What you need to know
The household paper products market is expected to have experienced limited growth in 2018, rising by 0.5% to £1.72 billion, largely due to the performance of the toilet paper and kitchen roll segments. The toilet paper market is likely to be the main area of continued growth, helped by the greater focus from consumers on quality.
While there are opportunities for continued growth within the kitchen roll segment, with consumers likely to increase their repertoire of usage occasions and more interested in new innovation, shoppers still tend to be more inclined to focus on price in this area. Brands targeting the cleaning occasion more specifically may be able to encourage more spend from shoppers.
Products covered in this Report
The UK household paper products market comprises three basic product types:
Toilet tissue
Kitchen towels
Facial tissues.
Moistened or scent-impregnated varieties of toilet and facial tissues are included, as are recycled versions of all three varieties.
Paper napkins/serviettes are not included in market sizes but are included under new product launches (Mintel GNPD) and consumer research on household paper products.
