Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market factors
- Private label and national brands spar in the market place
- Moist towelettes experience high growth
- Retail channels
- Discount, convenience store retailers comprise fastest-growing retail channel
- The consumer
- Certain segments of consumers are highly interested in eco-friendly products
- Parents with children aged 11 and under are concerned about price of paper products
- Consumers aged 65+ target group for national brands
Insights and Opportunities
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- Key points
- Accessorize paper products
- Continue to develop eco-friendly products
- Reusable paper products
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- Figure 1: Attitudes toward eco-friendly household paper products, by gender, November 2011
- Chemical-free products
- National brand’s may want to consider low-cost “basic” products
Inspire Insights
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- Trend: Totophobia
Market Size and Forecast
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- Key points
- Recession brings market down, but things improve in 2011
- Drop in private label share may foster growth
- Eco-friendly but quality products desirable, moist towelettes provide opportunity
- Sales and forecast of household paper products
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- Figure 2: Total U.S. retail sales and forecast of household paper products, at current prices, 2006-16
- Figure 3: Total U.S. retail sales and forecast of household paper products, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 4: Total U.S. retail sales and fan chart forecast of household paper products, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Population surge among those aged 55+, good for name brands
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- Figure 5: Population by age, 2006-16
- Fewer households with children may affect moist towelette market
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- Figure 6: Households by presence of children, 2001-11
- Figure 7: Paper product usage, by presence and number of children in the household, November 2011
- Consumer confidence may be on the rise, but cautious spending is likely to last
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- Figure 8: University of Michigan Index of consumer sentiment, January 2006-December 2011
- Figure 9: Household income distribution, 2010
- Severity of cold and flu season
Competitive Context
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- Key points
- Reusable products compete with paper products
- Private label brands compete with national brands
- Napkins and facial tissue may be losing out to paper towels and toilet tissue
Segment Performance
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- Key points
- Toilet tissue grows, paper napkins and facial tissues slow
- Drop in private label share may be fostering growth in 2011
- Sales of household paper products, by segment
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- Figure 10: Sales of household paper products, segmented by type, 2009 and 2011
Segment Performance—Toilet Tissues
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- Key points
- Toilet tissue sales strong in 2011 and beyond
- Sales and forecast of toilet tissues
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- Figure 11: Sales and forecast of toilet tissues, at current prices, 2006-16
Segment Performance—Paper Towels
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- Key points
- Paper towels post higher growth than facial tissue or paper napkins
- Sales and forecast of paper towels
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- Figure 12: Sales and forecast of paper towels, at current prices, 2006-16
Segment Performance—Facial Tissues
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- Key points
- Facial tissue shows slow growth
- Sales and forecast of facial tissues
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- Figure 13: Sales and forecast of facial tissues, at current prices, 2006-16
Segment Performance—Paper Napkins
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- Key points
- Paper napkins experience moderate growth
- Sales and forecast of paper napkins
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- Figure 14: Sales and forecast of paper napkins, at current prices, 2006-16
Segment Performance—Moist Towelettes
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- Key points
- Moist towelettes experience high growth
- Sales and forecast of moist towelettes
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- Figure 15: Sales and forecast of moist towelettes, at current prices, 2006-16
Retail Channels
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- Key points
- Mass merchandisers largest retail channel, supermarkets continue to lose ground
- Discount, convenience store retailers comprise fastest-growing retail channel
- Sales of household paper products, by channel
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- Figure 16: Total sales of household paper products, by retail channel, 2009 and 2011
Retail Channels—Mass Merchandisers
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- Key points
- Private labels become mainstay at mass merchandisers
- Mass sales of household paper products
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- Figure 17: Mass sales of household paper products, at current prices, 2006-11
Retail Channels—Supermarkets
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- Key points
- Supermarkets lose ground to mass merchandisers
- Supermarkets offer private label products
- Supermarket sales of household paper products
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- Figure 18: Supermarket sales of household paper products, at current prices, 2006-11
Retail Channels—Other Retailers
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- Key points
- Other retailers gain market share
- Dollar stores impact growth of channel
- Drug stores expand offerings
- Other retailers sales of household paper products
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- Figure 19: Other retailer sales of household paper products, at current prices, 2006-11
Leading Companies
