Tissue and Hygiene in the US

Abstract
Elevated inflation heavily influenced tissue and hygiene’s performance in 2022, with current value sales receiving a significant boost while volume remained under pressure. A range of supply chain crises from surging transportation and commodity costs to labour shortages forced players to ramp up prices, leading to accelerated growth in value sales in 2022 compared to 2021. Such action, on the one hand, led to a stronger performance in value sales terms versus volume sales across tissue and hygi...

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 2018-2022, 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 2027 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.

Content
Tissue and Hygiene in the US
March 2023

List Of Contents And Tables

TISSUE AND HYGIENE IN THE US
EXECUTIVE SUMMARY
Tissue and hygiene in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inflation weighs on consumption, while lifestyle-adaptive formats lead growth
Growing desire for wellness drives innovation focused on clean and health-forward ingredients
Branding takes on a more emotion-driven, purpose-led tone
PROSPECTS AND OPPORTUNITIES
Destigmatisation and equality push will support category consumption
Pursuit of holistic wellness offers growth opportunities
Growing variety of leakproof formats adds further competitive pressure
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 21 Retail Sales of Tampons by Application Format: % Value 2017-2022
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027
NAPPIES/DIAPERS/PANTS IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Brand building and innovation offering specific value by targeting key underserved needs drive differentiation
Marketing narrative and product launches emphasise purpose-led sustainability positioning
Building harmonious omni-shopping journey across channels remains top of mind
PROSPECTS AND OPPORTUNITIES
Disposable pants to drive growth, while performance-forward innovations within nappies/diapers will help offset sluggish demographic challenge
Lingering pricing pressure incentivises further supply chain optimisation and streamlining
Waste management leads prospective green actions
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027
RETAIL ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Awareness, mobility and demographic shift drive category momentum
Moderate to severe incontinence becomes a focus of new product development
Sustainability provides another boost to product differentiation
PROSPECTS AND OPPORTUNITIES
Rising awareness, inclusivity and shift to at-home care to boost growth momentum
Alternative formats present challenge, while smart tech may inform absorbent product development
Holistic mindset and digital literacy bring personalisation further into incontinence management
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027
RX/REIMBURSEMENT ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rx/reimbursement adult incontinence grows steadily, building on supportive legislation funding and incontinence needs
Funding shortage leaves consumers with limited options
PROSPECTS AND OPPORTUNITIES
Policy outlook shapes category’s long-term growth
Economy products remain core, while premium players find limited incentive to enter
CATEGORY DATA
Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022
Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2022-2027
Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2022-2027
WIPES IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for disinfecting and sanitising wipes softens, with incumbent brands maintaining dominance and insurgents leading new releases
Efficacy, health and sustainability influence development of personal care wipes
Crisis-accelerated bathroom wellness shift enables further penetration of moist toilet wipes
PROSPECTS AND OPPORTUNITIES
Heightened cleaning routines and holistic wellness to further support demand for personal wipes
Wellness, particularly skin health, to become key driver of innovation
Sustainability supports further innovation and competition
CATEGORY DATA
Table 38 Retail Sales of Wipes by Category: Value 2017-2022
Table 39 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 40 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 41 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 42 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027
RETAIL TISSUE IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for retail tissue softens, yet remains elevated versus pre-pandemic levels
Quality-value equation gains relevance
Sustainability actions rise as market differentiators
PROSPECTS AND OPPORTUNITIES
Demand remains encouraging, supported by positive fundamentals and lifestyle shifts
Digital-driven business model plays an integral role in brand strategy despite limited share
Holistic sustainability initiatives require further collaborations and better communication
CATEGORY DATA
Table 44 Retail Sales of Tissue by Category: Value 2017-2022
Table 45 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 46 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 47 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 48 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
AWAY-FROM-HOME TISSUE AND HYGIENE IN THE US
KEY DATA FINDINGS
2022 DEVELOPMENTS
Away-from-home tissue posts further, albeit uneven, recovery in 2022
AFH wipers merge efficacy and skin care
Stable demand for AFH adult incontinence within diversifying landscape
PROSPECTS AND OPPORTUNITIES
Away-from-home tissue will struggle to fully recover by end of forecast period
Sustainability takes on a more holistic and personalised shape
AFH adult incontinence set for sustained growth amid opposing forces
CATEGORY DATA
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2017-2022
Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027