Table of Content

Tissue and Hygiene in the US
Euromonitor International
March 2022

List Of Contents And Tables

TISSUE AND HYGIENE IN THE US
EXECUTIVE SUMMARY
Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026
CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Birth Rates 2016-2021
Table 2 Infant Population 2016-2021
Table 3 Female Population by Age 2016-2021
Table 4 Total Population by Age 2016-2021
Table 5 Households 2016-2021
Table 6 Forecast Infant Population 2021-2026
Table 7 Forecast Female Population by Age 2021-2026
Table 8 Forecast Total Population by Age 2021-2026
Table 9 Forecast Households 2021-2026
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Destocking, family planning and inflation weigh on consumption
Thinner formats gain momentum over the more intrusive and thicker standard format, while reusables cast a shadow
Shift to holistic care further drives lifestyle branding and adjacency expansion
PROSPECTS AND OPPORTUNITIES
Destigmatisation and sustainability efforts to stoke category momentum
Desire for holistic wellness opens up new growth frontiers
Omnichannel expansion will remain the linchpin for brand success
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026
NAPPIES/DIAPERS/PANTS IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Disposable pants exhibits most dynamism in terms of growth and innovation
Sustainability drives new entrants and releases
Reinforced child poverty informs innovations and value propositions
PROSPECTS AND OPPORTUNITIES
Pants format expected to see further segmentation as adoption grows
D2C to thrive on the desire for more personalised, predictive and automated baby care
Collaborative sustainability sets the tone for prospective green actions
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
RETAIL ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Awareness, mobility and demographic shift drive momentum
Light format leads growth, while efficacy guides industry innovations
Holistic concept and digital affinity drive multi-facet personalisation
PROSPECTS AND OPPORTUNITIES
Democratisation and inclusivity to help address the growing audience
Alternative formats pose a challenge, while smart tech may inform absorbency product developments
Sustainability is on the backburner no longer
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2016-2021
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026
RX/REIMBURSEMENT ADULT INCONTINENCE IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Rx/reimbursement incontinence consumption trends upward amid growth in state-led Medicaid funding
Funding shortage leaves consumers with limited options
PROSPECTS AND OPPORTUNITIES
Policy outlook to shape long-term growth
Value products will remain core, while premium players find limited incentives to join the category
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026
WIPES IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for home care wipes softens, with brands regaining their strength
General purpose wipes also witnesses demand normalisation, while antibacterial/ sanitising property remains in demand
Baby, intimate and moist toilet wipes sustain positive albeit softened growth, while cosmetic wipes tracks partial recovery
PROSPECTS AND OPPORTUNITIES
Heightened cleaning routines to drive consumption, but deeper labelling and ingredient scrutiny
Innovations will focus on tying cleaning efficacy to skin health
Sustainability to drive further innovations and competition
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2016-2021
Table 43 Retail Sales of Wipes by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Retail Wipes: % Value 2017-2021
Table 45 LBN Brand Shares of Retail Wipes: % Value 2018-2021
Table 46 Forecast Retail Sales of Wipes by Category: Value 2021-2026
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026
RETAIL TISSUE IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand softens, yet remains higher compared with pre-pandemic
Quality-value equation gains relevance
Sustainability actions rise as market differentiators
PROSPECTS AND OPPORTUNITIES
Demand remains encouraging, while supply dynamics will govern near-term growth
Digital-driven business model to gain further attention
Holistic sustainability initiatives will require further collaborations and better communications
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2016-2021
Table 49 Retail Sales of Tissue by Category: % Value Growth 2016-2021
Table 50 NBO Company Shares of Retail Tissue: % Value 2017-2021
Table 51 LBN Brand Shares of Retail Tissue: % Value 2018-2021
Table 52 Forecast Retail Sales of Tissue by Category: Value 2021-2026
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026
AWAY-FROM-HOME TISSUE AND HYGIENE IN THE US
KEY DATA FINDINGS
2021 DEVELOPMENTS
AFH tissue (excluding wipers) posts partial, uneven recovery
AFH wipers merge efficacy and skin care
AFH adult incontinence sees softened momentum yet a diversifying landscape
PROSPECTS AND OPPORTUNITIES
Paper towels to lead long-term recovery, while paper tableware will lag
AFH sustainability to take on a more holistic and personalised shape
AFH adult incontinence will sustain growth amidst opposing forces
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026