Cotton wool/buds/pads is largely commodified in the US, with the category having reached maturity. The functions of cotton wool/buds/pads are widely understood and the low price point of some private label products generally removes barriers to purchase for lower income consumers.
Unilever’s Q-Tips brand name has achieved the highest level of name recognition, with cotton buds commonly referred to as “Q-Tips”, regardless of brand. Q-Tips accounted for 35% of the cotton category by value in 2014, and are the only widely recognised brand name in the category.
The forecast period is predicted to see only a marginal increase in sales value. There are no major trends or innovations in the American cotton hygiene category, and many cosmetic functions of cotton products are being fulfilled by other products, such as wipes. For example, a consumer who once used cotton balls for make-up removal may now use make-up removing wipes for this purpose. Consumers who once used cotton wool or pads to apply toner may use wipes already impregnated with toner.
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Understand the latest market trends and future growth opportunities for the Cotton Wool/Buds/Pads industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Cotton Wool/Buds/Pads research and analysis database.
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