Latest Update: Impact of current COVID-19 situation has been considered in this report while making the analysis.
Global Wet Tissues Market by Type (Cross Fold, Longitudinal Fold, Others), By Application (Baby, Personal Care, Cleaning, Industrial, Others) And By Region (North America, Latin America, Europe, Asia Pacific and Middle East & Africa), Forecast From 2022 To 2030-report

Global Wet Tissues Market by Type (Cross Fold, Longitudinal Fold, Others), By Application (Baby, Personal Care, Cleaning, Industrial, Others) And By Region (North America, Latin America, Europe, Asia Pacific and Middle East & Africa), Forecast From 2022 To 2030

Report ID: 135912 3300 Consumer Goods 377 244 Pages 4.7 (34)

Market Overview:

The global wet tissues market is expected to grow at a CAGR of 5.5% during the forecast period from 2018 to 2030. The growth in this market can be attributed to the increasing demand for wet tissues from various end-use applications, such as baby care, personal care, cleaning, and industrial applications. In terms of type, the cross fold segment is expected to hold the largest share of the global wet tissues market during the forecast period. This can be attributed to its high absorbency and softness characteristics.

Global Wet Tissues Industry Outlook

Product Definition:

A Wet Tissue is a small, absorbent paper towel used to clean up liquid spills. They are often sold in boxes or packets of several tissues. Wet Tissues are important for cleaning up spills and keeping surfaces clean.

Cross Fold:

Cross-fold technology is a tissue engineering process in which the layers of tissues are created by folding and stacking of pre-existing tissues. In cross-fold technique, the top layer of a tissue structure is made from an animal based source such as chicken or duck skin. The primary advantage offered by this technology is that it reduces considerably the cost required for producing high quantities of tissue structures as compared to other techniques involving biodegradable materials such as collagen sheets and fibrinogen networks.

Longitudinal Fold:

The Longitudinal fold is a type of structure found in the wet tissues market. It is also known as the longitudinal crease or long crease and it represents an area of thickening tissue along a blood vessel. The folds are formed when the skin is pinched, rolled, or compressed. They are most commonly found in women's restrooms and often go unnoticed by visitors/users due to lack of observation skills.

Application Insights:

The baby application segment accounted for the largest revenue share in 2017 and is projected to witness significant growth over the forecast period. The demand in this application is driven by factors such as increasing number of childbirths, changing lifestyles, growing awareness about cleanliness and hygiene among consumers, rising disposable income among working class population, rapid urbanization coupled with high birth rates across various regions.

Personal care segment emerged as a dominant segment with a revenue share of 28.3% in 2017 owing to factors such as increasing consumer spending capacity on personal care products due to growing economies like China India & Brazil which are major producers of key raw materials used for manufacturing these products along with high penetration of multinational companies operating across various parts of the world. These companies are also focusing on new product development which would appeal more consumers thereby driving industry growth over the coming years.

Regional Analysis:

North America dominated the global market in 2017 owing to high demand for baby diapers and sanitary napkins. The region is expected to witness a CAGR of XX% over the forecast period, which can be attributed to increasing awareness regarding women health and rising incidence of chronic diseases in women due to stress & lack of sleep, weight gain & obesity, etc.

Asia Pacific is projected to grow at a lucrative rate over the forecast period owing to rapid urbanization along with growing population in countries such as China and India that has led towards an increase in birth rates among these countries leading towards an increased demand for products such as wet tissues that are used during crying or snot removal from babies face thereby driving growth across this region.

Growth Factors:

  • Increasing hygiene awareness among people, especially in the developing countries, is driving the growth of wet tissues market.
  • Rising disposable income of consumers is also propelling the demand for wet tissues products.
  • The increasing trend of using convenience products is boosting the sales of wet tissues market globally.
  • Rapid urbanization and growing population are some other factors that are contributing to the growth of this market worldwide.

Scope Of The Report

Report Attributes

Report Details

Report Title

Wet Tissues Market Research Report

By Type

Cross Fold, Longitudinal Fold, Others

By Application

Baby, Personal Care, Cleaning, Industrial, Others

By Companies

Kimberly-Clark , Procter & Gamble, SCA, Nice-Pak Products, Rockline Industries, Lenzing, Albaad Massuot, APP, Johnson & Johnson, Clorox, SC Johnson, Beiersdorf, Oji Holdings, Hengan, Cascades, Pigeon, Vinda

Regions Covered

North America, Europe, APAC, Latin America, MEA

Base Year


Historical Year

2019 to 2020 (Data from 2010 can be provided as per availability)

Forecast Year


Number of Pages


Number of Tables & Figures


Customization Available

Yes, the report can be customized as per your need.

