Wet Wipes Market

Wet Wipes Market Size by Product (Facial & Cosmetics, Baby, Hand & Body, Intimate, Others) Distribution Channel (Supermarkets & Hypermarkets, Convenience Stores, Pharmacy, E-commerce) Material (Non-woven, Oven) Regions, Global Industry Analysis, Share, Growth, Trends, and Forecast 2022 to 2030

Base Year: 2021 Historical Data: 2019-20
  • Report ID: TBI-12989
  • Published Date: Oct, 2022
  • Pages: 236
  • Category: Consumer Goods
  • Format: PDF
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The wet wipes market size was valued at USD 22.3 billion in 2021 and is expected to grow at a CAGR of 3.8% from 2022 to 2030. Factors such as rising expenditure on personal grooming, limited availability of water, increasing disposable income, and rising awareness about wet wipes in developing countries are driving market demand. The characteristics of wipes such as convenience, high-quality hygiene, and time-saving are encouraging people to adopt these products.

As more women have entered the workforce across geographies, their spending power has been increasing, which is positively impacting the demand for wet wipes catered to women. Many manufacturers have launched wet wipes catering to women such as intimate wipes, make-up removal wipes, and others to offer conveniences to working women. Facial wipes are common among women and have been frequently used on the daily basis to get rid of excess oil and dirt from the face.

Today’s consumers are shifting from chemical-based wipes to natural or eco-friendly wipes, that are made from natural ingredients, with zero chemicals owing to rising concern for the environment. Moreover, mothers are constantly looking for natural and biodegradable baby wipes to provide their babies with gentle care, as their skin can be affected by harsh chemicals. Some of the popular brands for baby wipes include Water Wipes, Pipette, and Ecoriginals.

Wet Wipes Market Size

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Many companies have realized the benefits of using naturally-derived ingredients and are thus creating products with these ingredients to offer effective products with naturally soothing properties. For instance, an Australian manufacturer of Niki’s Natural Wipes launched their product in the US market in October 2020. Its wipes are 100% natural and made from Manuka honey and coconut oil. Manuka honey provides antibacterial properties while coconut oil offers nourishment.

The outbreak of covid-19 increased the demand for wet wipes globally as people started regularly cleaning their hands and face whenever they stepped outside of their homes. The high demand for wet wipes was observed in both developed and developing nations such as India, the US, Brazil, and others. However, as China is the major raw material supplier, production for wet wipes was impacted negatively.

Product Insights

Baby wipes were the largest segment accounting for a market share of 30.8% in 2021. The rising concern of millennial parents for their baby’s sensitive skin is the key factor driving the demand for baby wipes. Frequent usage of diapers leads to diaper rashes among babies, thus, parents have adopted baby wipes to clean the area and reduced the risk of rashes & skin irritation. Moreover, baby wipes are used to clean the face as well as hands of the babies as these parts of the body are more exposed to natural surroundings.

Intimate wipes are anticipated to register the fastest CAGR of 4.6% during the forecast period. With the rising awareness about the importance of personal grooming and avoiding infections such as Urinary Tract Infections (UTIs) or infections caused due to sexual activity, and poor genital hygiene, women have started using intimate wipes. These wipes are designed to mildly clean the intimate part without causing any kind of reaction or irritation. Most young girls and working women have adopted this product to protect themselves from recurring genital infections. The growing use of intimate wipes among sportswomen and several campaigns by celebrities have encouraged women to use these products.

Distribution Channel Insights

Supermarkets & hypermarkets was the largest segment accounting for a market share of 40% in 2021. Most consumers prefer to purchase toiletries products from supermarkets and hypermarkets owing to the presence of a wide variety of both domestic and international brands. Many supermarkets & hypermarkets have discounted offers and membership benefits, which also encourage customers to purchase through these channels. The supermarkets & hypermarkets also have brands ranging from low price to highest price, thus, offering products for all income groups of customers.

E-commerce is anticipated to register the fastest CAGR of 5.6% from 2022 to 2030. The changes in consumers’ shopping behavior are likely to drive the segment’s growth. Consumers worldwide are increasingly shopping online for their daily necessities including grooming products. The benefits offered by e-commerce platforms such as doorstep delivery, safe & secure payment gateways, discounts, and a wide range of products on a single platform have prompted consumers to purchase the product online.

