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Country Report

Tissue and Hygiene in

Tissue and Hygiene in the US

53 pages, Apr 2018

US$2,650

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Executive Summary

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Growth stalls in retail tissue and hygiene

The US seemed set on a path to economic recovery in 2017. Businesses continued to add jobs, the unemployment rate dropped, average hourly wages increased, and consumer confidence rebounded sharply.

Capacity additions stoke fears of oversupply

Domestic tissue production appears poised to embark upon a period of rapid expansion in the US. Several tissue suppliers have announced plans to significantly expand their production capacity in the US within the next two years.

Private label and premium brands turn up the heat on the traditional leaders

Retail tissue and hygiene has long operated in the US as a duopoly, with two US-based companies – The Procter & Gamble Co and Kimberly-Clark Corp – dominating sales. A third company, Georgia-Pacific Corp, also has a significant share in retail tissue, but is not present in retail hygiene, so its sales trail the other two companies by a significant margin.

The inexorable growth of internet retailing

The continued migration of consumers away from bricks-and-mortar distribution channels towards internet retailing was perhaps the single most important trend impacting the US retail landscape in 2017, as consumers were increasingly attracted by the convenience and unrivalled product selection offered by online ordering. In terms of disposable goods, the pace of consumer migration towards internet retailing was spurred by the fact that millennials, which is projected to become the largest demographic cohort in the US by population, have begun to enter the stage of their life cycle when they have started to form households – one of the most important factors in solidifying future consumer behaviour.

Slow population growth in a mature market points to a value decline

The rate of population growth in the US is expected to decelerate in every year through to 2022. This spells trouble for retail tissue and hygiene.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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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

Growth stalls in retail tissue and hygiene

Capacity additions stoke fears of oversupply

Private label and premium brands turn up the heat on the traditional leaders

The inexorable growth of internet retailing

Slow population growth in a mature market points to a value decline

MARKET INDICATORS

Table 1 Birth Rates 2012-2017
Table 2 Infant Population 2012-2017
Table 3 Female Population by Age 2012-2017
Table 4 Total Population by Age 2012-2017
Table 5 Households 2012-2017
Table 6 Forecast Infant Population 2017-2022
Table 7 Forecast Female Population by Age 2017-2022
Table 8 Forecast Total Population by Age 2017-2022
Table 9 Forecast Households 2017-2022

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in the US

HEADLINES

PROSPECTS

Growth in AFH tissue slows despite the rebounding economy

The ageing population will provide a boost to AFH hygiene

Wet wipes continues to gain share in AFH wipers

COMPETITIVE LANDSCAPE

Essity emerges from SCA Group

Sofidel Group pursues profits in the US

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2017
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2016-2017
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2016-2017
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2016-2017
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2016-2017
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Nappies/Diapers/Pants in the US

HEADLINES

PROSPECTS

The steadily falling birth rate signals tough times ahead

In a declining category, disposable pants stands out as a success

Online sales of nappies/diapers/pants continue to rise

COMPETITIVE LANDSCAPE

The leading players are feeling the squeeze from premium brands and private label

The leading online retailer returns to the market with a new private label offering

Sales of disposable pants for infants and younger toddlers are still low in the US

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Retail Adult Incontinence in the US

HEADLINES

PROSPECTS

The ageing population continues to drive sales

Manufacturers successfully expand their customer base beyond older consumers

Retail adult incontinence continues to flourish in the online space

COMPETITIVE LANDSCAPE

The Procter & Gamble Co maintains its growth

Private label gathers steam

Essity bets on skin health

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2012-2017
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2012-2017
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2013-2017
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2014-2017
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022

Retail Tissue in the US

HEADLINES

PROSPECTS

The decline in paper tableware accelerates

The increasing popularity of wipes presents a mounting challenge to retail tissue

Home improvement and gardening stores emerges as a key distribution channel

COMPETITIVE LANDSCAPE

In the competitive retail tissue category, private label gains share

Oversupply poses a threat to manufacturers’ margins

The Procter & Gamble Co makes inroads in facial tissues

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2012-2017
Table 43 Retail Sales of Tissue by Category: % Value Growth 2012-2017
Table 44 NBO Company Shares of Retail Tissue: % Value 2013-2017
Table 45 LBN Brand Shares of Retail Tissue: % Value 2014-2017
Table 46 Forecast Retail Sales of Tissue by Category: Value 2017-2022
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2017-2022

