Tissue and Hygiene in the US

Tissue and Hygiene in the US

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What’s next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in the US

KEY DATA FINDINGS

2020 IMPACT

Home seclusion drives demand, while family planning and income squeeze curtail growth

Bifurcating product dynamic persists, while more underwear options surface

Connecting feminine care with holistic self-care reinforces customer engagement

RECOVERY AND OPPORTUNITIES

Demand softens as restrictions ease, while unfavourable demographic trends hinder long-term growth

Sustainability focus and user-centred innovation remain key pillars of brand differentiation

DTC strategy gains new significance, while bricks-and-mortar remains a key destination

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in the US

KEY DATA FINDING

2020 IMPACT

Financial loss impedes nappies/diapers’ consumption, while early potty-training drives disposable pants

Marriage of functionality and affordability creates a sweet spot

E-commerce boom takes purpose-led customer engagement to the next level

RECOVERY AND OPPORTUNITIES

Childbearing takes on lower priority amid economic and health uncertainty

Sustainability reinforces differentiation when paired with efficacy and value

Direct-to-consumer strategy gains weight in the omnichannel equation

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in the US

KEY DATA FINDINGS

2020 IMPACT

Pandemic-led tailwind and ongoing ageing trend boost demand for retail incontinence

Economic fallout brings affordability to the fore, giving value-centred products an edge

Accelerated e-commerce adoption fast-tracks direct-to-consumer developments

RECOVERY AND OPPORTUNITIES

Recessionary effects may limit short-term momentum, yet home-care shift and ageing trend sustain long-term growth

Sustainable and wellness lifestyles come to the fore

De-stigmatisation shapes brand storytelling and customer choices

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Rx/Reimbursement Adult Incontinence in the US

KEY DATA FINDINGS

2020 IMPACT

Rx/reimbursement incontinence need grows amid COVID-induced demand surge, yet state budget crisis limits growth

Strained Medicaid and insurance support confines purchasing options

RECOVERY AND OPPORTUNITIES

Unclear pandemic development and budget crisis may challenge category’s long-term growth

Budget consciousness lends opportunities to value-centred products and hassle-free services

CATEGORY DATA

Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025

Wipes in the US

KEY DATA FINDINGS

2020 IMPACT

Pandemic-fuelled hygiene concerns boost general purpose and home cleaning wipes

Versatile baby wipes maintains healthy growth, while new bathroom routine boosts moist toilet wipes

Home seclusion and budget crunches hinder facial cleansing and intimate wipes’ growth

RECOVERY AND OPPORTUNITIES

Health concerns drive demand for disinfecting and antibacterial wipes, pressing for tighter scrutiny

Facial cleansing and intimate wipes regain strength as restrictions loosen, yet high prices limit near-term growth

Sustainability remains an evolving, multi-faceted concept

CATEGORY DATA

Table 42 Retail Sales of Wipes by Category: Value 2015-2020
Table 43 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 44 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 45 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 46 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in the US

KEY DATA FINDINGS

2020 IMPACT

Extended home seclusion and enhanced cleaning routine boost retail tissue demand

Tissue scarcity favours private label products, direct-to-consumer brands and non-tissue products

Empathy sets the tone for customer engagement

RECOVERY AND OPPORTUNITIES

Demand softens as recovery sets in, while new habits keep per capita consumption elevated

Private label products gain further momentum from added capacity and deeper economic contraction

Sustainability initiatives continue to ring true

CATEGORY DATA

Table 48 Retail Sales of Tissue by Category: Value 2015-2020
Table 49 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 51 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 52 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in the US

KEY DATA FINDINGS

2020 IMPACT

AFH tissue takes a record nosedive amid lockdown

AFH wipers gains unprecedented attraction given critical cleaning properties

Increased hospitalisations of the elderly further boost demand for incontinence products

RECOVERY AND OPPORTUNITIES

Depressed AFH tissue faces a slow, uneven path to recovery

AFH demand for wipers eases but wet wipes’ increased prevalence will last

Adult incontinence foresees steady growth with the population trend playing the dominant role

CATEGORY DATA

Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
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 2020-2025
Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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