Competitive Landscape
Incumbents Defend Lead as Eco-Challengers Gain Ground
Wipes in Australia remains moderately concentrated, with the two largest manufacturers, Reckitt Benckiser (Australia) Pty Ltd and Kimberly-Clark Australia Pty Ltd, accounting for a combined retail value share of 32% in 2025. Kimberly-Clark Australia Pty Ltd lost its first-place position to Reckitt Benckiser (Australia) Pty Ltd in 2025.
Emerging Companies Marquise Baby and Hygiene Co Grow with Product Innovation
Marquise Baby expanded its eco water wipes into major convenience retailers and, in August 2025, introduced a direct-to-consumer subscription model, helping eco wipes to reach everyday shoppers. The brand’s Silver win at the 2025 Clean + Conscious Awards validated its growing reputation for quality and environmental responsibility among parents.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wipes in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wipes in Australia?
- Which are the leading brands in Wipes in Australia?
- How are products distributed in Wipes in Australia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Australia - Category analysis
Key Data Insights
Affordability Becomes Central as Wipes Shift From Convenience-Led Purchases to Everyday Essentials
Affordability Becomes Central as Wipes Shift From Convenience-Led Purchases to Everyday Essentials
Sustainability Continues to Be Key Driver in Wipes Innovation
Direct-To-Consumer and E-Commerce Initiatives Build Loyality
Brands to Invest in Gaining Consumer Trust to Secure Long-Term Loyalty
Digital Visibility to Fuel Competition with Omnichannel Strategies
Sustainability to Remain a Household Priority
Incumbents Defend Lead as Eco-Challengers Gain Ground
Emerging Companies Marquise Baby and Hygiene Co Grow with Product Innovation
Supermarket Secures Loyalty with Price-Locks and Private Label
Hygiene Co Leverages Bunnings Partnership to Expand Sustainable Wipes
Tissue and Hygiene in Australia - Industry Overview
Affordability Significantly Influences Tissues and Hygiene Performance
Key Data Insights
Affordability Significantly Influences Tissues and Hygiene Performance
Sustainability Shifts From a Rising Trend to a Government Requirement Amid Eco-Regulations
Digital-First Hygiene Supported by the Mainstream Adoption of E-Commerce
Convenience, Consistency and an Ageing Population Set to Boost Incontinence Sales
Automated Replenishment and Operational Transparency to Drive Loyalty
Trust and Authenticity to Influence Thoughtful Spending Habits
Kimberly-Clark Pty Ltd Defends Lead as Challengers Gain through Digital and Sustainability
Emerging Brands Cleanlife and Kine Australia Grow Awareness through Innovation
Femlibre's Free Menstrual Care Model Reshapes Expectations
Everyday Essentials Drive Grocery Retailer Dominance
Emerging Brands and Collaborations Set New Standard, Impacting Purchasing Decisions
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Wipes research and analysis database.
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