Material Insights

Non-woven was a larger segment accounting for a market share of more than 75% in 2021. Non-woven wipes have high absorption rates, good moisture retention properties, and smooth textures, which makes them an ideal material for making wet wipes. These are widely used for making baby wipes, facial wipes, and intimate wipes. Moreover, these are economical in comparison to woven wipes. Product launches in the category are likely to bode well for the segment’s growth. For instance, in April 2020, EcoWipes, a Polish company created Tricell, an innovative non-woven based on FSC-certified cellulose. As it is a natural non-woven, Tricell is more absorbent than the standard viscose and polyester mixture, and its strength grade is comparable to cotton.

Woven wipes are also known as knitted wipes and are made by continuously knitting or looping monofilament of polyester. These are extremely durable with good absorption capabilities, however, their usage as wet wipes are minimal. Woven wipes are usually made for cleaning hard surfaces as they are double-knitted and have high strength.

Regional Insights

North America dominated the global market with a revenue share of more than 35% in 2021. Increasing focus on personal grooming and self-hygiene in countries like the US and Canada is driving product sales. Wet wipes are frequently used by consumers in this region owing to product availability and heightened awareness among consumers. Some of the popular brands of wet wipes include Olay, Cetaphil, Equate, Neutrogena, Huggies, Pampers, Parent’s Choice, and The Honey Pot Company. 

Asia Pacific is anticipated to register the fastest CAGR of 4.3% during the forecast period. The increasing demand for baby wipes in countries like Indonesia, India, and Australia is driving regional growth. Further, rapid urbanization, increasing awareness, and rising spending on self-care products have increased the demand for wet wipes. Moreover, government initiatives to promote genital hygiene among women to prevent itching, odor, and risk of infection have also influenced women to try and purchase initiate wipes.

Key Players

The wet wipes market has the presence of some large companies such as The Clorox Company; KCWW; Reckitt Benckiser Group PLC; Unilever; and Johnson & Johnson Services, Inc. The market players have been implementing various strategies such as mergers & acquisitions, and new product launches, the building of a D2C channel to market share.

  • The Clorox Company
  • Unilever
  • Johnson & Johnson Services, Inc
  • Godrej Consumer Products Limited
  • TLC International
  • WipesPlus
  • The Honest Company
  • KCWW
  • Reckitt Benckiser Group PLC
  • Procter and Gamble
  • Himalaya Wellness Company
  • Unicharm Coporation
  • Pigeon

Segments Covered in the Report

  • Product
    • Facial & Cosmetics
    • Baby
    • Hand & Body
    • Intimate
    • Others
  • Distribution Channel
    • Supermarkets & Hypermarkets
    • Convenience Stores
    • Pharmacy
    • E-commerce
    • Others
  • Material
    • Non-woven
    • Woven
  • Regional
  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • U.K.
    • France
    • Italy
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
    • Australia
    • Indonesia
  • Central & South America
    • Brazil
  • Middle East & Africa
    • South Africa
    • UAE

1. Introduction
    1.1. Objectives of the Study
    1.2. Market Definition
    1.3. Research Scope
    1.4. Currency
    1.5. Key Target Audience

2. Research Methodology and Assumptions

3. Executive Summary

4. Premium Insights
    4.1. Porter’s Five Forces Analysis
    4.2. Value Chain Analysis
    4.3. Top Investment Pockets
          4.3.1. Market Attractiveness Analysis by Product
          4.3.2. Market Attractiveness Analysis by Distribution Channel
          4.3.3. Market Attractiveness Analysis by Material
          4.3.4. Market Attractiveness Analysis by Region
    4.4. Industry Trends

5. Market Dynamics
    5.1. Market Evaluation
    5.2. Drivers
          5.2.1. Rising expenditure on personal grooming
          5.2.2. Rising awareness about wet wipes
    5.3. Restraints
          5.3.1. Availability of alternative products
    5.4. Opportunities
          5.4.1. Rising number of working women across geographies
          5.4.2. Product launches in the male category

