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Ongoing Price Sensitivity Even as Inflation Eases
Tissue and hygiene in the US demonstrated steady value growth in 2025, with current value sales increasing by 2% to USD47,964 million, a pace now more closely aligned with other mature regions as inflationary pressures subside. While the US continues to present an attractive environment due to its scale and rising consumer expenditure, growth is increasingly shaped by heightened price sensitivity, the growing influence of warehouse clubs and private label, and a shift towards premium and sustainable offerings. Brand success is being driven by a combination of innovation in sensory and health-related product features, targeted responses to demographic changes, such as an ageing population, and the ability to leverage digital channels for direct consumer engagement and subscription-driven loyalty. A strategic focus on both value and premiumisation, alongside agility in adapting to evolving consumer preferences for convenience, privacy, and environmental responsibility, will be essential for maintaining competitiveness and capturing long-term value.
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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
Ongoing Price Sensitivity Even as Inflation Eases
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
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
Chart 2 Procter & Gamble launches Always Pocket Flexfoam for Portability and Superior Protection
Needs of Eco-Conscious Consumers Addressed with New Nappy/Diaper Launch
Chart 3 Cottonsie Introduces First-Ever All-Cotton Nappy/Diaper
Holistic Expansion through Fostering Emotional and Mental Connections
Chart 4 Kimberly-Clark Releases Toilet Paper with Scented Tube
Chart 5 Value Sales of Tissue and Hygiene 2020-2030
Chart 6 Value Sales of Tissue and Hygiene by Category 2025
Retail E-Commerce and Natural Brands Set to Reshape Purchasing Habits
Chart 7 Analyst Insight for Tissue and Hygiene
Retail Adult Incontinence to See Innovation for an Ageing Population
Sustainability, Digitalisation and Regulation Likely to Accelerate Product Transformation
Chart 8 Forecast Value Sales of Tissue and Hygiene 2020-2030
Chart 9 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain
Chart 10 Company Shares of Tissue and Hygiene 2025
Chart 11 Brand Shares of Tissue and Hygiene 2025
Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes Convenience
Chart 12 Retail Channels for Tissue and Hygiene 2020-2025
Chart 13 Economic Context for Menstrual Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Menstrual Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in the US
Key Data Insights
Continued Value Growth as Return-To-Work Policies Gain Pace and Prices Rise
Chart 20 Key Industry Trends Away-from-Home
Continued Value Growth as Return-To-Work Policies Gain Pace and Prices Rise
Kruger Invests in Ultra-Soft Tissue and a Rebrand to Meet Premium Demand
Chart 21 Kruger Expands US Presence With New TAD Plant and AFH Rebrand
Kimberly-Clark Drives Circular Solutions for Measurable Sustainability Gains
Chart 22 Kimberly-Clark Professional Expands Circular Solutions
Chart 23 Value Sales of Away-from-Home 2020-2030
Chart 24 Value Sales of Away-from-Home by Category 2025
Millennials and Gen Z to Increase Experiential Spending, Driving Demand
Older Adults Prioritise Independence, Shifting Some Incontinence Product Demand to Retail
Technology Adoption and Real-Time Data Will Improve Operational Efficiency and Sustainability
Chart 25 Forecast Value Sales of Away-from-Home 2020-2030
Chart 26 Forecast Value Sales of Away-from-Home by Category 2025-2030
Return-To-Office Policies Accelerate Business Channel Growth
Chart 27 Retail Channels for Away-from-Home 2020-2025
Chart 28 Economic Context for Away-from-Home
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-from-Home
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in the US
Key Data Insights
Private Label Investment and Affordability Initiatives Boost Volume and Value Growth
Chart 35 Key Industry Trends for Retail Adult Incontinence
Private Label Investment and Affordability Initiatives Boost Volume and Value Growth
Essity’S Skin-Sensitive Innovation Addresses Rising Expectations of Comfort and Skin Health
Chart 36 Tena Offers Skin-Forward Pad Innovation
Nafc and Brand Leaders Normalise Incontinence through Education and Design
Chart 37 Reducing Stigma Through Awareness and Design-Led Innovation
Chart 38 Value Sales of Retail Adult Incontinence 2020-2030
Chart 39 Volume Sales of Retail Adult Incontinence 2020-2030
Chart 40 Value Sales of Retail Adult Incontinence by Category 2025
Retail E-Commerce and Private Label to Reshape Pricing and Accessibility
Comfort and Breathability Will Drive Innovation for Active Older Adults
Chart 41 Analyst Insight for Retail Adult Incontinence
