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Tissue and Hygiene in the US

  • ID: 2586902
  • Report
  • Region: United States
  • 51 pages
  • Euromonitor International
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Retail tissue and hygiene in the US saw a small uptick in current value growth in 2018. Changes in the demographic landscape strongly impacted retail hygiene, particularly nappies/diapers/pants and adult incontinence. Whilst these demographic changes certainly presented challenges, they also offered new opportunities.

The 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 2014-2018, 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 2023 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, 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.
Note: Product cover images may vary from those shown
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Tissue and Hygiene in the US

List of Contents and Tables
Executive Summary
Uptick in Growth in Retail Tissue and Hygiene
Rising Raw Materials Costs To Impact Product Pricing
Increasing Competition From Opposite Ends of the Spectrum
Changing Consumer Values
Slow Population Growth in A Mature Market
Market Indicators
Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023
Market Data
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Sources
Summary 1 Research Sources
Headlines
Prospects
Value Growth in Afh Tissue Accelerates Slightly in 2018
the Ageing Population Provides A Boost for Afh Hygiene
Afh Wipers Attracts the Attention of Major Players
Competitive Landscape
Medline Provides A Solution
A More Personalised Approach To Continence Care Will Be Necessary
Kimberly-Clark Is Successful, Whilst Essity and Georgia-Pacific Struggle
Category Data
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Headlines
Prospects
the Ageing US Population Ensures Long-term Demand
Beyond the Older Population
Online Sales Increase
Competitive Landscape
Procter & Gamble Maintains Its Success
Private Label Gathers Steam
Essity and Skin Technology
Category Data
Table 30 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 31 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 34 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 35 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Headlines
Prospects
Marginal Uptick in Value Sales
Disposable Pants Continues To Grow
Natural Players Leverage Internet Retailing
Competitive Landscape
Premium Brands and Private Label
Amazon Increases Its Portfolio
Launch of Pampers Pure Protection
Category Data
Table 36 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 37 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 40 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 41 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Headlines
Prospects
Changing Demographics Are Set To Hamper Growth
US Consumers Continue To Seek Organic Products
Looking Beyond Towels - Bundling Opportunities
Competitive Landscape
Procter & Gamble Ventures Into the Natural and Reusable Segments
Overall Sales of Tampons Decline...
...but Sales of Natural Tampons Continue To Rise
Category Data
Table 42 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 43 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 44 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023
Headlines
Prospects
Wipes Records A Strong Performance
Ingredients Are Key
Continued Healthy Growth Is Expected Thanks To More Specific Products
Competitive Landscape
A Bright Outlook for Private Label Baby Wipes
Kleenex's New Trio
Fragmentation, Apart From All Purpose Cleaning Wipes
Category Data
Table 49 Retail Sales of Wipes by Category: Value 2013-2018
Table 50 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 51 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 53 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023
Headlines
Prospects
Growth in Paper Towels Is Offset by Declines in Facial Tissues and Napkins
Various Factors Eat Into Volume Sales in Retail Tissue
Big Box Home Improvement Retailers Capture Share in Paper Towels
Competitive Landscape
Private Label Continues To Gain Share at the Expense of Established Brands
Manufacturers Increase Their Prices
Procter & Gamble Holds Onto Its Share, Whilst Other Major Competitors Struggle
Category Data
Table 55 Retail Sales of Tissue by Category: Value 2013-2018
Table 56 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 59 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023
Headlines
Prospects
Rx/reimbursement Products Are Available, But Are Limited
Receiving Rx/reimbursement Products Is Likely To Become More Difficult
Medicaid Dominates Rx/reimbursement Adult Incontinence
Category Data
Table 61 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 62 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 63 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 64 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Note: Product cover images may vary from those shown
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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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