Many leading players in the region such as Kimberly-Clark Corporation and Procter & Gamble Co. with the largest market share have been targeting millennial especially the new parents and with their wide product range and easy availability of personal care wipes through various convenient services, including monthly maternity kit subscriptions at an affordable rate with doorstep delivery.
For a better understanding, the market research report North America Personal Care Wipes Market Outlook, 2026, by Actual Market Research segmented the market into baby, facial, hand and body, flushable, and others. The baby wipes segment held the largest share of the market in 2019; however, the hand and body wipe segment is estimated to register the highest CAGR during the forecast period. An increasing rate of childbirth, a rising population of working women, coupled with modernization in healthcare practices, are the key factors propelling the demand for baby personal care wipes in North American. The shift toward a healthy lifestyle and rising focus on sanitation and the well-being of babies has further driven the demand for personal care wipes in the North American market scenario.
The US contributed to the largest share in the regional market. The growth of the personal care wipes market in this region is primarily attributed to the rising demand for personal care wipes among various people for multiple purposes. Additionally, the demand for baby care wipes, hand and body wipes, and facial wipes have been increasing in countries such as Mexico and Canada due to the rising concern of health and hygiene. Moreover, the surging demand for natural, chemical-free, and biodegradable personal care wipes is further projected to propel the demand for personal care wipes in the region.
Based on the distribution channel, the North American personal care wipes market is segmented into supermarkets and hypermarkets, pharmacy stores, online, and another distribution channel. The pharmacy stores held the highest share in the region. The presence of a strong network of supermarkets and hypermarkets in developed countries has propelled the sales of personal care wipes through personal care wipes over the past few years. The hypermarket & supermarket in the region accounted for a value of USD 1.49 Billion in the year 2020. The major growth of this segment is driven by the factor that they are self-help stores that provide a wide range of wipes such as baby wipes, facial wipes, disinfectant wipes, and household wipes. These products are placed in an organized way in different sections and shelves to attract customers, with an extensive choice from different brands in one place at affordable prices. In contrast to this, the online channels have become the newer choice for the region which is likely to grow with an anticipated CAGR of 7.23%, the highest in the forecasted period.
Demand for childcare products, changing lifestyle patterns & emerging travelers, rising population of working women, modernization in healthcare practices, wide use in salon & spas, and increasing disposable income fuel the demand for personal care wipes. However, the raw material used to make the baby wipes consumes a lot of time to degrade due to the presence of plastics and polymers, posing an environmental threat. Also, the preservatives used causes the risk of allergy and rashes among the newborn. Although, marketing innovations, upcoming trends by imposing hygienic biodegradable material by vendors, and more fragrances are the rising trends that can boost up the market in the region.