Research Proposal

U.S. Facial and Tissue Paper Competitive Landscape


To build a competitive landscape for bath and facial tissue products, especially with recent disruptor companies and startups challenging the traditional players. The information will be used for a commercial pitch.

Early Findings

Bath Tissue

Size of the Industry
  • In the U.S., the toilet paper industry is worth $31 billion and is still growing.
Main Changes through History
  • There has been little evolution of the toilet paper, characterized recently only by its size and designs.
  • Recently, the market has shown an interest towards brands that offered a more sustainable product.
  • A 2019 report by the Natural Resources Defense Council titled “The Issue With Tissue” has evaluated the sustainability of the production process of toilet paper for some of the largest brands.
  • It has found that some best-selling brands such as Charmin by Procter & Gamble, Cottonelle by Kimberly Clark and Quilted Northern by Georgia-Pacific score very poorly when it comes to sustainability as their toilet paper is produced from freshly cut tress.
  • However, a new wave of eco-friendly brands is emerging who use recycled paper, bamboo paper, or sugarcane paper.
  • These companies are Who Gives a Crap, N°2, Tushy, Better Planet, Seventh Generation,Cheeky Monkey, Beepy, Peach and Pure Planet Club.

Facial Tissue

Euromonitor Reports

  • "Retail Tissue in the US" published in March 2019.
  • "Tissue and Hygiene in the US" published in March 2019.
  • "Retail Toilet Paper: Growth, Opportunities, Disruptors" published in January 2020.

Prepared By
Tarik T.
619 assignments | 4.9