Market overview
The value of the U.S. beauty and personal care market amounted to over 80 billion U.S. dollars in 2021. By comparison, in the same year, China generated around 51 billion U.S. dollars in revenue. The United States is also the country with the highest number of personal care products manufacturers, amounting to 315 as of March 2022. Because nearly everyone uses tissue paper at some point during the day, the tissue and hygiene paper market generated over 30 billion U.S. dollars in revenue in the United States in 2021 alone, making it the second biggest market for tissue paper worldwide.Company overview
Kimberly-Clark, which specializes in household staples such as sanitary napkins and bath tissue, has experienced a stable level of revenue in the past decade, generating over 19 billion U.S. dollars in 2021. The company has three major business segments: personal care, consumer tissue, and Kimberly-Clark professional. The largest of these by far is the personal care segment, which accounted for more than half of Kimberly-Clark’s overall revenue in 2021. In the same period, the K-C-Professional segment made around three billion U.S. dollars in net sales. One Kimberly-Clark product that shows particular promise in the future is professional tissue paper. This product is expected to generate about 4.6 billion dollars in sales by 2024.Some of Kimberly-Clark’s brands, such as Kotex and Kleenex, have been fixtures in American households since the 1920s and reached an almost iconic status. Although there are dozens of facial tissue brands on the market, Kleenex is undoubtedly the most popular among American consumers to the point that the name Kleenex has become synonymous with tissues in general.