Global Wet Tissues Market Report Segments:

The global Wet Tissues market is segmented on the basis of:


Cross Fold, Longitudinal Fold, Others

The product segment provides information about the market share of each product and the respective CAGR during the forecast period. It lays out information about the product pricing parameters, trends, and profits that provides in-depth insights of the market. Furthermore, it discusses latest product developments & innovation in the market.


Baby, Personal Care, Cleaning, Industrial, Others

The application segment fragments various applications of the product and provides information on the market share and growth rate of each application segment. It discusses the potential future applications of the products and driving and restraining factors of each application segment.

Some of the companies that are profiled in this report are:

  1. Kimberly-Clark 
  2. Procter & Gamble
  3. SCA
  4. Nice-Pak Products
  5. Rockline Industries
  6. Lenzing
  7. Albaad Massuot
  8. APP
  9. Johnson & Johnson
  10. Clorox
  11. SC Johnson
  12. Beiersdorf
  13. Oji Holdings
  14. Hengan
  15. Cascades
  16. Pigeon
  17. Vinda

Global Wet Tissues Market Overview

Highlights of The Wet Tissues Market Report:

  1. The market structure and projections for the coming years.
  2. Drivers, restraints, opportunities, and current trends of market.
  3. Historical data and forecast.
  4. Estimations for the forecast period 2030.
  5. Developments and trends in the market.
  6. By Type:

    1. Cross Fold
    2. Longitudinal Fold
    3. Others
  1. By Application:

    1. Baby
    2. Personal Care
    3. Cleaning
    4. Industrial
    5. Others
  1. Market scenario by region, sub-region, and country.
  2. Market share of the market players, company profiles, product specifications, SWOT analysis, and competitive landscape.
  3. Analysis regarding upstream raw materials, downstream demand, and current market dynamics.
  4. Government Policies, Macro & Micro economic factors are also included in the report.

We have studied the Wet Tissues Market in 360 degrees via. both primary & secondary research methodologies. This helped us in building an understanding of the current market dynamics, supply-demand gap, pricing trends, product preferences, consumer patterns & so on. The findings were further validated through primary research with industry experts & opinion leaders across countries. The data is further compiled & validated through various market estimation & data validation methodologies. Further, we also have our in-house data forecasting model to predict market growth up to 2030.

Regional Analysis

  • North America
  • Europe
  • Asia Pacific
  • Middle East & Africa
  • Latin America

Note: A country of choice can be added in the report at no extra cost. If more than one country needs to be added, the research quote will vary accordingly.

The geographical analysis part of the report provides information about the product sales in terms of volume and revenue in regions. It lays out potential opportunities for the new entrants, emerging players, and major players in the region. The regional analysis is done after considering the socio-economic factors and government regulations of the countries in the regions.

How you may use our products:

  • Correctly Positioning New Products
  • Market Entry Strategies
  • Business Expansion Strategies
  • Consumer Insights
  • Understanding Competition Scenario
  • Product & Brand Management
  • Channel & Customer Management
  • Identifying Appropriate Advertising Appeals

Global Wet Tissues Market Statistics

8 Reasons to Buy This Report

  1. Includes a Chapter on the Impact of COVID-19 Pandemic On the Market
  2. Report Prepared After Conducting Interviews with Industry Experts & Top Designates of the Companies in the Market
  3. Implemented Robust Methodology to Prepare the Report
  4. Includes Graphs, Statistics, Flowcharts, and Infographics to Save Time
  5. Industry Growth Insights Provides 24/5 Assistance Regarding the Doubts in the Report
  6. Provides Information About the Top-winning Strategies Implemented by Industry Players.
  7. In-depth Insights On the Market Drivers, Restraints, Opportunities, and Threats
  8. Customization of the Report Available

Frequently Asked Questions?

Wet tissues are a type of tissue paper that is used to clean up spills or messes.

