Baby wipes are non-woven disposable cloths that are saturated with an antiseptic and cleansing agent. They generally contain chemical-based antiseptics and preservatives. However, nowadays keeping in mind the highly sensitive skin of infants and the side effects of chemicals, baby wipes are being made from natural material. Baby Wipes segment is the highest revenue generator among the different wipes types as per the Asia-Pacific Personal Care Wipes Market Outlook, 2026- by Actual Market Research. An increasing rate of childbirth, rising population of working women, coupled with modernization in healthcare practices, are the key factors propelling the demand for personal care wipes in the Asia Pacific
In October 2015, the two-child policy was launched by the Chinese government and the birth rate increased slightly from 2016 to 2017. The group of the second child even accounts for 51% of the newborn babies in 2017. The peak of newborn babies was encouraged by the two-child policy, bringing new opportunities and customers to China’s baby wipes market. The growth is attributed to the rising prevalence of skin infection among babies, robust growth in infant birth rate in the countries such as India, and increasing per capita income of women workforce. Besides this, upsurge in the demand for personal care products, the introduction of organic and sustainable wipes by the market players along with burgeoning inclination of customers toward eco-friendly and biodegradable wipes.
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 Asia Pacific market. The demand for baby wipes is driven by growing awareness of infant hygiene, price, convenience of use, disability, and consumer perceived aesthetics. There is a growing demand for natural and organic-based wipes as they are perceived by consumers as safe for infant use. Also, the growing scare of chemicals in wipes causing allergy, and rashes, have resulted in increased demand for such wipes.
The increase in number and adoption of modern retail channels such as supermarkets and hypermarkets, convenience stores, and online retailers as well as the growing middle-class population are the major factors leading to the growth of the wipes market in India. Rising consumer concern for personal and home hygiene in Japan is driving sales of wipes, especially household purpose wipes. The introduction of innovative types of wipes with antibacterial and disinfectant properties has led to a surge in demand for wipes in Japan. The growing interest of consumers in hygiene is a major trend in South Korea, as consumers are keen to use moist toilet wipes as they do not want to use public electronic bidets. During menstruation, females in South Korea prefer using their moist toilet wipes when away from home. This trend has propelled the demand for wipes in South Korea over the past few years