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Tissue and Hygiene in the US

United States hygiene products market: Incontinence sector to drive growth up to 2017

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2014-02-14 17:33:02 - Tissue and Hygiene in the US - a new market research report on

Manufacturers in the United States hygiene products market stir up some excitement by continuing to introduce premium and personalised products. The basic commodities like sanitary towels and diapers are described as must-have and stylish accessories. Attempts to normalise stigmatised categories such as incontinence continue. A mature market marked by demographic changes skewed towards an increasingly older population is driving marketers to focus on value growth.

Leading player Georgia-Pacific was closely followed by Procter & Gamble and Kimberly-Clark with somewhat similar value shares. Combined, these three companies accounted for a whopping 81% value share in toilet paper. However, the largest value growth in double-digit terms came from private label companies and green-positioned Seventh Generation. In terms of brand value shares, Charmin from



Procter & Gamble was followed, at a distance, by Georgia-Pacific‟s Angel Soft and Quilted Northern.

Mass merchandisers and supermarkets shared the highest value share in 2012 (25%) for retail tissue and hygiene products. However, the highest value sales growth came from secondary channels such as internet retailing and health and beauty retailers. These two secondary channels accounted for around 10% share of the total value sales of retail tissue and hygiene.

Incontinence, driven by the faster-growing senior population in the US, is expected to lead in both volume and value terms over the forecast period. Since a good portion of the products tracked in tissue and hygiene are heavily dependent on demographic changes, nappies/diapers/pants is expected to witness dull growth, especially in volume terms. This is because the 0-3-year-end population is expected to witness flat growth until 2014, after which it can be expected to grow marginally until 2017.

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Mike King
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