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Tissue and Hygiene in the US

Publisher Euromonitor International
Published Apr 10, 2026
Length 141 Pages
SKU # EP21100084

Description

Tissue and hygiene in the US demonstrated steady value growth in 2025, with current value sales increasing by 2% to USD47,964 million, a pace now more closely aligned with other mature regions as inflationary pressures subside. While the US continues to present an attractive environment due to its scale and rising consumer expenditure, growth is increasingly shaped by heightened price sensitivity, the growing influence of warehouse clubs and private label, and a shift towards premium and sustain...

Euromonitor International's Tissue and Hygiene 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: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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

141 Pages
Tissue and Hygiene in the US
Euromonitor International
April 2026
List Of Contents And Tables
TISSUE AND HYGIENE IN THE US
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

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