Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Maximising profits from the growing number of bathrooms
- Developing the role as home furnishings
- Developing secondary usage
- Developing aloe vera as a brand for children
- Dashboard dining is a growing trend
- New furniture solutions
- Levering cold and flu remedy brand identities
Executive Summary
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- More bathrooms, more households
- Higher levels of consumption
- Kitchen towels are star performer
- Good and bad news for brands
- Technology-driven launches
- Above-the-line spend falling
- The rise of the multiples
- Facial tissue usage
- People more important than bathrooms
- Future potential
Market Drivers
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- Shopping lists
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- Figure 1: PDI and consumer expenditure, 2000-05
- PDI driving NPD
- Usage levels
- An ageing population
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- Figure 2: UK Population age breakdown, 2000 and 2005
- More homes to supply…
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- Figure 3: Household stock, 2000-05
- …but fewer people in each house
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- Figure 4: Housing stock by household size, 2000 and 2005
- More bathrooms
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- Figure 5: Percentage of households with 1, 2 or 3 or more bathrooms, 2001-05
- Home designers
- Changing living and eating habits
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- Figure 6: Agreement with selected lifestyle statements, 2001-05
- The own-label threat
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- Figure 7: Agreement with selected lifestyle statements, 2001-05
- ‘Me-too’ products
- Incidence of complaints
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- Figure 8: Incidence of complaints in the last 12 months, 2001-05
- Flu declining
- Hayfever rising
- The green issue
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- Figure 9: Agreement with lifestyle statements about environmental issues, 2001-05
Market Size
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- Figure 10: UK retail sales of household paper products, 2000-05
- Volume growth over and above value
- A note of caution
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- Figure 11: UK retail sales of household paper products, by type, 2001, 2003 and 2005
- Kitchen towels underpinning the market
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Market Segmentation
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- More toilet rolls sold
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- Figure 12: UK retail sales of toilet tissue, 2000-05
- But market value slipping
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- Figure 13: UK estimated retail sales of toilet tissue, by category, by value, 2003 and 2005
- Sub-sectors stable
- Recycled/economy remain small
- Kitchen towels
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- Figure 14: UK retail sales of kitchen towels, 2000-05
- Value keeping up with volume
- Developing a premium sector
- Facial tissues
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- Figure 15: UK retail sales of facial tissues, 2000-05
- Decline in standard section
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- Figure 16: UK estimated retail sales of facial tissues, by sector, by value, 2003 and 2005
The Supply Structure
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- Brand shares – toilet tissue
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- Figure 17: Leading brand shares within the toilet tissue sector, 2003 and 2005
- Puppy power
- But other brands declining
- Velvet re-branding
- Kitchen towels
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- Figure 18: Leading brand shares within the kitchen towel sector, 2003 and 2005
- Own-label dominates
- Facial tissues
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- Figure 19: Leading brand shares within the facial tissue sector, 2003 and 2005
- Kleenex losing share
- The impact of own-label pricing
- Companies and brands
- Kimberly Clark Ltd
- SCA Hygiene Products (UK) Ltd
- Georgia Pacific GB Ltd
- Procter & Gamble
- Other companies
- LPC (UK) Ltd
- Kruger
- Others
New Product Development
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- Introduction
- Technology-driven launches
- Retailers tracking the brands
- Blurring product usage
- Character merchandising
- Bringing prices down
- Packaging
- Forecast
Advertising and Promotion
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- Significant cutbacks
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- Figure 20: Main monitored media advertising expenditure on household paper products, 2000-05
- Falls in advertising-to-sales ratio
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- Figure 21: Main monitored media advertising expenditure on household paper products, 2000-05
- A varied picture
- Spend on facial tissues has collapsed
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- Figure 22: Main monitored media advertising expenditure on household paper products, 2004
- TV dominates
- Company/manufacturer share
- Toilet tissue
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- Figure 23: Main monitored media advertising expenditure on toilet tissue, 2004 and 2005
- Kimberley Clark focusing on newer brands
- Other companies cutting back
- Kitchen towels
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- Figure 24: Main monitored media advertising expenditure on kitchen towels, by company and brand, 2004 and 2005
- More exposure for Brenda and Audrey
- Facial paper tissues
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- Figure 25: Main monitored media advertising expenditure on facial paper tissues, by company and brand, 2004 and 2005
