UK Household Paper Products Market Report 2023
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Discover the latest trends in the UK household paper products industry with Mintel’s comprehensive market report. Our UK household paper products market report includes expert analysis on market size, market segmentation, and future trends in the industry. Read on to discover more about our insights.
The usage of household paper products is down. Due to the rising cost-of-living crisis, 26% of consumers have reduced their overall usage of kitchen rolls in the last six months of 2022. Moreover, 16% reduced their usage of toilet paper in the same period.
Despite consumers embracing savvier purchasing and consumption behaviours, the UK household paper products market size increased in 2022, by 3.4%. But the adoption of value-orientated consumption and shopping behaviours are limiting the growth within the category.
Now more than ever, value is seen as a priority, and low prices are catching consumers’ attention. However, Mintel’s toilet paper market analysis found that the sensations and feelings experienced when using products also influenced purchasing behaviour.
Even in moments of reduced budgets, household paper brands can stimulate spend and justify higher price points by offering a unique usage experience. Putting pleasant sensations created by product usage under the spotlight has the potential not only to help brands stand out from rivals but also differentiate their offering from own-label options more effectively.
Read on to discover more about our Household Paper Products Market Report 2023, read our Sustainability in Household Care Market Report, or take a look at our other House and Home Market Research.
Products: Toilet Paper, Kitchen Roll, Facial Tissues.
Brands: Andrex, Cushelle, Velvet, Petal, Nicky, Breeze, Plenty, Regina, Mega, Kleenex, Softy, The Cheeky Panda.
This report, written by Emilia Tognacchini, a leading analyst in the household care industry, delivers in-depth commentary and analysis to highlight current trends in the UK household paper products market and add expert context to the numbers.
Inflationary pressures and squeezed household incomes are leading consumers from all financial situations to use household paper products in greater moderation and switch towards lower-priced options. This makes it vital for brands to address demand for value and invest in campaigns designed to promote brand loyalty. New product launches with secondary health or anti-clogging benefits, introduction of eco-friendly claims with a functional aim, and initiatives focused on the sensorial experienced offered by household paper products will help brands stand out and stimulate spend effectively.
Emilia Tognacchini
Principal Household Care and Brand Analyst
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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.