with 99% purified water, the wipes contain just five clean ingredients, including organic aloe, and are processed using a waterless cleaning method that saves water and energy and avoids bleach and chemicals.

RAAN is also the first wipe brand to use the TruCotton process, which retains the natural soothing waxes and oils that make cotton naturally hypoallergenic. This farmer-owned, farmer-operated process produces unbleached premium cotton fibers that ensure superior hygiene, softness and biodegradability. The TruCotton process, which separates cotton fibers from natural impurities without chemical alteration, is OEKO-TEX standard 100-certified, having been rigorously tested for 316 chemicals and leverages regenerative farming practices.

According to Vanessa Menache, CEO of RAAN, the brand developed the wipe specifically for sensitive skin. While baby care is expected to be the primary use, RAAN does not position itself as a baby care brand. Instead, it focuses on family care, with wipes designed for family use, adult care, personal hygiene and even pet care.

Following a direct-to-consumer launch in April 2025, RAAN has since expanded its retail presence to major platforms, including Amazon, Walmart.com, Happier Grocery and at Erewhon, the Certified B Corp and Organic Retailer, serving conscious-living customers across Southern California.

“We’re honored to join the Erewhon family and to be among such thoughtful, values-driven brands,” says Menache. “Erewhon has long curated products that align with conscious living, and we’re proud that RAAN’s clean, sustainable approach to personal care meets their discerning standards while supporting families and the planet.”

Flushable Wipes Gain Momentum

Even as the flushable wipes category faces ongoing environmental and plumbing concerns, the growth outlook remains positive.

According to Euromonitor, flushable wipes continue to outperform traditional toilet paper in growth rates in many markets, though they remain a smaller base. Qian says the appeal of flushable wipes lies in their added hygiene, convenience and skin-friendly positioning; however, environmental and plumbing concerns have slowed adoption in some regions, prompting regulators and utilities to issue usage guidance. “Innovation in certified flushable, biodegradable and plastic-free fibers is improving acceptance,” she says, adding that overall, growth is expected to continue, particularly where brands meet recognized flushability standards and moist toilet hygiene becomes normalized.

Iarocci of Nice-Pak expects flushable wipes to remain one of the category’s standout performers as they evolve from a niche convenience item into a household staple. “This momentum reflects advances in product engineering and growing consumer confidence,” he adds. 

As industry standards become more rigorous, Nice-Pak has developed substrates that achieve the ideal balance of high wet strength and fast dispersibility. “Consumers increasingly recognize that flushable wipes deliver a noticeably superior clean compared to dry toilet paper, accelerating adoption across households,” Iarocci says.

Dude Wipes, one of the flushable wipes category’s key players, continues to expand. In June, the brand received a strategic growth investment from private equity firm TSG Consumer Partners. Founders Sean Riley, CEO, Jeff Klimkowski, CFO, and Ryan Meegan, CMO, retain significant ownership stakes and continue to lead the company in their current executive roles, while long-time “Shark Tank” investor Mark Cuban also retains his stake. The partnership with TSG Consumer Partners will support the brand’s efforts to broaden household adoption, reach new consumer segments and deepen manufacturing relationships and retail partnerships.

According to Meegan, Dude Wipes has seen its retail sales increase nearly fourfold since 2021. He attributes the brand’s sustained momentum to its leadership in the fast-growing flushable wipes segment of the bath tissue market as a result of creating a high-performance product combined with irreverent, authentic branding. “Staying true to the personality and humor we had when we founded the brand has opened a lot of doors for us,” he says.

Last year, the brand expanded into the childcare segment with the launch of LiL’ Dude Wipes, available exclusively at Walmart. After working closely with the retail giant, the brand realized there was a gap in the market between baby wipes and wet flushable wipes for adults. “We wanted to create a solution that made it so no age has to wipe with dry toilet paper,” Meegan explains. “LiL’ Dude Wipes are meant to be used after diapers, through potty training and beyond.”

LiL’ Dude Wipes are completely flushable like the brand’s original wipes, but feature more kid-friendly scents and packaging. They are made with 99% water and plant-based ingredients, including aloe vera and vitamin E. 

Another recent launch from the brand is MentHOLE XXTREME, its strongest and most cooling scent to date. The extra-large, flushable menthol-infused wipes provide a crisp, icy-cool sensation and are made with 94% water and plant-based ingredients such as aloe, chamomile extract and vitamin E. 

Looking ahead, Dude Wipes is optimistic about the growth of the flushable wipes category. “We’ve seen a lot of growth since we started and have noticed that once people take the dive into flushable wipes, they don’t really want to switch back to toilet paper,” Meegan says. “Our goal is to continue innovating, having fun and elevating people’s hygiene standards.”