Tissue and Hygiene in the US

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	69 Pages	Euromonitor International	March, 2025	EP19813323

Best Price Guarantee
Price	from $2,925
Length	69 Pages
Publisher	Euromonitor International
Published Date	March, 2025
SKU	EP19813323

Tissue and hygiene in the US witnessed continued current value growth in 2024, although this was slower than in the previous year, due to easing strain on price growth and inflation. While unit price growth was comparatively lower in 2024 than in the previous year, there remained a complicated relationship regarding labour shortages, costs of pulp, and spending.

Euromonitor International'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 2020-2024, 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 2029 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.

Tissue and Hygiene in the US
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN THE US
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene
MARKET INDICATORS: Table 1 Birth Rates 2019-2024; Table 2 Infant Population 2019-2024; Table 3 Female Population by Age 2019-2024; Table 4 Total Population by Age 2019-2024; Table 5 Households 2019-2024; Table 6 Forecast Infant Population 2024-2029; Table 7 Forecast Female Population by Age 2024-2029; Table 8 Forecast Total Population by Age 2024-2029; Table 9 Forecast Households 2024-2029
MARKET DATA: Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024; Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024; Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024; Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024; Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024; Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024; Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024; Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029; Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
MENSTRUAL CARE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Comfort and price sensitivity shape menstrual care trends
New brands catering to tweens emphasise period education and building self-confidence
Reusable formats bring variety, although are unlikely to overtake disposable products
PROSPECTS AND OPPORTUNITIES
Plant-based pads set to gain popularity as consumers seek natural, skin-friendly options
Biomarker monitoring brings at-home diagnostic wearables to the market
Corporate and community partnerships strengthen efforts to end period poverty
CATEGORY DATA: Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024; Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024; Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024; Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024; Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024; Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029; Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Marginal improvement in volume growth rate in 2024 owing to easing inflationary conditions and uptick in birth rate
Procter & Gamble and Kimberly Clark continue to lead nappies/diapers/pants in 2024, while insurgents gain share
Ongoing financial uncertainty makes cost reduction and supply optimisation key business priorities
PROSPECTS AND OPPORTUNITIES
Disposable pants and comfort-forward options set to drive growth
Collaborative sustainability paves the way for future eco-friendly initiatives
Brand-building and value-added innovations targeting performance, skin health, and inclusivity will help solidify competitiveness
CATEGORY DATA: Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024; Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024; Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024; Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024; Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029; Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Absorbency ranks as the top concern, while campaigns encourage the discussion of incontinence
Moderate/heavy adult incontinence products in pull-up format are most desired, and brands expand colours and sizes
Retail e-commerce gains traction as crowdsourcing and expert feedback streamline the path to purchase
PROSPECTS AND OPPORTUNITIES
Skin health and plant-based materials likely to be top priorities
Brands develop marketing and products aimed at under-represented consumer demographics
Alternative treatments hold promise as a long-term solution for younger patients
CATEGORY DATA: Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024; Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024; Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024; Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024; Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029; Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Medicaid disenrollment poses challenges for vulnerable populations, including older people
Florida inactive in Medicaid re-enrolment, while most states take steps to streamline re-enrolment
Updated guidelines for women’s preventative health include annual incontinence screening
PROSPECTS AND OPPORTUNITIES
Streamlined Medicaid enrolment will take effect
Millions expected to lose coverage if the Affordable Care Act is repealed
Flexible Spending Accounts offer greater coverage for incontinence supplies than Medicaid
CATEGORY DATA: Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024; Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024; Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029; Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Moist toilet wipes posts healthy growth, while baby wipes sees demand soften, and general purpose wipes rebounds to growth
Convenience and multifunctionality influence the development of personal care wipes, but price sensitivity determines choices
Sustainability drives further innovations and fosters healthy competition
PROSPECTS AND OPPORTUNITIES
Legislation regarding flushability, labelling, and ingredient transparency will continue to pose challenges and necessitate further innovation
Skin health and wellness to become a key driver of innovation
Digitalisation to gain importance in the forecast period
CATEGORY DATA: Table 42 Retail Sales of Wipes by Category: Value 2019-2024; Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024; Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024; Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024; Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029; Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mixed landscape, with an improving volume performance, but softer topline value growth
Private label continues to lead the charge of volume and value performances
Online retail perks expected to lead to shifts in retail tissue channel distribution
PROSPECTS AND OPPORTUNITIES
Escalating growth potential for facial tissues tied to effects of global warming
Omnichannel presence will be key to engage with consumers
Sustainability innovation still top of consumers’ minds for value
CATEGORY DATA: Table 48 Retail Sales of Tissue by Category: Value 2019-2024; Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024; Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024; Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024; Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029; Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth in AFH tissue driven by quality expectations and policy changes
Despite growth, shifting preferences in long-term care hinder growth for AFH adult incontinence
Innovative moves by established tissue players to restructure activity
PROSPECTS AND OPPORTUNITIES
Comfort will lead innovation in AFH incontinence, and return-to-work and global warming to drive growth for AFH boxed facial tissues
AFH tissue and hygiene expected to witness increased mergers and acquisitions activity
Business and horeca expected to lead channel development over the forecast period
CATEGORY DATA: Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024; Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024; Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024; Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024; Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024; Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029; Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029