美国纸巾和卫生用品市场

2024年，美国纸巾和卫生用品市场规模将继续呈现当前价格成长，但由于物价上涨和通膨紧张局势缓解，成长速度将低于去年。 2024年的单价成长相对低于上一年，但劳动力短缺、纸浆成本和支出方面的复杂关係仍然存在。

本报告研究了美国的纸巾和卫生用品市场，为国家层面的市场规模和形态提供了全面的指导。我们提供 2020 年至 2024 年的最新零售资料，以便您确定将推动成长的产业。它确定主要企业、主要品牌，并对影响市场的主要因素（新产品开发、分销和定价问题等）进行策略分析。到 2029 年的预测将显示市场将如何变化。

目录

目录及表格

执行摘要

市场指标

市场资料

免责声明

资讯来源

美国的月经护理

关键资料发现

2024 年的发展

• 舒适度和价格敏感度决定了月经护理趋势
• 新品牌瞄准青春期前儿童，强调月经教育和自信建立
• 可重复使用的形式带来多样性，但不太可能取代一次性用品

前景与机会

• 随着消费者寻求天然、亲肤的选择，植物来源卫生棉越来越受欢迎
• 生物标记监测将家庭诊断穿戴装置推向市场
• 企业与社区伙伴关係协助消除经期贫困

分类资料

美国一次性尿布/尿片/尿裤

关键资料发现

2024 年的发展

• 由于通膨条件缓解和出生率上升，2024 年量化成长将略有改善
• 宝洁和金佰利将在 2024 年保持尿布、纸尿裤和尿裤市场的领先地位，而新兴企业将获得市场份额
• 持续的金融不确定性使得降低成本和优化供应成为关键业务重点

前景与机会

• 一次性内裤和舒适产品推动成长
• 协作永续性为未来绿色措施铺路
• 针对性能、皮肤健康和整体性的品牌建立和增值创新将有助于增强竞争地位

分类资料

美国成人失禁产品零售

关键资料发现

2024 年的发展

• 吸收性是首要关注的问题，宣传活动鼓励讨论失禁问题
• 拉拉式中度/重度成人失禁产品最受欢迎，该品牌正在扩大颜色和尺寸
• 随着众包和专家回馈简化了购买途径，零售电子商务势头强劲

前景与机会

• 皮肤健康和植物来源成分可能是首要考虑因素
• 品牌将针对代表性不足的消费者群体制定行销和产品
• 替代疗法为年轻患者提供了一个有希望的长期解决方案

分类资料

美国成人失禁的治疗与报销

关键资料发现

2024 年的发展

• 医疗补助取消对老年人等弱势族群构成挑战
• 佛罗里达州一直不愿意允许重新登记医疗补助，但大多数州已采取措施简化此流程。
• 目前女性预防保健指引包括每年失禁筛检

前景与机会

• 将实施简化的医疗补助登记流程。
• 如果《平价医疗法案》被废除，数百万人预计将失去保险
• 弹性支出帐户比医疗补助计划为失禁产品提供更好的保障

分类资料

美国擦拭巾

关键资料发现

2024 年的发展

• 湿纸巾健康成长，婴儿擦拭巾需求减弱，通用擦拭巾恢復成长
• 便利性和多功能性影响个人护理擦拭巾的发展，但价格敏感度决定选择
• 永续性促进更大创新并促进良性竞争

前景与机会

• 可冲洗性、标籤检视和成分透明度法律仍然是挑战，需要进一步创新
• 皮肤健康和保健是创新的关键驱动力
• 预测期内数位化的重要性将日益增加

分类资料

美国零售纸巾

关键资料发现

2024 年的发展

• 销售表现好坏参半，但营收成长放缓
• 自有品牌在销售和价值表现上持续领先。
• 网路零售奖励措施预计将导致零售卫生纸分销管道发生变化

前景与机会

• 脸部组织生长潜力的增加与全球暖化的影响有关
• 全通路覆盖是吸引消费者的关键
• 永续性创新仍是消费者最重要的价值主张

分类资料

在美国外出时使用的纸巾和卫生用品

关键资料发现

2024 年的发展

• 不断变化的品质期望和政策推动 AFH 组织的发展
• 儘管有所增长，但长期照护偏好的改变阻碍了 AFH 成人失禁的成长
• 重组现有组织和企业活动的创新倡议

前景与机会

• 舒适度引领 AFH 失禁产品创新，而职场和全球暖化推动 AFH 盒装纸巾成长
• AFH 纸巾和卫生用品产业预计併购活动将增加
• 预测期内，商业和餐饮业预计将引领通路开发

分类资料

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