Tissue and Hygiene in the US

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Ongoing Price Sensitivity Even as Inflation Eases

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

Innovation Drives Growth across Retail Tissue, Retail Adult Incontinence, and Menstrual Care

Several Categories See a Move Towards Premiumisation

CHART 2 Procter & Gamble launches Always Pocket Flexfoam for Portability and Superior Protection

Needs of Eco-Conscious Consumers Addressed with New Nappy/Diaper Launch

CHART 3 Cottonsie Introduces First-Ever All-Cotton Nappy/Diaper

Holistic Expansion through Fostering Emotional and Mental Connections

CHART 4 Kimberly-Clark Releases Toilet Paper with Scented Tube

CHART 5 Value Sales of Tissue and Hygiene 2020-2030

CHART 6 Value Sales of Tissue and Hygiene by Category 2025

What's Next?

Retail E-Commerce and Natural Brands Set to Reshape Purchasing Habits

CHART 7 Analyst Insight for Tissue and Hygiene

Retail Adult Incontinence to See Innovation for an Ageing Population

Sustainability, Digitalisation and Regulation Likely to Accelerate Product Transformation

CHART 8 Forecast Value Sales of Tissue and Hygiene 2020-2030

CHART 9 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030

Competitive Landscape

Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain

CHART 10 Company Shares of Tissue and Hygiene 2025

CHART 11 Brand Shares of Tissue and Hygiene 2025

Channels

Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes Convenience

CHART 12 Retail Channels for Tissue and Hygiene 2020-2025

Economic Context

CHART 13 Economic Context for Menstrual Care

CHART 14 Real Gdp Growth 2020-2030

CHART 15 Inflation 2020-2030

Consumer Context

CHART 16 Consumer Context for Menstrual Care

CHART 17 Population 2020-2030

CHART 18 Consumer Expenditure 2020-2030

CHART 19 Population by Generation 2025

Country Reports Disclaimer

MENSTRUAL CARE IN THE US

• Key Data Insights
• 2025 Developments
• Growth Continues, Although Consumer Preferences Continue to Shift
• Key Industry Trends
• CHART 20 Key Industry Trends for Menstrual Care
• Industry Performance
• Procter & Gamble Partners with Coachella to Drive Premium Pad Adoption
• CHART 21 Premiumisation Driven by Active Lifestyles and a Comfort-First Focus
• Rael Secures Walmart Listing as Consumers Turn to Clean Wellness
• CHART 22 Organic Cotton Tampons Gain Share in 2025 for Safety Reasons
• Players Focus on Specific Life Stages to Best Meet the Needs of Different Consumer Groups
• CHART 23 Life-Stage Innovation Drives Growth
• CHART 24 Value Sales of Menstrual Care 2020-2030
• CHART 25 Volume Sales of Menstrual Care 2020-2030
• CHART 26 Value Sales of Menstrual Care by Category 2025
• What's Next?
• Potential for Significant Changes If Legislation Is Enacted
• Disposable Period Pants Set to Outpace Other Formats as Design Innovation Accelerates
• CHART 27 Analyst Insight for Menstrual Care
• Life Stage-Specific and Plant-Based Formats to Gain Traction as Various Trends Reshape Demand
• CHART 28 Forecast Value Sales of Menstrual Care 2020-2030
• CHART 29 Forecast Value Sales of Menstrual Care by Category 2025-2030

Competitive Landscape

• Edgewell Exits as Procter & Gamble Strengthens Its Dominance with Natural Products
• Potential Changes in the Competitive Environment, and Opportunities for Growth
• CHART 30 Company Shares of Menstrual Care 2025
• CHART 31 Brand Shares of Menstrual Care 2025
• Channels
• Retail E-Commerce Captures Value as Shoppers Seek Convenience and Other Benefits
• Consumers' Search for Value Leads Them to Shop in Bulk at Warehouse Clubs
• Hypermarkets Maintains Its Lead but Loses Share to More Convenient and Cheaper Channels
• CHART 32 Retail Channels for Menstrual Care 2020-2025
• Economic Context
• CHART 33 Economic Context for Menstrual Care
• CHART 34 Real Gdp Growth 2020-2030
• CHART 35 Inflation 2020-2030
• Consumer Context
• CHART 36 Consumer Context for Menstrual Care
• CHART 37 Population 2020-2030
• CHART 38 Consumer Expenditure 2020-2030
• CHART 39 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN THE US

