The value of the U.S. beauty and personal care market amounted to nearly 90 billion U.S. dollars in 2018, and is expected to grow to about 97 billion dollars in value by 2020. Because nearly everyone uses tissue paper at some point during the day, the tissue and hygiene paper market generated about 30.7 billion U.S. dollars in revenue in the United States alone in 2017, making it the second biggest market for tissue paper worldwide. In that year, Kimberly Clark was one of the leading vendors of toilet tissue in the United States, with sales amounting to about 2.1 billion U.S. dollars. The Kimberly-Clark brand Huggies, which primarily produces disposable diapers, is also a major player in the U.S. baby wipe market.
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, though it has declined slightly in the last several years to around 18.5 billion U.S. dollars. 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 a little less than half of Kimberly-Clark’s overall revenue in 2018. One Kimberly-Clark product which shows particular promise in the future is professional tissue paper, which generated about 3.3 billion U.S. dollars in sales in 2018 and 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. Scott, another Kimberly-Clark brand, is the preferred bathroom tissue brand among American households with children.