6. Global Wet Wipes Market Analysis and Forecast, By Product
    6.1. Segment Overview
    6.2. Facial & Cosmetics
    6.3. Baby
    6.4. Hand & Body
    6.5. Intimate
    6.6. Others

7. Global Wet Wipes Market Analysis and Forecast, By Distribution Channel
    7.1. Segment Overview
    7.2. Supermarkets & Hypermarkets
    7.3. Convenience Stores
    7.4. Pharmacy
    7.5. E-commerce
    7.6. Others

8. Global Wet Wipes Market Analysis and Forecast, By Material
    8.1. Segment Overview
    8.2. Non-woven
    8.3. Woven

9. Global Wet Wipes Market Analysis and Forecast, By Regional Analysis
    9.1. Segment Overview
    9.2. North America
          9.2.1. U.S.
          9.2.2. Canada
          9.2.3. Mexico
    9.3. Europe
          9.3.1. Germany
          9.3.2. France
          9.3.3. U.K.
          9.3.4. Italy
          9.3.5. Spain
    9.4. Asia-Pacific
          9.4.1. Japan
          9.4.2. China
          9.4.3. India
    9.5. South America
          9.5.1. Brazil
    9.6. Middle East and Africa
          9.6.1. UAE
          9.6.2. South Africa

10. Global Wet Wipes Market-Competitive Landscape
    10.1. Overview
    10.2. Market Share of Key Players in the Wet Wipes Market
          10.2.1. Global Company Market Share
          10.2.2. North America Company Market Share
          10.2.3. Europe Company Market Share
          10.2.4. APAC Company Market Share
    10.3. Competitive Situations and Trends
          10.3.1. Product Launches and Developments
          10.3.2. Partnerships, Collaborations, and Agreements
          10.3.3. Mergers & Acquisitions
          10.3.4. Expansions

11. Company Profiles
    11.1. The Clorox Company
          11.1.1. Business Overview
          11.1.2. Company Snapshot
          11.1.3. Company Market Share Analysis
          11.1.4. Company Product Portfolio
          11.1.5. Recent Developments
          11.1.6. SWOT Analysis
    11.2. Unilever
          11.2.1. Business Overview
          11.2.2. Company Snapshot
          11.2.3. Company Market Share Analysis
          11.2.4. Company Product Portfolio
          11.2.5. Recent Developments
          11.2.6. SWOT Analysis
    11.3. Johnson & Johnson Services, Inc
          11.3.1. Business Overview
          11.3.2. Company Snapshot
          11.3.3. Company Market Share Analysis
          11.3.4. Company Product Portfolio
          11.3.5. Recent Developments
          11.3.6. SWOT Analysis
    11.4. Godrej Consumer Products Limited
          11.4.1. Business Overview
          11.4.2. Company Snapshot
          11.4.3. Company Market Share Analysis
          11.4.4. Company Product Portfolio
          11.4.5. Recent Developments
          11.4.6. SWOT Analysis
    11.5. TLC International
          11.5.1. Business Overview
          11.5.2. Company Snapshot
          11.5.3. Company Market Share Analysis
          11.5.4. Company Product Portfolio
          11.5.5. Recent Developments
          11.5.6. SWOT Analysis
    11.6. WipesPlus
          11.6.1. Business Overview
          11.6.2. Company Snapshot
          11.6.3. Company Market Share Analysis
          11.6.4. Company Product Portfolio
          11.6.5. Recent Developments
          11.6.6. SWOT Analysis
    11.7. The Honest Company
          11.7.1. Business Overview
          11.7.2. Company Snapshot
          11.7.3. Company Market Share Analysis
          11.7.4. Company Product Portfolio
          11.7.5. Recent Developments
          11.7.6. SWOT Analysis
    11.8. KCWW
          11.8.1. Business Overview
          11.8.2. Company Snapshot
          11.8.3. Company Market Share Analysis
          11.8.4. Company Product Portfolio
          11.8.5. Recent Developments
          11.8.6. SWOT Analysis
    11.9. Reckitt Benckiser Group PLC
          11.9.1. Business Overview
          11.9.2. Company Snapshot
          11.9.3. Company Market Share Analysis
          11.9.4. Company Product Portfolio
          11.9.5. Recent Developments
          11.9.6. SWOT Analysis
    11.10. Procter and Gamble
          11.10.1. Business Overview
          11.10.2. Company Snapshot
          11.10.3. Company Market Share Analysis
          11.10.4. Company Product Portfolio
          11.10.5. Recent Developments
          11.10.6. SWOT Analysis
    11.11. Himalaya Wellness Company
          11.11.1. Business Overview
          11.11.2. Company Snapshot
          11.11.3. Company Market Share Analysis
          11.11.4. Company Product Portfolio
          11.11.5. Recent Developments
          11.11.6. SWOT Analysis
    11.12. Unicharm Coporation
          11.12.1. Business Overview
          11.12.2. Company Snapshot
          11.12.3. Company Market Share Analysis
          11.12.4. Company Product Portfolio
          11.12.5. Recent Developments
          11.12.6. SWOT Analysis
    11.13. Pigeon
          11.13.1. Business Overview
          11.13.2. Company Snapshot
          11.13.3. Company Market Share Analysis
          11.13.4. Company Product Portfolio
          11.13.5. Recent Developments
          11.13.6. SWOT Analysis
 

