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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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of household paper products, at current prices, 2007-17
- Market factors
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- Figure 2: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-13
- Market segmentation
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- Figure 3: Total U.S. retail sales of household paper products, by segment, at current prices, 2010 and 2012
- Retail channels
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- Figure 4: Total U.S. retail sales of household paper products, by channel, at current prices, 2007-12
- Leading companies
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- Figure 5: MULO share of household paper products, by leading companies, 2011 and 2012
- The consumer
- Household incidence slips for facial tissues, paper napkins
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- Figure 6: Household paper incidence, by product type, 2007 and 2012
- Value is key overall, but shopping dynamics vary from segment to segment
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- Figure 7: Paper product shopping behaviors, by product type, November 2012
- Attitudes toward toilet paper
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- Figure 8: Attitudes toward toilet paper, agree, November 2012
- Attitudes toward paper towels
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- Figure 9: Attitudes toward paper towels, agree, November 2012
- Attitudes toward facial tissue
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- Figure 10: Attitudes toward facial tissues, agree, by gender and age, November 2012
- Interest in paper product features
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- Figure 11: Interest in paper product features, any interested, November 2012
- What we think
Issues in the Market
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- How big a factor is environmental friendliness to consumers in the household paper products market?
- What challenges and opportunities do the Millennials represent for the household paper market?
- How should manufacturers respond to declining sales in the category’s smaller segments?
Insights and Opportunities
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- Clean and healthy: promoting paper products for health and wellness
- Finding new homes, and uses, for paper products
- Less equals more: linking quality, economy, and eco-friendliness
Trend Applications
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- Trend: Premium and Indulgence
- Trend: Mood to Order
- 2015 trend: Brand Intervention
Market Size and Forecast
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- Key points
- Gains driven by biggest segments
- Less is becoming more
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- Figure 12: Total U.S. retail sales and forecast of household paper products, at current prices, 2007-17
- Figure 13: Total U.S. retail sales and forecast of household paper products, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 14: Total U.S. retail sales and fan chart forecast of household paper products, at current prices, 2007-17
Market Drivers
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- Household income stabilizes, but remains weak
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- Figure 15: Median household income, in inflation-adjusted dollars, 2001-11
- Consumer confidence rising but still fragile
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- Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
- Households with kids declining
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- Figure 17: Households, by presence of children, 2002-12
Competitive Context
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- Competition from within
- Paper towels versus cloth
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- Figure 18: Attitudes toward paper towels versus cloth, November 2012
- Sponges experience steady but modest sales growth
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- Figure 19: Total U.S. retail sales of sponges and scouring pads, at current prices, 2007-17
- Disposable wipes compete with paper towels for quick, easy cleanups
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- Figure 20: Total U.S. retail sales of cleaning cloths/wipes, at current prices, 2007-17
Segment Performance
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- Key points
- Toilet tissue, paper towels category’s largest, most resilient segments
- Smaller segments experience declines, suffer from nonessential status
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- Figure 21: Total U.S. retail sales of household paper products, by segment, at current prices, 2010 and 2012
Segment Performance—Toilet Tissue
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- Key points
- Toilet tissue posts solid sales growth
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- Figure 22: Total U.S. retail sales and forecast of toilet tissue, at current prices, 2007-17
Segment Performance—Paper Towels
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- Key points
- Slow but steady gains for a versatile segment
- Bounty, segment leader, emphasizes quality over quantity
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- Figure 23: Total U.S. retail sales and forecast of paper towels, at current prices, 2007-17
Segment Performance—Facial Tissue
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- Key points
- Sales decline in increasingly discretionary segment
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- Figure 24: Total U.S. retail sales and forecast of facial tissue, at current prices, 2007-17
Segment Performance—Paper Napkins
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- Key points