Some of the major companies in the wet tissues market are Kimberly-Clark‚ , Procter & Gamble, SCA, Nice-Pak Products, Rockline Industries, Lenzing, Albaad Massuot, APP, Johnson & Johnson, Clorox, SC Johnson, Beiersdorf, Oji Holdings, Hengan, Cascades, Pigeon, Vinda.

The wet tissues market is expected to register a CAGR of 5.5%.

1. Executive Summary

2. Assumptions and Acronyms Used

3. Research Methodology

4. Wet Tissues Market Overview
   4.1. Introduction
      4.1.1. Market Taxonomy
      4.1.2. Market Definition
   4.2. Macro-Economic Factors
      4.2.1. Industry Outlook
   4.3. Wet Tissues Market Dynamics
      4.3.1. Market Drivers
      4.3.2. Market Restraints
      4.3.3. Opportunity
      4.3.4. Market Trends
   4.4. Wet Tissues Market - Supply Chain
   4.5. Global Wet Tissues Market Forecast
      4.5.1. Wet Tissues Market Size (US$ Mn) and Y-o-Y Growth
      4.5.2. Wet Tissues Market Size (000’ Units) and Y-o-Y Growth
      4.5.3. Wet Tissues Market Absolute $ Opportunity

5. Global Wet Tissues Market Analysis and Forecast by Type
   5.1. Market Trends
   5.2. Introduction
      5.2.1. Basis Point Share (BPS) Analysis by Type
      5.2.2. Y-o-Y Growth Projections by Type
   5.3. Wet Tissues Market Size and Volume Forecast by Type
      5.3.1. Cross Fold
      5.3.2. Longitudinal Fold
      5.3.3. Others
   5.4. Absolute $ Opportunity Assessment by Type
   5.5. Market Attractiveness/Growth Potential Analysis by Type

6. Global Wet Tissues Market Analysis and Forecast by Application
   6.1. Market Trends
   6.2. Introduction
      6.2.1. Basis Point Share (BPS) Analysis by Application
      6.2.2. Y-o-Y Growth Projections by Application
   6.3. Wet Tissues Market Size and Volume Forecast by Application
      6.3.1. Baby
      6.3.2. Personal Care
      6.3.3. Cleaning
      6.3.4. Industrial
      6.3.5. Others
   6.4. Absolute $ Opportunity Assessment by Application
   6.5. Market Attractiveness/Growth Potential Analysis by Application

7. Global Wet Tissues Market Analysis and Forecast by Sales Channel
   7.1. Market Trends
   7.2. Introduction
      7.2.1. Basis Point Share (BPS) Analysis by Sales Channel 
      7.2.2. Y-o-Y Growth Projections by Sales Channel
   7.3. Wet Tissues Market Size and Volume Forecast by Sales Channel 
      7.3.1. Manufacturer/Distributor/Service Provider
      7.3.2. Aftermarket
   7.4. Absolute $ Opportunity Assessment by Sales Channel
   7.5. Market Attractiveness/Growth Potential Analysis by Sales Channel

8. Global Wet Tissues Market Analysis and Forecast by Region
   8.1. Market Trends
   8.2. Introduction
      8.2.1. Basis Point Share (BPS) Analysis by Region
      8.2.2. Y-o-Y Growth Projections by Region
   8.3. Wet Tissues Market Size and Volume Forecast by Region
      8.3.1. North America
      8.3.2. Latin America
      8.3.3. Europe
      8.3.4. Asia Pacific
      8.3.5. Middle East and Africa (MEA)
   8.4. Absolute $ Opportunity Assessment by Region
   8.5. Market Attractiveness/Growth Potential Analysis by Region
   8.6. Global Wet Tissues Demand Share Forecast, 2019-2029

9. North America Wet Tissues Market Analysis and Forecast
   9.1. Introduction
      9.1.1. Basis Point Share (BPS) Analysis by Country
      9.1.2. Y-o-Y Growth Projections by Country
   9.2. North America Wet Tissues Market Size and Volume Forecast by Country
      9.2.1. U.S.
      9.2.2. Canada
   9.3. Absolute $ Opportunity Assessment by Country
   9.4. North America Wet Tissues Market Size and Volume Forecast by Application
      9.4.1. Baby
      9.4.2. Personal Care
      9.4.3. Cleaning
      9.4.4. Industrial
      9.4.5. Others
   9.5. Basis Point Share (BPS) Analysis by Application
   9.6. Y-o-Y Growth Projections by Application
   9.7. North America Wet Tissues Market Size and Volume Forecast by Type
      9.7.1. Cross Fold
      9.7.2. Longitudinal Fold
      9.7.3. Others
   9.8. Basis Point Share (BPS) Analysis by Type
   9.9. Y-o-Y Growth Projections by Type
   9.10. Market Attractiveness/Growth Potential Analysis
      9.10.1. By Country
      9.10.2. By Product Type
      9.10.3. By Application
      9.10.4. By Sales Channel
   9.11. North America Wet Tissues Demand Share Forecast, 2019-2029