List of Table

1. Global Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

2. Global Facial & Cosmetics Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

3. Global Baby Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

4. Global Hand & Body Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

5. Global Intimate Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

6. Global Others Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

7. Global Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

8. Global Supermarkets & Hypermarkets Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

9. Global Convenience Stores Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

10. Global Pharmacy Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

11. Global E-commerce Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

12. Global Others Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

13. Global Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

14. Global Non-woven Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

15. Global Woven Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

16. Global Wet Wipes Market, By Region, 2019-2030 (USD Billion) 

17. North America Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

18. North America Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

19. North America Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

20. U.S. Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

21. U.S. Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

22. U.S. Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

23. Canada Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

24. Canada Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

25. Canada Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

26. Mexico Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

27. Mexico Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

28. Mexico Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

29. Europe Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

30. Europe Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

31. Europe Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

32. Germany Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

33. Germany Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

34. Germany Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

35. France Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

36. France Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

37. France Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

38. U.K. Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

39. U.K. Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

40. U.K. Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

41. Italy Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

42. Italy Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

43. Italy Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

44. Spain Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

45. Spain Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

46. Spain Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

47. Asia Pacific Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

48. Asia Pacific Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

49. Asia Pacific Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

50. Japan Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

51. Japan Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

52. Japan Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

53. China Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

54. China Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

55. China Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

56. India Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

57. India Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

58. India Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

59. South America Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

60. South America Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

61. South America Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

62. Brazil Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

63. Brazil Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

64. Brazil Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

65. Middle East and Africa Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

66. Middle East and Africa Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

67. Middle East and Africa Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

68. UAE Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

69. UAE Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

70. UAE Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

71. South Africa Wet Wipes Market, By Product, 2019-2030 (USD Billion) 

72. South Africa Wet Wipes Market, By Distribution Channel, 2019-2030 (USD Billion) 

73. South Africa Wet Wipes Market, By Material, 2019-2030 (USD Billion) 

List of Figures 

1. Global Wet Wipes Market Segmentation

2. Wet Wipes Market: Research Methodology

3. Market Size Estimation Methodology: Bottom-Up Approach

4. Market Size Estimation Methodology: Top-Down Approach

5. Data Triangulation

6. Porter’s Five Forces Analysis 

7. Value Chain Analysis 

8. Global Wet Wipes Market Attractiveness Analysis by Product

9. Global Wet Wipes Market Attractiveness Analysis by Distribution Channel

10. Global Wet Wipes Market Attractiveness Analysis by Material

11. Global Wet Wipes Market Attractiveness Analysis by Region

12. Global Wet Wipes Market: Dynamics

13. Global Wet Wipes Market Share by Product (2022 & 2030)

14. Global Wet Wipes Market Share by Distribution Channel (2022 & 2030)

15. Global Wet Wipes Market Share by Material (2022 & 2030)

16. Global Wet Wipes Market Share by Regions (2022 & 2030)

17. Global Wet Wipes Market Share by Company (2021)

Segments Covered in the Report

  • Product
    • Facial & Cosmetics
    • Baby
    • Hand & Body
    • Intimate
    • Others
  • Distribution Channel
    • Supermarkets & Hypermarkets
    • Convenience Stores
    • Pharmacy
    • E-commerce
    • Others
  • Material
    • Non-woven
    • Woven
  • Regional
  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • U.K.
    • France
    • Italy
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • South Korea
    • Australia
    • Indonesia
  • Central & South America
    • Brazil
  • Middle East & Africa
    • South Africa
    • UAE

