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