10. Latin America Wet Tissues Market Analysis and Forecast
   10.1. Introduction
      10.1.1. Basis Point Share (BPS) Analysis by Country
      10.1.2. Y-o-Y Growth Projections by Country
      10.1.3. Latin America Average Pricing Analysis
   10.2. Latin America Wet Tissues Market Size and Volume Forecast by Country
      10.2.1. Brazil
      10.2.2. Mexico
      10.2.3. Rest of Latin America
   10.3. Absolute $ Opportunity Assessment by Country
   10.4. Latin America Wet Tissues Market Size and Volume Forecast by Application
      10.4.1. Baby
      10.4.2. Personal Care
      10.4.3. Cleaning
      10.4.4. Industrial
      10.4.5. Others
   10.5. Basis Point Share (BPS) Analysis by Application
   10.6. Y-o-Y Growth Projections by Application
   10.7. Latin America Wet Tissues Market Size and Volume Forecast by Type
      10.7.1. Cross Fold
      10.7.2. Longitudinal Fold
      10.7.3. Others
   10.8. Basis Point Share (BPS) Analysis by Type
   10.9. Y-o-Y Growth Projections by Type
   10.10. Market Attractiveness/Growth Potential Analysis
      10.10.1. By Country
      10.10.2. By Product Type
      10.10.3. By Application
      10.10.4. By Sales Channel
   10.11. Latin America Wet Tissues Demand Share Forecast, 2019-2029

11. Europe Wet Tissues Market Analysis and Forecast
   11.1. Introduction
      11.1.1. Basis Point Share (BPS) Analysis by Country
      11.1.2. Y-o-Y Growth Projections by Country
      11.1.3. Europe Average Pricing Analysis
   11.2. Europe Wet Tissues Market Size and Volume Forecast by Country
      11.2.1. Germany
      11.2.2. France
      11.2.3. Italy
      11.2.4. U.K.
      11.2.5. Spain
      11.2.6. Russia
      11.2.7. Rest of Europe
   11.3. Absolute $ Opportunity Assessment by Country
   11.4. Europe Wet Tissues Market Size and Volume Forecast by Application
      11.4.1. Baby
      11.4.2. Personal Care
      11.4.3. Cleaning
      11.4.4. Industrial
      11.4.5. Others
   11.5. Basis Point Share (BPS) Analysis by Application
   11.6. Y-o-Y Growth Projections by Application
   11.7. Europe Wet Tissues Market Size and Volume Forecast by Type
      11.7.1. Cross Fold
      11.7.2. Longitudinal Fold
      11.7.3. Others
   11.8. Basis Point Share (BPS) Analysis by Type
   11.9. Y-o-Y Growth Projections by Type
   11.10. Market Attractiveness/Growth Potential Analysis
      11.10.1. By Country
      11.10.2. By Product Type
      11.10.3. By Application
      11.10.4. By Sales Channel
   11.11. Europe Wet Tissues Demand Share, 2019-2029

