Tissue and Hygiene in
Country Report
Executive Summary
Mar 2019Uptick 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
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- 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 2013-2018Table 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 2013-2018Table 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 SourcesAway-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 2013-2018Table 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 2013-2018Table 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 2013-2018Table 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 2013-2018Table 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 2013-2018Table 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 2013-2018Table 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 2013-2018Table 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
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- Eight Trends in African Innovation | Sep 2019