- Declining sales suggest some consumers forgoing the segment altogether
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- Figure 25: Total U.S. retail sales and forecast of paper napkins, at current prices, 2007-17
Segment Performance—Hand/Face Moist Towelettes
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- Key points
- Segment sales stabilize with help of small competitor
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- Figure 26: Total U.S. retail sales and forecast of hand/face moist towelettes, at current prices, 2007-17
Retail Channels
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- Key points
- Channel trends point value focus among shoppers
- Strategic channel strengths still play a role
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- Figure 27: Total U.S. retail sales of household paper products, by channel, at current prices, 2010-12
- Figure 28: Total U.S. retail sales of household paper products, by channel, at current prices, 2007-12
Leading Companies
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- Key points
- P&G’s leadership built on premium brands
- Georgia-Pacific and Kimberly-Clark offer broader ranges
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- Figure 29: MULO sales and share of household paper products, by leading companies, 2011 and 2012
Brand Share—Toilet Tissue
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- Key points
- Charmin Basic gets squeezed
- Georgia-Pacific holds on to company lead
- Private label continues to gain
- Manufacturer sales of toilet tissue
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- Figure 30: MULO sales and share of toilet tissue, by leading companies and brands, 2011 and 2012
Brand Share—Paper Towels
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- Key points
- P&G’s Bounty maintains leadership but loses share
- Bounty ups the ante on durability with DuraTowel
- Manufacturer sales of paper towels
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- Figure 31: MULO sales and share of paper towels, by leading companies and brands, 2011 and 2012
Brand Share—Facial Tissue
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- Key points
- Sensory products advance as Kleenex maintains leadership
- Puffs sees share slip after Basic launch
- Store brands continue to gain ground as quality improves
- Manufacturer sales of facial tissue
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- Figure 32: MULO sales and share of facial tissue, by leading companies and brands, 2011 and 2012
Brand Share—Paper Napkins
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- Key points
- Private label maintains hold on paper napkins
- Top name brands make small gains
- Manufacturer sales of paper napkins
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- Figure 33: MULO sales and share of paper napkins, by leading companies and brands, 2011 and 2012
Brand Share—Moist Towelettes
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- Key points
- Wet Ones and private label dominate small segment
- Opportunity for smaller, more focused competitors
- Manufacturer sales of moist towelettes
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- Figure 34: MULO sales and share of moist towelettes, by leading companies and brands, 2011 and 2012
Innovations and Innovators
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- New applications
- Napkins to go
- Strength and durability
- Store brand upgrades
- Environmentally friendly
Marketing Strategies
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- Overview
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- Figure 35: Measured-media advertising spending of select household paper product brands, 2010 and 2011
- Interplay between softness and strength sets the tone
- Charmin Ultra Strong
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- Figure 36: Charmin Ultra Strong “Clean Underwear” TV ad, 2012
- Charmin Ultra Soft
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- Figure 37: Charmin Ultra Soft “Ah, This is Soft” TV ad, 2012
- Carving out space between dishcloths and bargain brands
- Cleaner than a dishcloth
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- Figure 38: Bounty DuraTowel “Ditch Your Dishcloth” TV ad, 2012
- Providing superior value versus bargain brands
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- Figure 39: Bounty “The Bargain” TV ad, 2012
- Package the emotional payoff of the brand
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- Figure 40: Kleenex “Gift of Care” TV ad, 2012
- Recast facial tissue as a personal beauty care product
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- Figure 41: Puffs “Everything Your Face Has to Face” TV ad, 2012
Social Media
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- Key points
- Overview
- Key social media metrics
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- Figure 42: Key brand metrics, selected household paper brands, January 2013
- Market overview
- Brand usage and awareness
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- Figure 43: Usage and awareness of selected household paper brands, November 2012
- Interaction with brands
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- Figure 44: Interaction with selected household paper brands, November 2012
- Online conversations
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- Figure 45: Percentage of consumer conversation by selected household paper brands, December 22, 2012-January 21, 2013
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- Figure 46: Online mentions, selected household paper brands, percent of total daily mentions, by day, December 22, 2012-January 21, 2013
- Where are people talking about household paper brands?
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- Figure 47: Mentions by page type, selected household paper brands, December 22, 2012-January 21, 2013
- What are people talking about?
