Research Outline

Baby Wipes Audience


To provide information on the audience that buys baby wipes in the US. The ideal research will answer following questions:
  • Who buys baby wipes (Audience demographics)
  • How often they buy baby wipes (market size)
  • The top use cases by volume for baby wipes
  • The decisionmaker on buying baby wipes in a household.

Early Findings

Data Availability

  • The initial round of research indicates that data availability is adequate for this topic.

Baby Wipes Market

  • The global baby wipes market is valued at $4.6 billion in 2019 and is expected to grow at a CAGR of 5.2% from 2020 to 2027.
  • The decision-makers for the purchase of baby wipes in a household are parents. Specifically, moms are the major decision-makers.
  • The major use of baby wipes is for cleaning baby's skin. Other common uses include cleaning makeups and as a substitute for toilet paper.
  • The top baby wipes companies in the US are Kimberly-Clark Corporation, Procter & Gamble Co, Johnson & Johnson, and Cotton Babies, Inc.
  • Private label baby wipes brands account for about 39.6% of the US baby wipes market.


  • We were able to identify the baby wipes global market size, the key decision-makers, major uses of baby wipes, and the major players in the US market during the initial hour of research.
  • Given that our initial research suggests that data availability is adequate, we propose the continuation of the research to provide the remaining parts of the project, including US market size and growth rate, and audience demographics.
  • Details on our recommended research paths have been provided in our proposals below. Please select one or more proposals from those provided.