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Country Report

Tissue and Hygiene in

Tissue and Hygiene in the US

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

The impact of COVID-19 is differing across the various categories in tissue and hygiene in the US. Some have been largely unaffected, for example sanitary protection, others are seeing a sales boost (retail tissue) and others are experiencing declines (AFH tissue).

COVID-19 country impact

As of 10 May 2020, the US has seen around 79,500 deaths due to COVID-19 and 1,329,300 cases. On 31 January, US health officials issued quarantine orders to US citizens evacuated from Wuhan, China, amid the COVID-19 outbreak.

Increasing trend towards sustainable and natural products in tissue and hygiene in 2019

With a number of major categories, such as nappies/diapers/pants or sanitary protection, being negatively affected by demographic trends – ie a contracting US birth rate and the slow growth in the 15-54 female population age group – and with local consumers, particularly Millennials, looking for innovations, especially health/environmental ones, there was an increasing emphasis on natural or more sustainable products in 2019. For example, new players are introducing products that use rapidly renewable raw materials such as bamboo and eucalyptus.

Private label grows in tissue and hygiene, but insurgent brands also a rising force in 2019

As leading brands are bringing more premium and expensive products into the marketplace, private label players have not been complacent about the changing consumer trends. In 2019, private label share increased in several categories in US tissue and hygiene.

Retail tissue and hygiene is expected to grow in the forecast period

While retail tissue is expected to see a COVID-19-induced spike to sales in 2020 at constant 2019 prices, AFH tissue will record a sharp decline. This will be due to major parts of the US population spending a lot more time at home, rather than in the workplace, and the major disruptions to industries such as consumer foodservice during the pandemic.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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.

When you purchase this report, you also get the data and the content from these category reports in USA for free:

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.

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Tissue and Hygiene in the US

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Increasing trend towards sustainable and natural products in tissue and hygiene in 2019

Private label grows in tissue and hygiene, but insurgent brands also a rising force in 2019

Retail tissue and hygiene is expected to grow in the forecast period

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Younger generations offer opportunities; tampons continues to struggle

Direct-to-consumer players moving into bricks-and-mortar retail

Leader Procter & Gamble acquires niche brand This is L to grow its consumer base

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Demographic trends impeding growth in diaper sales; later potty training boosts training pants

Millennial mothers driving the natural trend

Private label increasingly moving into the premium space, Kimberly-Clark launches plant-based diapers

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail adult incontinence expected to continue growing

E-commerce and subscription services ramp up

Kimberly-Clark dominates retail adult incontinence, but Procter & Gamble continues to grow

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Rx/Reimbursement Adult Incontinence in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Rx/reimbursement still a challenged route in the US

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2014-2019
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2014-2019
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024

Wipes in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes benefits from being the most ubiquitous product

Continued spotlight on flushability and ingredients in wipes

New players bring innovations to personal wipes

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 42 Retail Sales of Wipes by Category: Value 2014-2019
Table 43 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 44 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 45 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 46 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Paper towels outperforms facial tissues and napkins

Rapidly renewable materials offer an answer toilet paper eco-concerns

Private label moving upmarket, but Procter & Gamble, Kimberly-Clark and Georgia-Pacific still dominate sales

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 48 Retail Sales of Tissue by Category: Value 2014-2019
Table 49 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 50 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 51 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 52 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Value growth in AFH tissue accelerates slightly in 2019

AFH hygiene continues seeing ageing population as an opportunity

Amazon launches its first B2B business, Kimberly-Clark expands its AFH coverage

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 62 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 63 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in the US

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Increasing trend towards sustainable and natural products in tissue and hygiene in 2019

Private label grows in tissue and hygiene, but insurgent brands also a rising force in 2019

Retail tissue and hygiene is expected to grow in the forecast period

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in the US

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Increasing trend towards sustainable and natural products in tissue and hygiene in 2019

Private label grows in tissue and hygiene, but insurgent brands also a rising force in 2019

Retail tissue and hygiene is expected to grow in the forecast period

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Younger generations offer opportunities; tampons continues to struggle

Direct-to-consumer players moving into bricks-and-mortar retail

Leader Procter & Gamble acquires niche brand This is L to grow its consumer base

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Demographic trends impeding growth in diaper sales; later potty training boosts training pants

Millennial mothers driving the natural trend

Private label increasingly moving into the premium space, Kimberly-Clark launches plant-based diapers

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail adult incontinence expected to continue growing

E-commerce and subscription services ramp up

Kimberly-Clark dominates retail adult incontinence, but Procter & Gamble continues to grow

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Rx/reimbursement still a challenged route in the US

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Wipes in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Baby wipes benefits from being the most ubiquitous product

Continued spotlight on flushability and ingredients in wipes

New players bring innovations to personal wipes

2020 AND BEYOND

COVID-19 impact

Affected products within wipes