The Middle East and Africa personal care wipes market is projected to exceed USD 340 million by 2025-2030, spurred by the expanding middle class and demand for hygiene products in
The personal care wipes market in the Middle East and Africa (MEA) has experienced steady growth in recent years, fueled by heightened hygiene awareness, a burgeoning middle class, and urban expansion in various nations. The market is varied, incorporating both developed and developing regions, with an array of consumer demands, ranging from baby care and facial wipes to wipes intended for personal hygiene and disinfecting uses. Initially, the MEA personal care wipes market was propelled by baby wipes, as these products gained traction in homes with increasing awareness about infant care and convenience. As urbanization advanced and standards of living improved over time, the demand grew to encompass facial wipes, antibacterial wipes, and wipes for general personal hygiene. This pattern was particularly observable in countries such as the UAE, Saudi Arabia, and South Africa, where the middle class has expanded, and consumers are more willing to spend on products that offer convenience and cleanliness. Historically, the personal care wipes market in the MEA has been largely led by international brands, with only a few local competitors. Nevertheless, regional companies have increasingly begun to offer more affordable, localized options to meet the distinct preferences and needs of consumers across various MEA markets. With the rising emphasis on convenience, hygiene, and skincare, wipes have evolved into a vital product in numerous households. In the past decade, as the population has grown more health-conscious, the demand for natural, organic, and eco-friendly wipes has surged, mirroring global trends. Furthermore, the advancement of online retail platforms has enhanced the accessibility of personal care wipes, enabling consumers in remote or underserved areas to obtain these products with greater ease. MEA personal care wipes market continues to grow, propelled by escalating hygiene standards, an expanding middle class, and a broader range of products. According to the research report, "Middle East Asia personal care wipes Market Outlook, 2030," published by Bonafide Research, the Middle East Asia market is anticipated to add to more than USD 340 Million by 2025–30. The expanding middle class in the MEA region, particularly in nations such as the UAE, Saudi Arabia, and South Africa, creates a notable opportunity for the personal care wipes market. As disposable income rises, consumers tend to invest more in high-quality personal care products, including wipes. The COVID-19 pandemic has heightened awareness regarding hygiene and cleanliness, boosting the demand for personal care wipes, especially antibacterial and disinfecting varieties. As health consciousness grows, the utilization of wipes for personal hygiene and sanitization is likely to stay elevated. The proliferation of online retail platforms is enhancing the accessibility of personal care wipes to consumers throughout the MEA area, particularly in remote or underserved regions. E-commerce provides convenience, a broader array of product choices, and competitive pricing, all aiding market expansion. Although wealth is increasing in certain MEA nations, significant economic inequalities persist. Consumers in lower-income areas might prioritize essential needs over non-essential products like personal care wipes, which can influence overall market demand in specific regions. The rising call for eco-friendly and biodegradable wipes poses challenges for manufacturers. The creation of sustainable wipes frequently incurs higher production costs, and consumer demand for environmentally friendly items is not yet consistent across the MEA region. Swift urbanization, especially in Gulf Cooperation Council (GCC) countries, has resulted in more consumers looking for convenience products such as personal care wipes. Fast-paced, contemporary lifestyles in urban environments, paired with a heightened interest in skincare and hygiene, have spurred demand for a variety of wipes, including baby and facial wipes as well as antibacterial options.
