Tissue and Hygiene in the US
After a year of high inflation and volume declines in 2022, 2023 saw an improving macroeconomic environment, with 2023’s average inflation rate of around 3% much softened from 2022’s 8%. Unit price increases came through in early 2023, with volatility particularly evident in retail tissue, notably paper towels, toilet paper and facial tissues.
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 2019-2023, 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 2028 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?
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 2019-2023, 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 2028 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
EXECUTIVE SUMMARY
Tissue and hygiene in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Persisting inflationary concerns remain prevalent in menstrual care, with lifestyle implications skewing sales performance
Indie brands form coalition to fight menstrual care sales tax
Sustainable materials hold promise, with increased retailer buy-in
PROSPECTS AND OPPORTUNITIES
Away-from-home distribution can expand brand penetration and consumer awareness
Holistic health movement offers opportunity for menstrual product diversification
Adult incontinence hybridity draws on existing knowledge and brand infrastructure
Efforts in advertising “realism” have mixed results in debunking menstruation taboos
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 21 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value-adding innovation targeting performance, skin health and under-served demographics help solidify competitiveness
Sustainability concerns drive new entrants and releases
Leading players and insurgents to consider expanding strategies to offer other services
PROSPECTS AND OPPORTUNITIES
Pants and comfort-forward options offer opportunities for growth, despite unfavourable demographic outlook
Cloth nappies/diapers’ cost effectiveness and eco advantages pose a threat to disposable nappies/diapers
D2C thrives on desire for more personalised, predictive and automated baby care
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value-conscious behaviour and innovation propel private label sales
Moderate/heavy format growth slightly outpaces light counterpart in both value and volume terms, while reusable options continue to peak consumer interest
E-commerce continues to lead channel performance, with community-building and personalised customer service contributing to growth
PROSPECTS AND OPPORTUNITIES
Continued interest in at-home care for expanding 65+ population in the US bodes well for retail adult incontinence
Underserved bowel incontinence consumers present additional innovation avenues for moderate/heavy format
Skin health is highly important for younger incontinence consumers, and brands keep pace with skin-friendly offerings
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rx/reimbursement continues to see steady growth, even amid the cessation of COVID-19 emergency relief funding
Funding constraints limit product options
Florida lawsuit settlements prompt expanded coverage of incontinence products
PROSPECTS AND OPPORTUNITIES
Future policy will be a key driver of the category’s long-term performance
Brands and direct-to-consumer retailers’ education and alliances are essential for the reimbursement consumer
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Cleaning efficacy, health and convenience influence development of personal care wipes
Moist toilet wipes and baby wipes posted healthy growth, while disinfecting and sanitising wipes witnessed moderate growth
Private labels market share increased across personal care wipes
PROSPECTS AND OPPORTUNITIES
Sustainability to wield greater influence on future sales and competition
Legislation regarding flushability, labelling and ingredient transparency will continue to pose challenges and necessitate further innovation.