- Heavyweight support for new sub-brands
- Seasonality in media spend
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- Figure 26: Main monitored media advertising expenditure on household paper products, by quarter, 2004
- Tissue spend concentrated in the winter
- Timing linked to brand owners
Distribution
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- Figure 27: Retail distribution of household paper products, 2001-05
- The rise of the multiples
- Distress purchases and c-stores
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The Consumer
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- Facial tissues
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- Figure 28: Usage of facial tissues, in the last 12 months, 2005
- Tissue usage
- Women use more tissues
- Very young and the old are key determinants of purchase
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- Figure 29: Heavy usage of facial tissues, by presence of children and lifestage, 2005
- Long-suffering Londoners
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- Figure 30: Usage of facial tissues by complaints suffered from in the last 12 months, 2001-05
- The impact of feeling really ill
- Facial tissues – Product type
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- Figure 31: Type of facial tissues used, 2002-05
- Not practising what they preach
- Toilet paper (main shopper)
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- Figure 32: Usage of toilet paper, in the last 12 months, 2002-05
- Heavy usage becoming more common
- More bums on seats
- Quality versus volume
- Toilet tissue product type
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- Figure 33: Type of toilet paper used, 2002-05
- Standard predominates, others are niche
The Consumer – Detailed Demographics
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- Facial tissues
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- Figure 34: Usage of facial tissues, in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel's Special Groups, 2005
- Toilet paper
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- Figure 35: Usage of toilet paper, in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel's Special Groups, 2005
The Consumer – Attitudes and Behaviours
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- Figure 36: Attitudes towards kitchen roll, August 2005
- Usage reflects marketing
- Women in the kitchen
- Cooking skills
- Wiping up the children
- Branding for children
- Opposite ends of the country
- Targeting users
- Keeping it to hand
- Developing the role of kitchen towel as a fashion accessory
- Attitudes towards aloe vera toilet tissue
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- Figure 37: Attitudes towards aloe vera toilet tissue, August 2005
- Concerns about cost
- Women more likely targets
- Potential for children’s use
- Opportunities for retailers
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Attitudes and Behaviours – Detailed Demographics
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- Figure 38: Usage of kitchen roll, by gender, age and socio-economic status, August 2005
- Figure 39: Usage of kitchen roll, by presence of children, lifestage and Mintel’s Special Groups, August 2005
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- Figure 40: Attitudes towards kitchen roll, by marital and working status and household size, August 2005
- Figure 41: Usuage of kitchen roll, by region and ACORN catgeory, August 2005
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- Figure 42: Attitudes towards kitchen roll, by media usage, commercial TV viewing and supermarket usage, August 2005
- Figure 43: Attitudes towards kitchen roll, by gender, age and socio-economic status, August 2005
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- Figure 44: Attitudes towards kitchen roll, by presence of children, lifetsage and Mintel’s Special Groups, August 2005
- Figure 45: Attitudes towards kitchen roll, by marital and working status and household size, August 2005
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- Figure 46: Attitudes towards kitchen roll, by region and ACORN catgeory, August 2005
- Figure 47: Attitudes towards kitchen roll, by media usage, commercial TV viewing and supermarket usage, August 2005
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- Figure 48: Attitudes towards aloe vera toilet tissue, by gender, age and socio-economic group, August 2005
- Figure 49: Attitudes towards aloe vera toilet tissue, by presence of children, lifestage and Mintel’s Special Groups, August 2005
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- Figure 50: Attitudes towards aloe vera toilet tissue, by marital and working status and household size, August 2005
- Figure 51: Attitudes towards aloe vera toilet tissue, by region and ACORN catgeory, August 2005
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- Figure 52: Attitudes towards aloe vera toilet tissue, by media usage, commercial TV viewing and supermarket usage, August 2005
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The Future
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- Figure 53: Forecast of the market for household paper products, by value, 2005-10
- Price rises due
- The effect of PDI
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- Figure 54: PDI and consumer expenditure, 2005-10
- Moving more sophisticated
- Number of households continuing to rise
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- Figure 55: Household stock, by household size, 2005-10
- But household size falling
- Changing age profile
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- Figure 56: Projected UK population by age, 2005-10
- Own-label developments
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