The global feminine wipes market size was valued at USD 1.39 billion in 2020 and is expected to reach USD 2.01 Bn by 2027 at a compound annual growth rate (CAGR) of 5.1% from 2020 to 2027. 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.
The supermarkets and hypermarkets segment led the market and accounted for 37.2% share of the global revenue in 2019. This channel offers consumers a broad range of products (brands) while also allowing them to verify the product physically. The COVID-19 pandemic has forced some of the most prominent supermarket and hypermarket chains worldwide to shut down operations. Such factors are likely to contribute to the growth of the online segment in the foreseeable future.
The online segment is likely to expand at the fastest CAGR over the forecast period. Social media is expected to help support the growth of relatively small, premium organic brands throughout the forecast period. These smaller brands are expected to leverage company blogs and social networking platforms to educate consumers regarding product availability and usage.
The feminine wipes market is segmented on the basis of distribution channel and region. On the basis of distribution channel Supermarkets & Hypermarkets, Convenience Stores, Pharmacies & Drugstores, Online, Others.
Asia Pacific emerged as the largest regional market for feminine wipes in 2019 and accounted for 34.2% share of the overall revenue. China and India are the most prominent markets within Asia Pacific. Various health and hygiene campaigns conducted in workplaces, universities, and schools have also been contributing to the product demand in the region over the years.
For instance, the Global Interfaith WASH Alliance (GIWA) in India, initiated by The United Nations Children's Fund (UNICEF) was aimed at creating awareness among women regarding topics, such as menstruation. Such campaigns are expected across the Asia Pacific throughout the forecast period, given the lack of knowledge regarding intimate hygiene in countries, such as Bangladesh and Pakistan.
Key companies are: Procter & Gamble; Edgewell Personal Care; Johnson & Johnson; Kimberly-Clark; ALBAAD; Unicharm Corporation; Bodywise (UK) Limited; Laclede, Inc.; CormanSpA.