Brands Expand Support and Customisation as Awareness Grows
Chart 42 Forecast Value Sales of Retail Adult Incontinence 2020-2030
Chart 43 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030
Kimberly-Clark and Procter & Gamble Adapt Pricing as Private Label Gains Momentum
Chart 44 Affordability-Driven Growth Propels Private Label Gains and Manufacturing Expansion
Chart 45 Company Shares of Retail Adult Incontinence 2025
Chart 46 Brand Shares of Retail Adult Incontinence 2025
Retail E-Commerce Expands Its Share, Gaining Loyalty with Convenience and Discreet Delivery
Bulk Buyers Seeking Savings Drive Gains for Warehouse Clubs
Chart 47 Retail Channels for Retail Adult Incontinence 2020-2025
Chart 48 Economic Context for Retail Adult Incontinence
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Retail Adult Incontinence
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Nappies/Diapers/Pants in the US
Key Data Insights
Volume and Value Sales Decline, but Disposable Pants Gains Slight Volume Share
Chart 55 Key Industry Trends for Nappies/Diapers/Pants
Volume and Value Sales Decline, but Disposable Pants Gains Slight Volume Share
Premiumisation Drives Brand Innovation as Consumer Priorities Evolve
Chart 56 The Honest Co's New Premium Clean Conscious Nappies/Diapers
Sustainability and Skin Health New Focuses for Product Design
Chart 57 Texas Startup Introduces Nappies/ Diapers That Break Down Plastic Naturally
New Preemie Nappies/Diapers Demonstrate Move Towards Inclusivity
Chart 58 Procter & Gamble Redefines Preemie Care
Chart 59 Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 60 Volume Sales of Nappies/Diapers/Pants 2020-2030
Chart 61 Value Sales of Nappies/Diapers/Pants by Category 2025
Growth Expected, but Demographic Challenges Mean Innovation Will Be Important
Brands Will Prioritise Comfort and Skin Health to Retain Consumer Trust
Chart 62 Analyst Insight for Nappies/Diapers/Pants
Digital-First Engagement and Customisation to Reshape Purchasing Behaviour
Chart 63 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 64 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030
The Top Two Players Maintain Their Dominance, but the Competition Is Increasing
Rising Competition From Insurgent Brands and Chinese Competitors
Coterie Acquisition Accelerates Premium Innovation and Reshapes the Competition
Chart 65 Company Shares of Nappies/Diapers/Pants 2025
Chart 66 Brand Shares of Nappies/Diapers/Pants 2025
Discounters and Warehouse Clubs Capture Value as Shoppers Trade Down
Retail E-Commerce Grows as Digital Habits Reshape Purchasing Patterns
Chart 67 Retail Channels for Nappies/Diapers/Pants 2020-2025
Chart 68 Economic Context for Nappies/Diapers/Pants
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Nappies/Diapers/Pants
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Menstrual Care in the US
Key Data Insights
Growth Continues, Although Consumer Preferences Continue to Shift
Chart 75 Key Industry Trends for Menstrual Care
Growth Continues, Although Consumer Preferences Continue to Shift
Procter & Gamble Partners with Coachella to Drive Premium Pad Adoption
Chart 76 Premiumisation Driven by Active Lifestyles and a Comfort-First Focus
Rael Secures Walmart Listing as Consumers Turn to Clean Wellness
Chart 77 Organic Cotton Tampons Gain Share in 2025 for Safety Reasons
Players Focus on Specific Life Stages to Best Meet the Needs of Different Consumer Groups
Chart 78 Life-Stage Innovation Drives Growth
Chart 79 Value Sales of Menstrual Care 2020-2030
Chart 80 Volume Sales of Menstrual Care 2020-2030
Chart 81 Value Sales of Menstrual Care by Category 2025
Potential for Significant Changes If Legislation Is Enacted
Disposable Period Pants Set to Outpace Other Formats as Design Innovation Accelerates
Chart 82 Analyst Insight for Menstrual Care
Life Stage-Specific and Plant-Based Formats to Gain Traction as Various Trends Reshape Demand
Chart 83 Forecast Value Sales of Menstrual Care 2020-2030
Chart 84 Forecast Value Sales of Menstrual Care by Category 2025-2030
Edgewell Exits as Procter & Gamble Strengthens Its Dominance with Natural Products
Potential Changes in the Competitive Environment, and Opportunities for Growth
Chart 85 Company Shares of Menstrual Care 2025
Chart 86 Brand Shares of Menstrual Care 2025
Retail E-Commerce Captures Value as Shoppers Seek Convenience and Other Benefits
Consumers' Search for Value Leads Them to Shop in Bulk at Warehouse Clubs
Hypermarkets Maintains Its Lead but Loses Share to More Convenient and Cheaper Channels
Chart 87 Retail Channels for Menstrual Care 2020-2025
Chart 88 Economic Context for Menstrual Care
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Menstrual Care
Chart 92 Population 2020-2030
Chart 93 Consumer Expenditure 2020-2030
Chart 94 Population by Generation 2025
Wipes in the US
Key Data Insights
Value Growth Continues as Consumers Value Convenience
