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Retail Tissue in the US

Publisher Euromonitor International
Published Apr 10, 2026
Length 38 Pages
SKU # EP21099898

Description

Retail tissue in the US in 2025 experienced steady value growth compared to 2024, reflecting a shift towards premiumisation and continued consumer demand for higher-quality products. Overall retail volumes reached 4.4 million tonnes in 2025, showing a moderate increase of 1% year-on-year, while retail value sales rose to USD25,721 million, up 2%. This performance was supported by a softening of inflation and more cautious unit price increases from companies, which absorbed higher costs related t...

Euromonitor International's Retail Tissue 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 2021-2025, 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 2030 illustrate how the market is set to change.

Product coverage: Facial Tissues, Paper Tableware, Paper Towels, Toilet Paper.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail Tissue 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.

Table of Contents

38 Pages
Retail Tissue in the US
Euromonitor International
April 2026
List Of Contents And Tables
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 1 Key Industry Trends for Retail Tissue
Industry Performance
Bravo Meets Rising Demand with Eco-Friendly Towel Innovation
CHART 2 Eco-Friendly Paper Towels Expand Their Retail Reach
First Quality Invests in Ultra-Premium Tissue to Set New Benchmarks
CHART 3 First Quality Expands TAD Manufacturing of Premium Tissue Products
CHART 4 Value Sales of Retail Tissue 2020-2030
CHART 5 Volume Sales of Retail Tissue 2020-2030
CHART 6 Value Sales of Retail Tissue by Category 2025
What's Next?
Brands Expected to Accelerate Omnichannel Strategies to Capture Evolving Shopper Habits
CHART 7 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 8 Forecast Value Sales of Retail Tissue 2020-2030
CHART 9 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 10 Company Shares of Retail Tissue 2025
CHART 11 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 12 Retail Channels for Retail Tissue 2020-2025
Economic Context
CHART 13 Analyst Insight for Retail Tissue
CHART 14 Real Gdp Growth 2020-2030
CHART 15 Inflation 2020-2030
Consumer Context
CHART 16 Consumer Context for Retail Tissue
CHART 17 Population 2020-2030
CHART 18 Consumer Expenditure 2020-2030
CHART 19 Population by Generation 2025
Country Reports Disclaimer
CHART 20 Key Industry Trends for Tissue and Hygiene
CHART 21 Procter & Gamble launches Always Pocket Flexfoam for Portability and Superior Protection
CHART 22 Cottonsie Introduces First-Ever All-Cotton Nappy/Diaper
CHART 23 Kimberly-Clark Releases Toilet Paper with Scented Tube
CHART 24 Value Sales of Tissue and Hygiene 2020-2030
CHART 25 Value Sales of Tissue and Hygiene by Category 2025
CHART 26 Analyst Insight for Tissue and Hygiene
CHART 27 Forecast Value Sales of Tissue and Hygiene 2020-2030
CHART 28 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
CHART 29 Company Shares of Tissue and Hygiene 2025
CHART 30 Brand Shares of Tissue and Hygiene 2025
CHART 31 Retail Channels for Tissue and Hygiene 2020-2025
CHART 32 Economic Context for Menstrual Care
CHART 33 Real Gdp Growth 2020-2030
CHART 34 Inflation 2020-2030
CHART 35 Consumer Context for Menstrual Care
CHART 36 Population 2020-2030
CHART 37 Consumer Expenditure 2020-2030
CHART 38 Population by Generation 2025
TISSUE AND HYGIENE IN THE US
Executive Summary
Ongoing Price Sensitivity Even as Inflation Eases
Key Data Insights
Key Industry Trends
Industry Performance
Innovation Drives Growth across Retail Tissue, Retail Adult Incontinence, and Menstrual Care
Several Categories See a Move Towards Premiumisation
Needs of Eco-Conscious Consumers Addressed with New Nappy/Diaper Launch
Holistic Expansion through Fostering Emotional and Mental Connections
What's Next?
Retail E-Commerce and Natural Brands Set to Reshape Purchasing Habits
Retail Adult Incontinence to See Innovation for an Ageing Population
Sustainability, Digitalisation and Regulation Likely to Accelerate Product Transformation
Competitive Landscape
Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain
Channels
Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes Convenience
Economic Context
Consumer Context
Country Reports Disclaimer

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