The global feminine wipes products market was valued at USD 2.7 billion in 2022 and is expected to expand at a CAGR of 8.3% from 2023 to 2030. Feminine wipes are gaining traction among women from all age groups owing to their convenience, easy availability, and affordability. These products are becoming popular among women as they are easy to use and provide a wide range of benefits, such as better skin health, odor control, and improved hygiene. Furthermore, manufacturers are developing new products to cater to the increasing demand from consumers. For instance, in November 2021, Kimberly-Clark launched Cottonelle FreshCare Flushable Cleansing Cloths, a new line of flushable wipes.

Also, the increasing awareness about personal hygiene among women is driving the market growth. Women have become more conscious of their hygiene, which is likely to propel the demand for feminine hygiene products. For instance, in June 2021, Always launched their global campaign “Unstoppable Me” to encourage women to make their own choices when it comes to hygiene. Furthermore, manufacturers are focusing on the development of natural and organic wipes, which is expected to drive the market growth. For instance, in December 2021, Natracare launched a new range of biodegradable wipes made from organic cotton.

In addition, the popularity of subscription-based services is expected to support the market growth during the forecast period. For instance, in August 2021, Kimberly-Clark launched a subscription-based product for its feminine wipes, including Cottonelle, which is available exclusively on Amazon. Furthermore, the increasing number of product launches is projected to support the growth of the market in the coming years. For instance, in March 2021, Procter & Gamble launched its first-ever line of feminine wipes, Tampax Wipes.

The growing demand for feminine wipes from hospitals and clinics due to their convenience is also driving the market growth. The growing demand for these products in the healthcare sector is likely to support the market growth in the coming years. For instance, in October 2021, Medline Industries, Inc. announced the launch of its new line of feminine hygiene wipes, which are designed to provide safe, effective, and efficient hygiene for patients. Moreover, the growing popularity of multipurpose wipes is expected to boost the market growth. For instance, in January 2021, CVS launched its new line of wipes, called CVS Health Multi-Purpose Flushable Wipes.

The feminine wipes segment accounted for the largest share of the feminine hygiene product market in 2020 and is expected to maintain its dominance during the forecast period. These products are largely used for personal hygiene purposes, including cleaning the external genital area. According to an article published by Femina, in October 2019, 83% of female respondents used wipes for their intimate hygiene. Furthermore, increasing awareness about feminine hygiene, rising demand for natural and organic products, and easy availability of these products are some of the key factors driving the growth of the market.

The sanitary pads segment is expected to register the fastest CAGR of 8.2% over the forecast period. Rising health concerns and awareness about menstrual hygiene among females is the primary factor driving the growth of the market. According to an article published by the International Women’s Health Coalition, in January 2020, nearly one-third of the world’s population menstruates, making the need for menstrual hygiene products essential. Furthermore, increasing disposable income of the middle-class population, along with the availability of various sanitary pads with new features such as wings and wings with super absorbent technology, is expected to further propel the market growth.

The supermarkets and hypermarkets segment held the major share of over 33.2% in 2022. Supermarkets and hypermarkets are the most preferred channels for the purchase of feminine wipes. This is due to the availability of the products in multiple brands and varieties to choose from at a single place. Moreover, these stores have a wide presence across regions and offer convenience to customers. In addition, the availability of discounts and promotional offers further act as a driver for the segment.

The online segment is anticipated to expand at the highest CAGR of 14.5% over the forecast period. Increasing penetration of e-commerce across the globe has enabled the availability of products such as feminine wipes on digital platforms. For instance, in October 2020, Everteen, a feminine hygiene brand, launched its own e-commerce website. This website offers a wide variety of products, ranging from intimate washes to wipes and liners. Companies are also actively partnering with e-commerce platforms such as Amazon, Walmart, and Flipkart to increase their presence in the online segment.

The traditional segment held the largest share, accounting for 90.2% of the total market in 2022. This segment is bifurcated into dry and moist wipes. Moist wipes are the most widely accepted product in the feminine hygiene industry and are expected to be the fastest-growing segment in the forecast period. Moist wipes are designed to provide wetness and freshness. Further, the increasing demand for convenience and on-the-go products is driving the demand for moist wipes.

The flushable segment is expected to expand at a steady CAGR of 8.9% in terms of revenue over the forecast period. Factors such as increasing awareness and acceptance of flushable wipes among consumers and the introduction of biodegradable wipes in the market are expected to drive the demand for flushable wipes. Further, the availability of flushable wipes in multiple sizes and shapes is expected to increase the demand for these products over the forecast period.

