Tissue and Hygiene in the US
Tissue and hygiene in 2024: The big picture
What next for tissue and hygiene
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
Summary 1 Research Sources
Away-From-Home Tissue and Hygiene in the US
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
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
Retail Adult Incontinence in the US
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
Table 26 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
Nappies/Diapers/Pants in the US
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
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 33 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
Menstrual Care in the US
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
Table 38 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 39 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 40 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 41 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 42 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 43 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 44 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
Wipes in the US
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
Table 45 Retail Sales of Wipes by Category: Value 2019-2024
Table 46 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 47 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 48 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 49 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
Retail Tissue in the US
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
Table 51 Retail Sales of Tissue by Category: Value 2019-2024
Table 52 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 53 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 54 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 55 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
Rx/Reimbursement Adult Incontinence in the US
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
Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029