Executive Summary

Mar 2019
Uptick in growth in retail tissue and hygiene

Retail tissue and hygiene in the US saw a small uptick in current value growth in 2018. Changes in the demographic landscape strongly impacted retail hygiene, particularly nappies/diapers/pants and adult incontinence.

Rising raw materials costs to impact product pricing

Tissue and hygiene in the US was affected by price increases for raw materials in 2018, as well as higher transportation and utility costs. Market leaders such as The Procter & Gamble Co and Kimberly-Clark announced price rises for their products, including their nappies/diapers, toilet paper and paper towels brands, beginning in the fourth quarter of 2018.

Increasing competition from opposite ends of the spectrum

The health and wellness movement has been shaking up many consumer goods markets in the US, including retail tissue and hygiene. As consumers are more concerned about the ingredients in such products and increasingly care for the environment, manufacturers are competing more on quality than price.

Changing consumer values

In the US, consumer spending is strong and continues to grow, buoyed by the improving economy, rising levels of disposable income and an unemployment rate lower than in previous years. Between 2014 and 2018, consumer expenditure per household increased strongly.

Slow population growth in a mature market

The rate of population growth in the US is expected to decelerate every year through to 2023. This is troubling for many categories within retail tissue and hygiene in the US – including nappies/diapers/pants, sanitary protection and retail tissue.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tissue and Hygiene industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Tissue and Hygiene in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tissue and Hygiene in USA?
  • What are the major brands in USA?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

Why 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 industry report originates from Passport, our Tissue and Hygiene market research database.

Tissue and Hygiene in the US

EXECUTIVE SUMMARY

Uptick in growth in retail tissue and hygiene
Rising raw materials costs to impact product pricing
Increasing competition from opposite ends of the spectrum
Changing consumer values
Slow population growth in a mature market

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in the US

HEADLINES

PROSPECTS

Value growth in AFH tissue accelerates slightly in 2018
The ageing population provides a boost for AFH hygiene
AFH wipers attracts the attention of major players

COMPETITIVE LANDSCAPE

Medline provides a solution
A more personalised approach to continence care will be necessary
Kimberly-Clark is successful, whilst Essity and Georgia-Pacific struggle

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Retail Adult Incontinence in the US

HEADLINES

PROSPECTS

The ageing US population ensures long-term demand
Beyond the older population
Online sales increase

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its success
Private label gathers steam
Essity and skin technology

CATEGORY DATA

Table 30 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in the US

HEADLINES

PROSPECTS

Growth in paper towels is offset by declines in facial tissues and napkins
Various factors eat into volume sales in retail tissue
Big box home improvement retailers capture share in paper towels

COMPETITIVE LANDSCAPE

Private label continues to gain share at the expense of established brands
Manufacturers increase their prices
Procter & Gamble holds onto its share, whilst other major competitors struggle

CATEGORY DATA

Table 36 Retail Sales of Tissue by Category: Value 2013-2018
Table 37 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 40 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 41 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in the US

HEADLINES

PROSPECTS

Rx/reimbursement products are available, but are limited
Receiving Rx/reimbursement products is likely to become more difficult
Medicaid dominates Rx/reimbursement adult incontinence

CATEGORY DATA

Table 42 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 43 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 44 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 45 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in the US

HEADLINES

PROSPECTS

Changing demographics are set to hamper growth
US consumers continue to seek organic products
Looking beyond towels – bundling opportunities

COMPETITIVE LANDSCAPE

Procter & Gamble ventures into the natural and reusable segments
Overall sales of tampons decline...
...but sales of natural tampons continue to rise

CATEGORY DATA

Table 46 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 47 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 48 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 49 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 50 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 51 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 52 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in the US

HEADLINES

PROSPECTS

Wipes records a strong performance
Ingredients are key
Continued healthy growth is expected thanks to more specific products

COMPETITIVE LANDSCAPE

A bright outlook for private label baby wipes
Kleenex’s new trio
Fragmentation, apart from all purpose cleaning wipes

CATEGORY DATA

Table 53 Retail Sales of Wipes by Category: Value 2013-2018
Table 54 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 57 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in the US

HEADLINES

PROSPECTS

Marginal uptick in value sales
Disposable pants continues to grow
Natural players leverage internet retailing

COMPETITIVE LANDSCAPE

Premium brands and private label
Amazon increases its portfolio
Launch of Pampers Pure Protection

CATEGORY DATA

Table 59 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 60 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 62 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 63 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 64 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023