Recently, the global household cleaning and maternal-child care market has witnessed a significant trend: the R&D and application of biodegradable wet wipes and eco-friendly raw materials have become core strategic priorities for leading enterprises in the industry. This shift not only responds to the upgrading of environmental policies worldwide but also aligns with the growing consumer demand for "safe and sustainable" products, opening up new growth avenues for export enterprises of household wet wipes and baby wet wipes.
According to data from a third-party market research institute, the global market size of biodegradable wet wipes exceeded $8.5 billion in 2024, with a year-on-year growth of 18%. Among them, the household wet wipes and baby wet wipes segments led the growth, with year-on-year increases of 22% and 25% respectively. Behind this growth are the promotion of policies such as the EU’s Single-Use Plastics Directive (SUPD) and the U.S. "Zero Waste Initiative" — for instan

Recent data shows that the global adult incontinence care market exceeded $28 billion in 2024, up 12.5% year-on-year, hitting a five-year high. This growth not only drives surging demand for adult diapers and incontinence care wipes but also creates synergy with household wipes and baby wipes, opening growth space for exporters and foreign trade platforms.​
1. Core Market Drivers​
Aging Population & Consumption Upgrade：Per WHO statistics, the global population aged 65+ reached 12% in 2024, with significant penetration growth in North America, Europe, and East Asia (see Table 1).​
Shift to Quality Demand：Consumers prioritize comfort and eco-friendliness—breathable diaper sales rose 30% YoY, and biodegradable care wipes’ market share increased 18%, aligning with baby wipes’ "non-irritating" standards.​
Table 1 Key Data of Global Adult Incontinence Care Market (2024)​
​
Indicator​
Global Level​
North America​
Europe​
East Asia​
Market Size​
$28B​
$9.5B​
$8.2B​
$6.8B​
Population Aged 65+ R

Latest industry data shows that the global tissue paper market exceeded $190 billion in 2024, with a year-on-year growth of 6.2%. Among segments, household wipes and baby wipes grew by 8.5%, significantly outpacing the overall market. The core driver of this growth is "sustainability" — from raw material sourcing to production, environmental protection has become a key competitive factor, opening new avenues for export enterprises.​
1. Core Market Features​
Surging Green Demand: A survey by the International Paper Association reveals 72% of overseas buyers list "sustainability certification" as the top procurement criterion, with baby wipes requiring additional "plant-based content ratio" reports. Household wipes with biodegradable materials have a 15%-20% price premium and saw 23% YoY sales growth.​
Regional Market Differentiation: Europe and North America have over 65% penetration of sustainable products, while emerging markets like Southeast Asia and the Middle East grow faster (10%

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