Table of Contents
Introduction And Abbreviations
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- Introduction
- Other Relevant Reports
- Definition
- Abbreviations & Terms
- Abbreviations
- Terms
Executive Summary
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- A flattening market
- Demographic changes mixed
- Products range from necessity to nicety
- Three companies control most sales
- Supermarkets lead channel, mass merchandisers gaining
- The Consumer
- Used in every household
- Price drives purchase for some, convenience for others
- Future holds challenges, potential
Market Drivers
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- Population diversity
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- Figure 1: Number of U.S. households, by race/ethnicity, 1998-2008
- Presence of children
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- Figure 2: U.S. population projections, by age, 1998-2008
- Shrinking household size
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- Figure 3: Number of people per household, 1980-2000
- New product innovation
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- Figure 4: Number of new product introductions, 1998-2003
- Interest in home décor
Market Size & Trends
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- Figure 5: Total U.S. retail sales of paper products, at current and constant prices, 1998-2003
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- Graph 1: Trends in sales of household paper products, at current and constant prices, 1998-2003
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Market Segmentation
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- Overview
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- Figure 6: Sales of paper products, by type, 2001 and 2003
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- Graph 2: Sales of household paper products, by type, 2003
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- Graph 3: Trends in sales of household paper products, by type, 1998-2003
- Toilet tissue
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- Figure 7: Sales of toilet tissue, at current and constant prices, 1998-2003
- Paper towels
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- Figure 8: Sales of paper towels, at current and constant prices, 1998-2003
- Facial tissue
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- Figure 9: Sales of facial tissue, at current and constant prices, 1998-2003
- Paper napkins
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- Figure 10: Sales of napkins, at current and constant prices, 1998-2003
- Moist towelettes
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- Figure 11: Sales of moist towelettes, at current and constant prices, 1998-2003
Supply Structure
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- FDM SALES BY MANUFACTURER AND BRAND
- Toilet tissue
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- Figure 12: Sales of toilet tissue, by manufacturer and brand, 2001 and 2003
- Paper towels
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- Figure 13: Sales of paper towels, by manufacturer and brand, 2001 and 2003
- Facial tissue
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- Figure 14: Sales of facial tissue, by manufacturer and brand, 2001 and 2003
- Paper napkins
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- Figure 15: Sales of paper napkins, by manufacturer and brand, 2001 and 2003
- Moist towelettes
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- Figure 16: Sales of moist towelettes, by manufacturer and brand, 2001 and 2003
- Major manufacturers and brands
- Kimberly-Clark
- Procter & Gamble
- Georgia-Pacific
Advertising & Promotion
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- Introduction
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- Figure 17: Advertising and promotional expenditures by selected manufacturers, 2001 and 2002
- Major manufacturers and brands
- Procter & Gamble
- Kleenex
- Cottonelle
- Georgia-Pacific
- Quilted Northern
- Angel Soft
- Brawny
Retail Distribution
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- Overview
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- Figure 18: Retail sales of household paper products, by channel, 2001 and 2003
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- Graph 4: Sales of household paper products, by channel, 2003
- Supermarkets
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- Figure 19: Supermarket sales of household paper products, at current and constant prices, 1998-2003
- Supermarket operating data
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- Figure 20: Top supermarket operating statistics, latest fiscal year-end
- Figure 21: Percentage change from latest fiscal year-end versus year prior
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- Figure 22: Top supermarket quarterly statistics, Q3 2002 and Q3 2003
- Mass merchandisers and warehouse clubs
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- Figure 23: U.S. mass merchandiser and club store sales of paper products, at current and constant prices, 1998-2003
- Mass merchandiser operating data
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- Figure 24: Top mass merchandiser operating statistics, latest fiscal year-end
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- Figure 25: Percentage change from latest fiscal year-end versus year prior
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- Figure 26: Top mass merchandiser quarterly statistics, Q3 2002 and Q3 2003
- Drug stores
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- Figure 27: Drug store sales of household paper products, at current and constant prices, 1998-2003
- Drug store operating data
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- Figure 28: Top drug store operating statistics, latest fiscal year-end
- Figure 29: Percentage change from latest fiscal year-end versus year prior
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- Figure 30: Top drug store quarterly statistics, Q3 2002 and Q3 2003
The Consumer
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- Introduction
- Household use of paper products
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- Figure 31: Household use of paper products, June 2002-May 2003
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- Figure 32: Household use of paper products, by race/ethnicity, June 2002-May 2003
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- Figure 33: Household use of paper products, by age of head of household, June 2002-May 2003
- Brand loyalty
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- Figure 34: Sole brand and store brand usage of household paper products, by product type, June 2002-May 2003
- Toilet tissue
- Sole brand and store brand usage
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- Figure 35: Sole brand and store brand usage, toilet tissue, by race/ethnicity, June 2002-May 2003
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- Figure 36: Sole brand and store brand usage, toilet tissue, by household size, June 2002-May 2003
- Volume used
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- Figure 37: Number of toilet tissue rolls used per month, by household size, June 2002-May 2003
- Paper towels
- Sole brand and store brand usage
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- Figure 38: Sole brand and store brand usage, paper towels, by race/ethnicity, June 2002-May 2003
