Tissue and hygiene in 2024: The big picture
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.
2024 key trends
In 2024, retail toilet paper remained the largest category within tissue and hygiene, and continued to grow in both volume and current value terms, winning consumer dollars through quality improvements and private label cost-benefit delivery. Private label once again outperformed legacy brands due to the consumer proclivity for buying on promotion or buying in bundles.
Competitive landscape
Retail tissue and hygiene in the US continued to be dominated by industry giants The Procter & Gamble Co and Kimberly-Clark Corp in retail value terms in 2024. Their positions are especially strong in retail hygiene, in which they capitalise on the strong trust and loyalty that consumers have developed for their brands, such as Pampers, Always and Swiffer (Procter & Gamble), and Huggies, Poise and Depend (Kimberly-Clark).
Retail developments
Hypermarkets remained the largest distribution channel for retail tissue and hygiene in the US in 2024, as many people purchase these products along with their weekly grocery shop for convenience reasons. Hypermarkets also offer a wide product range in terms of brands and pack sizes, and prices are reasonable, especially when buying in bulk.
What next for tissue and hygiene
Tissue and hygiene in the US is set to see stable current value growth rates in the forecast period, with increases for both retail tissue and hygiene and AFH tissue and hygiene. Within retail tissue, although growth is expected to continue, paper towels could witness headwinds from the reusables space, as reusable paper towels are slowly gaining favour due to waste reduction and sustainability efforts in the US.
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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
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene
DISCLAIMER
Away-From-Home Tissue and Hygiene in the US
KEY DATA FINDINGS
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
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
Retail Adult Incontinence in the US
KEY DATA FINDINGS
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
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
Nappies/Diapers/Pants in the US
KEY DATA FINDINGS
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
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
Menstrual Care in the US
KEY DATA FINDINGS
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
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
Wipes in the US
KEY DATA FINDINGS
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
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
Retail Tissue in the US
KEY DATA FINDINGS
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
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
Rx/Reimbursement Adult Incontinence in the US
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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