Technavio Announces Top Three Emerging Trends Impacting the Global Baby Wipes Market Through 2020

LONDON–(BUSINESS WIRE)–#BabyProducts–Technavio’s latest report on the global
baby wipes market
provides an analysis on the most
important trends expected to impact the market outlook from 2016-2020. Technavio
defines an emerging trend as a factor that has the potential to
significantly impact the market and contribute to its growth or decline.

According to Brijesh Kumar Choubey, a lead analyst at Technavio for baby
research, “Factors such as the improving economic
conditions, growing product awareness, and increasingly busy and
fast-paced lifestyles are fueling demand for baby wipes in APAC, MEA,
and Central and South America, which has resulted in a projected CAGR of
over 5% for the market over the next four years. North America and
Western Europe were the major revenue contributors in 2015.”

The top three emerging trends driving the global baby wipes market
according to Technavio consumer
and retail
research analysts are:

  • Eco-friendly baby wipes
  • Rise in demand from developing countries
  • Use of innovative marketing techniques

Eco-friendly baby wipes

Vendors in the global baby wipes market are innovating to improve the
performance and efficiency of baby wipes. They are investing in R&D to
enhance safety of use and cater to the growing demand for eco-friendly
baby wipes. Eco-friendly baby wipes are biodegradable, hypoallergenic,
chlorine-free, sustainably harvested, and made of natural fibers, making
them safe for use on the human body. Consumers worldwide are switching
to eco-friendly and natural personal care products, as these products
are perceived to be safer not only for the environment, but also for the
skin. Vendors are routinely adding a variety of natural ingredients,
such as oatmeal and aloe, to increase the consumer appeal of their

For instance, Kimberly-Clark launched Huggies Natural Care Wipes, which
are eco-friendly baby wipes incorporating plant extracts. Vendors have
also launched biodegradable baby wipes such as Jackson Reece Herbal and
Biodegradable Wipes, Bum Boosa Baby Wipes, and Earth’s Best Baby Wipes.

Rise in demand from developing countries

Increasing globalization and rising income levels of consumers in
developing countries, along with the growing influence of Western
culture and etiquette, have had significant impact on consumer behavior
in these regions. The use of baby wipes in particular is a fairly
established practice in countries such as European countries and the US.
Developing countries in APAC and Africa offer considerable growth
potential for the global baby wipes market because of growing
urbanization. Global players are planning to widen their reach in these
regions. China, India, and Brazil together are expected to represent
almost 29% of the global wipes market during the forecast period. The
rising incomes and standards of living will provide incentives for
individuals to purchase products that enhance convenience, such as baby
wipes. The growing product availability also bodes well for the market.

Use of innovative marketing techniques

There is intense competition in the global baby wipes market because of
the presence of many international vendors. Vendors in the market are
heavily marketing and advertising their products to educate customers
about the safety and hygienic nature of baby wipes. They spend a
significant amount on implementing these marketing strategies. This
plays a significant role in attracting more consumers.

In addition, marketers are continually designing new styles and
formulations of baby wipes. Large-pack refills and appealing graphic
labels are some of the recent innovations that have been introduced. In
addition, vendors are using cartoon characters such as Jim Henson’s
Muppet Babies to differentiate their products from those of their
competitors. Some products also have character outlines imprinted on the
wipe itself. In the US and Canada, premium-quality baby wipes are
marketed as having advantages such as greater thickness, stretchability,
and high absorbency, in addition to being alcohol-free, hypoallergenic,
pH-balanced, and unscented.

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About Technavio

is a leading global technology research and advisory company. The
company develops over 2000 pieces of research every year, covering more
than 500 technologies across 80 countries. Technavio has about 300
analysts globally who specialize in customized consulting and business
research assignments across the latest leading edge technologies.

Technavio analysts employ primary as well as secondary research
techniques to ascertain the size and vendor landscape in a range of
markets. Analysts obtain information using a combination of bottom-up
and top-down approaches, besides using in-house market modeling tools
and proprietary databases. They corroborate this data with the data
obtained from various market participants and stakeholders across the
value chain, including vendors, service providers, distributors,
re-sellers, and end-users.

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Technavio Research
Jesse Maida
Media & Marketing Executive
+1 630 333 9501
UK: +44 208 123 1770