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Download SampleMarket Drivers • Increased Health and Hygiene Awareness:The COVID-19 pandemic greatly amplified consumer consciousness about health and hygiene, which has left a lasting effect on the MEA personal care wipes market. Individuals are now more dedicated to preserving cleanliness and personal hygiene, resulting in a rise in demand for antibacterial, disinfecting, and hygiene wipes. This awareness is propelling the usage of wipes not only for infants and skincare but also for daily hygiene and sanitization requirements. Furthermore, incorporating personal care wipes into regular routines is becoming common, especially in urban areas where people are increasingly health-aware. • Urbanization and Changing Lifestyles:Swift urbanization in MEA nations, notably within the Gulf Cooperation Council (GCC) countries like the UAE, Saudi Arabia, and Qatar, has stimulated the demand for practical, portable products. As more individuals relocate to urban environments and embrace modern, fast-paced lifestyles, personal care wipes are viewed as a rapid and effective solution for hygiene, skincare, and cleaning requirements. The growing number of professionals, frequent travelers, and parents who value convenience is generating consistent demand for personal care wipes in these markets. These wipes provide a straightforward, time-efficient option for daily hygiene and skincare routines, particularly in areas with elevated temperatures where hygiene practices are vital. Market Challenges • Economic Disparities and Affordability:Although some regions in MEA, particularly the GCC countries, are experiencing high disposable income levels, notable economic disparities persist. In various areas of North Africa and other sections of the region, consumers encounter budget limitations, which influence their capability to buy premium personal care wipes. Economic instability, fluctuations in currency, and rising living costs in particular countries present challenges for both producers and consumers. As a result, brands must provide affordable options and modify their pricing strategies to accommodate the needs of lower-income households. • Environmental Concerns and Sustainability:As global awareness regarding the environmental ramifications of single-use items like wipes increases, MEA consumers are also becoming more environmentally aware. Numerous personal care wipes comprise synthetic fibers, rendering them non-biodegradable and adding to plastic waste. The challenge lies in creating wipes that are both effective and environmentally sustainable, especially as the demand for biodegradable, natural, and eco-friendly wipes escalates. Manufacturers face pressure to invest in sustainable materials and packaging, which frequently raises production costs and affects the product's price point. Market Trends • Rise of Eco-friendly and Biodegradable Wipes:Consumers in MEA are increasingly seeking sustainable and eco-friendly products. This has resulted in a rising demand for biodegradable and organic personal care wipes. The transition towards green products aligns with worldwide sustainability movements and is particularly pronounced in urban areas, where consumers are more conscious of the environmental effects of their decisions. Brands are addressing this demand by providing wipes crafted from organic, natural materials such as bamboo or plant-based fibers that break down more quickly than conventional synthetic wipes. Manufacturers are additionally investigating more eco-friendly packaging alternatives, like recyclable or compostable materials. • E-commerce Growth and Online Shopping:The expansion of e-commerce in MEA, specifically in economies like the UAE, Saudi Arabia, and South Africa, is a significant trend affecting the personal care wipes market. Consumers are increasingly opting for online platforms to buy personal care items, including wipes, because of the ease of home delivery, competitive pricing, and the capability to compare different products. The rising use of smartphones and enhanced internet connectivity have made online shopping more attainable, even in remote locations. Retailers are capitalizing on this trend by enhancing their digital presence and utilizing social media to connect with consumers, provide promotions, and foster brand loyalty. Moreover, subscription models for regular deliveries of personal care wipes are becoming more popular.
By Product | Baby Wipes | |
Hand and Body Wipes | ||
Facial & cosmetic wipes | ||
Flushable wipes | ||
Others | ||
By Distribution Channel | Online Sales | |
Supermarket/Hypermarket | ||
Pharmacy | ||
Specialty Stores | ||
By Packaging | Individual Packs | |
Travel Packs | ||
Bulk Packs | ||
By Nature | Conventional | |
Organic | ||
MEA | United Arab Emirates | |
Saudi Arabia | ||
South Africa | ||
Qatar |
Baby wipes are at the forefront of the MEA personal care wipes market because of their high demand influenced by the region's rising urbanization, growing awareness of infant hygiene, and the preference for convenient, gentle products for baby care. In the MEA region, baby wipes lead the personal care wipes market due to a mix of cultural and lifestyle factors that emphasize infant care. As urbanization escalates, more parents, particularly in countries like the UAE, Saudi Arabia, and South Africa, are embracing modern lifestyles where convenience and hygiene are crucial. Baby wipes are viewed as a simple and effective means of cleaning babies, especially for busy parents seeking time-saving products. These wipes are appreciated for their functionality in swiftly cleaning babies’ sensitive skin, providing an alternative to conventional washcloths and water. The increase in disposable income, especially in the GCC countries, has made baby wipes more affordable and accessible to a wider segment of the population. This growth is accompanied by rising awareness of the significance of proper hygiene in early childhood, which has fueled the demand for baby wipes. Numerous parents in the MEA region are particularly vigilant about using products that are gentle and devoid of harsh chemicals, and baby wipes are promoted as being hypoallergenic and appropriate for sensitive skin, making them a favored option. Moreover, the convenience of baby wipes goes beyond daily usage. They are frequently utilized by parents during travel, shopping, or in other circumstances where washing their babies with water is impractical, enhancing the demand for on-the-go hygiene solutions. As the population of young families