• Key Data Insights
• 2025 Developments
• Volume and Value Sales Decline, but Disposable Pants Gains Slight Volume Share
• Key Industry Trends
• CHART 40 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• Premiumisation Drives Brand Innovation as Consumer Priorities Evolve
• CHART 41 The Honest Co's New Premium Clean Conscious Nappies/Diapers
• Sustainability and Skin Health New Focuses for Product Design
• CHART 42 Texas Startup Introduces Nappies/ Diapers That Break Down Plastic Naturally
• New Preemie Nappies/Diapers Demonstrate Move Towards Inclusivity
• CHART 43 Procter & Gamble Redefines Preemie Care
• CHART 44 Value Sales of Nappies/Diapers/Pants 2020-2030
• CHART 45 Volume Sales of Nappies/Diapers/Pants 2020-2030
• CHART 46 Value Sales of Nappies/Diapers/Pants by Category 2025
• What's Next?
• Growth Expected, but Demographic Challenges Mean Innovation Will Be Important
• Brands Will Prioritise Comfort and Skin Health to Retain Consumer Trust
• CHART 47 Analyst Insight for Nappies/Diapers/Pants
• Digital-First Engagement and Customisation to Reshape Purchasing Behaviour
• CHART 48 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
• CHART 49 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030

Competitive Landscape

• The Top Two Players Maintain Their Dominance, but the Competition Is Increasing
• Rising Competition From Insurgent Brands and Chinese Competitors
• Coterie Acquisition Accelerates Premium Innovation and Reshapes the Competition
• CHART 50 Company Shares of Nappies/Diapers/Pants 2025
• CHART 51 Brand Shares of Nappies/Diapers/Pants 2025
• Channels
• Discounters and Warehouse Clubs Capture Value as Shoppers Trade Down
• Retail E-Commerce Grows as Digital Habits Reshape Purchasing Patterns
• CHART 52 Retail Channels for Nappies/Diapers/Pants 2020-2025
• Economic Context
• CHART 53 Economic Context for Nappies/Diapers/Pants
• CHART 54 Real Gdp Growth 2020-2030
• CHART 55 Inflation 2020-2030
• Consumer Context
• CHART 56 Consumer Context for Nappies/Diapers/Pants
• CHART 57 Population 2020-2030
• CHART 58 Consumer Expenditure 2020-2030
• CHART 59 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN THE US

• Key Data Insights
• 2025 Developments
• Private Label Investment and Affordability Initiatives Boost Volume and Value Growth
• Key Industry Trends
• CHART 60 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• Essity'S Skin-Sensitive Innovation Addresses Rising Expectations of Comfort and Skin Health
• CHART 61 Tena Offers Skin-Forward Pad Innovation
• Nafc and Brand Leaders Normalise Incontinence through Education and Design
• CHART 62 Reducing Stigma Through Awareness and Design-Led Innovation
• CHART 63 Value Sales of Retail Adult Incontinence 2020-2030
• CHART 64 Volume Sales of Retail Adult Incontinence 2020-2030
• CHART 65 Value Sales of Retail Adult Incontinence by Category 2025
• What's Next?
• Retail E-Commerce and Private Label to Reshape Pricing and Accessibility
• Comfort and Breathability Will Drive Innovation for Active Older Adults
• CHART 66 Analyst Insight for Retail Adult Incontinence
• Brands Expand Support and Customisation as Awareness Grows
• CHART 67 Forecast Value Sales of Retail Adult Incontinence 2020-2030
• CHART 68 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030

