Table of Contents
Executive Summary
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- Value sales continue to decline
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- Figure 1: Best- and worst-case forecast of UK retail value sales of household paper products*, 2010-20
- Launch activity continues to fall
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- Figure 2: New product launches in the UK household paper products market*, by sub-category, 2012-15
- Usage of non-essential paper products falls
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- Figure 3: Usage of household paper products in the last month, 2014 and 2015
- Opportunities for innovation
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- Figure 4: Consumer interest in new features and benefits for household paper products, October 2015
- Raising the standards of recycled paper
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- Figure 5: Attitudes and behaviours towards household paper products, October 2015
- What we think
Issues and Insights
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- The impact of the expanding discount market
- The facts
- The implications
- Engaging consumers with environmental claims
- The facts
- The implications
- Lack of innovation undermines sales growth
- The facts
- The implications
The Market – What You Need to Know
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- A market in decline
- Sales of toilet tissue fall …
- … whilst colds and flu boost facial tissues
- Population and household growth
Market Size and Forecast
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- Value sales continue to decline …
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- Figure 6: UK retail value sales and forecast of household paper products*, at current and constant prices, 2010-20
- … but the future looks more positive
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- Figure 7: Best- and worst-case forecast of UK retail value sales of household paper products*, 2010-20
Segment Performance
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- Competitive pricing impacts value sales of toilet tissue and kitchen towels
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- Figure 8: UK retail sales of household paper products*, by segment, 2013-15
- Moist toilet paper has potential to counter declining segment sales
- A bumper cold and flu season boosts sales of facial tissue
Channels to Market
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- Grocery discounters expand their influence
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- Figure 9: Retail value sales of household paper products*, by outlet type, 2013-15
- Amazon represents a burgeoning threat
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- Figure 10: Amazon Subscribe & Save, January 2016
Market Drivers
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- Ageing population drives growth prospects
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- Figure 11: Trends in the age structure of the UK population, 2010-20
- Growth in number of households
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- Figure 12: UK households, by size, 2010-20
- Fatbergs clog the drains and the headlines
- Increase in cold and flu experience
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- Figure 13: Cold and flu ailments experienced in the last 12 months, February 2015
- Discount sector continues to grow
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- Figure 14: Aldi Stores Ltd (UK & Ireland) and Lidl (UK) outlet data, 2011-15
Key Players – What You Need to Know
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- Kimberly-Clark dominates the category
- Thirst Pockets hand over share to Plenty and Regina
- Recorded advertising spend falls faster than NPD
- True innovation is on the wane
Market Share
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- Kimberly-Clark brands dominate the category
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- Figure 15: Brand shares in value sales of toilet tissue, years ending October, 2014 and 2015
- Regina and Plenty increase share of sales
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- Figure 16: Brand shares in value sales of kitchen towels, years ending October, 2014 and 2015
- Value sales of own-brand facial tissue boost the segment
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- Figure 17: Brand shares in value sales of facial tissues, years ending October, 2014 and 2015
Brand Communication and Promotion
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- Adspend falls faster than NPD
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- Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products*, by segment, 2012-15
- SCA Hygiene and Kimberly-Clark dominate advertising spend
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- Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products*, by top advertisers for 2015, 2012-15
- Aldi’s advertising investment boosts own-label sales
- SCA Hygiene drives spend on TV advertising
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- Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products*, by media type, 2012-15
Launch Activity and Innovation
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- Launch activity continues to fall
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- Figure 21: New product launches in the UK household paper products market*, by sub-category, 2012-15
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- Figure 22: Product launches within the UK household paper products market*, by subcategory, % share by launch type, 2014-15
- Figure 23: Examples of toilet tissue/kitchen towel repackaging (larger pack sizes), 2015
- Own-label gains momentum
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- Figure 24: New product launches in the household paper products market*, % share by own-label/branded, 2014-15
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- Figure 25: Examples of own-label wet toilet tissue launches, 2015
- Figure 26: New product launches in the household paper products market*, % share by ultimate parent company (top 10 and other), 2015
- Claims continue to focus on environmental impact
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- Figure 27: Fastest growing product positioning claims in the UK household paper products market*, 2014-15
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- Figure 28: Examples of kitchen towel launches featuring claims relating to time/speed, 2015
- Brands look to expand into other categories
The Consumer – What You Need to Know
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- Usage of non-essential paper products falls
- Driving usage of moist toilet tissue
- Branded vs own-label
- Capitalising on the healthy eating trend
- Taking inspiration from the complementary and alternative medicine market
- Raising the standards of recycled paper
Usage and Buying of Household Paper Products
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- Usage of non-essential paper products falls
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- Figure 29: Usage of household paper products in the last month, 2014 and 2015
- Driving usage of moist toilet tissue
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- Figure 30: Usage of moist toilet tissue in the last month, 2014 and 2015
- Purchasing paper products
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- Figure 31: Purchasing of household paper products in the last six months, by gender, October 2015
Factors Considered when Buying Paper Products
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- Softness leads considerations when choosing toilet tissue
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- Figure 32: Factors considered important when choosing which toilet tissue to buy, October 2015
- Raising the environmental issue
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- Figure 33: Factors considered important when choosing which kitchen roll to buy, October 2015
- Infusing facial tissues with nut oils
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- Figure 34: Factors considered important when choosing which boxed facial tissues to buy, October 2015
Buying Decisions
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- Price vs quality
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- Figure 35: Quality vs price when buying household paper products, October 2015
- Branded vs own-label
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- Figure 36: Branded vs own-label when buying household paper products, October 2015
- In-store vs online
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- Figure 37: Buying household paper products in-store vs online, October 2015
- Brand loyalty vs shopping around
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- Figure 38: Level of brand loyalty when buying household paper products, October 2015
Interest in Features and Benefits
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- Capitalising on the healthy eating trend
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- Figure 39: Consumer interest in new features and benefits for household paper products, October 2015
- Taking inspiration from the complementary and alternative medicine market
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- Figure 40: Examples of facial tissues launches imbued with oils, 2015
- Powered up kitchen rolls
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- Figure 41: Interest in kitchen roll infused with cleaner for bathroom and kitchen surfaces and kitchen roll infused with the cleaning power of a washing-up liquid, by age, October 2015
Attitudes and Behaviours
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- Raising the standards of recycled paper
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- Figure 42: Attitudes and behaviours towards paper products, October 2015
- Concerns over blockages hamper moistened toilet tissues market
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- Figure 43: Proportion of adults that agree “concerns about blockages would put me off using moistened toilet tissue”, by age, October 2015
- Tackling product substitution through innovation
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- Figure 44: Attitudes and behaviours towards household paper products, October 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
Appendix – The Market
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- Figure 45: UK retail value sales of toilet tissue, at current and constant prices, 2010-20
- Figure 46: UK retail value sales of kitchen towels, at current and constant prices, 2010-20
- Figure 47: UK retail value sales of facial tissues, at current and constant prices, 2010-20
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Appendix – Key Players
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- Figure 48: Recorded TV advertising expenditure on household paper products*, by top advertisers for 2015, 2012-15
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