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- Key points
- Top paper product companies each have own strengths
- Private label market share declines slightly
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- Figure 20: Manufacturer sales of Household Paper Products, 2010 and 2011
Brand Share—Toilet Tissues
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- Key points
- Down economy may be driving toilet paper market shifts
- Manufacturer sales of toilet tissues
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- Figure 21: Manufacturer sales of toilet tissues, 2010 and 2011
- Figure 22: Brands of toilet paper used in the past 30 days, April 2010-June 2011
Brand Share—Paper Towels
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- Key points
- P&G dominates paper towel market
- Scott Naturals doubles market share
- Manufacturer sales of paper towels
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- Figure 23: Manufacturer sales of paper towels, 2010 and 2011
- Figure 24: Brands of paper towels used in the past 30 days, April 2010-June 2011
Brand Share—Facial Tissues
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- Key points
- Kleenex leads facial tissue market
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- Figure 25: Brands of facial tissue used in the past 30 days, April 2010-June 2011
- P&G holding market share
- Manufacturer sales of facial tissues
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- Figure 26: Manufacturer sales of facial tissues, 2010 and 2011
Brand Share—Paper Napkins
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- Key points
- Private labels account for almost half of napkin market
- Georgia-Pacific Corp. sees slight growth, Kleenex sees large increase
- Manufacturer sales of paper napkins
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- Figure 27: Manufacturer sales of paper napkins, 2010 and 2011
- Figure 28: Brands of paper napkins used in the past 30 days, April 2010-June 2011
Brand Share—Moist Towelettes
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- Key points
- Private labels and Wet Ones only significant moist towelette players
- Manufacturer sales of moist towelettes
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- Figure 29: Manufacturer sales of moist towelettes, 2010 and 2011
Innovations and Innovators
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- Key points
- New facial tissue choices
- Eco-friendly products continue to enter the market
- Private labels focus on branding
- Wipe alternatives
- Brands create wipes for specific occasions, conscious of eco-friendly
Marketing Strategies
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- Overview of the brand landscape
- Key points
- Brand analysis: Kleenex Cottonelle Toilet Paper
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- Figure 30: Brand analysis of Kleenex Cottonelle, 2011
- Cottonelle moves away from fluffy imagery to edgier campaign
- TV presence
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- Figure 31: Cottonelle television ad, 2012
- Brand analysis: Kleenex facial tissue
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- Figure 32: Brand analysis of Kleenex, 2011
- Kleenex makes facial tissue a gift to loved ones
- TV presence
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- Figure 33: Kleenex television ad, 2011
- Brand analysis: Scott Naturals
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- Figure 34: Brand analysis of Scott Naturals, 2011
- Scott Naturals wants you to go for a test drive
- TV presence
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- Figure 35: Scott Naturals television ad, 2011
- Brand analysis: Paseo
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- Figure 36: Brand analysis of Paseo, 2011
- Paseo looking to new era of consumerism
Usage
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- Key points
- Toilet paper is a staple item in all households
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- Figure 37: Household paper consumption, by product type, April 2010-June 2011
- Colored paper towels are least popular
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- Figure 38: Types of paper towels used, April 2010-June 2011
- Respondents use more toilet paper when compared to other products
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- Figure 39: Amount of paper products used in household in the last 30 days, April 2010-June 2011
- Facial tissue, paper napkins, and moist towelettes less common in lower-income households
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- Figure 40: Paper product usage, by household income, November 2011
- Presence of children in the household drives use of moist towelettes
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- Figure 41: Paper product usage, by presence and number of children in the household, November 2011
- Consumers in the Northeast most likely to use paper napkins
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- Figure 42: Paper product usage, by region, November 2011
Brand Purchasing Habits
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- Key points
- Respondents most loyal to toilet paper brands, followed by facial tissue
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- Figure 43: Brand Purchasing Habits, by household paper type, November 2011
- Toilet paper
- Respondents 34 and under less brand loyal
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- Figure 44: Toilet paper brand purchasing habits, by age, November 2011
- Respondents in higher income brackets most likely to choose from a variety of preferred brands
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- Figure 45: Toilet paper brand purchasing habits, by household income, November 2011
- Respondents in the West most likely to buy store brands
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- Figure 46: Toilet paper brand purchasing habits, by region, November 2011
- Paper towels
- Women more likely to have preferred brands of paper towels
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- Figure 47: Paper towel brand purchasing habits, by gender, November 2011
- Consumers aged 65+ most likely to buy name brand paper towels
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- Figure 48: Paper towel brand purchasing habits, by age, November 2011