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- Figure 39: Sole brand and store brand usage, paper towels, by age of head of household, June 2002-May 2003
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- Figure 40: Sole brand and store brand usage, paper towels, by household size, June 2002-May 2003
- Volume used
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- Figure 41: Number of rolls of paper towels used per month, by race/ethnicity, June 2002-May 2003
- Types used
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- Figure 42: Types of paper towels used, by race/ethnicity, June 2002-May 2003
- Napkins
- Sole brand and store brand usage
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- Figure 43: Sole brand and store brand usage, napkins, by age of head of household, June 2002-May 2003
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- Figure 44: Sole brand and store brand usage, napkins, by household size, June 2002-May 2003
- Volume used
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- Figure 45: Number of packages of paper napkins used per month, by race/ethnicity, June 2002-May 2003
- Facial tissue
- Kinds used
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- Figure 46: Kinds of facial tissue used, by race/ethnicity, June 2002-May 2003
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- Figure 47: Kinds of facial tissue used, by household income, June 2002-May 2003
- Products bought in the past month
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- Figure 48: Types of household paper products bought in the last month, December 2003
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- Figure 49: Types of household paper products bought in the last month, by gender, December 2003
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- Figure 50: Types of household paper products bought in the last month, by age, December 2003
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- Figure 51: Types of household paper products bought in the last month, by household income, December 2003
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- Figure 52: Types of household paper products bought in the last month, by race, December 2003
- How household paper products are bought
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- Figure 53: How household paper products are bought, December 2003
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- Figure 54: How household paper products are bought, by gender, December 2003
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- Figure 55: How household paper products are bought, by age, December 2003
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- Figure 56: How household paper products are bought, by household income, December 2003
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- Figure 57: How household paper products are bought, by region, December 2003
- Where household paper products are bought
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- Figure 58: Where household paper products are bought, December 2003
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- Figure 59: Where household paper products are bought, by gender, December 2003
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- Figure 60: Where household paper products are bought, by age, December 2003
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- Figure 61: Where household paper products are bought, by household income, December 2003
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- Figure 62: Where household paper products are bought, by region, December 2003
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- Figure 63: Where household paper products are bought, by race, December 2003
- Summary of findings
- Near 100% penetration
- Brand loyalty varies
- Replacement cycle is ongoing
- Low price is nice, but doesn’t appeal to everyone
- Discount stores and supermarkets top spots for purchase
Future & Forecast
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- FUTURE TRENDS
- Possible shift towards value-added
- More growth for moist towelettes
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- Figure 64: U.S. population projections, by age, 2003-2008
- Greater population diversity
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- Figure 65: Number of U.S. households, by race/ethnicity, 2003-2008
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- Figure 66: Average household size, by race/ethnicity, 1998-2008
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- Graph 5: Average household size, by race/ethnicity, 1998-2008
- Increase in number of smaller households
- MARKET FORECAST
- Overview
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- Figure 67: Forecast of retail sales of household paper products, at current and constant prices, 2003-2008
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- Graph 6: Forecast trends in sales of household paper products, at current and constant prices, 2003-2008
- Toilet tissue
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- Figure 68: Forecast of retail sales of toilet tissue, at current and constant prices, 2003-2008
- Paper towels
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- Figure 69: Forecast of retail sales of paper towels, at current and constant prices, 2003-2008
- Facial tissues
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- Figure 70: Forecast of retail sales of facial tissue, at current and constant prices, 2003-2008
- Paper napkins
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- Figure 71: Forecast of retail sales of paper napkins, at current and constant prices, 2003-2008
- Moist towelettes
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- Figure 72: Forecast of retail sales of moist towelettes, at current and constant prices, 2003-2008
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Developments
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- CATEGORY REVIEW: TOILET, KITCHEN & FACIAL TISSUE
- Introduction
- Launch Activity
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- Figure 73: Number of new product introductions, 1998-2003
- Product Trends
- Added value developments
- Softness, absorbency & strength
- Impregnated lines give a premium edge
- A touch of scent
- Moist wipes
- Character merchandising & promotional activity
- Ever-changing pack/sheet size to cater for a changing market
- Recycled paper yet to make a real impact
- Seasonal implications
- Convenience
- Product Launches by Company/Brand
- Forecast/Predictions
- NEW PRODUCT BRIEFS
- Procter & Gamble: Charmin New Single Rolls Bathroom Tissue Packaging
- Target: Unscented White 2-Ply Facial Tissue
- Georgia-Pacific: Sparkle Scooby-Doo Limited Edition Napkins & Holder
- Publix: Publix Market Greenwise White Facial Tissue
- Procter & Gamble: Bounty Big Sheet Paper Towels
- Wal-Mart: White Cloud Multi-count Bathroom Tissue
- Weis Markets: Weis Quilted Ultra Absorbent Designer Towels
- BJ’s Wholesale Club: Berkley & Jensen Reformulated Ultra Soft Bathroom Tissue
- Procter & Gamble: Charmin Scents Wildflower Fresh Scent Toilet Paper
- Kroger: Kroger Lemon Scented Moist Towelettes
- Procter & Gamble: Charmin Ultra Aloe & E Lotion Free Bathroom Tissue
- Kimberly-Clark: Kleenes Cottonelle Fresh Rollwipes
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