The global wet wipes market will exhibit the following key development trends from 2025 to 2030:

I. Market Size and GrowthThe Chinese wet wipes market is expected to maintain strong growth. The household wet wipes market is expected to increase from RMB 18.5 billion in 2024 to RMB 32 billion in 2030, a compound annual growth rate of 8.5%. Personal care wet wipes will increase from RMB 12 billion to RMB 21.5 billion during the same period, a growth rate of 9.2%. Global non-woven wet wipes production capacity is expected to increase from 8.9 million tons in 2025 to 12.5 million tons in 2030, with demand growing in tandem. China's market share is expected to exceed 55%.

II. Evolving Competitive LandscapeIndustry concentration continues to increase, and leading companies are consolidating their advantages through technological upgrades. Intensified brand competition is driving product innovation, and companies need to establish competitive advantages through differentiated positioning (such as in vertical sectors such as maternal and child care and medical disinfection). The integration of online and offline channels is key. Online sales are expected to increase from 18% in 2025 to 35% in 2030. At the same time, physical stores will strengthen experiential consumption scenarios.

III. Product Innovation Directions

IV. Sustainable Development TransformationEnvironmental policies are driving industry transformation, with 84% of leading companies having completed green production process transformation. Growing consumer awareness of environmental protection is driving companies to adopt recycled materials, and the market share of eco-friendly wipes is expected to exceed 40% in 2029. International standards such as the EU REACH Regulation are accelerating industry restructuring, and companies that fail to meet these standards will face export barriers.

V. Regional Market CharacteristicsThe Asia-Pacific region dominates global production capacity, with China accounting for over 50% of the market share. The European and American markets focus on high-end functional products, with an average price premium of 30%. Emerging markets (Southeast Asia and the Middle East) are becoming new growth engines due to rising hygiene awareness, with an average annual growth rate of 15% expected from 2028 to 2030.

The industry recommends focusing on three major investment directions: smart manufacturing equipment upgrades, biodegradable material research and development, and professional solutions in the medical/industrial segments.