- Middle-income respondents interested in brand name paper towels, but not one specific brand
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- Figure 49: Paper towel brand purchasing habits, by household income, November 2011
- Facial tissue
- Respondents aged 45-54 least likely to buy same brand of facial tissue
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- Figure 50: Facial tissue brand purchasing habits, by age, November 2011
- Likelihood of buying store brand facial tissue inversely proportionate to income level
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- Figure 51: Facial tissue brand purchasing habits, by household income, November 2011
- Midwestern respondents interested in same name brand of facial tissue
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- Figure 52: Facial tissue brand purchasing habits, by region, November 2011
- Paper napkins
- Those 65+ stick with the same name brand
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- Figure 53: Paper napkin brand purchasing habits, by age, November 2011
- Across income levels, about one fifth always buy store brand napkins
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- Figure 54: Paper napkin brand purchasing habits, by household income, November 2011
- Moist towelettes
- Respondents aged 55-64 interested in name brand moist towelettes
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- Figure 55: Moist towelettes brand purchasing habits, by age, November 2011
- Those earning $75K+ most interested in brand name moist towelettes
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- Figure 56: Moist towelettes brand purchasing habits, by household income, November 2011
- Midwest respondents loyal to moist towelette brand names
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- Figure 57: Moist towelettes brand purchasing habits, by region, November 2011
Shopping Habits
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- Key points
- Respondents interested in quality toilet paper and facial tissue, not napkins
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- Figure 58: Paper product use and shopping attitudes, by product type, November 2011
- Toilet paper
- Men more likely to ration toilet paper
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- Figure 59: Toilet paper use and shopping attitudes, by gender, November 2011
- Respondents aged 65+ least likely to buy cheap toilet paper
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- Figure 60: Toilet paper use and shopping attitudes, by age, November 2011
- For those earning more, quality is worth paying more
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- Figure 61: Toilet paper use and shopping attitudes, by household income, November 2011
- Paper towels
- Respondents aged 18-34 unsure about which brands offer the best value
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- Figure 62: Paper towel use and shopping attitudes, by age, November 2011
- Respondents earning more, likely to pay more
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- Figure 63: Paper towel use and shopping attitudes, by household income, November 2011
- Facial tissue
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- Figure 64: Facial tissue use and shopping attitudes, by gender, November 2011
- Quality of facial tissue important, especially for consumers aged 25-34
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- Figure 65: Facial tissue use and shopping attitudes, by age, November 2011
- Those earning $75K-99.9K seek quality in facial tissue
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- Figure 66: Facial tissue use and shopping attitudes, by household income, November 2011
- Paper napkins
- Men looking for value in paper napkins
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- Figure 67: Paper napkin use and shopping attitudes, by gender, November 2011
- Respondents aged 25-34 interested in quality and price of paper napkins
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- Figure 68: Paper napkin use and shopping attitudes, by age, November 2011
- Inexpensive paper napkins likely to be well received
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- Figure 69: Paper napkin use and shopping attitudes, by household income, November 2011
- Midwestern respondents most interested in low-cost paper napkins
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- Figure 70: Paper napkin use and shopping attitudes, by region, November 2011
Important Attributes
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- Key points
- Toilet paper
- Men highly concerned with strength of toilet paper
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- Figure 71: Most important qualities to toilet paper selection, by gender, November 2011
- Respondents aged 55-64 looking for effectiveness in their toilet paper
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- Figure 72: Most important qualities to toilet paper selection, by age, November 2011
- Respondents earning $100K-149.9K looking for softness in toilet paper
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- Figure 73: Most important qualities to toilet paper selection, by household income, November 2011
- Strength and price important to Midwestern consumers when buying toilet paper
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- Figure 74: Most important qualities to toilet paper selection, by region, November 2011
- Paper towels
- Women put more stress on top qualities than men
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- Figure 75: Most important qualities to paper towel selection, by gender, November 2011
- Strength and brands important to respondents aged 65+ when buying paper towels
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- Figure 76: Most important qualities to paper towel selection, by age, November 2011
- Those earning $100K+ pay attention to quality and features
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- Figure 77: Most important qualities to paper towel selection, by household income, November 2011
- Facial tissue
- Softness most important feature
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- Figure 78: Most important qualities to facial tissue selection, by gender, November 2011