North America is expected to dominate the market and accounted for a revenue share of nearly 39.7% in 2022. This can be attributed to the presence of prominent players in the region, such as Kimberly Clark, Procter & Gamble, Edgewell Personal Care, Johnson & Johnson, and Unilever. Moreover, the rising awareness regarding women’s health and hygiene in the region is expected to further drive the growth of the market.

The Asia Pacific is expected to witness the second-fastest growth in the coming years. Increasing disposable incomes and rising awareness of personal hygiene are major factors driving the growth of the market in this region. Furthermore, the presence of emerging markets, such as India and China, is expected to create lucrative opportunities for the market growth. For instance, in June 2021, the Indian feminine hygiene brand, Stayfree, launched its new range of natural wipes, which are pH balanced and enriched with neem extract.

In this part of the feminine wipes products business plan, we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your feminine wipes products. Usually, these projections are drafted for a 5-year period.

Revenue Assumptions

The main source of revenues for a feminine wipes products business comes from direct sales, distributors, wholesalers, and online marketplaces. Here you will find a list with a description of each of them and other possible sources of profit such as advertising and promotional campaigns.

Projecting Expenses

In this section, all the regular expenses related to keeping the feminine wipes products business running will be described. The list of operating expenses includes costs related to production and packaging, materials, wages, utilities, shipping, insurance policies, advertising, and others.

Some of the key companies operating in the feminine wipes market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:

– In April 2022, Kimberly-Clark Corporation launched the Cottonelle Gentle Care feminine wipes, a sensitive-skin friendly product specifically designed for women.

– In June 2022, Procter & Gamble Co. launched the Whisper Ultra Soft feminine wipes, a product designed to provide superior cleansing and moisturizing.

– In August 2022, Unilever launched the Playtex Gentle Glide feminine wipes, a product designed to provide superior cleansing and moisturizing.

Some of the prominent players in the feminine wipes market include:

– Kimberly-Clark Corporation
– Procter & Gamble Co.
– Unilever
– Henkel AG & Co. KGaA
– Kao Corporation
– Edgewell Personal Care
– Nobel Hygiene Pvt. Ltd.
– Johnson & Johnson
– Cottonelle
– Playtex Products, Inc.

This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global feminine wipes products market based on product, distribution channel, type, and region:

1. Product Outlook (Revenue, USD Million, 2017 – 2030)

– Feminine Wipes
– Feminine Wash
– Feminine Sprays
– Feminine Towelettes
– Others

2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)

– Supermarkets & Hypermarkets
– Online
– Pharmacies & Drugstores
– Others

3. Type Outlook (Revenue, USD Million, 2017 – 2030)

– Mass
– Premium

4. Regional Outlook (Revenue, USD Million, 2017 – 2030)

– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa

[Q]: What Factors are Driving the Growth of the Feminine Wipes Products Market?
[A]: The growth of the feminine wipes products market is primarily driven by the increasing awareness of hygiene and the growing demand for convenience products. Moreover, the growing awareness about the health and hygiene benefits of feminine wipes is expected to drive the market growth. Additionally, the rising demand for natural and organic products, coupled with the rising consumer preference for these products, is expected to fuel the growth of the market.

[Q]: Who are the Key Players in the Feminine Wipes Products Market?
[A]: The key players in the feminine wipes products market include Johnson & Johnson Services, Inc., Procter & Gamble Company, Kimberly-Clark Corporation, Edgewell Personal Care Company, Unicharm Corporation, and Kao Corporation.

[Q]: What are the Latest Trends in the Feminine Wipes Products Market?
[A]: Some of the latest trends in the feminine wipes products market include the introduction of advanced products with novel ingredients, the development of natural and organic wipes, and the increasing demand for multi-functional products. Additionally, manufacturers are also focusing on product innovation to meet the changing needs of consumers.

[Q]: What is the Potential of Product Innovation in the Feminine Wipes Products Market?
[A]: Product innovation is expected to play a key role in driving the growth of the feminine wipes products market. Manufacturers are focusing on introducing advanced products with novel ingredients, such as natural and organic wipes, to differentiate their products in the market. Additionally, the increasing demand for multi-functional products is expected to create a significant opportunity for product innovation.

[Q]: Which Region Offers the Largest Opportunity for Sales of Feminine Wipes Products?
[A]: Asia-Pacific is expected to offer the largest opportunity for sales of feminine wipes products. The region is witnessing a high growth rate due to the increasing awareness about hygiene among consumers and the rising demand for convenience products. Additionally, the growing population, rising disposable incomes, and the presence of a large number of manufacturers are also expected to drive the growth of the market in the region.