Feminine Wipes Market– Statistics And Analysis & Forecast To 2027

Posted by Mrudula Karmarkar on June 24th, 2022

The global feminine wipes market size is anticipated to reach USD 2.07 billion by 2027, according to a new report by Grand View Research, Inc., expanding at a CAGR of 5.8% from 2020 to 2027. Demand for the product is driven by rising awareness among women worldwide regarding genital hygiene. At a macro level, increasing instances of early puberty are contributing significantly to the market growth.

The novel COVID-19 pandemic has contributed significantly to the market growth, with a sizable number of consumers worldwide keeping a stock of products (feminine wipes) that could last for months. Thus, panic buying is likely to create an unprecedented demand for the product throughout 2020. Though numerous leading retail outlets shut down operations due to the COVID-19 crisis during the first half of 2020, online sales of feminine wipes continue to remain healthy, most notably in the Asian markets.

Despite its rising popularity as a convenient feminine intimate care product, feminine wipes continue to face an increasing threat of substitution from a host of products, including washes, creams, and moisturizers. However, key market players are expected to offer products manufactured using sustainable raw materials to offset the threat of substitution for their products.

Asia Pacific emerged as the largest regional market for feminine wipes in 2020. Led by countries such as India and China, the Asia Pacific market is driven by an increasing number of health-conscious women. Southeast Asian markets, including Vietnam and Indonesia, have witnessed healthy gains across retail platforms over the years, thereby emerging as engines of growth. On the other hand, India is likely to emerge as the most lucrative market for feminine wipes in the foreseeable future, given the efforts being made by the industry and the government to promote hygiene practices among women countrywide. The market is largely fragmented, with both domestic and international players sharing the market space. Market participants are expected to deploy mergers & acquisitions and product innovation as their key strategies to remain competitive in the coming years.

Improving female education levels, rising disposable incomes, and rising demand for convenient and discreet intimate care products are some of the prominent factors contributing to the product demand worldwide. Feminine wipes refer to cloths/wipes that are intended to clean the vaginal area. While other intimate care products, such as sanitary pads, are typically used during menstruation, feminine wipes are marketed as ideal for daily/everyday use. The online segment is expected to emerge as the most popular distribution channel in the near future. The COVID-19 pandemic has created unprecedented market opportunities for all industry participants, given the rising consumer spending on hygiene and personal care products.

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As is the case with other personal hygiene or intimate care products, a sizable number of consumers worldwide have been stockpiling feminine wipes ever since the COVID-19 outbreak. However, the product demand is anticipated to shrink post-2020, with consumers likely to realize that they do not necessarily have to panic buy/stockpile. Beneficial properties of feminine wipes, such as ease of use, disposability, portability, and reduced risk of cross-contamination, are expected to favor market growth in the foreseeable future. Consumers worldwide prefer feminine wipes based on various factors, including cost convenience, hygiene, performance, time-saving, ease of use, disposability, and consumer-centered aesthetics.

Feminine Wipes Market Report Highlights

  • In terms of distribution channel, the hypermarkets and supermarkets segment accounted for 37.2% share of the overall revenue in 2020
  • Asia Pacific held the largest share of 34.2% in 2020
  • Product innovation emerged as the key strategy deployed by the majority of market players to stay abreast of the competition.

The market is characterized by intense competition, with both global and domestic players competing in terms of product innovation. Rising demand for feminine wipes amid the COVID-19 crisis is likely to encourage prospective brands to establish a business, most notably in the Asian markets. Given the rising global demand for mild feminine intimate care products, market participants are expected to focus on developing or manufacturing alcohol-free, pH-balanced, and aloe vera-based wipes over the forecast period to target a varied set of consumers worldwide. Furthermore, market participants are expected to focus on employing sustainable packaging materials owing to the rising popularity of sustainability worldwide. Some of the prominent players in the feminine wipes market include:

  • Procter & Gamble
  • Edgewell Personal Care
  • Johnson & Johnson
  • Kimberly-Clark
  • Unicharm Corporation
  • Bodywise (UK) Limited
  • Laclede, Inc.
  • Corman SpA.

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Mrudula Karmarkar

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Mrudula Karmarkar
Joined: March 30th, 2020
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