continues expanding and consumer behaviors shift toward convenience and hygiene, the demand for baby wipes in the MEA personal care wipes market is projected to remain robust, reinforcing their status as a leading product. Supermarkets and hypermarkets are at the forefront of the distribution channels in the MEA personal care wipes market because of their extensive reach, convenience, and capacity to provide a wide array of products under one roof. Supermarkets and hypermarkets have established themselves as the leading retail channel for personal care wipes in the MEA region owing to their broad geographical reach, convenience of one-stop shopping, and ability to meet various consumer needs. These retail formats are especially favored in urban areas where shoppers prefer to purchase personal care items alongside their routine grocery purchases. Prominent retail chains such as Carrefour, Lulu, and Al Meera stock personal care wipes in spacious, well-arranged aisles, facilitating consumer exploration of different brands and product types. The significant foot traffic in supermarkets and hypermarkets is also a crucial factor in the effectiveness of this distribution channel. These establishments are readily accessible to a diverse range of shoppers, from professional workers to families, making them a primary destination for buying personal care wipes. Consumers frequently choose to buy wipes in these venues since they are able to compare various brands, examine product labels, and make informed choices while enjoying in-store promotions and discounts. Furthermore, supermarkets and hypermarkets in the MEA area frequently offer value packs, multi-packs, and bulk options that attract consumers seeking affordable, long-term solutions. This pricing approach, along with the availability of premium and budget-friendly wipe options, further fuels demand for these products. In addition, the ease of acquiring wipes alongside other essential daily items such as food and household goods increases the attractiveness of these retail channels. As the population in the MEA continues to rise, supermarkets and hypermarkets are projected to remain the main distribution channel for personal care wipes, contributing to ongoing market expansion by providing convenience, competitive pricing, and a variety of products to shoppers throughout the region. Bulk packaging is at the forefront of the MEA personal care wipes market because of its affordability, convenience for larger households, and alignment with the region's demand for high-volume, durable products. Bulk packaging has emerged as a favored option in the MEA personal care wipes market, influenced by both financial considerations and evolving consumer habits. A primary factor for its prevalence is its affordability. Shoppers in the MEA area, particularly in nations like Saudi Arabia, the UAE, and Egypt, frequently favor buying wipes in bulk to lower the overall cost per item. Bulk packages, which typically contain larger amounts, present considerable savings compared to smaller, individual packages, making them appealing to families, companies, and organizations that need significant quantities of personal care wipes. Moreover, the increasing trend of larger families in the MEA region adds to the appeal of bulk packaging. With many multi-generational households living together, acquiring wipes in larger packages guarantees a steady supply for diverse needs, including baby care, personal hygiene, and cleaning. Bulk packaging is regarded as more practical for families with young kids or for individuals who use personal care wipes regularly for skincare, sanitization, or cleaning tasks. The practicality of bulk packaging also attracts buyers who like to stockpile vital products. This becomes particularly crucial in isolated or underserved locations where frequent trips to shops may not always be possible. Bulk packages guarantee that consumers maintain a longer-lasting stock, minimizing the frequency of purchases and providing convenience, especially in areas with limited access to retail stores. Lastly, as online shopping expands in the region, bulk packaging is gaining traction as it aligns well with e-commerce models, enabling consumers to buy large quantities all at once, frequently with home delivery services. This pattern is predicted to persist as consumers seek methods to conserve time and money while ensuring they maintain a reliable supply of personal care items. Conventional wipes are at the forefront of the MEA personal care wipes market because of their broad availability, cost-effectiveness, and established consumer confidence in traditional formulations. Conventional personal care wipes control the MEA market as they are widely accessible, economical, and have a long-standing presence in the region. These wipes, generally composed of synthetic materials and filled with standard chemicals, are the preferred choice for many consumers owing to their cost and familiarity. The MEA area, encompassing a blend of developed and developing markets, typically emphasizes practical, budget-conscious products, and conventional wipes meet this need efficiently. Along with affordability, conventional wipes have had a significant presence in the market for years, fostering consumer trust. They are regarded as dependable for various applications such as baby care, personal hygiene, and general cleaning, positioning them as a staple in many homes. The enduring presence of conventional wipes in supermarkets and hypermarkets across the MEA region facilitates their ongoing dominance regarding accessibility and consumer inclination. These wipes are easily obtainable in stores, in assorted sizes and packaging options, and frequently at lower price points than their premium or eco-friendly alternatives, making them accessible to a wide range of income brackets. In spite of the increasing trend toward organic and eco-friendly alternatives, conventional wipes maintain their dominance in the area due to their convenience and efficacy. Although organic and biodegradable wipes are gaining traction, especially among environmentally-conscious audiences, conventional wipes still lead the market because they provide the same functional advantages at a lesser price. Furthermore, they are often promoted as being gentle on the skin and appropriate for various uses, which enhances their appeal. Conventional wipes dominate the MEA personal care wipes market due to their affordability, reliability, and easy availability, making them the favored choice for a diverse demographic.