12. Asia Pacific Wet Tissues Market Analysis and Forecast
   12.1. Introduction
      12.1.1. Basis Point Share (BPS) Analysis by Country
      12.1.2. Y-o-Y Growth Projections by Country
      12.1.3. Asia Pacific Average Pricing Analysis
   12.2. Asia Pacific Wet Tissues Market Size and Volume Forecast by Country
      12.2.1. China
      12.2.2. Japan
      12.2.3. South Korea
      12.2.4. India
      12.2.5. Australia
      12.2.6. Rest of Asia Pacific (APAC)
   12.3. Absolute $ Opportunity Assessment by Country
   12.4. Asia Pacific Wet Tissues Market Size and Volume Forecast by Application
      12.4.1. Baby
      12.4.2. Personal Care
      12.4.3. Cleaning
      12.4.4. Industrial
      12.4.5. Others
   12.5. Basis Point Share (BPS) Analysis by Application
   12.6. Y-o-Y Growth Projections by Application
   12.7. Asia Pacific Wet Tissues Market Size and Volume Forecast by Type
      12.7.1. Cross Fold
      12.7.2. Longitudinal Fold
      12.7.3. Others
   12.8. Basis Point Share (BPS) Analysis by Type
   12.9. Y-o-Y Growth Projections by Type
   12.10. Market Attractiveness/Growth Potential Analysis
      12.10.1. By Country
      12.10.2. By Product Type
      12.10.3. By Application
      12.10.4. By Sales Channel
   12.11. Asia Pacific Wet Tissues Demand Share, 2019-2029

13. Middle East & Africa Wet Tissues Market Analysis and Forecast
   13.1. Introduction
      13.1.1. Basis Point Share (BPS) Analysis by Country
      13.1.2. Y-o-Y Growth Projections by Country
      13.1.3. Asia Pacific Average Pricing Analysis
   13.2. Middle East & Africa Wet Tissues Market Size and Volume Forecast by Country
      13.2.1. Saudi Arabia
      13.2.2. South Africa
      13.2.3. UAE
      13.2.4. Rest of Middle East & Africa (MEA)
   13.3. Absolute $ Opportunity Assessment by Country
   13.4. Middle East & Africa Wet Tissues Market Size and Volume Forecast by Application
      13.4.1. Baby
      13.4.2. Personal Care
      13.4.3. Cleaning
      13.4.4. Industrial
      13.4.5. Others
   13.5. Basis Point Share (BPS) Analysis by Application
   13.6. Y-o-Y Growth Projections by Application
   13.7. Middle East & Africa Wet Tissues Market Size and Volume Forecast by Type
      13.7.1. Cross Fold
      13.7.2. Longitudinal Fold
      13.7.3. Others
   13.8. Basis Point Share (BPS) Analysis by Type
   13.9. Y-o-Y Growth Projections by Type
   13.10. Market Attractiveness/Growth Potential Analysis
      13.10.1. By Country
      13.10.2. By Product Type
      13.10.3. By Application
      13.10.4. By Sales Channel
   13.11. Middle East & Africa Wet Tissues Demand Share, 2019-2029

14. Competition Landscape
   14.1. Global Wet Tissues Market: Market Share Analysis
   14.2. Wet Tissues Distributors and Customers
   14.3. Wet Tissues Market: Competitive Dashboard
   14.4. Company Profiles (Details – Overview, Financials, Developments, Strategy) 
      14.4.1. Kimberly-Clark  Overview Financials Developments Strategic Outlook
      14.4.2. Procter & Gamble Overview Financials Developments Strategic Outlook
      14.4.3. SCA Overview Financials Developments Strategic Outlook
      14.4.4. Nice-Pak Products Overview Financials Developments Strategic Outlook
      14.4.5. Rockline Industries Overview Financials Developments Strategic Outlook
      14.4.6. Lenzing Overview Financials Developments Strategic Outlook
      14.4.7. Albaad Massuot Overview Financials Developments Strategic Outlook
      14.4.8. APP Overview Financials Developments Strategic Outlook
      14.4.9. Johnson & Johnson Overview Financials Developments Strategic Outlook
      14.4.10. Clorox Overview Financials Developments Strategic Outlook
      14.4.11. SC Johnson Overview Financials Developments Strategic Outlook
      14.4.12. Beiersdorf Overview Financials Developments Strategic Outlook
      14.4.13. Oji Holdings Overview Financials Developments Strategic Outlook
      14.4.14. Hengan Overview Financials Developments Strategic Outlook
      14.4.15. Cascades Overview Financials Developments Strategic Outlook
      14.4.16. Pigeon Overview Financials Developments Strategic Outlook
      14.4.17. Vinda Overview Financials Developments Strategic Outlook
      14.4.18. COMPANY 18 Overview Financials Developments Strategic Outlook
      14.4.19. COMPANY 19 Overview Financials Developments Strategic Outlook
      14.4.20. COMPANY 20 Overview Financials Developments Strategic Outlook

Our Trusted Clients

Contact Us