Competitive Landscape

• Kimberly-Clark and Procter & Gamble Adapt Pricing as Private Label Gains Momentum
• CHART 69 Affordability-Driven Growth Propels Private Label Gains and Manufacturing Expansion
• CHART 70 Company Shares of Retail Adult Incontinence 2025
• CHART 71 Brand Shares of Retail Adult Incontinence 2025
• Channels
• Retail E-Commerce Expands Its Share, Gaining Loyalty with Convenience and Discreet Delivery
• Bulk Buyers Seeking Savings Drive Gains for Warehouse Clubs
• CHART 72 Retail Channels for Retail Adult Incontinence 2020-2025
• Economic Context
• CHART 73 Economic Context for Retail Adult Incontinence
• CHART 74 Real Gdp Growth 2020-2030
• CHART 75 Inflation 2020-2030
• Consumer Context
• CHART 76 Consumer Context for Retail Adult Incontinence
• CHART 77 Population 2020-2030
• CHART 78 Consumer Expenditure 2020-2030
• CHART 79 Population by Generation 2025
• Country Reports Disclaimer

RX/REIMBURSEMENT ADULT INCONTINENCE IN THE US

• Key Data Insights
• 2025 Developments
• Medicaid Budget Cuts Prompt States to Reconsider Incontinence Support
• Key Industry Trends
• CHART 80 Key Industry Trends for Rx/Reimbursement Adult Incontinence
• Industry Performance
• CHART 81 Reimbursement Adult Incontinence Under Threat from Medicaid Budget Cuts
• Expanded Product Design Empowers Independent Purchasing among Older Adults
• CHART 82 Comfort-Focused Design Expands Choice and Encourages Independent Purchasing
• CHART 83 Volume Sales of Rx/Reimbursement Adult Incontinence2020-2030
• What's Next?
• Medicaid Funding Cuts to Restrict Access to Essential Supplies for Recipients
• Medicaid Recipients to Shift to Alternative Insurance as Access Tightens
• CHART 84 Forecast Value Sales of Rx/Reimbursement Adult Incontinence 2020-2030
• Economic Context
• CHART 85 Economic Context for Menstrual Care
• CHART 86 Real Gdp Growth 2020-2030
• CHART 87 Inflation 2020-2030
• Consumer Context
• CHART 88 Consumer Context for Rx/Reimbursement Adult Incontinence
• CHART 89 Population 2020-2030
• CHART 90 Consumer Expenditure 2020-2030
• CHART 91 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN THE US

• Key Data Insights
• 2025 Developments
• Value Growth Continues as Consumers Value Convenience
• Key Industry Trends
• CHART 92 Key Industry Trends for Wipes
• Industry Performance
• CHART 93 Noshinku's Skin Care Travel Sanitising Wipes For On-the-Go Wellness
• Moist Toilet Wipes Drives Gains, While Baby Wipes Struggles
• Harper Hygienics Sets a New Benchmark with Eco-Friendly Innovation
• CHART 94 Harper Hygienics Unveils 100% Biodegradable Baby Wipes for Eco-Conscious Care
• Niches & Nooks Taps Wellness Demand with Targeted Formulations
• CHART 95 Niches & Nooks Launches Intimate Wipes for Modern Wellness
• CHART 96 Value Sales of Wipes 2020-2030
• CHART 97 Value Sales of Wipes by Category 2025
• What's Next?
• Continued Growth as Consumers Demand Convenience and Efficacy
• CHART 98 Analyst Insight for Wipes
• Personal Wipes Set to Outperform as Innovation and Skin Health Set the Pace
• State Legislation and Digital Strategies to Reshape Innovation and Compliance
• CHART 99 Forecast Value Sales of Wipes 2020-2030
• CHART 100 Forecast Value Sales of Wipes by Category 2025-2030

Competitive Landscape

• Established Brands See Share Erosion as Consumers Seek to Balance Quality and Affordability
• Dude Wipes Diversifies with Child-Focused Launch and Digital Strategy
• Merger Finalised, Which Could Impact the Competitive Landscape Moving Forward
• CHART 101 Company Shares of Wipes 2025
• CHART 102 Brand Shares of Wipes 2025
• Channels
• Warehouse Clubs Expands through Offering Bulk Value as Supermarkets Loses Ground
• Growth in Retail E-Commerce Stalls as Offline Specialists Capture Value-Seeking Shoppers
• Health and Beauty Specialists and Variety Stores Gain Traction with Targeted Offerings
• CHART 103 Retail Channels for Wipes 2020-2025
• Economic Context
• CHART 104 Economic Context for Wipes
• CHART 105 Real Gdp Growth 2020-2030
• CHART 106 Inflation 2020-2030
• Consumer Context
• CHART 107 Consumer Context for Wipes
• CHART 108 Population 2020-2030
• CHART 109 Consumer Expenditure 2020-2030
• CHART 110 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN THE US

