美國紙巾和衛生用品市場

2024年，美國紙巾和衛生用品市場規模將繼續呈現當前價格成長，但由於物價上漲和通膨緊張局勢緩解，成長速度將低於去年。 2024年的單價成長相對低於上一年，但勞動力短缺、紙漿成本和支出方面的複雜關係仍然存在。

本報告研究了美國的紙巾和衛生用品市場，為國家層面的市場規模和形態提供了全面的指導。我們提供 2020 年至 2024 年的最新零售資料，以便您確定將推動成長的產業。它確定主要企業、主要品牌，並對影響市場的主要因素（新產品開發、分銷和定價問題等）進行策略分析。到 2029 年的預測將顯示市場將如何變化。

目錄

目錄及表格

執行摘要

市場指標

市場資料

免責聲明

資訊來源

美國的月經護理

關鍵資料發現

2024 年的發展

• 舒適度和價格敏感度決定了月經護理趨勢
• 新品牌瞄準青春期前兒童，強調月經教育和自信建立
• 可重複使用的形式帶來多樣性，但不太可能取代一次性用品

前景與機會

• 隨著消費者尋求天然、親膚的選擇，植物來源衛生棉越來越受歡迎
• 生物標記監測將家庭診斷穿戴裝置推向市場
• 企業與社區夥伴關係協助消除經期貧困

分類資料

美國一次性尿布/尿片/尿褲

關鍵資料發現

2024 年的發展

• 由於通膨條件緩解和出生率上升，2024 年量化成長將略有改善
• 寶潔和金佰利將在 2024 年保持尿布、紙尿褲和尿褲市場的領先地位，而新興企業將獲得市場佔有率
• 持續的金融不確定性使得降低成本和最佳化供應成為關鍵業務重點

前景與機會

• 一次性內褲和舒適產品推動成長
• 協作永續性為未來綠色措施鋪路
• 針對性能、皮膚健康和整體性的品牌建立和增值創新將有助於增強競爭地位

分類資料

美國成人失禁產品零售

關鍵資料發現

2024 年的發展

• 吸收性是首要關注的問題，宣傳活動鼓勵討論失禁問題
• 拉拉式中度/重度成人失禁產品最受歡迎，該品牌正在擴大顏色和尺寸
• 隨著群眾外包和專家回饋簡化了購買途徑，零售電子商務勢頭強勁

前景與機會

• 皮膚健康和植物來源成分可能是首要考慮因素
• 品牌將針對代表性不足的消費者群體制定行銷和產品
• 替代療法為年輕患者提供了一個有希望的長期解決方案

分類資料

美國成人失禁的治療與報銷

關鍵資料發現

2024 年的發展

• 醫療補助取消對老年人等弱勢族群構成挑戰
• 佛羅裡達州一直不願意允許重新登記醫療補助，但大多數州已採取措施簡化此流程。
• 目前女性預防保健指引包括每年失禁篩檢

前景與機會

• 將實施簡化的醫療補助登記流程。
• 如果《平價醫療法案》被廢除，數百萬人預計將失去保險
• 彈性支出帳戶比醫療補助計劃為失禁產品提供更好的保障

分類資料

美國擦拭巾

關鍵資料發現

2024 年的發展

• 濕紙巾健康成長，嬰兒擦拭巾需求減弱，通用擦拭巾恢復成長
• 便利性和多功能性影響個人護理擦拭巾的發展，但價格敏感度決定選擇
• 永續性促進更大創新並促進良性競爭

前景與機會

• 可沖洗性、標籤檢視和成分透明度法律仍然是挑戰，需要進一步創新
• 皮膚健康和保健是創新的關鍵驅動力
• 預測期內數位化的重要性將日益增加

分類資料

美國零售紙巾

關鍵資料發現

2024 年的發展

• 銷售表現好壞參半，但營收成長放緩
• 自有品牌在銷售和價值表現上持續領先。
• 網路零售獎勵措施預計將導致零售衛生紙分銷管道發生變化

前景與機會

• 臉部組織生長潛力的增加與全球暖化的影響有關
• 全通路覆蓋是吸引消費者的關鍵
• 永續性創新仍是消費者最重要的價值主張

分類資料

在美國外出時使用的紙巾和衛生用品

關鍵資料發現

2024 年的發展

• 不斷變化的品質期望和政策推動 AFH 組織的發展
• 儘管有所成長，但長期照護偏好的改變阻礙了 AFH 成人失禁的成長
• 重組現有組織和企業活動的創新舉措

前景與機會

• 舒適度引領 AFH 失禁產品創新，而職場和全球暖化推動 AFH 盒裝紙巾成長
• AFH 紙巾和衛生用品產業預計併購活動將增加
• 預測期內，商業和餐飲業預計將引領通路開發

分類資料

Tissue and hygiene in the US witnessed continued current value growth in 2024, although this was slower than in the previous year, due to easing strain on price growth and inflation. While unit price growth was comparatively lower in 2024 than in the previous year, there remained a complicated relationship regarding labour shortages, costs of pulp, and spending.

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 2020-2024, 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 2029 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

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