Away-from-home tissue’s performance over the forecast period will be characterised by a continuous yet likely limited recovery compared to pre-pandemic volume levels, with inflation making for an uncertain immediate future. Apart from AFH wipers, which has enjoyed solid demand since the onset of the pandemic, AFH toilet paper is predicted to record the fastest growth in both volume and value terms (at constant 2022 prices), as an essential, hard-to-substitute tissue product across away-from-home settings.
In line with growing environmental awareness, the importance of sustainable practices has also been gaining momentum within the away-from-home tissue space, which has traditionally veered towards quantity and value over quality. Thus, the category is expected to witness an increasing uptake of sustainable practices such as replacing plastic wrap with paper, producing tissue rolls with no core/tube, using alternative fibre, reducing carbon emissions and waste disposal, whilst managing resources more efficiently, among others.
The ageing population in the US will be a positive driving factor behind further demand for AFH adult incontinence over the forecast period. By the end of 2027, the 65+ years cohort is expected to reach over 67 million, accounting for 20% of the total population, up from 17% in 2022.
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in USA 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.
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Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.See All of Our Definitions
This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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