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- Figure 48: Mentions by type of conversation, selected household paper brands, December 22, 2012- January 21, 2013
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- Figure 49: Major areas of discussion surrounding household paper brands, percent of daily mentions, by day, December 22, 2012-January 21, 2013
- Figure 50: Major areas of discussion surrounding household paper brands, by page type, December 22, 2012-January 21, 2013
- Brand analysis
- Kleenex
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- Figure 51: Kleenex key social media metrics, January 2013
- Key online campaigns
- What we think
- Charmin
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- Figure 52: Charmin key social media metrics, January 2013
- Key online campaigns
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- Figure 53: Selected Charmin twitter mentions, August 3, 2012
- What we think
- Bounty
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- Figure 54: Bounty key social media metrics, January 2013
- Key online campaigns
- What we think
- Scott
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- Figure 55: Scott key social media metrics, January 2013
- Key online campaigns
- What we think
- Puffs
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- Figure 56: Puffs key social media metrics, January 2013
- Key online campaigns
- What we think
- Brawny
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- Figure 57: Brawny key social media metrics, January 2013
- Key online campaigns
- What we think
Usage of Household Paper Products
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- Key points
- Household incidence slips for facial tissues, paper napkins
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- Figure 58: Household paper incidence, by product type, 2007 and 2012
- Younger adults less likely to use facial tissue, paper napkins
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- Figure 59: Household paper incidence, by product type, by age, August 2011-August 2012
- Facial tissue and paper napkin usage increases with income
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- Figure 60: Household paper incidence, by product type, by household income, August 2011-August 2012
- Larger households less likely to use some paper products…
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- Figure 61: Household paper incidence, by product type, by household size, August 2011-August 2012
- …but those that do tend to use more
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- Figure 62: Household paper incidence, by product type, by household size, August 2011-August 2012
Purchasing Responsibility for Paper Products
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- Key points
- Women 35+ likely to take primary responsibility for household purchases
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- Figure 63: Purchasing responsibility for paper products, by gender and age, November 2012
Paper Product Shopping Behaviors
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- Value is key overall, but shopping dynamics vary from segment to segment
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- Figure 64: Paper product shopping behaviors, by product type, November 2012
Attitudes Toward Toilet Paper
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- Key points
- For some, higher quality equates to better value
- Flushable wipes have room to grow
- Despite interest, little consumer action on eco-friendly toilet paper
- Younger consumers more likely to be interested in value-added products
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- Figure 65: Attitudes toward toilet paper, by gender and age, November 2012
Attitudes Toward Paper Towels
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- Key points
- Paper towels versus kitchen towels
- Money savings more important than eco-friendliness in limiting use
- Stronger a better value
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- Figure 66: Attitudes toward paper towels, by gender and age, November 2012
Attitudes Toward Facial Tissues
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- Key points
- Young adults less likely to treat facial tissue as an everyday staple
- Added-value features appealing to young purchasers
- Environmental friendliness not top of mind in facial tissues
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- Figure 67: Attitudes toward facial tissues, by gender and age, November 2012
Interest in Paper Product Features
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- Key points
- Interest in health-focused paper products
- Other concepts of interest
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- Figure 68: Interest in paper product features, November 2012
- Young adults open to a wider variety of value-added paper products
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- Figure 69: Interest in paper product features, by gender and age, November 2012
Impact of Race and Hispanic Origin
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- Key points
- Universal usage of toilet paper and paper towels holds across groups
- Hispanic and black consumers are less likely than other groups use facial tissue
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- Figure 70: Household paper incidence, by product type, by race/Hispanic origin, August 2011-August 2012
- Hispanics less likely to buy name brands or see quality as worth more
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- Figure 71: Toilet paper shopping behaviors, by race/Hispanic origin, November 2012
- Figure 72: Paper towels shopping behaviors, by race/Hispanic origin, November 2012
- Hispanics more likely to buy facial tissues only when they have a cold
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- Figure 73: Attitudes toward facial tissues, by race/Hispanic origin, November 2012
- Blacks, Hispanics, and Asians show interest in value-added products
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- Figure 74: Interest in paper product features, by race/Hispanic origin, November 2012
IRI/Builders—Key Household Purchase Measures
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- Toilet tissue
- Consumer insights on key purchase measures
- Brand map
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- Figure 75: Brand map, selected brands of toilet tissue buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 76: Key purchase measures for the top brands of toilet tissue, by household penetration, 52 weeks ending June 24, 2012
- Paper towels
- Consumer insights on key purchase measures
- Brand map
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- Figure 77: Brand map, selected brands of paper towels buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 78: Key purchase measures for the top brands of paper towels, by household penetration, 52 weeks ending June 24, 2012
- Facial tissue
- Consumer insights on key purchase measures
- Brand map
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- Figure 79: Brand map, selected brands of facial tissue buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 80: Key purchase measures for the top brands of facial tissue, by household penetration, 52 weeks ending June 24, 2012
- Paper napkins
- Consumer insights on key purchase measures
