Tissue and Hygiene in the US

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Tissue and hygiene in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• What next for tissue and hygiene

MARKET INDICATORS

• 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

MARKET DATA

• 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

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MENSTRUAL CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• 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

PROSPECTS AND OPPORTUNITIES

• 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

CATEGORY DATA

• Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
• Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
• Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
• Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
• Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
• Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
• Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029

NAPPIES/DIAPERS/PANTS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• 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

PROSPECTS AND OPPORTUNITIES

• 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

CATEGORY DATA

• Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
• Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
• Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
• Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
• Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
• Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029

RETAIL ADULT INCONTINENCE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• 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

PROSPECTS AND OPPORTUNITIES

• 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

CATEGORY DATA

• Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
• Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
• Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
• Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
• Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
• Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029

RX/REIMBURSEMENT ADULT INCONTINENCE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• 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

PROSPECTS AND OPPORTUNITIES

• 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

CATEGORY DATA

• Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
• Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
• Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
• Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029

WIPES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• 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

PROSPECTS AND OPPORTUNITIES

• 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

CATEGORY DATA

• Table 42 Retail Sales of Wipes by Category: Value 2019-2024
• Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
• Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
• Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
• Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
• Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029

RETAIL TISSUE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• 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

PROSPECTS AND OPPORTUNITIES

• 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

CATEGORY DATA

• Table 48 Retail Sales of Tissue by Category: Value 2019-2024
• Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
• Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
• Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
• Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
• Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029

AWAY-FROM-HOME TISSUE AND HYGIENE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• 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

PROSPECTS AND OPPORTUNITIES

• 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

CATEGORY DATA

• Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
• Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
• Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
• Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
• Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
• Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
• Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029