Skin microbiome to become key driver of innovation
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2018-2023
Table 43 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 44 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 45 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 46 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail tissue volume performance continues to dip, though recovery seems feasible in 2024
Private label wins confirm consumers’ priorities amidst economic uncertainties
Shrinkflation still relevant to protect margins for household paper products
PROSPECTS AND OPPORTUNITIES
The next in retailing strategy: Subscription model buying could boost retailer loyalty and consumer savings satisfaction
Innovation driven by new product design and alternative sustainable fibres
Rise of reusable technology in paper towels hints at possible industry disruptions
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2018-2023
Table 49 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 51 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 52 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Stringent enforcement of back-to-office policies leads to a positive performance for away-from-home (AFH) tissue market
Consumers’ travel habits continue to boost away-from-home (AFH) tissue sales through on-trade channels
Higher costs and smaller margins elevate away-from-home products’ prices and create a challenging operational landscape
PROSPECTS AND OPPORTUNITIES
Away-from-home distribution may expand brand penetration and increase consumer awareness
AFH adult incontinence to be influenced by various factors related to demographic changes, impacting performance over the forecast period
Steady growth in consumer foodservice could benefit AFH paper napkins
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028
EXECUTIVE SUMMARY
Tissue and hygiene in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Persisting inflationary concerns remain prevalent in menstrual care, with lifestyle implications skewing sales performance
Indie brands form coalition to fight menstrual care sales tax
Sustainable materials hold promise, with increased retailer buy-in
PROSPECTS AND OPPORTUNITIES
Away-from-home distribution can expand brand penetration and consumer awareness
Holistic health movement offers opportunity for menstrual product diversification
Adult incontinence hybridity draws on existing knowledge and brand infrastructure
Efforts in advertising “realism” have mixed results in debunking menstruation taboos
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 21 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028
NAPPIES/DIAPERS/PANTS IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value-adding innovation targeting performance, skin health and under-served demographics help solidify competitiveness
Sustainability concerns drive new entrants and releases
Leading players and insurgents to consider expanding strategies to offer other services
PROSPECTS AND OPPORTUNITIES
Pants and comfort-forward options offer opportunities for growth, despite unfavourable demographic outlook
Cloth nappies/diapers’ cost effectiveness and eco advantages pose a threat to disposable nappies/diapers
D2C thrives on desire for more personalised, predictive and automated baby care
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028
RETAIL ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value-conscious behaviour and innovation propel private label sales
Moderate/heavy format growth slightly outpaces light counterpart in both value and volume terms, while reusable options continue to peak consumer interest
E-commerce continues to lead channel performance, with community-building and personalised customer service contributing to growth
PROSPECTS AND OPPORTUNITIES
Continued interest in at-home care for expanding 65+ population in the US bodes well for retail adult incontinence
Underserved bowel incontinence consumers present additional innovation avenues for moderate/heavy format
Skin health is highly important for younger incontinence consumers, and brands keep pace with skin-friendly offerings
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028
RX/REIMBURSEMENT ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rx/reimbursement continues to see steady growth, even amid the cessation of COVID-19 emergency relief funding
Funding constraints limit product options
Florida lawsuit settlements prompt expanded coverage of incontinence products
PROSPECTS AND OPPORTUNITIES
Future policy will be a key driver of the category’s long-term performance
Brands and direct-to-consumer retailers’ education and alliances are essential for the reimbursement consumer
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
WIPES IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Cleaning efficacy, health and convenience influence development of personal care wipes
Moist toilet wipes and baby wipes posted healthy growth, while disinfecting and sanitising wipes witnessed moderate growth
Private labels market share increased across personal care wipes
PROSPECTS AND OPPORTUNITIES
Sustainability to wield greater influence on future sales and competition
Legislation regarding flushability, labelling and ingredient transparency will continue to pose challenges and necessitate further innovation.
Skin microbiome to become key driver of innovation
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2018-2023
Table 43 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 44 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 45 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 46 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028
RETAIL TISSUE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail tissue volume performance continues to dip, though recovery seems feasible in 2024
Private label wins confirm consumers’ priorities amidst economic uncertainties
Shrinkflation still relevant to protect margins for household paper products
PROSPECTS AND OPPORTUNITIES
The next in retailing strategy: Subscription model buying could boost retailer loyalty and consumer savings satisfaction
Innovation driven by new product design and alternative sustainable fibres
Rise of reusable technology in paper towels hints at possible industry disruptions
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2018-2023
Table 49 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 51 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 52 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028
AWAY-FROM-HOME TISSUE AND HYGIENE IN THE US
KEY DATA FINDINGS
2023 DEVELOPMENTS
Stringent enforcement of back-to-office policies leads to a positive performance for away-from-home (AFH) tissue market
Consumers’ travel habits continue to boost away-from-home (AFH) tissue sales through on-trade channels
Higher costs and smaller margins elevate away-from-home products’ prices and create a challenging operational landscape
PROSPECTS AND OPPORTUNITIES
Away-from-home distribution may expand brand penetration and increase consumer awareness
AFH adult incontinence to be influenced by various factors related to demographic changes, impacting performance over the forecast period
Steady growth in consumer foodservice could benefit AFH paper napkins
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028