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The UAE is the most rapidly expanding country in the MEA personal care wipes market, fueled by its significant disposable income, rising consumer interest in convenience, and an increasing focus on hygiene and skincare. The UAE differentiates itself as the fastest growing market for personal care wipes in the MEA area due to a number of important factors, especially its wealthy populace and swiftly changing consumer trends. With one of the highest disposable incomes in the Middle East, consumers in the UAE are progressively choosing premium personal care products, including wipes, as part of their everyday hygiene and skincare practices. The rising demand for convenience-oriented products, particularly among busy professionals and parents, has led to an increase in the use of personal care wipes for various purposes like baby care, skincare, and sanitization. Urbanization in the UAE has also played a role in the market’s expansion, with a growing number of individuals living in urban centers like Dubai and Abu Dhabi, where fast-paced lifestyles necessitate convenient options such as personal care wipes. The requirement for quick, easy-to-use hygiene solutions is further intensified by the region's extreme climate, where wipes offer an effective way to refresh and clean while on the move in high temperatures. Furthermore, the UAE has emerged as a regional center for international brands, witnessing a growing presence of global personal care companies. This scenario has generated heightened competition and innovation in the market, further enhancing product diversity and accessibility. The growth of e-commerce platforms also aids market expansion, as consumers can conveniently order personal care wipes online for home delivery. The COVID-19 pandemic also significantly accelerated the desire for hygiene products in the UAE, with consumers placing greater emphasis on cleanliness and sanitization. Antibacterial wipes, in particular, saw a notable surge in demand. With its strong consumer spending, urban lifestyle, and increased awareness of hygiene, the UAE’s personal care wipes market is predicted to sustain its status as the fastest expanding in the MEA region. Major Companies Present In the Market Diamond Wipes International, Inc., Edgewell Personal Care Company, Hengan International Group Company Limited, Johnson & Johnson, Kimberly-Clark Corporation, La Fresh Group, Inc, Meridian Industries, Inc, Nice-Pak Products, Inc, PDI International, Rockline Industries, Inc., The Honest Company, The Procter & Gamble Company, Unicharm Corporation Considered In the Report • Geography: Middle East and Africa • Historical year: 2019 • Base year: 2024 • Estimated year: 2025 • Forecasted year: 2030 By Product • Baby Wipes • Hand and Body Wipes • Facial & cosmetic wipes • Flushable wipes • Others By Distribution Channel • Online Sales • Supermarket/Hypermarket • Pharmacy • Specialty Stores By Packaging • Individual Packs • Travel Packs • Bulk Packs By Nature • Conventional • Organic The approach of the report: We keep an eye on evolving markets and try to evaluate the potential of the products and services. If we find the market interesting, we start working on it and create the desired table of content, considering all aspects of the business. We start by creating separate questionnaires for C-level executives, national/regional sales personnel, company owners, dealers, distributors, and end-users. Once the questionnaires have been finalized, we start collecting the primary data (mostly through phone calls) and try to understand the market dynamics regionally or tier-wise. This process gives us in-depth details of the market, including all present companies, the top-performing products with reasons why they dominate; we get the details of new players and their innovative approaches; market trends; dynamics; and all the small details of the market. After the collection of primary inputs, we then cross-check the same with secondary sources that include associations, trade journals, annual reports, paid databases, newspapers, magazines, press releases, government sources, etc. From this, we get a rough estimate of the market and start checking existing product price variants, trade, production, raw material scenarios, policies and regulatory landscape, etc. Then, to finalize the market, we start collecting financials of each player present in the market, including limited, private limited, and LLPs. Moreover, we perform cross-industry and cross-region analysis of the product, and based on collected primary inputs and using statistical modeling, we start forecasting the market. We follow our forecasting algorithm, which is unique for each product but gives more weight age to primary inputs. At the same time, the content team starts preparing company profiles, market dynamics, market trends, five forces, PEST analysis, etc. Once the data is verified by the data expert, the team (primary team, content team, and data team) together crosscheck the segmentations, validate the market, and then the designing team starts plotting the graphs. Once the file is ready, the content team completes the report and makes sure that all the discussed points have been covered and provides their valuable inputs in the form of strategic recommendations for new as well as existing players. The QC team then checks the overall report that includes spell check, data verification, and makes the same dispatch ready and error-free. Intended Audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the personal care wipes industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
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