• Key Data Insights
• 2025 Developments
• Continued Volume and Value Growth Driven by Economic and Population Trends
• Key Industry Trends
• CHART 111 Key Industry Trends for Retail Tissue
• Industry Performance
• Bravo Meets Rising Demand with Eco-Friendly Towel Innovation
• CHART 112 Eco-Friendly Paper Towels Expand Their Retail Reach
• First Quality Invests in Ultra-Premium Tissue to Set New Benchmarks
• CHART 113 First Quality Expands TAD Manufacturing of Premium Tissue Products
• CHART 114 Value Sales of Retail Tissue 2020-2030
• CHART 115 Volume Sales of Retail Tissue 2020-2030
• CHART 116 Value Sales of Retail Tissue by Category 2025
• What's Next?
• Brands Expected to Accelerate Omnichannel Strategies to Capture Evolving Shopper Habits
• CHART 117 Analyst Insight for Retail Tissue
• Toilet Paper Will Maintain Its Lead, While Facial Tissues and Paper Towels Set to Perform Well
• Sustainability and Premiumisation to Reshape the Competition and Ensure Value Creation
• CHART 118 Forecast Value Sales of Retail Tissue 2020-2030
• CHART 119 Forecast Value Sales of Retail Tissue by Category 2025-2030

Competitive Landscape

• Procter & Gamble Leverages Brand Strength to Defend Leadership
• Private Label Gains Traction as Consumers Seek Value and Quality
• CHART 120 Company Shares of Retail Tissue 2025
• CHART 121 Brand Shares of Retail Tissue 2025
• Channels
• Hypermarkets Expands Its Channel Share by Blending Convenience and Sustainability
• Subscription Models Drive Rapid Growth in Online Sales of Retail Tissue Products
• CHART 122 Retail Channels for Retail Tissue 2020-2025
• Economic Context
• CHART 123 Analyst Insight for Retail Tissue
• CHART 124 Real Gdp Growth 2020-2030
• CHART 125 Inflation 2020-2030
• Consumer Context
• CHART 126 Consumer Context for Retail Tissue
• CHART 127 Population 2020-2030
• CHART 128 Consumer Expenditure 2020-2030
• CHART 129 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN THE US

• Key Data Insights
• 2025 Developments
• Continued Value Growth as Return-To-Work Policies Gain Pace and Prices Rise
• Key Industry Trends
• CHART 130 Key Industry Trends Away-from-Home
• Industry Performance
• Kruger Invests in Ultra-Soft Tissue and a Rebrand to Meet Premium Demand
• CHART 131 Kruger Expands US Presence With New TAD Plant and AFH Rebrand
• Kimberly-Clark Drives Circular Solutions for Measurable Sustainability Gains
• CHART 132 Kimberly-Clark Professional Expands Circular Solutions
• CHART 133 Value Sales of Away-from-Home 2020-2030
• CHART 134 Value Sales of Away-from-Home by Category 2025
• What's Next?
• Millennials and Gen Z to Increase Experiential Spending, Driving Demand
• Older Adults Prioritise Independence, Shifting Some Incontinence Product Demand to Retail
• Technology Adoption and Real-Time Data Will Improve Operational Efficiency and Sustainability
• CHART 135 Forecast Value Sales of Away-from-Home 2020-2030
• CHART 136 Forecast Value Sales of Away-from-Home by Category 2025-2030
• Channels
• Return-To-Office Policies Accelerate Business Channel Growth
• CHART 137 Retail Channels for Away-from-Home 2020-2025
• Economic Context
• CHART 138 Economic Context for Away-from-Home
• CHART 139 Real Gdp Growth 2020-2030
• CHART 140 Inflation 2020-2030
• Consumer Context
• CHART 141 Consumer Context for Away-from-Home
• CHART 142 Population 2020-2030
• CHART 143 Consumer Expenditure 2020-2030
• CHART 144 Population by Generation 2025
• Country Reports Disclaimer