For the past 25 years (or more!), personal care wipes have occupied an awkward middle ground—useful, yes, but not necessarily essential. Today, this market has veered more toward essential. Despite inflation, sustainability concerns and regulatory pressures, personal care wipes have become a must-have part of consumers’ lives. What was once a convenience product has become a modern hygiene staple—shaped by changing lifestyles, demographic shifts and a permanent reset in how consumers think about cleanliness.

According to Euromonitor’s Liying Qian, baby wipes, the largest market for wipes globally, are widely viewed as essential, even in highly price sensitive markets. While general purpose, cosmetic and intimate wipes are more discretionary, they continue to become more relied upon by many consumers who consider them…you guessed it…essential.

In Personal Care Wipes Market Evolves, associate editor Tara Olivo speaks with several experts who assert that the market continues to remain strong even as economic pressures slow short-term value growth. This isn’t accidental. Heightened hygiene awareness, a by-product of the pandemic, increased mobility, aging populations and more women participating in the workforce have created everyday routines that simply don’t align with traditional wash-and-rinse solutions. Wipes meet people where they are: on the go, short on time and increasingly conscious of skin health.

Another example of how this market has evolved is sustainability, which is no longer a niche selling point or marketing gimmick. Plastic-free substrates, biodegradable fibers and minimalist formulations have moved from premium shelves to mainstream expectations. Regulatory pressure, particularly in Europe, has accelerated this transition, but consumer awareness has done just as much heavy lifting. Today’s shoppers want wipes that are effective without being environmentally irresponsible, and brands that fail to deliver on both fronts increasingly feel out of step.

The era of one-size-fits-all wipes is ending. Consumers now expect products designed for specific moments and needs: baby noses, intimate care, pet hygiene, senior care or post-workout refreshes….all while using planet and people friendly ingredients. 

Wipes succeed when they solve real, everyday problems better than any alternative and specialization allows brands to do exactly that.

Karen McIntyre | Editor
kmcintyre@rodmanmedia.com