Competitive Landscape
Procter & Gamble Leverages Brand Strength to Defend Leadership
Retail tissue in the US remains concentrated, with the top three companies, The Procter & Gamble Co, Kimberly-Clark Corp, and Georgia-Pacific Corp, accounting for a combined 59% share in retail value terms in 2025. Procter & Gamble leads with 31%, followed by Kimberly-Clark at 15% and Georgia-Pacific at 12%.
Private Label Gains Traction as Consumers Seek Value and Quality
Retail tissue became slightly less concentrated over the past five years, as the shares of all the top three players declined between 2020 and 2025. This gradual erosion reflects the increasing competitiveness of private label, which represented 36% of value sales in 2025, and the incremental gains made by retailers such as Walmart and Kroger, whose shares both edged up over this period.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue 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.
If you're in the Retail Tissue 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 Retail Tissue 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 Retail Tissue in USA?
- Which are the leading brands in Retail Tissue in USA?
- How are products distributed in Retail Tissue 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 Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in the US - Category analysis
Key Data Insights
Continued Volume and Value Growth Driven by Economic and Population Trends
Continued Volume and Value Growth Driven by Economic and Population Trends
Bravo Meets Rising Demand with Eco-Friendly Towel Innovation
First Quality Invests in Ultra-Premium Tissue to Set New Benchmarks
Brands Expected to Accelerate Omnichannel Strategies to Capture Evolving Shopper Habits
Toilet Paper Will Maintain Its Lead, While Facial Tissues and Paper Towels Set to Perform Well
Sustainability and Premiumisation to Reshape the Competition and Ensure Value Creation
Procter & Gamble Leverages Brand Strength to Defend Leadership
Private Label Gains Traction as Consumers Seek Value and Quality
Hypermarkets Expands Its Channel Share by Blending Convenience and Sustainability
Subscription Models Drive Rapid Growth in Online Sales of Retail Tissue Products
Tissue and Hygiene in the US - Industry Overview
Ongoing Price Sensitivity Even as Inflation Eases
Key Data Insights
Ongoing Price Sensitivity Even as Inflation Eases
Innovation Drives Growth across Retail Tissue, Retail Adult Incontinence, and Menstrual Care
Several Categories See a Move Towards Premiumisation
Needs of Eco-Conscious Consumers Addressed with New Nappy/Diaper Launch
Holistic Expansion through Fostering Emotional and Mental Connections
Retail E-Commerce and Natural Brands Set to Reshape Purchasing Habits
Retail Adult Incontinence to See Innovation for an Ageing Population
Sustainability, Digitalisation and Regulation Likely to Accelerate Product Transformation
Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain
Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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 report originates from Passport, our Retail Tissue research and analysis database.
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