- Brand map
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- Figure 81: Brand map, selected brands of paper napkins buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of paper napkins, by household penetration, 52 weeks ending June 24, 2012
Custom Consumer Groups
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- Households with young kids could be key target for all-family wipes
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- Figure 83: Attitudes toward paper towels, by parents with children and age, November 2012
- Parents of young kids especially conscious of paper towel usage
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- Figure 84: Attitudes toward paper towels, by parents with children and age, November 2012
- Parents of young kids likely to be interested in value-added facial tissues
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- Figure 85: Attitudes toward facial tissues, by parents with children and age, November 2012
Appendix – Other Useful Consumer Tables
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- Figure 86: Household purchase of paper products, by gender and age, November 2012
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- Figure 87: Household purchase of paper products, by household income, November 2012
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- Figure 88: Household purchase of paper products, by household size, November 2012
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- Figure 89: Purchasing responsibility for paper products, by household income, November 2012
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- Figure 90: Purchasing responsibility for paper products, by household size, November 2012
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- Figure 91: Toilet paper shopping behaviors, by gender and age, November 2012
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- Figure 92: Toilet paper shopping behaviors, by household income, November 2012
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- Figure 93: Toilet paper shopping behaviors, by household size, November 2012
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- Figure 94: Paper towels shopping behaviors, by gender and age, November 2012
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- Figure 95: Paper towels shopping behaviors, by household income, November 2012
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- Figure 96: Paper towels shopping behaviors, by household size, November 2012
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- Figure 97: Facial tissues shopping behaviors, by gender and age, November 2012
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- Figure 98: Facial tissues shopping behaviors, by household income, November 2012
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- Figure 99: Facial tissues shopping behaviors, by household size, November 2012
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- Figure 100: Paper napkins shopping behaviors, by gender and age, November 2012
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- Figure 101: Paper napkins shopping behaviors, by household income, November 2012
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- Figure 102: Paper napkins shopping behaviors, by household size, November 2012
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- Figure 103: Moist towelettes shopping behaviors, by gender and age, November 2012
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- Figure 104: Moist towelettes shopping behaviors, by household income, November 2012
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- Figure 105: Moist towelettes shopping behaviors, by household size, November 2012
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- Figure 106: Attitudes toward toilet paper, by household income, November 2012
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- Figure 107: Attitudes toward toilet paper, by household size, November 2012
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- Figure 108: Attitudes toward paper towels, by household income, November 2012
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- Figure 109: Attitudes toward paper towels, by household size, November 2012
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- Figure 110: Attitudes toward facial tissues, by household income, November 2012
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- Figure 111: Attitudes toward facial tissues, by household size, November 2012
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- Figure 112: Interest in paper product features, by household income, November 2012
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- Figure 113: Interest in paper product features, by household size, November 2012
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Appendix – Social Media
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- Brand usage or awareness
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- Figure 114: Brand usage or awareness, November 2012
- Figure 115: Charmin usage or awareness, by demographics, November 2012
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- Figure 116: Scott usage or awareness, by demographics, November 2012
- Figure 117: Kleenex usage or awareness, by demographics, November 2012
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- Figure 118: Puffs usage or awareness, by demographics, November 2012
- Figure 119: Bounty usage or awareness, by demographics, November 2012
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- Figure 120: Brawny usage or awareness, by demographics, November 2012
- Activities done
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- Figure 121: Activities done, November 2012
- Figure 122: Charmin—activities done, by demographics, November 2012
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- Figure 123: Scott—activities done, by demographics, November 2012
- Figure 124: Kleenex—activities done, by demographics, November 2012
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- Figure 125: Puffs—activities done, by demographics, November 2012
- Figure 126: Bounty—activities done, by demographics, November 2012
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- Figure 127: Brawny—activities done, by demographics, November 2012
- Online conversations
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- Figure 128: Percentage of consumer conversation by selected Household paper brands, December 22, 2012-January 21, 2013
- Figure 129: Online mentions, selected household paper brands, percent of total daily mentions, by day, December 22, 2012-January 21, 2013
- Figure 130: Mentions by page type, selected household paper brands, December 22, 2012-January 21, 2013
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- Figure 131: Mentions by type of conversation, selected household paper brands, December 22, 2012- January 21, 2013
- Figure 132: Major areas of discussion surrounding household paper brands, percent of daily mentions, by day, December 22, 2012-January 21, 2013
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- Figure 133: Major areas of discussion surrounding household paper brands, by page type, December 22, 2012-January 21, 2013
Appendix – Trade Associations
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