Tissue and Hygiene in the US

  • ID: 2586902
  • Report
  • Region: United States
  • 53 pages
  • Euromonitor International
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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. Yet the upturn in the economy did not seem to extend to retail tissue and hygiene, which posted negligible current value growth.

The publisher's Tissue and Hygiene in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2013-2017, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2022 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Tissue and Hygiene market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
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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
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
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
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 36 Retail Sales Of Sanitary Protection By Category: Value 2012-2017
Table 37 Retail Sales Of Sanitary Protection By Category: % Value Growth 2012-2017
Table 38 Retail Sales Of Tampons By Application Format: % Value 2012-2017
Table 39 NBO Company Shares Of Retail Sanitary Protection: % Value 2013-2017
Table 40 LBN Brand Shares Of Retail Sanitary Protection: % Value 2014-2017
Table 41 Forecast Retail Sales Of Sanitary Protection By Category: Value 2017-2022
Table 42 Forecast Retail Sales Of Sanitary Protection By Category: % Value Growth 2017-2022
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 43 Retail Sales Of Wipes By Category: Value 2012-2017
Table 44 Retail Sales Of Wipes By Category: % Value Growth 2012-2017
Table 45 NBO Company Shares Of Retail Wipes: % Value 2013-2017
Table 46 LBN Brand Shares Of Retail Wipes: % Value 2014-2017
Table 47 Forecast Retail Sales Of Wipes By Category: Value 2017-2022
Table 48 Forecast Retail Sales Of Wipes By Category: % Value Growth 2017-2022
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 49 Retail Sales Of Tissue By Category: Value 2012-2017
Table 50 Retail Sales Of Tissue By Category: % Value Growth 2012-2017
Table 51 NBO Company Shares Of Retail Tissue: % Value 2013-2017
Table 52 LBN Brand Shares Of Retail Tissue: % Value 2014-2017
Table 53 Forecast Retail Sales Of Tissue By Category: Value 2017-2022
Table 54 Forecast Retail Sales Of Tissue By Category: % Value Growth 2017-2022
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 55 Sales Of Retail Adult Incontinence By Category: Value 2012-2017
Table 56 Sales Of Retail Adult Incontinence By Category: % Value Growth 2012-2017
Table 57 NBO Company Shares Of Retail Adult Incontinence: % Value 2013-2017
Table 58 LBN Brand Shares Of Retail Adult Incontinence: % Value 2014-2017
Table 59 Forecast Sales Of Retail Adult Incontinence By Category: Value 2017-2022
Table 60 Forecast Sales Of Retail Adult Incontinence By Category: % Value Growth 2017-2022
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 61 Sales Of Rx/Reimbursement Adult Incontinence: Total Value Msp 2012-2017
Table 62 Sales Of Rx/Reimbursement Adult Incontinence: Total Value Msp Growth 2012-2017
Table 63 Forecast Sales Of Rx/Reimbursement Adult Incontinence: Total Value Msp 2017-2022
Table 64 Forecast Sales Of Rx/Reimbursement Adult Incontinence: Total Value Msp Growth 2017-2022
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Tissue and hygiene posts slow but steady growth


Tissue and hygiene in the US continued to grow slowly in 2016, albeit at a rate very much in line with that of the review period. With the notable exceptions of adult incontinence and wipes, most tissue and hygiene categories in the US are already very mature and highly saturated, so growth across tissue and hygiene was largely tied to the relatively slow rate of population growth overall. Price competition between the leading brands and from private label continued to be fierce in tissue and hygiene, helping to hold down unit prices in most categories, with few exceptions.

Dawn of “smart” restrooms in away-from-home tissue


In 2016, Swedish away-from-home tissue giant, SCA Group, continued the roll-out of its Tork EasyCube Intelligent Restroom System, which launched the previous year. The company claims that the system will be a boon to facilities managers everywhere, as the remote monitoring of restroom supplies, such as toilet paper, paper towels and hand soap, will allow for tremendous labour savings in any commercial space with many bathrooms. Kimberly-Clark Professional, a subsidiary of Kimberly-Clark Corp, also previewed its broadly similar Onvation system in 2016. Even if the labour savings from “smart” restroom systems such as Tork EasyCube and Onvation are not as large as advertised, the convenience these systems provide means that it is a question of when, not if, they will be adopted on a large scale across the commercial and industrial sectors.

Large domestic companies continue to have outsized influence on tissue and hygiene landscape


Large US-based manufacturers continued to dominate the US tissue and hygiene market in 2016. The Procter & Gamble Co remained the leading tissue and hygiene player, while Kimberly-Clark held on to second place. Together, these two companies control over half of the total tissue and hygiene retail market in the US. Both companies possess stables of popular brands that US consumers have come to know and trust over the years. Most of the rest of the market is made up by other relatively large domestic manufacturers, such as Georgia-Pacific Corp, the Clorox Co and Edgewell Personal Brands LLC, as well as private label. As a result, barriers to entry in the US remain high, and most recent entrants remain niche players. Indeed, one of the most disruptive smaller companies in tissue and hygiene over the last decade, “green” personal care manufacturer Seventh Generation, was acquired in 2016 by Anglo-Dutch consumer goods giant Unilever Group. Large manufacturers look set to rule tissue and hygiene in the US for the foreseeable future.

Internet retailing in the ascendant


Traditional brick-and-mortar retail channels continued to constitute the overwhelming majority of tissue and hygiene retail sales in 2016, but the channel that saw the fastest growth over the course of the year was internet retailing. Nappies/diapers/pants and adult incontinence already drew a sizable portion of their sales from online shoppers, and internet sales in those categories continued to expand rapidly, but other tissue and hygiene categories that had previously lagged behind in online sales, such as retail tissue, began to pick up in 2016. Though the impact that e-commerce giant Amazon has had on consumer habits cannot be overstated, 2016 also saw many niche brands reaching wider audiences through internet retailing, with many finding success by utilising online subscription services.

Slow growth on the horizon

The tissue and hygiene market in the US is already very mature, relatively saturated, and highly competitive. As a result, growth over the forecast period is expected to remain subdued, aligning closely to the nation’s slow rate of population growth. Since the number of consumers in the US is not expected to grow rapidly, the large brands and private label will battle ferociously for market share in the existing space, often by using the latest technolo

Overview:

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in USA with research from a 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, this 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:
  • Away-from-home tissue and hygiene
  • Cotton wool, buds, and pads
  • Incontinence
  • Kitchen towels
  • Nappies, diapers, and pants
  • Paper tableware
  • Sanitary protection
  • Tissues
  • Toilet paper
  • Wipes
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.
Note: Product cover images may vary from those shown
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