Methodology

Research has its special purpose to undertake marketing efficiently. In this competitive scenario, businesses need information across all industry verticals; the information about customer wants, market demand, competition, industry trends, distribution channels etc. This information needs to be updated regularly because businesses operate in a dynamic environment. Our organization, The Brainy Insights incorporates scientific and systematic research procedures in order to get proper market insights and industry analysis for overall business success. The analysis consists of studying the market from a miniscule level wherein we implement statistical tools which helps us in examining the data with accuracy and precision. 

Our research reports feature both; quantitative and qualitative aspects for any market. Qualitative information for any market research process are fundamental because they reveal the customer needs and wants, usage and consumption for any product/service related to a specific industry. This in turn aids the marketers/investors in knowing certain perceptions of the customers. Qualitative research can enlighten about the different product concepts and designs along with unique service offering that in turn, helps define marketing problems and generate opportunities. On the other hand, quantitative research engages with the data collection process through interviews, e-mail interactions, surveys and pilot studies. Quantitative aspects for the market research are useful to validate the hypotheses generated during qualitative research method, explore empirical patterns in the data with the help of statistical tools, and finally make the market estimations.

The Brainy Insights offers comprehensive research and analysis, based on a wide assortment of factual insights gained through interviews with CXOs and global experts and secondary data from reliable sources. Our analysts and industry specialist assume vital roles in building up statistical tools and analysis models, which are used to analyse the data and arrive at accurate insights with exceedingly informative research discoveries. The data provided by our organization have proven precious to a diverse range of companies, facilitating them to address issues such as determining which products/services are the most appealing, whether or not customers use the product in the manner anticipated, the purchasing intentions of the market and many others.

Our research methodology encompasses an idyllic combination of primary and secondary initiatives. Key phases involved in this process are listed below:

MARKET RESEARCH PROCESS

Data Procurement:

The phase involves the gathering and collecting of market data and its related information with the help of different sources & research procedures.

The data procurement stage involves in data gathering and collecting through various data sources.

This stage involves in extensive research. These data sources includes:

Purchased Database: Purchased databases play a crucial role in estimating the market sizes irrespective of the domain. Our purchased database includes:

  • The organizational databases such as D&B Hoovers, and Bloomberg that helps us to identify the competitive scenario of the key market players/organizations along with the financial information.
  • Industry/Market databases such as Statista, and Factiva provides market/industry insights and deduce certain formulations. 
  • We also have contractual agreements with various reputed data providers and third party vendors who provide information which are not limited to:
    • Import & Export Data
    • Business Trade Information
    • Usage rates of a particular product/service on certain demographics mainly focusing on the unmet prerequisites

Primary Research: The Brainy Insights interacts with leading companies and experts of the concerned domain to develop the analyst team’s market understanding and expertise. It improves and substantiates every single data presented in the market reports. Primary research mainly involves in telephonic interviews, E-mail interactions and face-to-face interviews with the raw material providers, manufacturers/producers, distributors, & independent consultants. The interviews that we conduct provides valuable data on market size and industry growth trends prevailing in the market. Our organization also conducts surveys with the various industry experts in order to gain overall insights of the industry/market. For instance, in healthcare industry we conduct surveys with the pharmacists, doctors, surgeons and nurses in order to gain insights and key information of a medical product/device/equipment which the customers are going to usage. Surveys are conducted in the form of questionnaire designed by our own analyst team. Surveys plays an important role in primary research because surveys helps us to identify the key target audiences of the market. Additionally, surveys helps to identify the key target audience engaged with the market. Our survey team conducts the survey by targeting the key audience, thus gaining insights from them. Based on the perspectives of the customers, this information is utilized to formulate market strategies. Moreover, market surveys helps us to understand the current competitive situation of the industry. To be precise, our survey process typically involve with the 360 analysis of the market. This analytical process begins by identifying the prospective customers for a product or service related to the market/industry to obtain data on how a product/service could fit into customers’ lives.