Rx/Reimbursement Adult Incontinence in the US

HEADLINES

PROSPECTS

Rx/reimbursement still plays second fiddle to retail adult incontinence in the US

Medicaid dominates Rx/reimbursement adult incontinence

Medicaid work requirements may limit Rx/reimbursement adult incontinence sales

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2012-2017
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2012-2017
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022

Sanitary Protection in the US

HEADLINES

PROSPECTS

The changing landscape flattens growth in sanitary protection

US consumers begin to embrace reusable sanitary protection products

Sanitary protection heads online

COMPETITIVE LANDSCAPE

Kimberly-Clark Corp expands its U by Kotex brand

Even though sales of tampons decline, the market for “natural” tampons expands

Innovation leads to rising sales of private label products

CATEGORY DATA

Table 52 Retail Sales of Sanitary Protection by Category: Value 2012-2017
Table 53 Retail Sales of Sanitary Protection by Category: % Value Growth 2012-2017
Table 54 Retail Sales of Tampons by Application Format: % Value 2012-2017
Table 55 NBO Company Shares of Retail Sanitary Protection: % Value 2013-2017
Table 56 LBN Brand Shares of Retail Sanitary Protection: % Value 2014-2017
Table 57 Forecast Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 58 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022

Wipes in the US

HEADLINES

PROSPECTS

Wipes rushes headlong into the era of internet retailing

Cosmetic wipes hits a record high

Convenience continues to bolster sales of home care wipes

COMPETITIVE LANDSCAPE

The leading online retailer makes its presence felt in baby wipes

The price war heats up in baby wipes

Despite rising demand, all purpose cleaning wipes has few major players

CATEGORY DATA

Table 59 Retail Sales of Wipes by Category: Value 2012-2017
Table 60 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 61 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 62 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 63 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 64 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Tissue and Hygiene in the US

New Report Guarantee

Executive Summary

New Report Guarantee

Growth stalls in retail tissue and hygiene

Capacity additions stoke fears of oversupply

Private label and premium brands turn up the heat on the traditional leaders

The inexorable growth of internet retailing

Slow population growth in a mature market points to a value decline

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

Growth stalls in retail tissue and hygiene

Capacity additions stoke fears of oversupply

Private label and premium brands turn up the heat on the traditional leaders

The inexorable growth of internet retailing

Slow population growth in a mature market points to a value decline

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in the US

HEADLINES

PROSPECTS

Growth in AFH tissue slows despite the rebounding economy

The ageing population will provide a boost to AFH hygiene

Wet wipes continues to gain share in AFH wipers

COMPETITIVE LANDSCAPE

Essity emerges from SCA Group

Sofidel Group pursues profits in the US

CATEGORY DATA

Nappies/Diapers/Pants in the US

HEADLINES

PROSPECTS

The steadily falling birth rate signals tough times ahead

In a declining category, disposable pants stands out as a success

Online sales of nappies/diapers/pants continue to rise

COMPETITIVE LANDSCAPE

The leading players are feeling the squeeze from premium brands and private label

The leading online retailer returns to the market with a new private label offering

Sales of disposable pants for infants and younger toddlers are still low in the US

CATEGORY DATA

Retail Adult Incontinence in the US

HEADLINES

PROSPECTS

The ageing population continues to drive sales

Manufacturers successfully expand their customer base beyond older consumers

Retail adult incontinence continues to flourish in the online space

COMPETITIVE LANDSCAPE

The Procter & Gamble Co maintains its growth

Private label gathers steam

Essity bets on skin health

CATEGORY DATA

Retail Tissue in the US

HEADLINES

PROSPECTS

The decline in paper tableware accelerates

The increasing popularity of wipes presents a mounting challenge to retail tissue

Home improvement and gardening stores emerges as a key distribution channel

COMPETITIVE LANDSCAPE

In the competitive retail tissue category, private label gains share

Oversupply poses a threat to manufacturers’ margins

The Procter & Gamble Co makes inroads in facial tissues

CATEGORY DATA

Rx/Reimbursement Adult Incontinence in the US

HEADLINES

PROSPECTS

Rx/reimbursement still plays second fiddle to retail adult incontinence in the US

Medicaid dominates Rx/reimbursement adult incontinence

Medicaid work requirements may limit Rx/reimbursement adult incontinence sales

CATEGORY DATA

Sanitary Protection in the US

HEADLINES

PROSPECTS