Table of Contents
Executive Summary
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- The issues
- Slow pace of growth expected to continue
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- Figure 1: Total US sales and fan chart of household paper products, at current prices, 2010-20
- Budget-conscious consumers replacing discretionary products with staples
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- Figure 2: Household usage of paper products, by product type, 2010-15
- Consumers stock up, look for cost savings
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- Figure 3: Purchase behaviors, November 2015
- The opportunities
- Focus on younger consumers, who are more likely to purchase range of products
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- Figure 4: Purchased household paper products, by age, November 2015
- An opportunity for products highlighting environmental claims among Hispanics
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- Figure 5: Importance of environmental claims, by race and Hispanic origin, November 2015
- Interest in functional benefits may increase spend
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- Figure 6: Interested and willing to pay more for household paper product innovations, November 2015
- What it means
The Market – What You Need to Know
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- Household paper products market experiencing flat sales
- Market competing with reusable cloth alternatives
- Value-focused retail channels gain share
- Opportunities with growing population and men
Market Size and Forecast
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- Historic and projected sales performance of household paper products
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- Figure 7: Total US sales and fan chart forecast of household paper products market, at current prices, 2010-20
- Figure 8: Total US sales and forecast of household paper products market, at current prices, 2010-20
Market Breakdown
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- Household staples dominate category sales
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- Figure 9: Share of household paper products sales, by segment, 2015
- Moist products experience growth
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- Figure 10: Total US retail sales and forecast of household paper products, by segment, at current prices, 2010-20
Market Perspective
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- Reusable cloth alternatives could negatively impact segments
- Drug stores, supermarkets lose share to other retailers
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- Figure 11: Total US retail sales of household paper products, by channel, at current prices, 2013 and 2015
Market Factors
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- Women more likely to shop for paper products, but men hold opportunity
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- Figure 12: Household paper product purchased, by gender, November 2015
- Rising birth rate benefits category
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- Figure 13: Annual birth and fertility rate, 2004-14
- Increasing consumer confidence could boost market
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- Figure 14: Consumer Sentiment Index, January 2007-December 2015
Key Players – What You Need to Know
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- Private label appeals to budget-conscious consumers
- Moist products benefit
- Discretionary products struggle
- Premium paper towel successes open the door for other innovations
Manufacturer Sales of Household Paper Products
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- Private label outperforms stagnant leading brands
- Manufacturer sales of household paper products
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- Figure 15: MULO sales of household paper products, by leading companies, rolling 52 weeks 2014 and 2015
Brand Perceptions
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- Opportunities to leverage brand strengths, address weaknesses
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- Figure 16: Correspondence analysis – Brand perceptions, November 2015
- Figure 17: Brand perceptions, November 2015
What’s Working?
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- Private label outgains branded products
- Moist products capitalize on quick, easy cleanup
- Themes of compassion and strength resonate with consumers
- Select-a-size options appeal to consumers
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- Figure 18: MULO sales of select paper towels, 52-weeks ending Nov. 1, 2015
- Figure 19: MULO sales of paper towels, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s Struggling?
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- Discretionary products struggle to find their place
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- Figure 20: Interest and willing to pay more for select household paper product innovations, by age, November 2015
What’s Next?
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- Environmentally friendly alternative to flushable wipes
- Kleenex could gain with brand extension
- Repositioning premium line extensions
- Stimulate the senses: Touch and smell
The Consumer – What You Need to Know
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- Staple products gain while discretionary products struggle
- Younger adults, among others, purchase as needed
- Improved functionality, added benefits hold strong appeal
- Environmental concerns are not strong enough to alter habits
Household Paper Products Purchased
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- Staples heavily purchased, potentially replacing other paper products
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- Figure 21: Household use of toilet paper and facial tissue, July 2014-September 2015
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- Figure 22: Household usage of paper products, by product type, 2010-15
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- Figure 23: Household paper products purchased, November 2015
- Younger adults, parents find purpose for range of products
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- Figure 24: Bounty Who’s Training who ad
- Figure 25: Household paper products purchased, by age and Parental status, November 2015
- Hispanics purchase range of products
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- Figure 26: Household paper product purchases, by Hispanic origin, November 2015
Purchase Behaviors
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- Category shoppers are cost conscious but want quality
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- Figure 27: Purchase behaviors, November 2015
- Older adults more likely to stock up, younger adults purchase as needed
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- Figure 28: Top five purchase behaviors, by age, November 2015
- Women financially savvy, men present opportunity
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- Figure 29: Select purchase behaviors, by gender, November 2015
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- Figure 30: Select purchase behaviors, by race and Hispanic origin, November 2015
Purchase Factors
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- Product quality weighs on cost-driven consumers
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- Figure 31: Purchase motivators, by product type, November 2015
- The price isn’t always right for younger consumers
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- Figure 32: Select purchase motivators for toilet paper and facial tissues, by age, November 2015
- Environmentally friendly claims important among Hispanics
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- Figure 33: Importance of environmental friendly claims for household paper products, by Hispanic origin, November 2015
Interest and Willingness to Spend for Product Innovation
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- Added product functionality could command a premium
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- Figure 34: Interested and willing to pay more for household paper product formats and benefits, November 2015
- Men represent growth opportunity, interested and willing to pay more
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- Figure 35: Interested and willing to pay more for select formats and benefits, by gender, November 2015
- Hispanic, Black consumers interested in innovations
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- Figure 36: Any interest in select formats and benefits, by race and Hispanic origin, November 2015
- Parents look to simplify household tasks
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- Figure 37: Interested and willing to pay more for select household paper product formats and benefits, by parental status, November 2015
Attitudes toward Sustainable Household Paper Products
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- Financial motives and environmental concerns impact use
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- Figure 38: Attitudes towards household paper products, agree, November 2015
- Product transparency and education could win over young adults
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- Figure 39: Seventh Generation Unbleached 100% recycled paper towels
- Figure 40: Attitudes towards environmental claims, agree, by age, November 2015
- How can environmental products appeal to Hispanics and parents?
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- Figure 41: Attitudes toward sustainable claims, agree, by parental status and Hispanic origin, November 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 42: Total US sales and forecast of household paper products market, at inflation-adjusted prices, 2010-20
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Appendix – Key Players
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- Figure 43: MULO sales of toilet tissue, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 44: MULO sales of paper towels, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 45: MULO sales of facial tissue, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 46: MULO sales of paper napkins, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 47: MULO sales of moist towelettes for the hand/face, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 48: MULO sales of flushable wet wipes, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Appendix – The Consumer
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- Correspondence analysis methodology
- Product usage
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- Figure 49: Household use of paper towels, July 2014-September 2015
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- Figure 50: Household use of paper napkins, July 2014-September 2015
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