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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in USA?
- Which are the leading brands in Tissue and Hygiene in USA?
- How are products distributed in Tissue and Hygiene in USA?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
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