Chart 95 Key Industry Trends for Wipes
Value Growth Continues as Consumers Value Convenience
Chart 96 Noshinku's Skin Care Travel Sanitising Wipes For On-the-Go Wellness
Moist Toilet Wipes Drives Gains, While Baby Wipes Struggles
Harper Hygienics Sets a New Benchmark with Eco-Friendly Innovation
Chart 97 Harper Hygienics Unveils 100% Biodegradable Baby Wipes for Eco-Conscious Care
Niches & Nooks Taps Wellness Demand with Targeted Formulations
Chart 98 Niches & Nooks Launches Intimate Wipes for Modern Wellness
Chart 99 Value Sales of Wipes 2020-2030
Chart 100 Value Sales of Wipes by Category 2025
Continued Growth as Consumers Demand Convenience and Efficacy
Chart 101 Analyst Insight for Wipes
Personal Wipes Set to Outperform as Innovation and Skin Health Set the Pace
State Legislation and Digital Strategies to Reshape Innovation and Compliance
Chart 102 Forecast Value Sales of Wipes 2020-2030
Chart 103 Forecast Value Sales of Wipes by Category 2025-2030
Established Brands See Share Erosion as Consumers Seek to Balance Quality and Affordability
Dude Wipes Diversifies with Child-Focused Launch and Digital Strategy
Merger Finalised, Which Could Impact the Competitive Landscape Moving Forward
Chart 104 Company Shares of Wipes 2025
Chart 105 Brand Shares of Wipes 2025
Warehouse Clubs Expands through Offering Bulk Value as Supermarkets Loses Ground
Growth in Retail E-Commerce Stalls as Offline Specialists Capture Value-Seeking Shoppers
Health and Beauty Specialists and Variety Stores Gain Traction with Targeted Offerings
Chart 106 Retail Channels for Wipes 2020-2025
Chart 107 Economic Context for Wipes
Chart 108 Real Gdp Growth 2020-2030
Chart 109 Inflation 2020-2030
Chart 110 Consumer Context for Wipes
Chart 111 Population 2020-2030
Chart 112 Consumer Expenditure 2020-2030
Chart 113 Population by Generation 2025
Retail Tissue in the US
Key Data Insights
Continued Volume and Value Growth Driven by Economic and Population Trends
Chart 114 Key Industry Trends for Retail Tissue
Continued Volume and Value Growth Driven by Economic and Population Trends
Bravo Meets Rising Demand with Eco-Friendly Towel Innovation
Chart 115 Eco-Friendly Paper Towels Expand Their Retail Reach
First Quality Invests in Ultra-Premium Tissue to Set New Benchmarks
Chart 116 First Quality Expands TAD Manufacturing of Premium Tissue Products
Chart 117 Value Sales of Retail Tissue 2020-2030
Chart 118 Volume Sales of Retail Tissue 2020-2030
Chart 119 Value Sales of Retail Tissue by Category 2025
Brands Expected to Accelerate Omnichannel Strategies to Capture Evolving Shopper Habits
Chart 120 Analyst Insight for Retail Tissue
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
Chart 121 Forecast Value Sales of Retail Tissue 2020-2030
Chart 122 Forecast Value Sales of Retail Tissue by Category 2025-2030
Procter & Gamble Leverages Brand Strength to Defend Leadership
Private Label Gains Traction as Consumers Seek Value and Quality
Chart 123 Company Shares of Retail Tissue 2025
Chart 124 Brand Shares of Retail Tissue 2025
Hypermarkets Expands Its Channel Share by Blending Convenience and Sustainability
Subscription Models Drive Rapid Growth in Online Sales of Retail Tissue Products
Chart 125 Retail Channels for Retail Tissue 2020-2025
Chart 126 Economic Context for Retail Tissue
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Retail Tissue
Chart 130 Population 2020-2030
Chart 131 Consumer Expenditure 2020-2030
Chart 132 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in the US
Key Data Insights
Medicaid Budget Cuts Prompt States to Reconsider Incontinence Support
Chart 133 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Medicaid Budget Cuts Prompt States to Reconsider Incontinence Support
Chart 134 Reimbursement Adult Incontinence Under Threat from Medicaid Budget Cuts
Expanded Product Design Empowers Independent Purchasing among Older Adults
Chart 135 Comfort-Focused Design Expands Choice and Encourages Independent Purchasing
Chart 136 Volume Sales of Rx/Reimbursement Adult Incontinence2020-2030
Medicaid Funding Cuts to Restrict Access to Essential Supplies for Recipients
Medicaid Recipients to Shift to Alternative Insurance as Access Tightens
Chart 137 Forecast Value Sales of Rx/Reimbursement Adult Incontinence 2020-2030
Chart 138 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 139 Real Gdp Growth 2020-2030
Chart 140 Inflation 2020-2030
Chart 141 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 142 Population 2020-2030
Chart 143 Consumer Expenditure 2020-2030
Chart 144 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- Disposable Period Pants
- 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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- Disposable Period Pants
- 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.
See all of our definitions
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