- Consumers aged 45+ put higher emphasis on most facial tissue attributes
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- Figure 79: Most important qualities to facial tissue selection, by age, November 2011
- Middle-income respondents looking for strength
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- Figure 80: Most important qualities to facial tissue selection, by household income, November 2011
Attitudes toward Eco-Friendly Household Paper Products
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- Key points
- Women interested in environmentally friendly products
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- Figure 81: Attitudes toward eco-friendly household paper products, by gender, November 2011
- Respondents aged 25-34 interested in recycled paper products
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- Figure 82: Attitudes toward eco-friendly household paper products, by age, November 2011
- Respondents earning $75K-99.9K interested in eco-friendly products
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- Figure 83: Attitudes toward eco-friendly household paper products, by household income, November 2011
- West interested in trying paper products made from recycled materials
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- Figure 84: Attitudes toward eco-friendly household paper products, by region, November 2011
Race and Hispanic Origin
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- Key points
- Black and Hispanic respondents least likely to use facial tissue
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- Figure 85: Paper product usage, by race/Hispanic origin, November 2011
- Hispanics most unsure about which brand provides best value
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- Figure 86: Toilet paper and paper towel use and shopping attitudes, by race/Hispanic origin, November 2011
- Hispanics interested in high quality napkins
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- Figure 87: Paper napkin use and shopping attitudes, by race/Hispanic origin, November 2011
- Asian/Pacific Islanders put importance on price of paper towels
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- Figure 88: Most important qualities to paper towel selection, by race/Hispanic origin, November 2011
- Asian/Pacific Islanders highly interested in eco-friendly products
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- Figure 89: Attitudes toward eco-friendly household paper products, by race/Hispanic origin, November 2011
Custom Consumer Groups
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- Key points
- Parents with young children least likely to use facial tissue, most likely to use moist towelettes
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- Figure 90: Paper product usage, by parental status, November 2011
- Parents with children under age 5 concerned about price of toilet paper
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- Figure 91: Most important qualities to toilet paper selection, by parental status, November 2011
- Parents with children under age 11 are looking for brands they trust
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- Figure 92: Most important qualities to facial tissue selection, by parental status, November 2011
- Respondents who are not a parent more likely to spend more for quality paper towels
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- Figure 93: Paper towel use and shopping attitudes, by parental status, November 2011
- Parents less interested in paying more for quality napkins
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- Figure 94: Paper napkin use and shopping attitudes, by parental status, November 2011
Key Household Purchase Measures—SymphonyIRI Builders Panel Data
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- Toilet tissue
- Consumer insights on key purchase measures
- Brand map
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- Figure 95: Brand map, selected brands of toilet tissue, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 96: Key purchase measures for the top brands of toilet tissue, by household penetration, 52 weeks ending June 26, 2011
- Paper napkins
- Consumer insights on key purchase measures
- Brand map
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- Figure 97: Brand map, selected brands of paper napkins, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 98: Key purchase measures for the top brands of paper napkins, by household penetration, 52 weeks ending June 26, 2011
- Facial tissue
- Consumer insights on key purchase measures
- Brand map
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- Figure 99: Brand map, selected brands of facial tissue, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 100: Key purchase measures for the top brands of facial tissue, by household penetration, 52 weeks ending June 26, 2011
- Paper towels
- Consumer insights on key purchase measures
- Brand map
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- Figure 101: Brand map, selected brands of paper towels, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 102: Key purchase measures for the top brands of paper towels, by household penetration, 52 weeks ending June 26, 2011
Appendix: Other Useful Consumer Tables
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- Figure 103: Toilet paper brand purchasing habits, by gender, November 2011
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- Figure 104: Paper napkin brand purchasing habits, by gender, November 2011
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- Figure 105: Moist towelettes brand purchasing habits, by gender, November 2011
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- Figure 106: Toilet paper use and shopping attitudes, by region, November 2011
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- Figure 107: Paper towel use and shopping attitudes, by region, November 2011
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- Figure 108: Facial tissue use and shopping attitudes, by region, November 2011
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- Figure 109: Kinds of facial tissue used, April 2010-June 2011
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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