Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Executive Summary
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- Steady rise in income encourages premium sales
- Market for household paper products continues to expand
- Kitchen towels outperform other paper product sectors
- Manufacturer brands continue to dominate the market
- Advertising continues to make significant impact on sales
- Co-ops and convenience stores hold their own
- Usage levels
- The future
Market Drivers
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- Rises in PDI levels encourage trading up
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- Figure 1: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2007
- Pack sizes are becoming larger
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- Figure 2: Number of households, by household size, 1998-2003
- Shifts in population demographics have positive impact
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- Figure 3: Trends and projections in the UK population, by gender and age group, 1998-2007
- Socio-demographics may have a negative effect
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- Figure 4: Trends and projections in the UK population, by socio-economic status, 1998-2007
- Growing employment generates need for convenience
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- Figure 5: Workforce in employment in the UK, by gender and employment status, 1998-2007
- Seasonal complaints
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- Figure 6: Incidence of complaints, 1998-2003
- Advertising and promotional campaigns significantly boost sales
Market Size and Trends
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- Volume boost at expense of value
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- Figure 7: UK retail sales of household paper products, 1998-2003
- Greater product segmentation available
- Kitchen towels outperforming toilet and facial tissue
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- Figure 8: UK Retail sales of household paper products, by type, 1999, 2001 and 2003
Market Segmentation
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- Toilet tissue
- Little opportunity for further volume growth
- Sales boosted by advertising and promotion investment
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- Figure 9: UK retail sales of toilet tissue, 1998-2003
- Figure 10: UK estimated retail sales of toilet tissue, by category, 2003
- Kitchen towels
- Sales outperforming toilet and facial tissues
- Prices have been restrained
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- Figure 11: UK retail sales of kitchen towels, 1998-2003
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- Figure 12: Annual growth in UK retail volume and value sales of kitchen towels, 1999-2003
- Facial tissues
- Suffering from lack of product innovation
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- Figure 13: UK retail sales of facial tissues, 1998-2003
- Figure 14: UK estimated retail sales of facial tissues, by sector, 2003
The Supply Structure
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- Brand shares – toilet tissue
- Andrex holds on to top position
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- Figure 15: Leading brand shares within the toilet tissue sector, 2001 and 2003
- Own-label losing share
- New product development provides mixed results
- Kitchen towels
- Bounty boosted by advertising
- Premium brands and own-label driving sales
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- Figure 16: Leading brand shares within the kitchen towel sector, 2001 and 2003
- Facial tissues
- No real branded threat for Kleenex
- Lack of NPD holds sector back
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- Figure 17: Leading brand shares within the facial tissue sector, 2001 and 2003
- Company profiles
- Kimberly Clark Ltd
- SCA Hygiene Products (UK) Ltd
- Georgia Pacific GB Ltd
- Procter & Gamble
- Other companies
- Cosuma Ltd
- LPC (UK) Ltd
- Kruger
- Others
New Product Trends
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- January 2004
- November 2003
- October 2003
- May 2003
- April 2003
- March 2003
- January 2003
Advertising and Promotion
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- Above-the-line advertising
- Toilet tissues dominates spend on paper sector
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- Figure 18: Main monitored media advertising expenditure on household paper products, 1998-2003
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- Figure 19: Main monitored media advertising expenditure on household paper products, by brand, 2001 and 2002
- Kimberly Clark dominates expenditure
- Below the line
- Toilet tissue
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- Figure 20: Below-the-line promotional activity, July to October 2003
- Kitchen towels
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- Figure 21: Below-the-line promotions of branded kitchen towels, August-October 2003
- Facial tissues
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- Figure 22: Below-the-line promotions of branded and own-label facial tissues, August-October 2003
- Character merchandising
Distribution
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- Grocery multiples continue to gather strength
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- Figure 23: Retail distribution of household paper products, 1999-2003
- Toilet tissue
- Kitchen towels
- Facial tissues
The Consumer
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- Toilet tissue
- Slight shift towards light usage
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- Figure 24: Weight of usage of toilet tissue, 2002-03
- Usage peaks among family age groups
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- Figure 25: Weight of usage of toilet tissue, by gender, age and socio-economic status, 2003
- Presence of older children leads to heavier usage
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- Figure 26: Weight of use of toilet tissue, by lifestage, children’s age and Mintel's Special Groups, 2003
- Strong correlation with household size
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- Figure 27: Weight of use of toilet tissue, by marital status, working status, household size and region, 2003
- Facial tissues
- Reversal of downward trend apparent
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- Figure 28: Weight of usage of facial tissues, 1998-2003
- Usage peaks among the oldest age group
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- Figure 29: Weight of usage of facial tissues, by gender, age and socio-economic status, 2003
- Heavy usage highest among those with young children
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- Figure 30: Weight of use of facial tissues, by lifestage, children’s age and Mintel’s Special Groups, 2003
- Heavy usage peaks in large households
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- Figure 31: Weight of usage of facial tissues, by marital status, working status, household size and region, 2003
The Consumer – Typology and Lifestyle Classifications
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- Sought after features in paper products
- Softness far ahead of price
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- Figure 32: Features considered important when buying household paper products, November 2003
- Consumers say advertising has little effect on their choice
- Price is important to Ds
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- Figure 33: Features considered important when buying household paper products, by gender, age and socio-economic status, November 2003
- Families are a major influence
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- Figure 34: Features considered important when buying household paper products, by lifestage, children’s age and Mintel’s Special Groups, November 2003
- Bias towards married respondents for most responses
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- Figure 35: Features considered important when buying household paper products, by marital status, working status and household size, November 2003
- ACORN – a powerful differentiator
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- Figure 36: Features considered important when buying household paper products, by region and ACORN categories, November 2003
- Media usage gives guidance for ad campaigns
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- Figure 37: Features considered important when buying household paper products, by media usage, TV viewing and supermarket usage, November 2003
- Consumer typologies
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- Figure 38: Household paper products consumer typology groups, 2003
- Soft Buyers – 34%
- Quality Seekers – 29%
- Economy Purchasers – 25%
- Environmentally Friendly – 12%
- No difference by gender
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- Figure 39: Household paper products consumer typology groups, by gender, age and socio-economic status, November 2003
- Presence of children means budgetary constraints
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- Figure 40: Household paper products consumer typology groups, by lifestage, children’s age and Mintel’s Special Groups, November 2003
- Distinct regional bias for the Environmentally Friendly
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- Figure 41: Household paper products consumer typology groups, by region and ACORN categories, November 2003
- Soft Buyers could be receptive to TV advertising
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- Figure 42: Household paper products consumer typology groups, by media usage, commercial TV viewing and supermarkets used, November 2003
- PRIZM analysis
- Toilet paper
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- Figure 43: PRIZM analysis of toilet tissue brands, own-label versus brand leaders, by PRIZM cluster, 2003
- Facial tissue
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- Figure 44: PRIZM analysis of facial tissue brands, own-label versus brand leaders, by PRIZM cluster, 2003
The Future
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- Positive impact of PDI and consumer expenditure
- Population shifts may also be advantageous
- Kitchen towels set for fastest rate of growth
- Product differentiation is the way forward
- Advertising and promotional support remain vital
- Product innovation is a main way forward
Forecast
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- Trading up still growing the market, but at a slower pace
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- Figure 45: Forecast of the market for household paper products, 2003-07
- A challenge for toilet tissue manufacturers
- Product development for kitchen towels should ensure growth
- Facial tissue sales to remain static
- Input factors
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