Secondary Research: The secondary data sources includes information published by the on-profit organizations such as World bank, WHO, company fillings, investor presentations, annual reports, national government documents, statistical databases, blogs, articles, white papers and others. From the annual report, we analyse a company’s revenue to understand the key segment and market share of that organization in a particular region. We analyse the company websites and adopt the product mapping technique which is important for deriving the segment revenue. In the product mapping method, we select and categorize the products offered by the companies catering to domain specific market, deduce the product revenue for each of the companies so as to get overall estimation of the market size. We also source data and analyses trends based on information received from supply side and demand side intermediaries in the value chain. The supply side denotes the data gathered from supplier, distributor, wholesaler and the demand side illustrates the data gathered from the end customers for respective market domain.

The supply side for a domain specific market is analysed by:

  • Estimating and projecting penetration rates through analysing product attributes, availability of internal and external substitutes, followed by pricing analysis of the product.
  • Experiential assessment of year-on-year sales of the product by conducting interviews.

The demand side for the market is estimated through:

  • Evaluating the penetration level and usage rates of the product.
  • Referring to the historical data to determine the growth rate and evaluate the industry trends

In-house Library: Apart from these third-party sources, we have our in-house library of qualitative and quantitative information. Our in-house database includes market data for various industry and domains. These data are updated on regular basis as per the changing market scenario. Our library includes, historic databases, internal audit reports and archives.

Sometimes there are instances where there is no metadata or raw data available for any domain specific market. For those cases, we use our expertise to forecast and estimate the market size in order to generate comprehensive data sets. Our analyst team adopt a robust research technique in order to produce the estimates:

  • Applying demographic along with psychographic segmentation for market evaluation
  • Determining the Micro and Macro-economic indicators for each region 
  • Examining the industry indicators prevailing in the market. 

Data Synthesis: This stage involves the analysis & mapping of all the information obtained from the previous step. It also involves in scrutinizing the data for any discrepancy observed while data gathering related to the market. The data is collected with consideration to the heterogeneity of sources. Robust scientific techniques are in place for synthesizing disparate data sets and provide the essential contextual information that can orient market strategies. The Brainy Insights has extensive experience in data synthesis where the data passes through various stages:

  • Data Screening: Data screening is the process of scrutinising data/information collected from primary research for errors and amending those collected data before data integration method. The screening involves in examining raw data, identifying errors and dealing with missing data. The purpose of the data screening is to ensure data is correctly entered or not. The Brainy Insights employs objective and systematic data screening grades involving repeated cycles of quality checks, screening and suspect analysis.
  • Data Integration: Integrating multiple data streams is necessary to produce research studies that provide in-depth picture to the clients. These data streams come from multiple research studies and our in house database. After screening of the data, our analysts conduct creative integration of data sets, optimizing connections between integrated surveys and syndicated data sources. There are mainly 2 research approaches that we follow in order to integrate our data; top down approach and bottom up approach.

Market Deduction & Formulation: The final stage comprises of assigning data points at appropriate market spaces so as to deduce feasible conclusions. Analyst perspective & subject matter expert based holistic form of market sizing coupled with industry analysis also plays a crucial role in this stage.

This stage involves in finalization of the market size and numbers that we have collected from data integration step. With data interpolation, it is made sure that there is no gap in the market data. Successful trend analysis is done by our analysts using extrapolation techniques, which provide the best possible forecasts for the market.

Data Validation & Market Feedback: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helps us finalize data-points to be used for final calculations.

The Brainy Insights interacts with leading companies and experts of the concerned domain to develop the analyst team’s market understanding and expertise. It improves and substantiates every single data presented in the market reports. The data validation interview and discussion panels are typically composed of the most experienced industry members. The participants include, however, are not limited to:

  • CXOs and VPs of leading companies’ specific to sector
  • Purchasing managers, technical personnel, end-users
  • Key opinion leaders such as investment bankers, and industry consultants

Moreover, we always validate our data and findings through primary respondents from all the major regions we are working on.

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